In a true customer-centric business environment, Customer Success Managers (CSMs) play a pivotal role in ensuring long-term client satisfaction and retention. The cost of retaining an existing customer is significantly lower than acquiring a new one—research shows that it can be up to five times more expensive to bring in new customers. CSMs, therefore, are critical in maximizing customer lifetime value by fostering strong relationships and solving customer problems before they lead to churn. Beyond technical skills and knowledge of the product, successful CSMs must possess specific behavioral traits that help them build lasting client bonds and contribute to the company’s growth. Let’s dive into the key behavioral traits that make a CSM truly exceptional. In this article, we offer practical advice to CS leaders on how to hire CSMs and enable them to cultivate these traits further.
1. Empathy
Empathy is the cornerstone of excellent customer service. A great Customer Success Rep understands the customer’s feelings, concerns, and frustrations. They put themselves in the customer’s shoes, which helps them provide tailored solutions and a more personalized experience.
Why it matters: When a customer feels understood, it fosters trust and long-term loyalty. CSMs who can empathize with clients are better able to anticipate their needs and offer solutions that not only address the problem but also make the customer feel valued.
Example: Imagine a customer is upset about a technical issue. An empathetic CSM will acknowledge the frustration, reassure the client that their issue is being prioritized, and work to resolve it efficiently while providing frequent updates.
Interviewing Advice:
- Ask questions like, “Tell me about a time you had to deal with a difficult or frustrated customer. How did you handle it?”
- Look for answers where the candidate focused on understanding the customer’s perspective, showed patience, and worked to provide a tailored solution.
Cultivating Empathy:
- Encourage team members to put themselves in the customer’s shoes by role-playing customer scenarios and reflecting on how they’d feel in those situations.
- Use customer feedback to teach CSMs how to better understand emotional cues in customer communication.
2. Active Listening
Active listening goes hand in hand with empathy. It’s about fully concentrating on what the customer is saying, without interrupting, and picking up on both verbal and non-verbal cues. A successful CSM pays attention to the details and asks clarifying questions when needed.
Why it matters: Active listening ensures that no important information is missed, and it helps avoid misunderstandings. It allows the CSM to fully grasp the customer’s concerns and respond with the most appropriate solution.
Example: A CSM who practices active listening won’t jump to conclusions or offer a standard response. Instead, they’ll make sure to understand the full scope of the issue before offering a resolution.
Interviewing Advice:
- Use role-playing exercises where you present a detailed customer problem and see how the candidate processes it. Do they ask clarifying questions? Do they dig deeper into topics to unlock more nuanced information? Do they summarize the problem before jumping to a solution?
- Ask candidates how they ensure they understand a customer’s needs before responding.
Cultivating Active Listening:
- Regular training sessions on communication, including practice on summarizing the customer’s needs before offering solutions.
- Encourage “recap techniques” where CSMs are required to repeat or summarize customer concerns to confirm understanding.
3. Problem-Solving Skills
One of the most critical aspects of a CSM’s role is problem-solving. Clients often come to CSMs with complex issues, and it’s the representative’s job to find creative and efficient solutions. This requires not only knowledge of the product or service but also the ability to think critically and adapt quickly.
Why it matters: The ability to resolve issues effectively ensures customer satisfaction. A CSM who can think on their feet and propose viable solutions quickly will build stronger relationships with clients and prevent issues from escalating.
Example: When a customer encounters a recurring problem with a service, a skilled CSM can identify the root cause and suggest both short-term fixes and long-term solutions that prevent future issues.
Interviewing Advice:
- Pose hypothetical problem-solving scenarios, such as, “A customer has a recurring issue that keeps coming back despite attempts to resolve it. What would you do next?”
- Focus on candidates who take proactive steps and can think critically, asking them how they would identify root causes.
Cultivating Problem-Solving:
- Encourage cross-functional collaboration so CSMs can learn from different departments, broadening their understanding of potential solutions.
- Foster an environment where CSMs are empowered to make decisions to resolve issues, rather than passing them off to other teams.
4. Persistence and Tenacity
A successful CSM demonstrates persistence and tenacity in ensuring that a customer’s issue is fully resolved. They don’t give up easily and are willing to go the extra mile to ensure client satisfaction. Whether it’s following up on unresolved issues or chasing down internal teams for updates, persistence ensures that nothing slips through the cracks.
Why it matters: Persistence is key to resolving tough or long-standing issues. A CSM who remains committed to resolving a customer’s problem—no matter how challenging—builds trust and reassures the client that they’re in good hands.
Example: A customer with an ongoing technical problem will appreciate a CSM who consistently follows up with updates, even when the issue takes longer than expected to resolve.
Interviewing Advice:
- Ask about a time when they faced a long-term customer problem that took time to resolve. How did they stay motivated and keep the customer engaged?
- Look for candidates who show determination and commitment to solving problems, even when the outcome is not immediate.
Cultivating Persistence:
- Set long-term goals and reward CSMs who follow up with customers consistently until issues are resolved.
- Provide positive feedback for persistence by celebrating cases where CSMs have successfully solved difficult issues through consistent effort.
5. Effective Communication
CSMs must be able to communicate clearly and concisely. Whether it’s explaining a complex technical issue, guiding the customer through a process, or providing an update on a resolution, effective communication ensures that the customer fully understands what’s happening at every step.
