Method 1: Communicate Constantly
As a Customer Success Manager, you should proactively contact your customers and assess their current position relative to their expected outcomes. What you need to know is… Are they currently facing any challenges in implementing your products or services, or are they at risk of doing so? There are many ways to communicate with your customers, such as:
- Contact customers regularly, regardless of whether they have an issue or questions with their account and need support
- Use chat software to communicate in real-time – this provides a way to hold a more in-depth type of conversation and allows you to build your relationship
- Track all interactions via your Customer Success platform and use any available tools you have to automate tasks
- Where possible, meet with them offline and talk with them face-to-face to develop your relationship with them even more.
- Try calling them on the phone if they haven’t answered your emails. Sometimes they are simply busy and need a nudge!
Understanding your customer is key to ensuring that you can provide exactly what they need and this, in turn, helps prevent churn. Moreover, each interaction with the customer is an opportunity to get to know them, develop your relationship with them, make them happy, and increase the value they receive from their investment in your product or service.
Method 2: Onboard Strategically
It is critical for Customer Success Managers to onboard their clients strategically. Onboarding brings new customers into your product or service and gets them up and ready for the journey towards outcome attainment as swiftly and efficiently as possible. It includes everything from setting up account information, educating users on product use, documenting and publishing processes, communicating change, and connecting users with support options. To learn more about how onboarding works and the 7 phases of Customer Success, check out the Practical CSM Framework.
The key takeaway is that you should be guiding your customers through the learning process for them to get value out of your product as quickly as possible. This is important because if customers don’t engage with your product early on, they are more likely to churn before realizing its value. The more efficiently you can onboard users, the better off you are when trying to retain customers long-term.