High-Touch vs Low-Touch vs Tech-Touch

What are Customer Engagement Models?

Customer engagement models define how Customer Success teams interact with different customer segments. The three primary models—high-touch, low-touch, and tech-touch—represent a spectrum from fully personalized human interaction to fully automated digital engagement.

High-Touch Model

High-touch engagement involves frequent, personalized one-on-one interaction with a dedicated Customer Success Manager.

Characteristics:

• Dedicated CSM per account (or small book of business)
• Regular strategic meetings (weekly/biweekly)
• Personalized success plans and QBRs
• Proactive, consultative relationship
• White-glove onboarding experience

Best For:

Enterprise accounts, high-ACV customers, complex implementations

Low-Touch Model

Low-touch combines human touchpoints with automation to serve more customers efficiently.

Characteristics:

• Pooled CSM model (larger book of business)
• Scheduled check-ins (monthly/quarterly)
• Template-driven success plans
• Reactive + proactive based on triggers
• Guided self-service onboarding

Best For:

Mid-market accounts, moderate-ACV customers

Tech-Touch Model

Tech-touch (or digital-touch) relies primarily on automation and self-service with minimal human intervention.

Characteristics:

• No dedicated CSM assignment
• Automated email sequences and in-app guidance
• Self-service resources and knowledge base
• Automated health monitoring and alerts
• Human escalation only for high-risk accounts

Best For:

SMB accounts, low-ACV customers, high customer volume

Choosing the Right Model

Most companies use a hybrid approach, segmenting customers by factors like:

• Annual Contract Value (ACV)
• Strategic importance
• Complexity of implementation
• Growth potential