The role of a CSM is crucial in SaaS businesses because SaaS operates on a subscription model where customer retention is vital. CSMs ensure customers derive maximum value from the product, leading to higher satisfaction and renewal rates. This is essential for sustainable revenue growth, as retaining existing customers is more cost-effective than acquiring new ones.
The key difference lies in the approach: customer service is reactive, addressing issues when customers reach out, while customer success is proactive. CSMs actively monitor customer usage, identify potential challenges, and engage with customers to ensure they are effectively using the product, even if they don’t report issues.
In HR SaaS, the 'customer' includes all users, from HR executives (KPIs) to HR staff. While the decision-makers (like HRD or CEO) are critical, ensuring a positive experience for all users is equally important. A product that satisfies both decision-makers and end-users is more likely to succeed.
The customer success team acts as a bridge between the company and the customer. They gather feedback from clients and share it with product development to drive improvements. They also collaborate with marketing by creating case studies and organizing value-driven events like client salons to foster peer-to-peer learning.
The primary metrics are customer retention and renewal rates, followed by customer satisfaction and Net Promoter Score (NPS). These metrics reflect the team’s ability to deliver value and maintain long-term relationships with clients.
An excellent CSM needs a blend of product knowledge, business acumen, and interpersonal skills. Key qualities include a genuine desire to help others, a positive mindset, curiosity, and the ability to adapt. They must also be proactive, empathetic, and capable of building strong relationships with both clients and internal teams.
Fresh graduates are generally not well-suited for CSM roles due to the need for experience in handling client relationships and understanding business dynamics. A better entry point for graduates is starting as internal consultants or support roles, where they can learn and gradually transition into CSM positions.
Professionals with backgrounds in customer success, project implementation, or sales are ideal candidates. Those with sales experience need to demonstrate patience and a willingness to focus on solving customer problems rather than just closing deals. Experience in customer-facing roles is a significant advantage.
客户成功经理(Customer Success Manager,简称CSM)是B2B业务里一个关键的岗位角色,其主要职责是确保客户能够充分利用公司提供的产品或服务以实现其业务目标。客户成功经理通过与客户建立并维护良好的关系,理解客户需求和挑战,提供定制化解决方案,监控客户使用情况,并收集反馈以改进产品或服务。
本期我们邀请到躬身在客户成功服务一线区域管理者的居文,探讨了客户成功的认知,组织协同,客户服务,续约续费,个人发展,求职建议等等。印象深刻是两点,首先嘉宾提到说自己的目前职业发展中,由衷的发现客户成功经理CSM是自己的「本命工作」,其次嘉宾提到客户成功经理需要始终保持开放和好奇心去了解客户、服务客户!
【主播👨🏻👩🏻】大海/棉花
【嘉宾👨🏻】吴居文,10年+SaaS、8年客户成功从业者,专注于HR SaaS赛道,现就职于Moka,负责华南&中西区域客户成功团队。篮球、音乐和数码控。
Moka)是一家领先的HR SaaS服务商,致力于为客户提供创新、易用的人力资源管理全场景产品及服务。
【提要📒】
03:50 为何需要客户成功? 客户成功经理又是做什么?
07:45 客户成功 VS 客户服务
10:50 到底是要帮助谁成功?明确客户成功里的“客户”
13:54 客户成功团队的组织协作关系
27:06 客户成功团队的价值成效
28:34 续约续费的实现方式和关键要素
36:33 优秀的客户成功经理的能力与素质
47:15 关于客户成功经理岗位的求职建议
【后期✂️】小铁
【音乐🎵】
【往期️🚀】
大咖返场!Jonathan:B端销售不会送礼物也一定做不好业务!)
销售实践 | 从月入千元到年薪百万:大咖级Sales Jonathan的进阶之路)
【收听👂🏻】
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