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| Customer Success Manager |
Hi...Success and innovation customer success specifically right because if
you see some success used to be an early kid on the block but not anymore it is
such an award organization that many companies start investing in customer
success early on and when an organization walls there is room for innovation so
if I have to ask you what are your top pointers for innovating in customer
success thanks Angie first of all for having me on this show and I think as you
rightly mentioned customer success is not a new function anymore it's very
evolved and a lot of companies have started to invest in it much early on as
you say and gone are the days where you you are not just calling customers
checking through your regular QPR you know all these are what we spoke about a
while ago and as you rightly mentioned I think it's time for all of us to
innovate in customer success so I will talk about you know three pointers that
I feel you know our pace to innovate in customer success the first one being
rethinking your only channel experience so yes I know the minute we hear the
word only channel it's you know highly overrated everybody's been talking about
it over the last few years and you know we've all heard about customer
experience and customer success if you think about it is the part of the
overall overarching customer experience that you provide to your customers but
what I only want to stress upon your and where we need to equate is really
rethinking the channels in your national experience specifically when it comes
to customer success so we all do know that you know CSM's reach out through
email they have reach out to customers or to phone calls and emails I'm you
know for a lot of larger customers maybe have in-person meetings but then if we
really try to understand you know where customers are today and if you want
CSM's to be there everywhere where your customers are we need to rethink the
channels a little bit so you look at it you and I ask customers are always on
whatsapp so there are a lot of new age or messaging channels whatsapp you have
up will discharge you have modern messaging platforms so one way to sort of
look at is you know are your see essence there in these channels where
customers are spending most of their time in play and we've sort of piloted or
this in certain regions specifically Middle East where we saw an early huge
success you know it helped CSM slowly build this quick connect have friendly
relationships and you know very quickly provide solutions to customers you know
for smaller problems that they have and it goes a long way in building lasting
relationships so that's a you know one channel that we need to rethink and of
course offline is a channel I don't think will ever lose its importance even
after you have a scalable base of customers you know you will really need to
see how you have that in-person connect with every customer that you have and I
think couple of ways to do this is you know happy so meet your CSM days or
openoffice days where you invite your customers over or have a common place
where all your customers get to meet their customer success managers it is once
in person which again goes a long way in building lasting relationships with
the customer so yes the first way of you know which I think we should you know
we could innovate a customer success is by rethinking the only channel
experience moving on to the second point I think this is mostly spoken about in
all customer success forums these days it's all about product driven customer
success now when you think about it your customers are spending maximum amount
of time inside your product even before they reach out to a customer success
manager or so a be really ensuring that you know we're giving these like when
you have feature and code features and functionality are you going out into
real also adding functionality is every ensure that the customer success will
using your product so let me maybe give you a quick example let's say you have
a feature or module in your product which impacts the business metric for
customer rate so do you have features and functionalities that will actually check
how a customer has been performing on that metric or you know if the customer
is not been doing great on that metric I'll really be emptying and proactively
providing help to the customer to check in on what really is not working out
and how we can how he or she can actually you know get through the desired
outcome that he or she signed up for so that's one way and if you know
customers are showing signs of risk I am really providing an easy way for them
to reach out to the CSM for help rather than waiting on them to draft a long
email and set up your may of your P so these are a couple of ways in which you
know you can think about product driven customer success which I feel is very
critical and last but not the least studying my favorite of all and it's a
dream project of my in a pilot project that I would love to work on is the what
I call the CSM assist what now what I mean by this is think of it this way
right if you really look at the life of a CSM every CSM handle is about
anywhere between 50 to 200 300 odd customers in the book and if you look at it
there are always certain customers who are at risk there are always certain
customers where you know they're really happy and it's time for the CSM to take
the next step and reach out for advocacy then there are certain customers
waiting on updates on feature requests where you have to collaborate internally
as a CSM you know to your customers so there are multiple you know pockets or
groups of customers with different actions that the CSM has to take and imagine
this right when I coming into work and I just open my laptop has you you know
using all the AI and watch that we have if a bot could really tell me hey here
are the 10 things that you need to do today first we talk to customer again we
see because you know he or she is really getting off into the and then reach
out to this customer today because he's due for a case study of who-ville so I
think if you know if the entire priority priorities are taken into order you
have certain business rules in place and if what could really tell me how to
plan my day out and prioritize my work keeping the end goal in mind that it is
not just one customer or few customers that have to be successful but my entire
customer base that I manage as the CSM has to be successful you know as a
company so I think having a CSM assist what maybe you know could be awesome so
that is really inside and also actionable so I think that makes it easy to
consume for anyone read this article right so for all the customer success
managers watching so to quickly summarize rethink your omni-channel experience
and don't ignore offline methods there is still some merit in going to your
customers and meeting them face to face and product driven customer success it
doesn't get the attention that it should and do a show she's favorite project I
would you know I hope she gets to work on is an a assisted bot that can help
customer success managers prioritize their work and you know focus on things
that matter the most so that is really helpful...
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