At the heart of a successful strategy must be the customer. In the last ten years it has become increasingly difficult to emerge among the large number of competitors on the market, especially without an adequate digital presence. Today, investing in customer success is one of the biggest growth opportunities in all industries. This is where customer success comes into play.
It is a business methodology that involves the use of a CSM, or Customer Success Manager. It consists, in practice, in anticipating the problems or doubts of customers, providing proactively solutions and answers. Providing solutions quickly and quickly increases customer satisfaction and loyalty, a key factor in a company’s success.
The difference from simple customer support
At first glance, Customer Support and Customer Success may seem synonymous to use interchangeably. However, they are not.
- Customer success follows a proactive approach that tends to anticipate customer problems.
- Customer support is limited to providing assistance to solve customer problems after customers have submitted them. This is therefore a reactive approach.
Il ruolo del CSM: il Customer Success Manager
The Customer Success Manager is a professional who takes care of the customers, assisting them from the beginning of the sales process, up to the final service phase. CSMs establish a real direct relationship with customers, helping them to reach the maximum degree of satisfaction with the product or service offered, strengthening and consolidating their relationships with the company.
It is responsible for making the customer’s shopping experience special, anticipating their needs. The goal is to gain and consolidate user confidence.
To this end, the CPMP must have several competences, including:
- Sensitivity to understand the needs and requirements of the customer, to ensure that the experience of the potential customer is as satisfying as possible.
- Excellent interpersonal skills, fundamental to assist the customer along all the delicate phases that will lead him to the purchase. It represents a real company reference point.
CSMs play an active role; they must be capable of finding, analyzing, and sharing information obtained from customer interactions, and then relay it to other business departments.
The benefits of Customer Success Manager
The benefits of the Customer Success Manager are reciprocal, both for the company and for the customer.
Because customer success is closely linked to customer satisfaction, making sure that their wishes are fully met, it follows that the customer is happy with the service or product that your business offers and will therefore remain loyal.
Increased loyalty is an extremely positive factor for brands as it results in a lower percentage of abandonment for the company and a greater chance of increasing sales. In fact, customer loyalty allows the customer to progress in the stages of the life cycle, until it becomes a customer so satisfied to become a promoter of your company. This is the principle on which inbound marketing is based: not simply to satisfy the needs of customers, but to anticipate future problems by providing them with a ready solution, in advance. Inbound creates positive word-of-mouth that greatly increases your customer base.
In short, summing up this business strategy represents a success for both the company and the customer.
HubSpot, the must-have tool for CSM
The Customer Success Manager works closely with customers by mapping their needs, objectives and developing strategies to help them make the most of the company’s product or service. All in order to increase business turnover. However, the ways and strategies it uses to achieve this are different.
A key tool for CSM is HubSpot’s CRM, which is a customer relationship management software. It is a powerful tool that helps CSM organize and manage customer relationships on a centralized, easy-to-use platform.
CSM needs to establish a real relationship of interaction with customers, bringing the product closer to their needs. For this, HubSpot Service Hub is another very useful tool to get in touch with customers and increase their satisfaction. Service Hub is an indispensable software for a Customer Success Manager who has to take care of customer service and deepen customer relationships, improving the efficiency of his team and putting the customer first.
Why CSM is a key figure
CSM is a figure who, through collaboration with other team members, is decisive in achieving the success of their company.
The active building of customer relationships, which this figure deals with, is what creates solid links between the company and customers.
Improving customer satisfaction and loyalty helps them become the biggest promoters and supporters of their company.
A CSM acts as a bridge to connect and create a balance between the brand and its customers. He is a figure that focuses almost exclusively on the needs and desires of customers, increasing his satisfaction. A high degree of satisfaction increases the perceived value of the brand and this is a huge asset for your business.
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