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.
Modern CSMs working in the SaaS industry wear a lot of hats – and we mean a lot. They’re project managers, act as a liaison between customers and other teams, escalate incidents and issues, keep customers moving forward in their project plans, and are responsible for the general well-being of customer account health. There is no shortage of things to do, which is excellent for providing day-to-day value. However, cultivating long-term relationship value can sometimes get lost in the shuffle of all of these different responsibilities.
CSMs are the voice and source of truth for customers within a vendor organization. To delight and satisfy customers, they must continuously cultivate this relationship – on top of all their other responsibilities.
Here are a few considerations to take into account as you’re looking to build value with customer accounts:
Every day, SaaS organizations make announcements about new product features, issues, alerts, and platform ideas. The best CSMs take in all of this information with their customers in mind. How will this impact their current program? What do they need to know about this corporate announcement? How can you broach this upsell opportunity, and when? Every internal situation should be handled with the customer in mind to ensure the resolution is managed correctly.
It is easy for things – and customers – to slip through the cracks and ‘go dark with so much going on.’ CSMs need to be diligent about reaching out, even just for a short check-in, to make sure things are running smoothly. This is why we recommend prioritizing customers in a high-touch, low-touch system to ensure you are delivering the right communication experience to the right customers.
Sure, your customers are investing in your platform and looking for a specific value from your services. This doesn’t mean, however, that you can’t forge an actual human relationship with your customer contacts. Get to know their business, their interests, and their values. Ask personal questions about where they live and their families. This can turn customer check-ins into informal catch-ups, which can work wonders in cultivating long-term value.
If you’re successful in forging a personal relationship with customers, it can be tempting to loop them in the second there is an issue or notice that needs to be shared. While it is essential to be transparent with customers, it’s also important to remember that they are not internal team members. Work with your other teams to understand customer-appropriate language for communicating product issues, bugs, and notices.
Customers are the lifeblood of any SaaS organization, and CSMs are tasked with making these relationships run smoothly in all regards. By focusing on long-term relationship building as well as the day-to-day operations of ensuring these customer relationships run smoothly, CSMs can deliver the best of both.
Ready to learn more? Check out these additional ClientSuccess resources: