Auctor purus, aliquet risus tincidunt erat nulla sed quam blandit mattis id gravida elementum, amet id libero nibh urna nisi sit sed. Velit enim at purus arcu sed ac. Viverra maecenas id netus euismod phasellus et tempus rutrum tellus nisi, amet porttitor facilisis aenean faucibus eu nec pellentesque id. Volutpat, pellentesque cursus sit at ut a imperdiet duis turpis duis ultrices gravida at aenean amet mattis sed aliquam augue nisl cras suscipit.
At elit elementum consectetur interdum venenatis et id vestibulum id imperdiet elit urna sed vulputate bibendum aliquam. Tristique lectus tellus amet, mauris lorem venenatis vulputate morbi condimentum felis et lobortis urna amet odio leo tincidunt semper sed bibendum metus, malesuada scelerisque laoreet risus duis.
Ullamcorper pellentesque a ultrices maecenas fermentum neque eget. Habitant cum esat ornare sed. Tristique semper est diam mattis elit. Viverra adipiscing vulputate nibh neque at. Adipiscing tempus id sed arcu accumsan ullamcorper dignissim pulvinar ullamcorper urna, habitasse. Lectus scelerisque euismod risus tristique nullam elementum diam libero sit sed diam rhoncus, accumsan proin amet eu nunc vel turpis eu orci sit fames.
“Sit enim porttitor vehicula consequat urna, eleifend tincidunt vulputate turpis, dignissim pulvinar ullamcorper”
Nisi in sem ipsum fermentum massa quisque cursus risus sociis sit massa suspendisse. Neque vulputate sed purus, dui sit diam praesent ullamcorper at in non dignissim iaculis velit nibh eu vitae. Bibendum euismod ipsum euismod urna vestibulum ut ligula. In faucibus egestas dui integer tempor feugiat lorem venenatis sollicitudin quis ultrices cras feugiat iaculis eget.
Id ac imperdiet est eget justo viverra nunc faucibus tempus tempus porttitor commodo sodales sed tellus eu donec enim. Lectus eu viverra ullamcorper ultricies et lacinia nisl ut at aliquet lacus blandit dui arcu at in id amet orci egestas commodo sagittis in. Vel risus magna nibh elementum pellentesque feugiat netus sit donec tellus nunc gravida feugiat nullam dignissim rutrum lacus felis morbi nisi interdum tincidunt. Vestibulum pellentesque cursus magna pulvinar est at quis nisi nam et sed in hac quis vulputate vitae in et sit. Interdum etiam nulla lorem lorem feugiat cursus etiam massa facilisi ut.
Welcome to our blog series CSM from the Trenches, a community for frontline Customer Success Managers (CSMs) that discusses trends, best practices, and advice for the frontline.
Being on the CSM frontline allows us to directly influence the success of our clients. I love that; as our clients are successful, we’re successful. Each day we learn from the trenches what it takes to make clients happy and successful.
Let’s get started with this week’s post!
Understanding the Meaning Behind Risk
When customers express frustrations or even start to think about ending a relationship, our first reaction as a CSM might be to assume the worst. However, embracing your most vocal customers is actually one of the best case scenarios we could hope for.
Find the Good of the Frustration
While some customers may take their frustrations around a pending renewal and use it as an opportunity to excuse themselves from contractual obligations, we should be grateful! Those who are vocal simply want to know that we listen, care, and will actually do something with the information they give us.
Frustrations that lead to at-risk relationships are often symptoms of issues that are weeks or months in the making. In fact, if a customer is choosing to terminate it is often considered as a last option for them. Customers understand how much time and effort it takes to migrate from one solution to another. If the transition goes smoothly, there’s still team training and change management that needs to happen in order to use the new solution effectively. Then hopefully, the new solution ends up being a better fit then they felt the old one was.
It’s our job as CSMs to understand the meaning behind these frustrations and risks in order to better know which issues, concerns, wants, or needs are legitimate pains for the customer vs. which ones are simply distractions.
4 Strategic Steps to Help At-Risk Customers Succeed
1. Seek to Understand
We need to understand that customers try to make the best decisions based on the needs of their business and what they think is best for their company. This empathy can help us find ways to resolve issues, concerns, wants, or needs by working toward their success criteria or desired outcomes.
2. Understand Must-Haves
Review with the customer their issues, concerns, wants or needs to understand the why. This will allow you to eliminate false negatives and focus on what challenges are actually keeping them from achieving success. There’s an important difference between nice-to-haves and must-haves.
3. Build a Success Plan
You and your customer will then be able to eliminate items that won’t necessarily help them achieve their success criteria or desired outcomes. Work with them to put together a success plan, one where both parties are aligned and expectations properly set, with a clear consensus on any deadlines, timelines, or constraints. As their CSM, work to deliver important needs that will benefit the needs of their business.
4. Communicate Often On Progress
Communication throughout this entire process is key, especially if you want to be (or become) a trusted advisor. Stay on top of the current issues and don’t become distracted with the nice-to-haves. Keep to the previously agreed upon success plan.
As CSMs, we have many different tools and options we can use in order to help at-risk customers succeed. It’s our job to remove any emotion and stress that might come with vocal and frustrated customers, and instead, take a step back to view the big picture of the situation. If we’re diligent and customer-focused, we can strategically work with such customers to deliver on the must-haves while not being distracted by the nice-to-haves.
Learn more about how ClientSuccess can help your company develop a strong Customer Success methodology and strategy with easy-to-use customer success software by requesting a 30-minute demo.