Customer Success and Account Manager: learn the basic differences between the roles and processes of these professionals

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You don't have to be an expert to realize that we are in the age of customer orientation . Today, marketing processes are focused on meeting customers' needs and solving their problems.

This is precisely where two particular professionals come into play: Customer Success and Account Manager .

For these experts, proving at all costs that their companies' products or services are the most economical or virtuous is not a priority, but rather guaranteeing a satisfactory customer experience .

Were you surprised? Yes, this philosophy is a bit different from the ideas of traditional advertising , which aims to praise brand products above all else.

But what has changed so much in recent years? Why are there now professionals specifically dedicated to customer experience in their relationship with the company?

The answer is not very complex: for today's customer, the most important thing is the sensations generated by interactions with brands .

There are many statistics that support this thesis, and Precision Marketing Group compiled several of them in a recent paper:

86% of buyers would pay more for a product or uganda mobile database service if they received a better experience;
the negative effect of a bad experience is twice as great as that of a positive one;
Companies that prioritize customer experience generate 60% more profits;
In 2020, customer experience will definitively overtake price and product as a key differentiator .
As you can see, Customer Success and Account Manager are specialties that have gained ground within companies and Digital Marketing teams — and also traditional ones — as a mechanism to respond to much more demanding, rational consumers eager for good experiences.

However, this does not mean that these professionals do exactly the same thing and that their scope and contributions are identical.

On the contrary! There are marked differences between Customer Success and Account Manager , which we will explore in detail.

Does this sound like a good idea to you? But first, let's define each of these specialties in general terms.

Let's see!