The Customer Success Manager: Why the Hype?

The Customer Success Manager is the single most important role a company can hire for.

Now, if I were Bill Gates or Barbara Corcoran from Shark Tank, you might have taken that first sentence a little more seriously.

Let me see if I can convince you. Stay with me.

The Customer Success Professional’s Handbook is a must-read for anyone wanting to get a deep dive into the impact CS can have on an organization. One page 4, it describes perfectly why the CSM role is so vital especially for the SaaS industry.

“Because of the current business landscape, the customer’s requirements have evolved. Customers expect outcomes, not just a completed transaction. Businesses have realized they must deliver value in a way that fulfills their product’s promise and meets clients’ expectations. Enter Customer Success! The CS function is the bridge between customer expectations, the experience they receive, and ultimately their retention. As a result, Customer Success is now one of the most significant contributors to company growth. In 2016, McKinsey & Company published a report that was titled “Grow Fast or Die Slow: Focusing on Customer Success to Drive Growth.” They concluded that ultimately the focus on customer success not only accelerates revenue growth but also creates a more efficient and effective go-to-market organization.”

Check out the full study here: https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/grow-fast-or-die-slow-focusing-on-customer-success-to-drive-growth#

Kellie Lucas says in her book, The Customer Success Pioneer “It is literally life or death for your business, if you are not fully and demonstrably committed to knowing and understanding your customer. Return on Investment (RoI) has been crowned as being king for your customer; this is absolutely a key objective. In a business economy where customers have the freedom of movement more than every before, the urgency for embracing Customer Success is a reality.”

She then goes on to quote Marc Benioff, CEO of Salesforce, and a true pioneer for CS. He says, “Nothing is more important to Salesforce than customer success … And that’s why I believe being so committed to the customer is more important than it’s ever been … because it’s really this culture that’s driving us forward.”

Zendesk, a customer engagement software company based in Silicon Valley, weighed in on the importance of hiring CSM’s for your organization.

In a recent article, they shared this analogy, “Have you ever gone out to eat and were overwhelmed by the menu? And what you really want is someone to help you decide? That’s how I view [Customer] Success,” explains Delores Cooper, Customer Success Associate at Zendesk. “[We] look at the picture in its entirety; what will provide immediate gratification as well as long term stability. Success members accompany the customer on their journey and stick around for the entire lifecycle.”

Read the full article here: https://www.zendesk.com/blog/customer-success-manager/

There’s no other way to say it: Software companies are no longer living in the days where they could sell a product, make a profit, and not have to speak with the customer ever again unless for emergencies.

As SaaSX puts it, “SaaS companies have to keep customers happy to make a profit. Instead of selling a piece of software for a lump sum, you might sell a subscription to an app for a monthly fee. That means customers have to keep getting value out of your software in order to maintain their subscription. If your customers succeed with your product, they’ll keep using it, and your business will profit.”

Full article here: https://saasx.com/2020/04/08/the-importance-of-customer-success-in-saas-and-how-to-help-your-customers-succeed/

So there you have it. The need for a quality Customer Success team has never been more important especially for SaaS companies.

And if you’re a start-up, then jumping on this bandwagon can be the single more important decision you make. I’ll explain more in my next post.

Cheers!

Additional Resources

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