Have you ever heard the saying “customer is king?”
Well, the old mantra is true — and it’s the key to a successful business.
We live in a fiercely competitive world where success is driven by customer satisfaction. That’s why the role of the customer success manager (CSM) is so important: it’s their job to deliver the ultimate customer service and to ensure the client feels heard, valued, and assisted. And it’s a position that is continually growing.
With so many opportunities, and a salary that compensates well, Customer Success is an excellent role if you’re looking to take your career to a new level. But how do you become a CSM?
In this article, we'll break down what a CSM is, what their duties are, the skills necessary for the position, and how to break into the role. If you’re interested in beginning a career as a customer success manager, keep reading for some tips to help get you started!
What is a Customer Success Manager?
A CSM is the mediator between their company and the client, as well as the client’s trusted advisor. It’s the job of the CSM to ensure that the client has the best possible experience using the products or services that the company offers, and to be the point of contact should any concerns or issues arise.
While a CSM works towards the same goal as the rest of the customer success team, it’s their job to focus on the bigger picture. The individual needs of each customer must be carried out to reach their long-term goals. That’s why relationship-building is so important — they must understand the expectations, desires, and issues that each client has and predict potential snags before they happen. Anticipating a customer’s needs is the key to avoiding bigger issues, and it is the job of the CSM to craft a unique relationship and means of interaction with each customer to ensure they achieve success.
But in order to do this a CSM needs to be an expert in the technology or services they are offering. Since they will be the main point of contact for the customer, they must be able to offer detailed guidance and be capable of crafting expert solutions for any problems or concerns that may arise. Having a comprehensive understanding of what they offer is crucial because it is this knowledge that allows them to navigate the customer to success.
What Skills are Necessary for Becoming a Customer Success Manager?
A CSM plays a crucial role in a company. Because of this, they require numerous skills to perform their job well.
Being in such an esteemed customer-facing role means that listening, communication, leadership, analytical, and technical savviness are some of the most important skills. A CSM must also pay close attention to detail, be customer-driven, personable, adaptable, experienced, and organized. They should possess client management skills, strategic thinking, and experience in their specific field.
While having a degree in something directly related to customer success is not necessary, having at least a four-year degree can help you stand out when pursuing this role. Focusing on a degree in sales, marketing, or communications will also help you gain important expertise that you can apply to a CSM role.
How to Become a Customer Success Manager
Everyone’s professional journey is going to look different, especially pivoting into a relatively new field like customer success management. But if your goal is to be a CSM and you’re unsure of where to begin, there are some preliminary steps you can take to help you get there.
1. Find a mentor. A good mentor will be able to guide you through the steps and qualifications you will need in order to reach your career goals. They will provide you with advice and a plan catered specifically to you and your unique needs, while also helping you grow. Mentors are assets for every stage of your professional journey, but they can be especially crucial for career pivots and advances.
2. Get prepared. Ensure you have extensive experience in a customer service role or in a client-facing technical role. A CSM’s main priority is the customer, so you must not only be comfortable working with people, you must be a master at communication, listening, and problem-solving.
3. Learn about the product. Gain as much experience and comprehensive understanding as you can about the services/technology you will be offering. Perhaps one of the most important factors in a CSM’s career is their expertise and technical abilities. They must be capable of building solutions to complex problems and offering detailed guidance. And to do this, they need to have a firm understanding of how their services/technology work in order to best help their clients.
4. Determine your path. If you’re pivoting from a very different career path or are new to the field of customer success, you can begin in an entry-level customer success position where you can learn valuable skills like sales, management, and communication for interacting with clients.
If you’re experienced in customer service and are looking for other avenues that lead to a CSM role, here are some similar positions to consider:
Duties: Builds and maintains the long-term relationship between a business and its clients by determining those clients’ needs and how they can be met.
Salary: Average base salary of $59,591 per year.
Duties: Oversees relationships between a business and its top clients by determining those clients’ needs and how they can be met, developing account management strategies, looking for potential account growth opportunities, and working with other teams to build solutions.
Salary: Average base salary of $80,402 per year.
Duties: Often known as account handlers or sales representatives, they are an important bridge between their company and the client by handling the sales relationship between them via marketing, advertising, and IT.
Salary: Average base salary of $67,832 per year.
Duties: Acting as an important connection between management and their team, they are responsible for managing a project from beginning to end and ensuring its success.
