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Low touch Customer Success: Characteristics, Implementation & Benefits

January 23, 2024 - 7 min read

Arthur Quincé

You've probably heard about low touch customer success, this automated approach that's winning over more and more SaaS companies. And for good reason—it lets you manage an impressive volume of customers without sacrificing service quality. At MeltingSpot, we love this strategy. Why? Because our customer education platform is designed to integrate this method directly into your product. In this article, we'll show you how to optimize your customer success with low touch, leveraging automated tools and continuous educational resources. Let's dive in!

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What is Low Touch Customer Success?
Benefits of Low Touch Customer Success
Implementing Low Touch Customer Success
What Kind of Low Touch Customer Success Can You Implement?
1. Implement a Customer Academy
2. Implement a Customer Community
3. Deliver in-app and in-context Educational Content
Case Study: MeltingSpot
Low Touch vs. High Touch
What is Customer Education?
Tools for Low Touch Customer Success
MeltingSpot: A Partner for Your Low Touch Strategy
Case Study: A Transformed SaaS Company
Conclusion
Additional Resources

What is Low Touch Customer Success?

Low touch customer success is the art of doing more with less. Essentially, it's about using automated tools to guide your customers throughout their journey, without needing to hold their hand at every step. We're talking chatbots, AI, and of course, platforms like MeltingSpot, which integrate educational modules directly into your product.

This method differs from high touch, where each customer receives personalized attention from an account manager. Low touch is like having a support team available 24/7 without the human costs that would entail.

Benefits of Low Touch Customer Success

Why are so many companies adopting low touch? Here are a few reasons that might convince you:

Efficiency: With low touch, you can manage a large number of customers without proportionally increasing your human resources. Gone are the days when every new acquisition required hiring more account managers.
Scalability: Thanks to automation, your business can grow without worrying about customer management capacity. Technological tools take over, and your teams can focus on higher-value tasks.
Cost: Reduce operational costs while maintaining a high level of customer service. Chatbots and AI systems don't take vacations, don't get sick, and can work tirelessly for your customers.

Implementing Low Touch Customer Success

Let's get practical. How do you effectively implement a low touch customer success strategy? Here are some key steps:

Task Automation: Repetitive tasks and frequently asked questions can be handled by chatbots. These tools can provide instant answers, direct customers to the right resources, and even resolve simple issues.
Automated Education: Integrate educational modules directly into your product using platforms like MeltingSpot. Offer tutorials, explanatory videos, and interactive FAQs. Your customers can thus train at their own pace, without needing intervention.
Analysis and Optimization: Use analytics tools to monitor customer engagement and identify friction points. Adjust your resources accordingly, and don't hesitate to test new approaches to continually improve the customer experience.

What Kind of Low Touch Customer Success Can You Implement?

There are 3 ways to implement low touch CS in your product.

Implement a Customer Academy

You can create a Customer Academy to streamline your customer education with a comprehensive learning hub. Host lives, webinars or courses right inside your product. Let your customers join forums. Share your best available resources in neatly organized collections. Manage privacy and access. Track and analyze your customer activities.

Implement a Customer Community

You can prefer building a digital space where your customers can ask all their burning questions. 70% of your customers want to self-educate about your product. Unleash the power of digital Customer Success and switch from 1:1 to 1:many customer interactions. Open new channels of communication.

Let the conversations flow and still keep control with advanced moderation features. Segment your customer base and engage with them with the best appropriate format (webinar, 1:1 chat, group discussion…).

Deliver in-app and in-context Educational Content

Whether you choose to implement a customer academy, a customer community, or keep your existing content a little bit all over the place (Helpdesk, blog, webinar platform, forum…), you should also build shortcuts right inside your product so that end users always reach the right content at the right time.

By combining these low-touch customer success strategies, you can create a well-rounded approach that caters to various customer needs and preferences, promoting user satisfaction and success with minimal direct intervention from your team.

Case Study: MeltingSpot

Let's take a concrete example. A SaaS company specializing in project management solutions decided to integrate MeltingSpot into its low touch customer success strategy. The result? A 30% reduction in support costs and a significant increase in customer satisfaction.