Why it matters: Poor communication can lead to frustration and confusion. A CSM who communicates effectively minimizes misunderstandings and keeps the customer informed, ultimately leading to a smoother and more positive experience.
Example: A CSM who can break down a technical problem into simple, easy-to-understand language will make customers feel more confident and less anxious about the issue.
Interview Advice:
- Give a scenario where they must explain a complex product feature to a customer. Assess their ability to break down the details in an understandable way.
- Ask, “How do you make sure you are being clear when communicating complex topics?”
Cultivating Communication Skills:
- Hold regular training sessions on customer-friendly language, avoiding jargon, and making complex information easy to digest.
- Encourage written and verbal practice where CSMs must explain product features or solutions to non-technical colleagues.
6. Adaptability
The landscape of customer success is always changing, and CSMs need to be adaptable. Whether it’s adjusting to new tools, adopting different customer success strategies, or handling unexpected challenges, adaptability helps CSMs remain effective in a dynamic environment.
Why it matters: The ability to adapt ensures that a CSM can handle a wide variety of issues and changes without becoming overwhelmed. It also shows customers that the CSM can manage any situation thrown their way.
Example: A new feature in a product may introduce unforeseen challenges for customers. An adaptable CSM will quickly familiarize themselves with the new feature, anticipate potential issues, and proactively assist clients in navigating any difficulties.
Interview Advice:
- Ask candidates, “Tell me about a time when you had to adapt to significant changes in a product or work environment. How did you handle it?”
- Look for candidates who demonstrate flexibility and resilience in the face of change.
Cultivating Adaptability:
- Encourage ongoing learning by offering training on new product features and tools regularly.
- Implement workshops on handling change and flexibility, helping CSMs become comfortable with uncertainty.
7. Time Management
Time management is essential for any CSM managing multiple client accounts and inquiries. They must prioritize tasks, handle urgent customer needs promptly, and ensure that all issues are resolved efficiently without sacrificing quality.
Why it matters: Good time management ensures that no customer feels neglected, and every issue is addressed within a reasonable timeframe. It also allows CSMs to balance their workload more effectively, leading to better overall performance.
Example: A CSM who sets clear priorities and allocates time efficiently can handle high-demand clients while still providing quality support to others.
Interview Advice:
- Ask, “How do you prioritize tasks when you have multiple clients needing attention at the same time?”
- Evaluate their ability to balance competing priorities and meet deadlines.
Cultivating Time Management:
- Provide tools like CRM systems that help CSMs organize and prioritize their tasks.
- Offer training on prioritization techniques, such as time-blocking or using task management software.
8. Patience
Patience is a vital trait, especially when dealing with frustrated or confused customers. A successful CSM remains calm and composed, even in stressful situations. They give the customer space to express their concerns and calmly guide them toward a solution.
Why it matters: Patience ensures that a CSM doesn’t rush through interactions or cut corners when resolving issues. It also helps in maintaining a positive relationship with the client, even when things don’t go as expected.
Example: A customer might need several explanations or might repeat the same question. A patient CSM will continue to provide assistance without showing signs of irritation.
Interview Advice:
- Ask for an example of when they had to deal with a particularly challenging customer. How did they maintain their composure and patience?
- Look for evidence of emotional control and the ability to diffuse tension.
Cultivating Patience:
- Encourage mindfulness practices and stress-management workshops, which can help CSMs maintain patience in high-pressure situations.
- Provide positive reinforcement and recognition for handling tough customers with grace and patience.
9. Ownership and Accountability
A top-performing CSM takes ownership of customer issues from start to finish. Even if a resolution involves multiple teams, a successful CSM follows through, ensuring the problem is fully resolved and the customer is satisfied.
Why it matters: Customers appreciate knowing that their issue is being handled by someone who is invested in resolving it. Accountability builds trust and assures the client that their needs are a priority.
Example: When a technical team needs to be involved in solving an issue, a responsible CSM keeps the customer updated and doesn’t pass the problem off without ensuring progress is being made.
Interview Advice:
- Ask, “Tell me about a time you took ownership of a customer problem from start to finish. How did you ensure it was resolved?”
- Look for candidates who have demonstrated accountability and responsibility for solving problems.
Cultivating Accountability:
- Establish clear KPIs for customer problem resolution and follow-up. Ensure that CSMs are responsible for closing the loop on every issue.
- Encourage a culture of accountability through feedback loops and recognizing team members who take full ownership of complex problems.
Conclusion
A successful Customer Success Manager possesses more than just product knowledge and technical skills. Behavioral traits such as empathy, persistence, problem-solving abilities, and effective communication are crucial for building strong, long-term relationships with customers. These traits allow CSMs to anticipate customer needs, solve problems efficiently, and ensure that clients feel supported every step of the way. By cultivating these behaviors, CSMs can become invaluable assets to both their customers and their company.For more on creating a world-class CS organization and other revenue topics, you may enjoy our Quest to Quota Attainment Course. It is broken up into short modules, making it easy to learn and practice new skills in short but effective time blocks each day. And finally, if you need hands-on support for your revenue-generation efforts, check out the services we offer.
