As Customer Success Manager for Visage, my main objective everyday used to be: Make sure every client is happy at the end of the day, eager to come back and spend more. Simple right? Well it’s not really that simple.
As I have grown into my role, I have learnt that CSM involves a variety of processes but most importantly, it involves forward thinking – prevention is better than intervention! This is my main objective everyday now.
This means it is not necessarily the client that you are focusing on everyday, but rather the processes of the company and product that facilitate client engagement and experience. Be curious – test and track everything!
Recently, I have learnt that there are 3 main areas to work on:
- Success and Product Value:
As a company and team you need to clearly define, understand and promote what success is for the client. Do not be afraid to remind your clients what you promised and delivered. This is a vital step (and often completely missed). Reinforce your value: go back and tell your client what you promised, what you delivered and the value you provided. This is where we lost the mark – we did not even know ourselves what success for the client should be. This isn’t a bad thing, as long as you can recognize that and correct it.
- Effective Client Mechanisms:
CSM requires you to constantly learn and to put yourself in the client’s position. A client is 85% less likely to return if they need to provide a lot of effort for the service! To relate this to recruitment and our product – we aim to remove the pain of cost, time and effort, so why implement a long and drawn out feedback process for your clients that you are trying to save time on in the first place? This was our major downfall. We expected our clients to constantly critique each candidate along the way. You need to bring out your innovative side and think about a process that requires little effort but is still effective for you to provide what you promised.
- The Team:
A very important and surprising lesson I learnt recently is that CSM is not my job, but rather the entire team’s. It’s an operating system! As Customer Success Manager, you need to ensure your entire team is aligned and synced on every aspect of the product and process. Every team member is accountable for CSM, from the CEO and CTO to each freelance recruiter we have. Involve each team member in your ideas and the progress of each client – you will be pleasantly surprised at the input and value each one can add to the ultimate end goal – a happy and returning customer!
Overall, as a Customer Success Manager I encourage myself everyday to step out of my comfort zone and to take on functional roles that drive and deliver high product value. In fact, this blog post was one of my biggest challenges!
Jeanita Artz – Physical therapist turned start-up enthusiast and Customer Success Champ! Crossfit addict and a great cook.