Customer success is a relatively new field when it comes to business strategies. For the proper
implementation of the customer success plan, the companies need competent professionals who can
balance every step of the process proficiently. But what is the exact work to be done as part of the
customer success plan? Every company likes to experiment with different kinds of plans to find
something unique to offer to the customers. However, there are certain standards that you need to
maintain if you want to stay ahead in the B2B or SaaS based solution industry.
The work of the customer success manager is to ensure that every step of the process is implemented
in the way they have been perceived to. It is also true that the needs and requirements of the
different clients are unique in nature. They also keep evolving with the passage of time or with the
growth of the company. Thus the plans should also be changed automatically. The manager is going to
supervise each one of these jobs as required.
Here are some FAQs related to the importance of these managers in the business.
1.What is the job profile of a customer success manager?
The customer success manager is responsible for a variety of roles in the company. Their work
ensures that the existing customers are satisfied with the service so that they continue with their
long lasting relationship with the company. On the other hand, they also need to ensure that the
prospective customers turn into permanent clients for the company. This can be measured with the
conversion rate. This means they have to look into both the sales prospect as well as the customer
service.
2.Which parameters should the customer success managers look at?
There are several parameters that the managers should look into. All these parameters are data
driven. These are known as the customer success metrics. They cover both the qualitative and the
quantitative side of the customer satisfaction. Though they might vary from one company to the
other, the general common ones are:
Net Promoter Score
Number of referrals
Number of Daily Active Users or Monthly Active Users
Retention rate of the clients
On-boarding satisfaction parameters
Conversion rates
Qualitative feedback collection
Customer Lifetime Value (CLV)
Expansion Revenue
Resolution Rate at the first contact
The list can be modified depending on the goals of the organization. However most of them are pretty
basic and must be taken into account for the improvement of the customer success plan.
3.What are the different departments that the manager should coordinate with?
As mentioned earlier, the customer success plan involves several departments of the company. Most
needed ones in this scenario are sales, finance, data management, product management and customer
service. Each of these departments has their own functions. But they should be used to their full
potential to ensure that the unique requirements of different customers are met. Taking inputs from
the customer experience, the different teams can also strategize their future moves. Last but not
the least the customer service should be impeccable if you want to maintain your company’s
reputation. Hence the customer success manager should be in constant contact with the customer
service department to exchange the required details.
4.What is the role of the customer success manager in the on-boarding process?
The first impression counts a ton in every relationship, especially when it is between the
prospective client and the company. Similarly, the on-boarding experience counts as the first
impression in the case of product based service. The customer success manager ensures that the new
clients in the company have a smooth on-boarding process. Setting up of the product with the
customer means not only delivering the product. It also means educating the customer about the
functionalities. The specific needs of the clients can be addressed during this phase. Small targets
can be set during the on-boarding process itself depending on these specific requirements. All these
are taken care of by the customer success manager. Hence the managers should be fluent in their
service and communication skills.
5.How can the manager build strong client relationships?
The ultimate goal of the customer success plan is to build strong customer loyalty. This goal can be
achieved with tailor made plans for different kinds of clients. The responsibility lies with the
customer success manager in this case as well. The manager has to ensure that the goals set during
the on-boarding process are being achieved with precision. This will ensure that the clients get
satisfied with the product. The client’s initial satisfaction is extremely vital for the business.
After using the product for a while, their satisfaction will ensure that they upgrade their service
plan to the next level. This will lead to a greater customer base with increased up-selling and
cross selling of the product.
6.What is the kind of tools to be used for the data analysis?
Data collection and analysis are important aspects of the customer success plans. Regular surveys
with crucial questions are the most commonly used tools. Both qualitative measures and quantitative
measures are to be taken for the customer success management. Quantitative measures include scales
or ratings for the customer. This is to determine how likely they are to continue with your service.
The other detailed qualitative measures highlight the areas which the customers expect to be
improved. These tools should be used to the advantage of the company so that they can deliver the
desired outcome.
7.Can you outsource your customer success manager?
Definitely yes! Not only can you outsource your customer success manager, but also your entire
customer success team. Experienced professionals with domain knowledge are outsourced from the
leading companies offering these services. Even if you want your in-house staff to deal with this
department, you can get their customer success training services. These services are usually offered
by the companies who have been in the industry for more than a decade now. Research the good
companies to get a quote.
What duties do you expect from the customer success managers in your company? Let us know in the
comment section below. For any queries, write them below and we will get back to you if they are
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