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Leverage the power of Customer Success Playbooks! Learn why every CSM needs them and how to build one.
Customer Success Managers are at the heart of retaining and growing customer accounts. They help clients get value from the product or service. This is tied back to increased revenue and customer loyalty. Yet, despite its importance, Customer Success Management often lacks the structure and standardization found in other roles like sales and marketing. This is where Customer Success Playbook comes in. With playbooks, your CS teams work in tandem to deliver consistent results that can be reviewed and improved as you scale.
Now that we know how about playbooks, this article focuses on why every CSM needs playbooks and how to go about building one.
For more insights into the importance of Customer Success Management, check out this article from SmartKarrot: [The Ultimate Guide to Customer Success Management]
Customer Success Playbooks are more than just a collection of best practices; it is a strategic frameworks and basic minimum steps needed that guides Customer Success Managers (CSMs) through various customer scenarios. The playbook serves as a tool for standardizing procedures, ensuring consistent service quality, and fostering customer relationships that lead to business growth. Playbooks can be created for any business scenarios, but for the sake of brevity, we will take the example of three critical ones: customer onboarding, issue resolution and, account growth.
The customer onboarding process sets the tone for the entire customer journey. During the onboarding phase CSM has the opportunity and responsibility to design the journey well suited to customers need and help them realize the value that product /service brings to the table. A well-defined onboarding process in the playbook should:
Even with the best products, customers will encounter issues. How these issues are resolved can significantly impact customer satisfaction and loyalty. An effective playbook should offer:
Account growth is not just about upselling or cross-selling; it’s about identifying opportunities that genuinely add value to the customer. CSMs should be well-equipped to recognize these opportunities and act upon them strategically. The playbook should:
Customer renewals are not just about retaining existing clients; they revolve around reaffirming the value a product or service brings to those customers. CSMs should anticipate renewal challenges and pivot strategies to uphold customer loyalty. The renewal playbook should:12
In conclusion, playbooks are not just a collection of steps but an essential tool for CSMs. They provide pro-active best practices to help CSMs achieve more and in turn work with your customer base to bring business goals to life. From best practices to bringing structure and tracking how your KPIs are being met- playbooks bring solution that have impact on overall customer experience.
Shivani is a talented CS manager with the skillsets to elicit, scope and manage end-to-end B2B SaaS project delivery. She has a keen interest in depicting her learnings in customer success by writing resourceful blogs and articles.
Published October 04, 2023, Updated October 09, 2023
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