You've heard of a Customer Success Manager, right? Employees in this role meet the demands of a company's most important asset: its customers .
Customer Success team members are on the front line to ensure that customers continue to use your company's products or services and are satisfied with them .
Furthermore, they are the voice of consumers within companies, sharing new ideas and important solutions from those who use the products or services.
More than delivering good services, organizations need to ensure a good customer experience through their relationships .
Does your company already have a Customer Success Manager team? Read our article to understand what this role is and why it's so important today!
What is a Customer Success Manager?
Regarding the concept of the role, it's worth using the words of Lincoln Murphy , a leading figure in this market. According to him, "customer success is when your customers achieve the desired outcome through their interactions with your company .
In this way, Customer Success Manager professionals interact with customers, offer solutions, anticipate problems and provide the best solutions for each consumer .
This trend is gaining more and more strength for the simple reason that the consumer is the most important part of an organization .
According to Philip Kotler, one of the biggest names in marketing , "retaining a customer can be 5 to 7 times cheaper than acquiring a new one." Therefore, it's essential to have a team focused on this task.
The term Customer Success Manager initially emerged in SaaS – Software as a Service – companies to refer to professionals who help customers use the software correctly and help them achieve good results.
However, by understanding the need to take good care of the customer, the importance of this function expanded and, today, many companies rely on this sector.
The responsibilities of a Customer Success Manager vary depending on the company's focus and size, but generally, they have some of the following responsibilities:
- Activate customers right after the sale.
- Prepare consumers to use products or services in the best way.
- Provide follow-ups on the progress of clients' projects.
- performance indicators .
- Prepare and present feedback so that the customer is aware of the use of the product/service and its improvements.
- Teach the customer how to use what the company sold them strategically.
- Propose the best solutions for customers, whether changes or maintenance.
- Collect feedback on the product or service.
- Control the company's churn rate.
- Be the communication between customers and other company channels.
The importance of the Customer Success Manager
By understanding a little more about what this professional does, you can already get an idea of the advantages of this department, right?
customer success team takes care of each of the company's customers and accounts, ensuring some great benefits for the business. Check it out!
Retain customers
Customer Success team guarantees more than new customers, it ensures that existing customers are retained and loyal .
By having satisfied customers, the chances of product and service cancellations are lower. This way, your churn rate will improve and become closer to ideal, making your business more profitable in the medium and long term.
Tracks the customer lifecycle
When customers are served by different people, they always have to report previous problems , making support exhausting.
By having a team that takes care of specific clients, the service is more personalized and exclusive .
This way, customer success specialists accompany customers from implementation to training, support, etc.
This way, they not only understand the problems, but also highlight strategies and suggest interesting alternatives for customers, further enhancing their good experience .
Identifies and converts opportunities
The Customer Success Manager is treated as a consultant, not a salesperson, but they also identify opportunities and generate revenue .
By being close to customer needs, these employees are able to identify new demands, offer plan improvements, and increase the services or products offered.
By promoting continuous engagement, it is possible to invest in revenue-increasing actions, identified as cross-sell and upsell.
Cross -selling is when a customer purchases something complementary to the products and services already purchased; while upselling is when a customer increases their plan for the same product or service, upgrading to more premium .
Both only work when the professional knows the client very well, understanding their pain points and needs.
marketing opportunities
A satisfied customer is a business's best advertisement. When they're happy and satisfied with your service or product, they're more likely to spread the word about your brand and create that timely and well-known word of-mouth marketing .
If your company offers good customer experiences, it will certainly be rewarded in some way.
Loyal customers become part of your team of promoters, attracting new buyers and new business opportunities for the organization.
Conclusion
Customer Success Manager revolutionizes the way you interact and maintain contact with customers .
By understanding each consumer's life cycle, conducting research, gathering feedback , and offering sound insights and strategies, you'll have a greater chance of retaining loyal customers .
It is important to understand that this role is not about doing everything to please your customer and simply pampering them, but rather showing the consumer the best path to follow, understanding their needs and caring about them .
Companies that invest in their Customer Success teams know their customers better and gain more business and growth opportunities .
Does your company have a customer success team? How have you prepared to invest in this important segment of the market?
Now that you know a little more about Customer Success Manager, take advantage of some of our solutions that can further improve your customer experience!
