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There is a large number of students unsatisfied with the care provided by the Higher Education Institution (HEI) which leads them to drop out of the courses, generating a high churn (cancellation fee) and other concerns for HEI performance management. The new trend of Marketing 4.0, focused on providing the best customer experience with digital tools and the Customer Success (CS) method. Customer success, focused on anticipating problems and surprising the customer by delivering their true success , can reverse this reality, improve the performance of HEI and attract new students. The aim of this study is to raise the students' main complaints regarding the service provided and to present the Customer Success method as a solution for HEI to reduce churn, to increase the satisfaction of its students and to deliver its success, making them indicate the HEI as a reference for the community in which it is inserted.

PROPOSTA PARA A IMPLANTAÇÃO DO MÉTODO CUSTOMER SUCCESS EM INSTITUIÇÕES DE ENSINO SUPERIOR