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Modern CSMs – especially those working in a SaaS-based organization – are often responsible for more than what makes it into the job description. It is more than just working through an implementation or onboarding plan, providing ongoing support to customers throughout their lifecycle, and delivering on customer expectations.
Instead, modern CSMs are often asked to spearhead one of SaaS business’ most daunting and unpredictable aspects: customer churn.
In many SaaS organizations, customer churn occurs for many various reasons. It could be budget constrictions, goal changes, or other internal updates on the customers’ side. It could also be poor service, a loss or misunderstanding of functionality, or any number of other things on the vendor side. Unfortunately, while these are all not directly related to customer success or customer relationship management, the CSM is on the front lines of these relationships and is often looked to as the leader in all things customer churn.
Luckily, when it comes to preventing customer churn, CSMs are not in it alone. Building a solid customer roadmap that considers potential customer issues, renewals, and churn conversations is critical to a long-term, successful customer relationship. By integrating existing customer success strategies with company-wide initiatives, your team can turn customer churn into something the entire organization is responsible for instead of something resting on the shoulders of the customer success team.
Here are a few tips for CSMs to implement to help reduce customer churn:
You can learn more about customer churn and delivering incredible customer experiences with these additional resources from ClientSuccess:
