If you have been following our blog, you are probably familiar with the many advantages customer feedback has to offer. From increased customer loyalty and retention rates to more revenues and brand awareness among potential clients. But what about your own success managers? How can customer feedback help them do their job better? Continue reading to find out more!
1. What do Customer Success Managers do?
Customer Success is a relatively new field and the role of a Customer Success Manager (CSM) depends on the industry and the size of the company. Generally speaking, however, they help the customer get the most value out of your products. A Customer Success Manager would be involved in the onboarding and implementation steps, as well as drive deeper adoption, upgrades and renewals. Therefore, their everyday work is deeply intertwined with the feedback they receive from their customers. In fact, customer feedback can help CSMs by improving their listening and replying skills, by enhancing the customer-centred company culture and by guiding the customer strategy.
Social listening is a great way to help your success managers know your customers better. It involves listening to what your fans and followers are saying about you on social media. You can collect mentions of predefined keywords or phrases and analyse them to see what are the biggest concerns your clients have or what improvements they would like to see. The feedback you collect by listening to what your customers have to say is invaluable to your success managers. It will help them better understand your customers and to attract new, potential customers. By listening to what your fans have to say, you can improve your products and gain more brand awareness.
Read our article on Social Listening to find out more!
Replying to your customers’ reviews is a great way to show them that you listen to and care about their opinions. In addition, it helps your customer success managers to increase your customers’ engagement. By building long-lasting relationships with customers, success managers can better understand their buying behaviour and what they are looking for in a product.
4. Customer-centred company culture
Company culture (also known as organizational culture) is in a way the “personality” of a company. It includes many factors such as the work environment, the company’s values, mission, and ethics, the way it treats and interacts with its customers, employees, vendors, etc. However, what is clear is that if you want your culture to be customer-focused, your whole company needs to be customer-focused. This means that every employee (especially your customer success managers) need to have a customer-centred mindset. This will then radiate to the outside world and you will be perceived as a company which values its customers’ opinions and cares for them deeply.
5. Customer strategy
Finally, it is always important to remember that even if a lot of customers are asking for a certain feature or a change in product, if it doesn’t align with your core strategy, don’t implement it. Otherwise, you risk losing your identity and changing your company’s vision. Alternatively, you might build it and implement it, but if your heart is not in it, your customers will ultimately sense that. Instead, use your customer feedback as a guide for your strategy.
In conclusion, customer feedback is another great tool in the toolbox of your Customer Success Managers. Use it wisely and watch your company grow!