These days, the term “customer success” seems like the holy grail for determining a CMO’s (and his or her team’s) contribution to a
Forget Kevin Bacon, customer-centric organizations need to create zero degrees of separation between themselves and their customers.
Predictive analytics is a powerful tool for creating an efficient and effective customer success organization. However, predictive analytics developed from intuition and hunches without proper validation can be detrimental to a business. Customer success teams need to understand the balance between customer coverage and predictive accuracy to identify false alarms and fire drills and know when to act to prevent churn. If not done properly, some scoring rules actually hurt rather than help the customer success organization.