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Customers purchase software to achieve specific outcomes. As a customer success manager, you aim to assist your customers in reaching these outcomes by driving value through effective adoption. CSMs must go beyond their role as a technical resource who just helps customers implement product features. Instead, they should aim to strike a balance between being a technical resource and a strategic advisor.
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This blog post will discuss the distinctions between a technical customer success manager (CSM) and a strategic CSM. We will also explore how your outlook affects your interaction with clients, how to walk up the value pyramid, and how to delegate tasks to become a more strategic advisor.
Customer Success Manager in SaaS
Your Unique Perspective
People working in SaaS have a unique perspective because they spend their entire day discussing and working on their platform. They thoroughly understand what their software can do and how it can be used. However, the downside is that they often lose sight of the beginner's perspective. They forget that customers need more than just instructions on using the software. They must also provide the value that adopting the solution will bring to the organization's overall goals. There are two ways to approach this issue:
- CSMs give advice based on what they see, and customers can decide whether or not to follow it.
- CSMs can share a strong point of view and try to persuade customers to adopt a certain approach because they believe it will bring value to the customer's organization.
The Tale of Two CSMs
Technical Resource Vs. Strategic Advisor
Typically, there are two types of Customer Success Managers based on their perceived organizational role. If you view your role as an educator, you will likely be seen as a technical resource for your clients. On the other hand, if you see your role as one that involves understanding your client's objectives and clarifying the value they can derive from your product or service, you are likely to be seen as more of a strategic advisor.
Technical Resource
A technical resource typically is more focused on providing technical support and resolving any issues or concerns that customers may have. They are great at troubleshooting and have an in-depth understanding of the product or service being offered. These people tend to have great relationships with their customers and can get things done quickly.
- Downside: They are missing an opportunity to elevate the relationship above the current level in the organization.
Strategic Advisor
The second type of Customer Success Manager is more strategic and acts as a trusted advisor to clients, helping them achieve their business goals and objectives. They work closely with clients to understand their needs, identify opportunities for growth and improvement, and develop customized plans to ensure long-term success.
- Upside: When the organization's goals are achieved, they are more likely to attribute that success to you.
Driving Value Through Adoption
The Ebbs and Flow of Adoption
Regardless of whether you primarily provide technical support or strategic advice, the initial implementation phase of a new feature or solution usually follows a similar pattern for the first few days or even weeks. During this time, there is often an uptick in usage as people are curious and enthusiastic about the new offering. If they do not see any tangible outcomes associated with it, they may quickly revert to their old ways of doing things. It is important to link specific outcomes to the process to prevent this from happening. When people understand the tangible business value associated with the new approach, they are more likely to stick with it rather than abandon it after a short period of time.
Driving Up The Value Pyramid
Expanding Your Influence in The Organization
Expanding your influence within the organization as a Customer Success Manager goes beyond driving value through effective adoption. It involves actively seeking out opportunities to ask more strategic questions and gaining access to key stakeholders and decision-makers within the company. By doing so, you can gather multiple vantage points and insights that can help you better understand the organization's goals and objectives. This expanded network allows you to tailor your approach and recommendations to align more closely with the overall strategic direction of the business. Expanding your influence within the organization enhances your effectiveness as a Customer Success Manager. It solidifies your role as a trusted advisor and partner in driving long-term success for your clients.
Learning When To Let Go
Delegating Tasks to Others
As a Customer Success Manager, knowing when to let go and delegate tasks to others is important. While trying to handle everything yourself may be tempting, delegating tasks can be more beneficial in the long run. By assigning responsibilities to team members or other departments, you can free up your time to focus on more strategic initiatives and higher-level tasks.
Delegating tasks also allows you to leverage the expertise and strengths of others, ultimately leading to better outcomes for your customers. It shows that you trust your team and value their contributions. Additionally, delegating tasks can help you develop the leadership skills necessary to effectively manage a team and drive success within your organization.
Finding Balance to Help Customers Achieve Success
As a Customer Success Manager, your role is crucial in ensuring that your customers not only adopt your software but also achieve their desired outcomes. By striking a balance between being a technical resource and a strategic advisor, you can elevate your relationship with clients and drive long-term success.
Remember to focus on driving value through adoption, expanding your influence within the organization, and knowing when to delegate tasks to others. By implementing these strategies, you can solidify your position as a trusted advisor and partner in helping your clients reach their goals.
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