Until quite recently, only a handful of companies had even heard of the Customer Success Manager role. Today, it is becoming central in many organisations – to the point where some businesses swear by it. So what exactly is a Customer Success Manager? What is their objective? What tools do they need? There are plenty of questions, and we will try to answer them all in this article.
Who is the Customer Success Manager (CSM)?
Just a few years ago, the Customer Success Manager role did not exist, largely because no one had clearly identified the need for it. These days, a company’s strategy no longer focuses only on products and markets, but also on customers and their needs. Building customer loyalty and maintaining a close relationship with customers is now essential for a company’s long-term success.
A CSM must therefore make sure that customers are satisfied – and stay satisfied. The main aim is to support business development and drive the company’s growth. In practical terms, this is not about waiting a year before reaching out to the customer, but regularly following up with satisfaction emails (for example, a few days after a purchase) or calling them from time to time to check that everything is going smoothly with your product or service.
To do this effectively, the Customer Success Manager acts as a bridge between the customer and the company. They work closely with every department to coordinate action plans and mobilise the necessary resources. They must also understand the business well enough to train and support users, so that the need to contact support becomes less frequent. Many companies, especially in the IT sector, are now investing in hiring CSMs to increase overall 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. The first of these is, of course, the CRM.Often poorly or under-utilised, CRM software needs to be reviewed. The centralisation of CRM information is a real point of interest for organisations. When properly filled out, 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, check that your CRM is properly connected to your support service: this way, when a request is made, the information automatically flows into the CRM. You can also take advantage of this to set up various alerts and automate as many time-consuming tasks as possible. For example, automate customer reminders following the purchase of each product, the sending of satisfaction emails, etc. The more the customer feels listened to, understood and valued, the more they will appreciate your services. This is why the CSM needs access to the reliable and up-to-date information provided by the CRM.
By automating as many tasks as possible, more time is freed up for customer relations. A tool interconnected with all the company's departments allows you to track all interactions and act accordingly. The CRM then becomes a major ally: used correctly, it becomes the best tool for the Customer Success Manager to do their job successfully.
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