The Six Pillars of the Wigmore Approach to Digital Customer Success

Jun 3

3 min read

Scaling Customer Value, Retention, and Growth in B2B SaaS

In today’s SaaS economy, retention isn’t a byproduct of onboarding—it’s the new growth engine. To deliver scalable value across diverse customer segments while maintaining profitability, Customer Success must evolve from manual heroics to orchestrated, digital-first strategies.

Wigmore IT’s Digital Customer Success (DCS) framework is a proven blueprint for this evolution. Built from hundreds of engagements with SaaS companies across the growth spectrum, our six-pillar model transforms how B2B organizations drive adoption, retention, and expansion at scale.

1. Strategy: Align Segments, Goals, and Outcomes

Effective digital CS starts with clarity—clarity on who your customers are, what they’re trying to achieve, and how your platform delivers measurable value.

Core Components:

Segment Design: High-Touch (strategic/complex), Low-Touch (guided growth), Tech-Touch (digital-first)
Customer Journey Mapping: Digital interventions across onboarding, adoption, value realization, renewal
Success Metrics: Goal attainment, health score evolution, adoption milestones, Net Dollar Retention (NDR)

Digital CS is only as effective as the outcomes it's designed to deliver. Strategy is the red thread.

2. Technology: Power the Experience with a Unified Stack

Scalable CS requires a tightly integrated tech stack that turns customer data into engagement intelligence.

Key Stack Elements:

CS Platform: Success Plans, Playbooks, Goals, Health Scores (e.g., Gainsight, Vitally)
Data Connectivity: Integrated telemetry, CRM, support, and marketing systems
Engagement Tools: Platforms like Intercom, Marketo, HubSpot for email, in-app, and triggered flows
Telemetry & Usage Insights: Real-time behavioral signals to guide interventions

Without the right data and delivery infrastructure, personalization at scale is impossible.

3. Campaign Strategy: Lifecycle-Driven, Value-Tied Messaging

Digital CS campaigns shouldn’t be one-size-fits-all. They should reflect where the customer is in their journey—and what success means to them.

Examples of Lifecycle Campaigns:

Onboarding Journeys: Modular guides based on early behaviors
Reactivation Campaigns: Triggered for disengaged users
Likeliness to Renew Flows: Tailored by predictive scores and renewal risk tiers
NPS Campaigns: Segmented by Promoter/Passive/Detractor insights

Campaigns must reinforce customer goals—not generic product benefits. That’s how you deliver value before the QBR.

4. Engagement Delivery: Personalization Across Channels and Personas

Engagement should be context-rich and role-aware. Each message must feel timely, relevant, and useful.

Persona-Aligned Content:

End Users: Nudges, tutorials, in-app guidance
Admins/Champions: Optimization tips, product roadmap previews
Executives: ROI snapshots, business outcome reports

Multi-Channel Reach:

Email, in-app, embedded walkthroughs, webinars, digital events

A DCS program succeeds when the right person receives the right message—at exactly the right time.

5. Operations: Repeatable Workflows and Governance

To scale DCS, you need operational rigor: structured processes, assigned roles, and clear governance.

Foundational Elements:

Lifecycle Playbooks: For onboarding, risk, renewal, expansion
Campaign Governance: Review cadences for automation rules, templates, success metrics
Role Definition: Digital CS Ops to own campaign execution and tool management
Feedback Loops: Inputs from CS, Product, Marketing, Support

Digital CS is not “set it and forget it”—it’s a living system of continuous improvement.

6. Measurement: Proving Impact with Real Metrics

You can’t improve what you don’t measure. We focus on metrics that connect engagement to revenue.

Performance Indicators:

Health score trends by cohort
Goal achievement rates
Playbook execution and automation reach
Campaign-sourced expansion and retention

Attribution Modeling:

ARR influenced by digital campaigns (e.g., Re-Activation, NPS)
Movement across health bands before and after outreach
Gainsight dashboards aligned to renewal, risk, and CSQL outcomes

What gets measured gets funded—especially when you can tie digital CS to revenue.

Why Wigmore?

At Wigmore, we believe Customer Success is a profit center, not a cost center. Our Digital Customer Success frameworks—developed by Wigmore Labs—enable SaaS companies to scale intelligently by aligning tools, teams, and tactics around measurable customer outcomes.

We support our partners with:

End-to-end DCS program design and build
Digital campaign execution across Intercom, Gainsight, and more
Product telemetry and CS data integration
Campaign ROI modeling

Final Word: Scale with Substance

The modern SaaS landscape demands more than emails and playbooks—it demands strategic, scalable engagement rooted in measurable customer value.

By following the Six Pillars of Digital Customer Success, your business can:✅ Accelerate onboarding and adoption✅ Improve retention and NDR✅ Drive expansion across all segments✅ Reduce operational burden through automation

Ready to scale customer outcomes—without scaling your headcount?Let’s build your digital CS future.