The Hardest Part of Being a CSM
When I decided to write this article, I wanted to pinpoint the ultimate challenge of Customer Success.
A single element; something like “Managing Churn” or “Client Onboarding”
I asked ChatGPT.
It suggested the oft-cited hardest part of being a CSM was “Managing Expectations.”
But that didn't seem right.
I have seen CSMs manage expectations well, only to lose a customer to a competitor.
This led me to a few questions:
Why would clients seem distant during interactions?
Why do some customers hesitate to share their challenges openly?
Why are some customers constantly rescheduling check-ins?
Thus, I unveiled the true essence of being a CSM: Empathy.
Establishing it, cultivating it, and consistently demonstrating it.
Establishing Empathy
The crux lies in genuinely understanding people.
This usually revolves around a few cornerstone principles, especially during your first interactions:
Transparency
You must present information candidly.
If there’s a feature you’re unsure of, admit it.
If there’s a drawback in the product or service, discuss it.
Show you’re always open to learning, and you value the customer’s insights.
Balance of Emotions
It’s important to strike a balance between professionalism and humanity.
Feel the room. Sense the client's mood. And yes, allow moments of humor.
You want your interactions to be enlightening and enjoyable. You want them to look forward to your sessions.
Demonstrate Knowledge
When clients ask for your help, ensure you're well-equipped. Familiarize yourself with industry trends, updates, and shifts.
While it’s okay to admit when you don’t know something, always be on the path to knowing more.
Listening
Active listening is a vital skill in establishing empathy.
It's not just about hearing what the customer is saying but truly understanding their message.
By giving your full attention, reflecting back what you've heard, and asking follow-up questions, you can deepen your understanding and show the customer that their voice matters.
This level of engagement builds a strong connection and lays the groundwork for a successful relationship.
Aligning with Customer Goals
Empathy is not just about understanding the customer's feelings; it's about aligning your efforts with their goals and objectives.
You will need to tailor your approach to support those specific goals.
This alignment goes beyond mere product or service offerings; it encompasses the entire customer journey, from initial engagement to long-term success.
Cultivating empathy takes time. Interact, remember their anecdotes, and resonate with them when you believe they'll find value.
The subsequent step after cultivating empathy is to consistently exhibit it, a challenge I've often grappled with.
Cultivating Empathy
To genuinely express empathy, you need to respect your commitments, value the customer’s time, and ensure open communication.
Value Their Time
When you are juggling multiple accounts each moment can feel like a test of time management.
This is why you need to set clear priorities and understand what is urgent and important.
One method I have found helpful is the Eisenhower Matrix.
Honor Your Commitments
Commitments can be daunting; they are promises of future actions.
So, when you pledge to review their feedback or introduce a new feature in the pipeline, ensure it transpires.
If there are delays, be upfront. Share the progress, the challenges, and the tangible outcomes.
Consistent Communication
Ensure accessibility. Adopt their preferred mode of communication and keep it active.
Being responsive not instantly, but appropriately, forms the bedrock of an empathetic relationship.
Tailoring Solutions
Empathy enables you to tailor solutions that resonate with the customer's unique needs and goals.
By understanding their specific challenges and aspirations, you can create customized offerings that truly align with what they are trying to achieve.
Emotional Intelligence
Emotional intelligence is a key component in cultivating empathy.
It involves recognizing and understanding not only the customer's emotions but also your own. By being aware of and managing your emotions, you can respond to the customer in a way that is both empathetic and professional.
Collaboration with Teams
Empathy extends beyond the customer relationship to include collaboration with internal teams.
By working closely with sales, product development, support, and other departments, you ensure that the entire organization is aligned with the customer's needs and goals.
This collaborative approach fosters a cohesive customer experience, where everyone is working towards the same objectives, guided by a shared empathy with your customer.
Demonstrating Consistent Empathy
Continuous empathy necessitates regular nurturing.
Regular Touchpoints
Even after addressing their immediate concerns, initiate occasional touchpoints.
It can be a casual check-in on how a particular feature is aiding their process or just a festive greeting.
Build
Like any rapport, the bond with a client thrives with attention.
Set casual coffee catch-ups or virtual chats.
While discussions on product updates are pivotal, personal anecdotes or market insights can add layers to your relationship.
Be Genuine
The world of Customer Success Management, akin to any service sector, can sometimes lean into the transactional realm.
Both you and the client are aware of the primary agenda, yet, interactions don’t always need to be limited to product updates or issue resolutions.
Sometimes, it’s about knowing if they finally took that vacation they were planning or which new strategy they are considering.
Turn this professional relationship into a genuine connection, with empathy at its core.
Conflict Resolution
Conflicts and misunderstandings are inevitable in any business relationship. Empathy allows you to approach these situations with compassion and understanding.
By acknowledging the customer's feelings and working collaboratively to find solutions, you can resolve conflicts in a way that strengthens the relationship rather than erodes trust.
Maintaining Professional Boundaries
While empathy is essential, it must be balanced with professionalism.
Demonstrating empathy doesn't mean becoming overly involved or personal with the customer.
You must maintain professional boundaries that respect both the customer's and your organization's privacy and integrity.
Adaptation to Change
The business landscape is constantly evolving, and customers' needs and goals can change over time. Consistently demonstrating empathy requires adaptability to these changes.
By staying attuned to the customer's shifting needs and responding with flexibility and understanding, you show that your commitment to their success is unwavering, regardless of changes in the industry or market.
Aligning with Organizational Values
Empathy must be aligned with your organization's values and culture.
Consistently demonstrating empathy means integrating it into every aspect of the customer experience, from sales and support to product development and marketing.
Those are the pearls of wisdom I can share on navigating the intricacies of being a CSM with empathy.
If you want to work as a Customer Success Manager in Tokyo, message me using this link.
