Ryan’s Journal: What is Customer Success?
by Ryan Pew
In a previous life I had a title of Customer Success Manager at a tech company. As the name implies, I was tasked with ensuring the desired outcome for our clients was met on every level.
Sometimes clients just wanted to be heard and I was a therapist. Other times there were specific business criteria that had to be achieved and I felt like a CFO that was building my case to deliver to the board.
One thing was clear though. Success meant different things to every client.
My title no longer carries that tag line of CSM but the desire to exceed customer expectations continues. As I am in a client facing role (and can’t imagine it otherwise), success is still top of mind within my interactions.
However, I sometimes wonder if I am truly achieving it and what is the measure for success?
We have all been delayed at airports. You fly more than once in your life and it happens. Typically I don’t get too upset, because a lot of it is out of the hands of the crew. They don’t want the delay either.
However, there are a variety of ways the crew can deal with it. I have seen some that ignore the issue and hope it goes away. Pro tip, it doesn’t. I have also seen crews decide to make it a party by giving out extra snacks or drinks.
Same situation, different outcomes.
As the veil is lifted between brands and consumers, it become easier than ever to vocalize your displeasure.
This has had the effect of highlighting those brands that are nimble and responsive and those that double down on the trashcan fire by pouring gasoline on it.
I’m looking at you United Airlines. #notafan
But what does success really look like? There are KPI’s, surveys and referral programs. In the end, success has many forms, but for me it comes down to this.
Was I happy with the interaction? Would I talk to a friend positively about said company?
That’s it. I know it’s hard to quantify, but, in my heart, those two questions are the key to success.
Image credit: Hiking Artist
