A transformação digital na implementação e gestão de uma área de sucesso do cliente: Framework e produto tecnológico

Abstract

This study investigates how digital transformation can support the implementation and management of a Customer Success (CS) area, especially in the context of companies operating in the Business-to-Business (B2B) model. The research is based on the assumption that the adoption of digital technologies not only redefines organizational processes, but also enhances the ability of companies to retain and build customer loyalty, promoting value generation and business sustainability in competitive markets. The main objective of the work is to analyze how digital transformation contributes to the management of processes and indicators in CS areas, with a focus on reducing churn and strengthening customer relationships. As specific objectives, we sought to identify how the academic literature addresses the concept of Customer Success in its relationship with digital transformation, explore the challenges faced by organizations in implementing this strategic area, and propose a technological product model capable of assisting in the management of CS indicators and processes. To this end, a qualitative, descriptive methodology was adopted, based on a systematic literature review and a bibliometric analysis carried out in the Web of Science database. The analysis allowed the identification of 15 relevant articles, published between 2011 and 2024, that address practices, subprocesses and technologies related to the topic. The results indicate that, although the concept of Customer Success is emerging, it has been consolidated as an evolution of customer relationship management practices, standing out for its proactive focus on delivering perceived value. The research reveals that technologies such as Big Data, Machine Learning, Cloud Computing and Process Automation are essential for integrating operations, anticipating customer needs and promoting actions that increase retention and engagement. The study culminates in the proposal of a technological product model for measuring churn, offering support to managers' decision-making and contributing to the structuring of more efficient CS areas. It is concluded that digital transformation not only enables the operationalization of the Customer Success area, but also becomes a strategic element to increase the competitiveness of companies in the B2B environment.