by our Digital Agency Optimize 360
In the world of digital marketingGiven that the sector is experiencing constant and rapid growth, it is essential to have qualified professionals to ensure the success of projects. These key players include Customer Success Manager or CSM.
But what exactly is its definition in digital marketing? We take a closer look at this little-known function, which is becoming increasingly important for online businesses.
Before turning our attention to the CSM, it is important to place its appearance in a broader context. digital transformation. Thanks to the technological advances of recent years, digital marketing has become a key part of companies' overall strategy.
With the explosion of social networking, the democratisation of the e-commerce and the emergence of new tools such as chatbots, it is now crucial for organisations to adapt to these changes and call on specialists in the field to maximise their chances of success.
It was against this backdrop that the job of Customer Success Manager was born. Initially appearing in Silicon Valley, the CSM position is now being democratised in all industries and is establishing itself as a genuine revenue generator.
Aware that a satisfied customer is a loyal customer, the CSM will play a decisive role in the success of the company. commercial success and customer retention for the companies that use its services.
Broadly speaking, the Customer Success Manager (CSM) is a professional whose main objective is to ensure the success of a company's customer journey and experience.
It therefore acts as a genuine representative of the customer's interests within the structure, ensuring that their expectations are taken into account and that their needs are met.
Thus, the CSM can also be considered as a strategist, as it must implement various actions to achieve its objectives:
To succeed in this role, the Customer Success Manager must have excellent adaptability, good interpersonal skills and the analytical skills to solve the problems encountered. In addition, certain specific skills may be required, depending on the industry or sector of activity concerned:
The role of the CSM can vary depending on the type of business and the specific needs of the market or customer base. Nevertheless, here are a few examples of tasks frequently carried out by a Customer Success Manager:
By working closely with the sales teams, the CSM helps to ensure an excellent level of post-sales support, closely monitoring customers' requests or concerns throughout their engagement.
To better respond to customer needs, the Customer Success Manager must carefully study the data relating to their behaviour and buying habits. Thanks to this analysis, they will be able to suggest innovations or strategic adjustments adapted.
To maximise the chances of success in its mission, the CSM must also forge partnerships with key companies (suppliers, certified specialists, etc.), to foster a solid and efficient network.
Today, it's hard to imagine a company operating in the digital market without a representative such as the Customer Success Manager.
Its role is firmly focused on sustainable development, building customer loyalty over the long term while continually optimising their interactions for an enhanced experience.
This constant focus on quality and anticipating expectations is designed to maintain a harmonious and beneficial relationship with our customers, who are the real revenue generators.
Thanks to CSM, a company can be sure of long-term growth and increasingly sophisticated operational performance!
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