Customer Success Management in fintechs: an analysis of its main challenges and opportunities for improvements
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2023-04-13
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Lourenço, Carlos Eduardo
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Customer Success Management (CSM) is a critical component for a company to ensure that customers are satisfied with the products or services offered and that they continue to use them over time. The goal of this study is to identify and analyze the main challenges that this area faces in fintechs point out opportunities for improvement so that these companies guarantee the satisfaction of their customers and stand out in an extremely competitive market. To obtain the necessary answers, this research adopted a qualitative approach through interviews with three groups of professionals linked to the CSM area of a Brazilian fintech. Through a deep theoretical basis and the data collected from the interviews, it was possible to observe some of the main pains and challenges of CSM professionals in the analyzed context, in addition to opportunities for improvement to enhance the performance of the area. We hope that this thesis can shed some light on professionals and companies that wish to develop better CSM practices to ensure the full satisfaction and loyalty of their customers. It is important to emphasize that the challenges may vary according to the region and maturity of the company and, for this reason, the suggested next steps are related to the detailed study of fintechs from other countries. This will allow for a deeper understanding of successful approaches and opportunities for improvement in different markets.