Salary: Average base salary of $78,026 per year.
Check out all of our customer success roles here.
In the “Great Resignation,” an estimated 47 million employees (and counting) voluntarily quit their jobs. The job market still hasn’t recovered from the unprecedented “quit rate” of 3.3% at the Great Resignation’s peak. Now, about 50% of the workforce are “quiet quitters” according to a Gallup poll — meaning, half of workers are disengaged at work and do only the minimum required of their job.
Having engaged talent is a competitive advantage for companies in today’s work environment. Replacing an employee who’s handed in their two-weeks notice can, after all, cost your company 21% of the employee’s annual salary. Employee retention strategies — ones that go beyond a box of donuts in the breakroom — are key to keeping workers engaged in the workplace. But given that overly played-out retention tactics can be ineffective at best and make your company look insincere at worst, it’s important to prioritize the right strategies. To that end, let’s go over some new and improved employee retention strategies that you may not have tried yet.
In this article, you'll find:
- Why employee retention strategies fail
- The best employee retention strategies
- Your employee retention strategy is your DEI initiative
Why employee retention strategies fail
There are plenty of employee retention strategy examples out there, but efforts can fall short. For your employee retention strategies project to be successful, you need to avoid these four common pitfalls.
1. Not delivering on promises. If you say you’re going to do something, follow up on it. Consistency is key to building employee retention strategies. Don’t ask employees to be honest about how they're feeling at work and then ignore their input. Or worse, promise big reform and fall short with token changes.
2. No trust. Studies indicate that “quiet quitting” is largely due to the relationship between employee and boss. Managers need the time, skills, and training to build solid relationships with staff. There are resource forums for people leaders to share ideas. Using tried-and-true best practices is the best strategy to build trust.
3. Siloed initiatives. Employee retention strategies can’t just live in HR. The moment they become siloed within one department or position, they fail. Employee retention strategies need to be a priority in every department and at every level.
4. No resources. Employee retention strategies need resources. To put it plainly, unfunded initiatives don’t work. Employees should be compensated for extra work such as sitting on an employee retention committee or putting together a workplace social. Likewise, pay raises and compensation should be a central part of the conversation. Remember, one of the main issues for quiet quitters is doing extra work for no extra pay.
The best employee retention strategies for 2022
With the don’ts out of the way, let’s move on to the best employee retention strategies you can start implementing today.
Listen to your employees
Well-run companies spend time and effort collecting feedback and customer satisfaction information. But what about employees? Managers need to ask, “how’s my driving?” Having data is critical to understanding how your employees are affected and making the necessary changes in order for employee retention strategies to take off. Send out an anonymous workplace survey asking about stress levels, feelings of creativity, people’s sense of inclusion, and how connected they are with their managers. If you’re not sure what to measure, start with a couple in-depth interviews. See what people want to talk about. The responses in the interviews will give you the basis for your wider survey.
If you ask your employees to be honest in giving feedback, management needs to be honest and transparent too. Acknowledge publicly the challenges the company faces based on what your employees have told you. This is the first step in accountability. Be transparent about compensation, pay raises, and benefits. Did you realize it is perfectly legal for employees to openly discuss compensation? This traditional taboo is becoming a common water cooler conversation. Social media is informing workers how to advocate for themselves. Meet them where they are. Actions speak louder than words.
Recognize and reward people, not just numbers
Over 1 in 5 employees does not feel valued at work. Feeling valued means knowing that your work is worthwhile and desirable. Watching the same sales people get rewarded for hitting their numbers again and again can be demoralizing for those who go comparatively unrecognized. Know your team and what they’re working on. Openly celebrate different kinds of triumphs, big and small, and be specific when you do. Helping people feel seen takes more than a generic “good job.”
Be flexible about work
Rethink how, where, and how long we do work. Research shows that 52% of workers prefer a hybrid remote-office work model. Employees even prefer it over a 10% pay raise. Employers must respond to this need as part of honing effective employee retention strategies.
And, as far as flexibility goes, time ownership is a massive benefit to offer employees — including by enabling them to work fewer days. Iceland is a leader in experimenting with the 4-day work week. Icelandic companies found it reduced burnout while improving work-life balance. Consider flexible arrangements that have proven results like these. Imagine how teams can be ambassadors for the company when they enjoy a new normal.
