In a rush to incorporate Conversational AI into customer care talkpaths, enterprises increasingly rely on their Software-as-a-Service (SaaS) vendors to provide historical analyses, make actionable recommendations, and ensure compliance with regulations. Technologies to measure and even predict usage are now ubiquitous, but vendors have a long way to go in standing up processes to increase adoption. Solution providers typically assign Customer Success Managers (CSMs) to oversee these activities. While they are often seen as evangelists and problem solvers, their role has necessarily evolved from Advocacy to Forensics.

Back when software was sold as a perpetual license coupled with technical support, CSMs focused on meeting contracted SLAs and attaining overall satisfaction. As the human conduits between licensors and licensees, CSMs were expected to be empathic, passionate, and diplomatic. Their raison d’etre was to embody the voice-of-the-customer in matters technical and commercial alike.

Now that applications, including the ones that provide insights to both live and virtual agents, are sold as subscription or consumption services, CSMs’ updated mission is to drive usage. They are expected to be inquisitive, empirical, and analytical. At a minimum, CSMs need to continuously prove that the value of each application exceeds its costs.

Forensic ROI

In the common pay-for-resources-consumed model, metering usage is inextricably tied to utility of the application itself. At Monthly Business Reviews, CSMs must present extensive historical reports with colorful dashboards and insightful visualizations. They are also expected to propose adjustments that could improve future results. Since contracts are typically short-term with few if any fixed fees or minimum spend requirements, CSMs are in the unenviable position of having to articulate the incremental ROI each month. Their customers want to see demonstrable, impactful results; otherwise, the application could be relegated to the sidelines.

Forensic AI

Many applications include AI, which must be monitored continuously for compliance reasons. At Monthly Business Reviews, CSMs are expected to depict how AI models are adapting to changing conditions. They must provide assurances regarding data privacy, autonomous decisioning, explainability, and bias. If A/B testing is used, CSMs need to explain historical results and suggest ways to differentiate treatments going forward. Enterprise customers want to see the incremental value that AI provides and also know that new technologies are being applied ethically and compliantly.

Quants for Free or for Fee?

Given this new emphasis on forensics, CSMs who support large enterprise customers will need to be trained in Financial Modeling, Predictive Analytics, and Data Science. These “quants” will spend hours packaging historical analyses and recommendations for how to improve results. That’s a lot of talent and a lot of effort, all of which will shape how the enterprise manages the business itself.

The question is: who pays for all of this? Should the forensic responsibilities of the CSM role be embedded within the service offer itself—effectively absorbed by the vendor as a “cost of doing business?” Or should this work be itemized on the monthly invoice to compensate the vendor for customized, forensic services rendered? If chargeable, should it be optional or required? When multiple technology vendors are in the mix, should the work be delegated to a System Integrator, who will ensure consistency and completeness?

Implications for Enterprise Customers

While the onus is on Conversation AI vendors to describe past performance and make recommendations going forward, the enterprise-vendor relationship is symbiotic. Enterprises need to do their part by providing access to data and support from senior management to effect change. CSMs have always played a critical role in overseeing these bilateral activities, but their methods have recently shifted from advocacy on behalf of customers to packaging complex forensic analyses. Regardless of whether they are embedded in the offer or billable as a line-item, forensics will undoubtedly play an important role in driving successful adoption.

About the Author
Michael Sisselman, MBA, M.Sc. is an expert in Customer Experience platforms that delight customers, empower the workforce, and drive business outcomes. He most recently worked at Avaya, where he led a team of data scientists in Conversational AI, Intelligent Automation, and CX Analytics. During the (surreal) summer of 2020, Michael spent time developing methodologies pertaining to Business Value Consulting and Customer Success.

Michael lives in New York and plays classical guitar every day. For more information, click his LinkedIn page.

Categories: Conversational Intelligence, Intelligent Assistants, Articles