What makes an organization successful? Turning a profit? Going public? Rapid growth?
In the eyes of a customer success manager, the answer lies within your customers. If they’re succeeding with your tools, support and encouragement, then you are, too. It’s that simple.
My firm’s chief strategy officer, Rebekah Iliff, explores why some of the most successful PR strategies are the ones that require a “customer-as-the-hero approach,’ in a recent Mashable article. I couldn’t agree more.
Success is relative to an organization’s ability to solve customers’ problems. Smart brands such as Western Union , and even celebrities such as Adele, have become magnificent at bringing their customer stories to the forefront of their own narratives.
Here are my go-to tactics for ensuring success from a customer/client management perspective. Consider these five foundational skills for maintaining and deepening relationships:
1. Develop a personal rapport.
For most brand managers, working with customers is a marathon, not a sprint. In addition to onboarding and training new customers, you’re responsible for cultivating power users and external champions for your brand.
Once you’ve successfully developed a personal relationship with a customer, you will be in a better position to solicit honest feedback, which will ultimately help you improve your product or service.
2. Manage expectations.
Setting the tone for your customer relations is a crucial starting point. If you’re anything like me, you might have a tendency to over-deliver. At first glance, “over-serving” a customer sounds like a good thing, but it’s not always sustainable—or scalable .
Though you might want to woo customers, that doesn’t always mean you should do everything they request at the drop of a hat.
Instead, develop your own policy, and meet your clients halfway.
If you receive an email with a list of questions about your product, ask what a realistic turnaround time might be. Determine your policy on responding to customer outreach and host internal meetings to put a protocol in place. An “organized you” will improve your strategy.
3. Maintain a positive attitude—no excuses.
Being friendly, thoughtful and considerate goes a long way. The last thing a customer wants is a trash-talker or “Debbie Downer.”
Remember that you’re the face of your organization, and it’s your duty to represent the brand in a positive light. Enthusiasm is contagious and often is the best way for a customer to get excited about your product or service.
4. Be direct.
It’s possible to be both direct and positive. I’ve spent plenty of time crafting lengthy emails that use flowery language to explain things to consumers in an inviting way.
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We’re all busy, and there is no need to dance around an issue or add unnecessary language as filler. Customers will appreciate a short, concise email because their time is precious, too. If you’re struggling with directness, consider the 70 percent noise reduction rule.
5. Be human and appreciative.
If your product or service is working efficiently, your customer will succeed—and thank you for it. In return, show your appreciation of their patronage.
Show them you professionalism through a small, thoughtful gesture, such as sending them a link to an article you think is relevant to their business or a little treat on their birthday.
Although you don’t have to act like the car salesmen of yesteryear to make your customers happy, it does take work. Be supportive, honest and vocal of their support.
Rachel Kirschen brings a range of experience in PR, analytics and customer success to her PR Engineering role at AirPR . A version of this article appeared on LinkedIn .
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