Employees that can’t see a clear career path within their company will look elsewhere to grow. The longer an employee stagnates in a position, the more their likelihood of leaving increases. Managers need to regularly work with each employee to envision their growth. Movement can be within their same position or laterally, as well. Give employees a discretionary budget for ongoing education and skills enhancement. Encourage projects and rotations with different departments to learn new skills.
Dust off that DEIB initiative
The best employee retention strategies are ones that are formed through a DEIB lens. DEIB strategies can be innovative for employee retention, as they (should) focus on all the things that make everyone supported, safe, and valued in the workplace. DEIB is, after all, not about making special accommodations for marginalized people; it’s about making the workplace better for everyone.
Your best employee retention strategy is a strategic DEIB initiativeDEIB initiatives make apt springboards for a number of successful employee retention strategies by listening to talent, creating custom work environments, and making employees across identities feel valued. Focus your efforts on DEIB, and employee retention will be one of many positive outcomes. PowerToFly has expert DEIB consultants that can help you jump start your DEIB-informed employee retention plan.
💎 Want to thrive as a customer success manager? Watch the video to the end to get some advice on how to do it.
📼Every customer success team has to follow some steps to achieve efficiency. Play this video to get three top tips that every manager in the SaaS industry should keep in mind. You'll hear from Miki Lager, Director of Customer Success at Tackle, who shares her own experience and knowledge.
📼 Customer familiarity for success. Tip #1: Know your customer. Understand their business. There are three steps in knowing how to navigate that. First, don't make it so operational. Build a true relationship with the client. Understand who are their competitors, what are the challenges they're facing, what's their true mission at heart, and how are they hoping to achieve that. Next, truly understand who the core team is that you should be working with. And finally, make sure to understand their key strategic and revenue goals.
📼Achieve customer success by delegating. Tip #2: Co-manage your customer. Not one person owns the client relationship at your company. Lead with others. Make sure to bring other stakeholders in, so that you can make sure the customer is on their path to success and that they can scale with your business solution. Team up with sales. Build a really strong relationship with your support team. Partner with the product team. The customer needs to understand where your business is headed in the future quarters so that they can plan accordingly, but also for your product team to then understand where the customer's product roadmap is headed, so you can align on strategy and best practices for that customer.
Customer Roadmap To Success - Tip #3: Define A Customer Journey
Have a defined customer journey. If the customer doesn't know where they're heading, it's going to cause some problems. Give them a clear roadmap to success. You can always adjust milestones as needed, based on different goals and different initiatives that you're working on with them. Once you have the customer journey defined, you can figure out which milestones align with the growth strategy the customer has in mind.
📨 Are you interested in joining Tackle? They have open positions! To learn more, click here.
Get to Know Miki Lager
She’s passionate about building client success teams for rapidly growing SaaS organizations. She’s been a leader at small to medium-sized companies, supporting the life cycle of startups through acquisition, and integration. If you are interested in a career at Tackle, you can connect with Miki on LinkedIn. Don’t forget to mention this video!
More About Tackle
Tackle enables software companies to accelerate and operationalize the use of Cloud Marketplaces like AWS, Microsoft, Google Cloud, and Red Hat, without the need for significant engineering resources. Their platform and team come together to make it easier for customers to build, grow, and scale their Marketplace businesses. Tackle was born and built as a remote organization and welcomes others who believe remote companies are the way companies will be built into the future. They believe that everyone has an opportunity to learn and grow in their community.
Nestlé would like to invite you to their Supply Chain virtual recruiting info session on September 29th from 4-5PM EST. Sign up for this event with leaders from our Supply Chain team to get an insider’s view on what it’s like to work at one of Gartner’s top-ranked supply chains for 2022 and the world’s largest food and beverage organization!
To say that Nazanin (Nazy) Brown and her family lead active lives is a bit of an understatement.
“We've got four young children and all of them are in multiple sports throughout the school year, as well as the summer,” she explains. “My husband and I are both coaches, so a lot of our time goes from work to home, out to the field to coach or watch games, and then back home for showers, dinner, and bed.”
With an always-on-the-go home life, it was important to Nazy to have a career that is stimulating but also allows her to be present in the lives of her children.
We sat down with Nazy to learn how she has mastered work-life balance as a Contracting Officer within the National Geospatial-Intelligence Agency while she keeps her busy household running smoothly.
