customer retention

How can low-touch feel like high-touch?

3 min read Francisca Cordeiro, Head of Customer Success

Different companies have different customer success approaches, and the decision between a low-touch or high-touch support model is usually dictated by strategic drivers as much as economic constraints. The two models are generally portrayed against one another, as often companies transition from high- to low-touch when scaling their business.

Generally speaking, a low-touch model involves no human interaction: customers are able to solve their issue, have their questions answered and even move along the acquisition funnel and acquire a product with minimal or no human support required. Low-touch is usually based on self-help solutions such as guided help flows, automatic trouble-shooters and comprehensive help centres, user guides and FAQs that help customers help themselves.

A high-touch model, on the other hand, involves a much higher participation from your support team as it requires a direct, personal and usually quite frequent contact with customers.

The low- and high-touch models are the extremes of the spectrum. There is a myriad of levels in between, which is where most companies land.

While we know for a fact that today’s customers have high expectations, we also know that 67% of customers prefer to use self-service options (Nuance Enterprise). Yet, even if you land closer to the low-touch strategy side, it is possible to have a high-touch impact on the client side.


How do you provide a low-touch support that feel like high-touch service?

1. Have an amazing customer academy

Centralising all your onboarding and training content in one online Customer Academy is the best way to ensure your clients have access to everything they need at their disposal, 24/7.
Using video in your online academy is the smart choice as you will offer a personable connection opportunity as you can use human presenters and voice over.

In the academy, you will be able to provide customers with product training as well as skills development options to help them have better results using your product. A video academy is a self-service solution that you can personalise and curate to offer a high-touch level of depth and quality.


2. Automation is your ally

Automation removes a large portion of human entropies, allowing companies to control customer interactions and communication using software. While the process will be automated, you can still personalise your communication outputs (announcements, emails, follow-ups) to a high-touch level. Integrating your marketing automation solution in your academy is a great time saver: it frees you and your employees up to continue to move your business forward while still offering the level of support and interaction your clients expect.


3. Make sure you have a communication plan in place

Make sure you keep your communication going with your customers. Even with the help of automation, you need to create a well-thought communication plan, where you design the different workflows your customer should navigate. What does this mean, exactly? Before you turn on the automation, you need to define the triggers that generate the follow ups.
Here’s an example: when a new customer signs up, you can define a workflow of emails inviting your customer to do the onboarding courses in your Customer Academy so they go through the onboarding experience and learn all they need to know to reduce Time to Value. The series of emails that are sent to your customer during the onboarding stage is the workflow you need to prepare.

Here’s a guide on how to create a communication plan for non-marketing folks.


4. Offer exceptional onboarding

Onboarding a is a key moment in the customer lifecycle: the way you integrate new clients can make or break your relationship with them. We recommend creating a fool-proof onboarding programme, with plenty of resources and fundamental touchpoints to ensure you set them up for success from day one.

If you are not sure how to approach this, you can click here to download “The big eBook of Customer Onboarding” to learn how to set up the perfect Customer Onboarding Training Programme for long-lasting happy customers. For both low- and high-touch models.


To create a low-touch model feel like high-touch, you need to invest both money and human resources to get the structure in place. You can still do this with a small team, and relatively low budget so, no worries. Just make sure you have a plan in place and the resources to put this strategy in motion. It may seem daunting in the short-term, but the long-term efficiency, retention and cost-saving benefits will be huge.

So, we encourage you to think broadly about low-touch and high-touch, avoiding a siloed approach that will limit your possibilities. These models aren’t necessarily in opposition: they can act as partners and help you use fundamental aspects of each at each given time to provide the best service possible to your clients.

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You may also find interesting:

Customer Training Academy ROI Calculator (calculator)
How to make the case for a Customer Academy (article)
How to reduce Time to Value with an online Customer Academy (article)
Preventing Customer Churn: how to identify and fix red flags (article)
Why include video training in your planning for this fiscal year (article)
12 tips to choose the right training platform (article)

Would you like to learn more about how bugle can help you offer great customer training? 
Let's talk.

Tags: customer retention, customer success, customer training, customer academy, efficiency


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