How did they do it? By automating educational processes with MeltingSpot. New users had access to interactive guides from the moment they signed up, and frequently asked questions were managed by an intelligent chatbot. Additionally, the analytics provided by MeltingSpot quickly identified friction points and corrected them.

Discover all our masterclasses on CS Nation.

Low Touch vs. High Touch

Now, you might be wondering how low touch compares to high touch. Here's a quick table to clarify things:

Aspect	High Touch	Low Touch
Cost	High	Reduced
Scalability	Limited	High
Personalization	Strong	Moderate
Efficiency	Variable	High

High touch is perfect for high-value customers who need special attention, such as enterprise accounts or premium services. Low touch, on the other hand, is ideal for companies with a large number of customers, like SaaS, where automation allows maintaining high-quality service on a large scale.

What is Customer Education?

Customer Education is about providing users with the tools and knowledge they need to effectively use your product or service. This includes resources like tutorials, videos, and interactive FAQs integrated into your platform. It’s essential for enhancing both low touch customer success and high touch customer service, ensuring that users can get the most out of their experience.

Gartner reports that 70% of users prefer self-service options for onboarding. This trend is crucial for both low touch and high touch customer success strategies. For low touch SaaS environments, where automation and minimal direct interaction are key, self-service onboarding aligns perfectly with the model. It allows customers to learn at their own pace without needing extensive personal support, thus embodying the low touch meaning.

On the other hand, even in high touch customer experience scenarios, where personalized service is a hallmark, offering self-service educational content is beneficial. It complements the high touch service approach by giving customers the flexibility to access information independently, while still receiving the tailored support they need. Balancing automated customer success tools with high touch interactions ensures a comprehensive support strategy that caters to diverse customer preferences.

Discover the best tools for enhancing your customer education with our guide to the top customer education platforms. This article highlights the leading platforms that can help you improve onboarding, engage customers, and support their learning journey.

Tools for Low Touch Customer Success

To implement a low touch customer success strategy, you need the right tools. Here are some essentials:

Chatbots: They are the champions of automating responses. They can handle frequently asked questions, direct users, and even solve simple problems. Plus, they are available 24/7.
Customer Education Platforms: Tools like MeltingSpot allow you to integrate educational modules directly into your product. Offer tutorials, explanatory videos, and interactive FAQs to guide your customers.
Data Analytics: Use analytics tools to track customer engagement, identify friction points, and continually optimize the user experience.

MeltingSpot: A Partner for Your Low Touch Strategy

MeltingSpot positions itself as a top choice for effectively implementing low touch customer success. Why? Because our platform is designed to integrate customer education directly into your product. Here's how MeltingSpot can transform your customer engagement strategy:

Easy Integration: MeltingSpot integrates directly into your product, offering a seamless and continuous user experience.
Personalized Content: Offer educational content tailored to the specific needs of your customers. Whether it's video tutorials, interactive guides, or FAQs, everything is customizable.
Analytics and Optimization: With MeltingSpot's analytics tools, track customer engagement and quickly identify friction points. Adapt your content accordingly to maximize the effectiveness of your strategy.

Case Study: A Transformed SaaS Company

Back to our case study. A SaaS company specializing in project management integrated MeltingSpot to enhance its customer success. Here are the results in numbers:

Support Cost Reduction: 30% reduction thanks to the automation of educational processes.
Customer Satisfaction: Significant increase, with positive feedback on the quality and relevance of the provided content.
User Engagement: Analytics showed an increase in engagement, with customers regularly using the educational resources at their disposal.

Conclusion

Low touch customer success is a powerful strategy for companies looking to optimize their customer engagement on a large scale. With automated tools and continuous educational resources, it's possible to effectively manage a large number of customers while maintaining high satisfaction levels. MeltingSpot positions itself as an ideal partner for this approach, offering integrated and personalized educational solutions.

So, ready to transform your customer engagement strategy? Adopt low touch customer success and see how MeltingSpot can help you achieve your goals.

Additional Resources

For more insights, don't hesitate to check out our other articles:

These articles will help you deeply understand the different customer success approaches and choose the one that best fits your company. Happy reading and see you soon on MeltingSpot!