More and more companies use the title customer success manager. Formerly known as account managers, customer service representatives, or client consultants, the customer success manager role has evolved to provide clients with a knowledgeable partner within the company.
While the exact job description can vary from employer to employer, the typical customer success manager (CSM) wears several hats. They can be a partner from the sales process to onboarding new clients to client retention and upselling. Customer Success Managers should also have specific traits such as being a good communicator and thinking creatively to address and solve client and company problems as they arise.
Product Expert During Sales Process
In many companies, the customer success manager is the true product expert. While the sales team may know the basics about the product they are selling, the Customer Success Manager understands the nuances of the product as well as the use cases. Sales managers typically bring in customer success managers during the sales process to demo the product and answer prospects’ questions. In general, the CSM is brought into the sales process as a product expert.
Onboarding New Clients
Once a sale closes, the customer success manager is responsible for onboarding new clients. This onboarding process includes training the new clients and helping them get the most out of the product or service for their use cases.
Retention of Existing Clients
The customer success manager is responsible for retaining existing clients. The CSM monitors how clients are using the product or service and makes sure they are getting the most out of the product. If usage declines, the CSM will meet with the client to attempt to understand why they are using the product less than normal. They will also advise the client on all the benefits of the product or service, with the goal of increasing usage and product adoption.
Upselling Clients
Many organizations also task their customer success managers with upselling. Upselling can include selling more of the same product to the client. For example, in a software as a service (SAAS) firm, the CSM may keep an eye out for additional groups or individuals at the client firm who may have a need for the service. Upselling may also include selling different products to the client based on the client’s needs. For instance, if the company has an add-on service, the CSM will watch for opportunities to sell this add-on to existing clients.
Client Advocate
Customer success managers are on the front lines with their clients. They interact with clients all day, every day. As a result, CSMs are often the first to be aware of issues with the product or service. Furthermore, in their communication with clients, they are made aware of client requests for improvements and upgrades to the product. CSMs are instrumental in making the product development team aware of both issues and new feature ideas.
Bottom Line….
While every organization’s job description for a customer success manager differs, the basics of the role are consistent. CSMs are experts who help their clients get the most out of the product or service. The true job description is in the role title. The CSM is responsible for ensuring that the clients have success while using the product or service.
