You've heard of Customer Success Managers, right? The employees who take on this role address the needs of the most important asset of any company: its customers .
The members of the Customer Success team are on the front line of ensuring that customers continue to use your company's products or services and that they 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 just delivering good services, organizations need to ensure a positive customer experience through their relationships .
Does your company already have a Customer Success Manager team? Read our article and understand what this role is and why it's so important today!
What is a Customer Success Manager?
Regarding the concept of the function, it is worth using the words of Lincoln Murphy , a reference in this market. According to him, "customer success is when your customers achieve the desired outcome through interactions with your company .
In this way, Customer Success Managers interact with clients, offer solutions, anticipate problems, and provide the best solutions for each customer .
This trend is gaining more and more traction 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 assist clients in using the software correctly and help them achieve good results.
However, as the need to take good care of the customer became clear, the importance of this function expanded, and many companies now have this department.
The activities of a Customer Success Manager vary depending on the focus and size of the company, but generally, they have some of these responsibilities:
- Activate customers immediately after the sale.
- To prepare consumers to use products or services in the best way.
- Conduct follow-ups on the progress of client projects.
- performance indicators and results.
- Prepare and present feedback so that the client is aware of the use of the product/service and its improvements.
- To teach the customer how to use what the company sold them, in a strategic way.
- To offer the best solutions for clients, whether for relocations or maintenance.
- Gather feedback on the product or service.
- Control the company's churn rate.
- It serves as the communication channel between customers and the company's other 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 several great advantages for the business. Check it out!
They retain customers
Customer Success team guarantees more than just new customers; it ensures that existing customers are retained and become loyal .
By having satisfied customers, the chances of product and service cancellations decrease. Therefore, your churn rate will improve and get closer to the ideal, making the business more profitable in the medium and long term.
It follows the customer lifecycle
When customers are assisted by different people, they constantly have to recount previous problems , making the support process exhausting.
By having a team that takes care of specific clients, the service becomes more personalized and exclusive .
In this way, customer success specialists accompany consumers from implementation to training, support, etc.
Thus, they not only understand the problems, but also highlight strategies and suggest interesting alternatives for clients, further enhancing their positive 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 closely involved with customer needs, these employees are able to identify new demands, offer plan improvements, and enhance the services or products offered.
By promoting ongoing engagement, it's possible to invest in revenue-boosting strategies, identified as cross-selling and upselling.
Cross -selling is when a customer buys something complementary to the products and services they have already purchased; while upselling is when a customer increases their plan for the same product or service, upgrading to premium versions .
Both only work when the professional knows the client very well, understanding their pain points and needs.
marketing opportunities.
A satisfied customer is the best advertisement for a business. When customers are happy and satisfied with your service or product, they are more likely to promote your brand and generate the famous and timely 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, winning over new buyers and new business opportunities for the organization.
Conclusão
The Customer Success Manager revolutionizes the way you connect with and maintain contact with customers .
By understanding each customer's lifecycle, conducting research, gathering feedback , and offering sound insights and strategies, you increase the chances of retaining loyal customers .
It's important to understand that this role isn't about doing everything to please your customer and simply pampering them, but about showing the consumer the best path to follow, understanding their needs and caring about them .
Companies that invest in their Customer Success teams get to know their customers better and gain more business and growth opportunities .
Does your company have a customer success team? How have you been preparing to invest in this crucial market segment?
Now that you know a little more about Customer Success Manager, take the opportunity to explore some of our solutions that can further enhance your customer experience!
