And as the vendor you can either ignore the phenomenon and let customers fend for themselves and maybe not achieve the desired outcome – at which point they’ll blame you – or you can take the initiative to try to help them with a bridge for that success gap.
You can do that by bringing in experts, providing content, giving discounts on third-party courses, or building those bridges into the product.
But at some point you also need to let the customers know that they are accountable for some portion of the results.
In fact, one of the things we have to do as part of an operationalized Customer Success initiative is to tell the customer what they need to hear – not what they want to hear – so they do the right thing.
Which means we have to be realistic with our customers about what is on their plate – and what is on our plate – and who’s ultimately responsible for the success of the customer.
This is called Customer Accountability and it’s the missing piece in your Customer Success strategy.