Customer Success Management Best Practices

customer success management best practices

Customers will always be the driving force in your role as a Customer Success Manager. Keeping your customer base happy is the key to doing well in your role and contributing to the growth of your company.

While every customer has a different set of needs, there are several common best practices in customer success. If you follow these best practices and implement them in your daily approach with customers, you will be able to keep them thrilled with you and your company.

Educate Your Customers

Taking the time to educate your customers, rather than onboarding them and calling it done, will set you apart from other companies.

By teaching your customers, you are enabling them to make the most of the products and services provided to them. Try giving them hands-on experiences, creating useful content for them to consume at their leisure, and organizing workshops for their employees.

Speaking of workshops, make sure to check out our 2019 SuccessCOACHING Customer Success Training Workshop Schedule. Our intensive two-day CSM training workshops cover the full range of foundational Customer Success skills that enable current and aspiring Customer Success Managers to gain a solid, working understanding of the practical aspects of the field. Click the button below to learn more

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When you make the effort to educate your customers, you’re building their trust and loyalty to your company. It’s a great way to encourage customers to stay with you for the long-term. Don’t forget to take into consideration the different ways people learn!

Create Relevant Content

When a customer is contacted by an account manager or customer service representative, they’re almost always being sold to - again.

Imagine how refreshing it would be for them to hear from you and instead of being sold to, they’re given helpful content to make their lives easier.

A quick list of FAQs is a good place to start, but your customers could benefit from more in-depth help. Write a blog post that digs deep into a specific feature or create a step-by-step walkthrough that includes images and screenshots. Create case studies and share previous success stories to inspire and motivate your customer base.

If you really want to make an impact, put together instructional videos or schedule interactive webinars. High-quality, helpful content educates your customers and keeps them engaged with your brand over time.

Be Proactive & Review Regularly

Waiting for your customers to contact you when a problem comes up is customer service, not customer success management.

As a customer success manager, you already know a key role is being proactive and reaching out to your customer base regularly.

Customers often have small questions to ask but they just haven’t gotten around to contacting you yet. A customer’s goals change and evolve over time, which means they may need to tweak their products or services with you.

One way to assure that you’re engaging with your customers regularly is to establish set check-points. This practice enables you to establish a communication cadence and gives you the chance to identify new ways to serve them and remain top of mind.

Collect Customer Feedback & Adapt Accordingly

As the end users of your products and services, customers have valuable insight into what’s working and what’s not. Make a habit of collecting their feedback, both formally and informally.

You can ask for feedback when you’re doing a scheduled business review or you can create an official survey to send to your entire customer base.

When feedback comes in, keep an eye out for patterns and trends. Not every piece of feedback you hear will warrant a change, but hearing the same thing from several different people is a sign that it’s time to adapt.

Continually Improve Your Skills

In a customer-based role, it’s easy to focus on the growth of your clients and forget about your own growth. If you want a long-lasting career in customer success, you have to regularly prioritize time to improve your customer success skills.

As your company rolls out new products and services, spend time getting familiar with them and polish up your product knowledge. Soft skills like emotional intelligence, mental fortitude, and relationship building will always be crucial for success in the customer success industry.

Seek out feedback from your manager, read relevant books about customer success, attend online webinars, and work with your company to take advantage of workshops and courses. The sharper your skills are, the better you’re able to serve your customers.

Customers want to feel like more than just another number to your company, and you’re the one who can show them how important they are. Using these winning best practices to exceed your customer’s expectations will help you retain and grow a loyal customer base!

Ready to learn new ways to apply these best practices? Click the button below to sign-up for our Online CSM Training and Certification Programs that teach you a proven, best-practice based approach to delivering Customer Success.

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DO’s and DON’Ts of Customer Success Best Practices

  • DO establish set check-points with your customers. You want to create a regular communication cadence, and this gives you the chance to identify new ways to add value to your relationship.

  • DON’T miss opportunities to solicit feedback from your customers--both on the product and on the service you’re providing them. Be sure to really listen and then take action on it when warranted.

  • DO look for various ways to create content for your customers. As customers and personality types vary, the types of content they’re most receptive to will vary as well.

  • DON’T let your skills stagnate. Make sure you’re regularly looking for fresh ideas on how to better serve your customers and efficiently do your job. Seek career development opportunities and training to help you hone your skills.

Robyn Petrik

SuccessCOACHING contributor Robyn Petrik is a freelance copywriter originally from Vancouver, Canada, who specializes in blogging, website copy, and social media content. While she happily spends most of her time writing, you’ll also find her reading, hiking, and eating too much peanut butter.