Internal Orientation for Advancing Customer Success
Exploratory Case Studies of Non-SaaS Large Enterprises
DOI:
https://doi.org/10.51094/jxiv.1344Keywords:
Customer Success, Cross-functional Collaboration, Organizational Culture, Internal Orientation, Case StudyAbstract
This study aims to clarify how the concept of Customer Success, which has primarily developed in SaaS companies, can be promoted across entire organizations. To this end, an exploratory case study was conducted on four large non-SaaS enterprises in Japan. Qualitative analysis identified three key drivers: cross-functional collaboration, development of shared infrastructure, and cultivation of organizational culture. Furthermore, the study highlights the importance of an “internal orientation” within Customer Success departments as a common underlying perspective. By initiating one of the few academic studies on Customer Success in Japan and emphasizing the significance of internal orientation, this research offers practical insights not only into the concept of Customer Success, but also into how companies can effectively promote digital transformation (DX) and organizational change.
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Published: 2025-07-01 23:52:26 UTC
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