Not all customers require or desire high-touch engagement. Some prefer to maintain a low-engagement relationship while still achieving value from a product or service. For Customer Success Managers (CSMs), this presents a unique challenge: how to ensure these customers—despite limited interactions—receive the support and resources they need to succeed.

Low-engaged customers are those who interact minimally with your business, product, or service. This doesn't necessarily mean they're unhappy or dissatisfied; instead, they may simply prefer a self-sufficient or low-touch experience.

Let’s explore the top five strategies turn low-touch relationships into highly effective partnerships.

Strategies to turn low-touch relationships into highly effective partnerships:

1. Leverage Automation for Scalable Support

Automation can bridge the gap for customers who prefer minimal direct interaction. By implementing tools and processes, CSMs can:

• Send timely, personalized emails with tips, resources, and updates.

• Automate milestone reminders, such as renewal notifications or progress tracking.

• Use in-app messaging to provide contextual assistance based on customer behavior.

This ensures that customers receive the right information at the right time without requiring high-touch communication.

2. Create Self-Service Resources

Low-engagement customers often prefer to solve problems independently. Providing comprehensive self-service options can empower them to find solutions without reaching out. Effective self-service resources include:

• A detailed knowledge base or FAQ section,

• Tutorial videos and step-by-step guides,

• Community forums or user groups for peer-to-peer assistance.

By ensuring these resources are easy to access and well-organized, CSMs can meet customers’ needs while respecting their preference for autonomy.

3. Monitor Key Metrics for Proactive Insights

Even when customers prefer less direct engagement, monitoring their usage and performance metrics can help CSMs identify potential risks. By tracking data such as:

• Product usage patterns,

• Engagement with self-service tools,

• And progress toward key milestones,

CSMs can intervene selectively and only when absolutely necessary—for instance, if a customer’s activity drops significantly or they approach a critical deadline.

4. Adopt a Low-Touch but Impactful Communication Style

When reaching out to low-engagement customers, it’s important to make every interaction count. CSMs can:

• Use concise and value-driven communication,

• Highlight quick wins or actionable insights,

• And limit the frequency of outreach to avoid overwhelming the customer.

This approach ensures customers feel supported without feeling burdened by excessive communication.

5. Offer Customizable Engagement Options

One-size-fits-all engagement strategies may not work for low-engagement customers. Instead, CSMs can:

• Allow customers to opt-in for specific types of communication, such as quarterly check-ins or product updates,

• Provide tiered service models to match varying engagement preferences,

• And make it easy for customers to request help only when they need it.

Giving customers control over their level of engagement fosters trust and ensures they remain comfortable throughout the relationship.

Conclusion

Assisting low-engagement customers requires a thoughtful balance of proactive support and respect for their preferences. By leveraging automation, providing robust self-service options, and focusing on outcome-driven strategies, Customer Success Managers can ensure these customers achieve success on their terms.