As our friends at the Customer Success Association put it:
Customer Success Manager. Client Advocate. Customer Relationship Manager. Customer Advocate. Regardless of the label you attach to this role, the job is about customer relationship retention and customer service optimization. As the customer success manager, you are the primary point of contact for the customer, and by definition, serve as the advocate for that customer’s success.
The most effective way for you to succeed in that role, is to help your customers be as successful as they possibly can be by using your technology products and services. That means that you know enough about the customer, their goals and the business of their business (as opposed to knowing just how they use your products or services).
When you begin, things are wonderful. You know what the customer is trying to accomplish, and how they plan to do it. You know exactly what needs to be done on your end to be a strong advocate for the customer and whom to call in your company to make it happen.
Here’s the thing. This doesn’t scale well. As your customer’s needs get more complex – and as you have to juggle more customers – the demand will surpass your ability to keep up. In addition, as your own company’s offering get more complex, it will be harder to understand all that you can offer your customer and you will need to rely on chasing down even more disparate internal resources to bear to help the customer.
So how do you go about optimizing what you offer your customers, and not break the bank? By following these simple steps.
1. Before you ask someone, search for the information in your internal knowledge base or place where you keep information.
2. If you don’t find it, once you get the information you were looking for, write it down using a simple template that makes it easy for the next person to find it and update it if they have comments or questions.
You will very quickly create a treasure-trove of information that you can re-use and help your customers help themselves without going through you each time.
That’s just one part of the solution though. As your own company’s products and services proliferate, you are going to need help from your internal teams who know more about the internal products and services. You need to find out more about those developments and capabilities to share with your customer so they can be even more successful. How do you do this, other than just conduct meetings? The same principles apply.
Show them the simple, yet powerful techniques to quickly create knowledge in a way that others can easily consume and improve upon.
If you follow these two tips, you are likely to see a 30% gain in productivity.
Here’s a way to blow that number to 300% productivity. Be the catalyst to bring together a cross-functional team of people from your company to look at how you can impact your customer’s experience. Use your understanding of the customer’s needs and context to seed and guide the direction of the solutions.
Discover how Tyler Technologies achieved 300% productivity increases and improved customer satisfaction sharing knowledge.
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