From Crime TV Fan to Special Agent
At a young age, Nazy loved crime TV shows, which influenced her choice to study forensic psychology. She went on to earn a master’s degree in the subject, where she got some exposure to federal government agencies.
“During my master's degree, we had a lot of recruiters come to our program,” she recounts. “One of the recruiters from an intelligence agency told us that they often hired people from our program as special agents.”
Nazy is also fluent in Farsi, and in addition to her choice of master's program, this made her an ideal candidate for many agencies.
“I began interviewing for special agent roles based on my Farsi skills,” she reveals. “I got a few job offers, and I landed a job as an entry-level contract specialist in the private sector.”
Working for a government contractor, Nazy quickly advanced in her career and eventually became a Senior Contracting Negotiator for Lockheed Martin — and she was loving it.
“I just really liked it and thought it was a great field to be in,” she says.
And while her career advanced, so did her personal life. She became a young mother with increasing responsibilities at home, which led her to be more mindful of where she was dedicating her time.
“At that point, I was putting in so many hours — it's not a 40-hour work week,” she admits. “It wasn't uncommon for me to sometimes work weekends, especially during proposal season.”
As Nazy continued to pile on the overtime, she saw that she wasn’t able to be the mom she wanted to be.
“I wanted to be able to cut work off when I'm at home,” she recalls. “I didn't want to be that mom that comes home and is on her laptop. This was when I realized that having a job that is strictly limited to just 40 hours a week would be best for our family.”
A Parent-Compatible Workplace
Through friends, Nazy learned more about working in the public service and realized that not only would she not have to work overtime, but it would also allow her to work close to her children.
“Many agencies have onsite daycares,” she notes. “I knew that would help so much with commuting and my stress level, as well as the cost. That was my number one reason to jump into the federal government.”
So, Nazy applied for a role that looked interesting and soon found herself working as a Contract Specialist in the Defense Threat Reduction Agency. The onsite daycare took in her oldest, who was then a toddler, and promised a spot to her second child, who was on the way.
“Having my children onsite with me instead of having to drop them off in another part of the city before work every day pretty much changed my entire life,” she reflects.
With her childcare issues solved and a manageable number of working hours, Nazy was able to focus more on her career development and explore her options. It was her husband, who works in the Intelligence Community (IC), who convinced her to consider switching to intelligence.
“My husband told me that the IC is just a different animal, and he was right. The contracting is different. The mission is amazing. So I decided to look into the IC,” she says.
Applying for roles in the IC required her to rework her entire application package, but her preparation paid off when she landed a role as a Contracting Officer at the National Geospatial-Intelligence Agency (NGA).
“Since I've come to the IC, I've been able to broaden my skills,'' remarks Nazy. “It's an entirely different contract writing system, and the IC’s mission and impact are far greater in size and scope, which has really expanded my knowledge. I've learned so much in the three years that I've been here,” she says.
The Secrets to Work-Life Balance for Working Parents
Over the past two and a half years, working from home became the norm for some parents. For Nazy, this was not an option because of the sensitive nature of the data she handles at NGA — and she actually prefers it this way.
“I like the fact that I can get my work done without interruptions from my kids. And when I go home, I take my lanyard off, hang it up, and I go right into mom mode,” she says.
For other parents looking to have this same work-life balance, Nazy offers the following tips:
- Look for jobs with short commutes. Commuting to work for an hour each way might not seem like a lot in the beginning, but over time it can take a toll”, Nazy warns. “Try to get everything set up in your local area as close as you can. In an online job search, set the parameters to five or ten miles from home, max.”
- Find an organization that offers practical support to working parents. “I don't think a lot of people realize that many government agencies offer onsite childcare,” she shares. “I've had four young children who all went through them and I have nothing but good things to say about them. So consider an employer that offers this, instead of the commercial child care centers, which are double the price.”
- Have food prep on point. Between work and her children’s sports activities, Nazy can’t cook something from scratch every night of the week. “I start the week on prepped meals. By Thursday, we're finishing everything that’s in the fridge, and then on Friday we order something or go out to eat,”
- Take advantage of employer wellness offerings. “You need to take care of yourself as a mom, '' she advises. “NGA gives us three hours a week for physical fitness training, pilates, or yoga classes, which are all provided at work. Taking advantage of that during the work day is so much easier than trying to work out at home.”