Still only known by a handful of companies, the Customer Success Manager is starting to play a key role within organizations-so much so that some businesses now swear by them. So what is a Customer Success Manager? What is their goal? What tools do they need? There are plenty of questions, and we’ll try to answer them all in this article.
Who is the Customer Success Manager (CSM)?
Up until a few years ago, there was no such thing as a Customer Success Manager-and for good reason: the need for one had never really been identified. Today, it’s no longer just products and markets at the core of a company’s strategy, but also customers and their needs. Building customer loyalty and creating a close relationship with them is essential to ensuring a company’s long-term survival.
A CSM must therefore make sure that clients are satisfied-and that they stay that way. The main objective is to support business development and help drive the company’s growth. In concrete terms, this doesn’t mean waiting a year before contacting the customer, but rather sending them regular satisfaction emails (a few days after a purchase, for example) or calling them from time to time to find out whether everything is going well with your product or service.
To successfully carry out this mission, the Customer Success Manager has to serve as a bridge between the customer and their company. They work closely with every department to coordinate action plans and mobilize the necessary resources. They must also have sufficient knowledge of the business to train and support users, so that, for example, they need to contact support less often. Many companies, especially in the IT sector, are now betting on recruiting CSMs to improve productivity.
Why Is the CRM the Best Ally of a Customer Support Manager?
To carry out their responsibilities successfully, Customer Success Managers need the right tools. First and foremost, of course, is the CRM.. Often poorly or under-utilized, CRM software needs to be reconsidered. The centralization of CRM information is a real point of interest for organizations. When properly completed, customer records within a CRM give you valuable information about the relationship you have with your customers. Here are a few practical tips on how to get the most out of a CRM.
First of all, make sure your CRM is well connected to your support service: this way, when a request is made, the information automatically flows into the CRM. You can also use this opportunity to set up various alerts and automate as many time-consuming tasks as possible. For example, automate customer reminders after each product purchase, the sending of satisfaction emails, etc. The more the customer feels heard, understood and valued, the more they will appreciate your services. This is why the CSM needs access to the reliable, up-to-date information provided by the CRM.
By automating as many tasks as possible, more time is freed up for customer relationships. A tool interconnected with all the company's departments allows you to track every interaction and act accordingly. The CRM then becomes a major ally: used properly, it becomes the best tool a Customer Success Manager has for doing their job successfully.
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