What Is a Customer Success Manager & What Do They Do at a Construction Tech Company?

If you are looking to transition into Construction Tech, one of the roles you might come across (and is one the easiest to get into) is a Customer Success Manager (aka a CSM).  But what the heck is that, and what do they do?

A customer success manager guides customers through the sales process into the support phase. Rather than functioning as a customer support agent, CSMs form a direct relationship with customers and provide them with timely value propositions. This helps customers grow and achieve goals while simultaneously strengthening their relationship with the business.

Think of the CSM as a cross between a tour guide, mentor, and therapist.  They are typically the main point of contact for a customer once they have paid.

A Customer Success Manager leads clients from sales to value, building direct relationships rather than just providing assistance. They offer timely solutions, helping clients grow and meet their goals, which also enhances their connection with the business.  This includes helping train customers, assisting in creating process plans, communicating feature requests, and more.

6 Responsibilities of a Customer Success Manager

1. Advocate for the company.

Since a CSM works one-on-one with customers, they have an opportunity to significantly influence your customer base. They act as personal cheerleaders for your business explaining to customers why you can meet their specific needs. This positive reputation will not only keep your customers satisfied, but it will also encourage them to refer their friends.

2. Onboard new customers.

Onboarding is one of the biggest priorities for CSMs. That's because it's extremely important to educate customers on how to use your product. Onboarding should focus on features they need to learn, based on the projects they aim to complete. This way, they can get up to speed as fast as possible and be one step closer to achieving their goals.

3. Follow up on renewals.

The job of the CSM is to create loyal, repeat customers instead of one-time users. This is why renewals are key for this position. CSMs should keep track of customer product expiration dates — whether they be monthly, quarterly, or annually — and follow up with customers to renew their contracts. Without following up, you risk potential churn which impacts your customer retention rates.

4. Encourage upsells and cross-sells.

Another way to increase a customer's lifetime value is through upselling and cross-selling. CSMs are dedicated to fulfilling customer goals, which creates an opportunity to introduce premium products and services. When customers are ideal for an upgrade, CSMs can meet with them to explain why the additional purchase will be helpful. Since your CSM will have a rapport with the customer, they'll be more likely to trust your team's advice.

5. Build relationships between customers and the support team.

There are some questions customers will have that aren't the responsibility of the CSM. Technical issues, minor product problems, and basic business questions should be geared towards your customer support team. CSMs should foster a relationship between customers and support, making it easier for users to solve small or short-term problems.

6. Be the voice of the customer.

As someone who works directly with customers, a CSM should feel responsible for advocating their needs. They need to have an in-depth understanding of customer likes and dislikes about your products, which can be discovered through surveys, reviews, referrals, and more. CSMs should organize, analyze, and share this information with other departments to ensure your company's decisions always consider the voice of the customer.

Now that we know what a customer success manager does, let's review the skills needed to be an effective CSM.

Essential Customer Success Manager Skills

To excel as a Customer Success Manager (CSM), you need the following skills:

1. Customer-First Mindset Always prioritize the customer. Their success translates to your success. Invest in their needs and goals to thrive in this role. Use marketing analytics to build detailed buyer personas, ensuring you understand their needs and pain points.
2. Communication Proactive communication is vital. Inform customers about improvement opportunities to earn their trust and ensure their success. Clear, effective communication is key to convincing customers of your recommendations.
3. Relationship Management CSMs maintain ongoing relationships with customers, unlike frontline reps who handle single issues. Be ready to assist with future challenges even after resolving initial problems.
4. Industry Knowledge Understanding your customers’ industry helps earn their trust and relate to their needs. This knowledge allows you to create tailored solutions for their specific situations.
5. Problem Solving CSMs are seen as problem solvers. Customers rely on you to resolve issues and remove obstacles. You need to think quickly and offer solutions that address both immediate and long-term needs.
6. Managing Expectations Managing expectations is part of problem-solving. Sometimes, meeting every customer need isn’t possible. When this occurs, guide customers to understand and accept the provided solutions.
7. Empathy Empathy is crucial in customer service. Relate to your customers’ experiences to identify effective solutions. Understand the emotions they feel when seeking your help.
8. Active Listening Practice active listening by repeating back what customers say to show you understand. This builds rapport and demonstrates genuine concern for their success.
9. Teaching/Mentoring As a CSM, you’re often viewed as a product expert. Know your company’s products thoroughly and be able to teach others how to use them effectively. Communicate advice clearly and engagingly.
10. Technical Skill Beyond understanding your company’s products, know the tools your customers use daily. This helps you integrate your products into their workflow efficiently.
11. Reading and Writing Most CSM communication happens via email or virtual meetings. Strong reading and writing skills are essential for clear, effective communication with customers.
12. Strategic Planning CSMs should help customers achieve their goals using the company’s products. Understand your customers’ broader objectives and strategize how your products can support them.
13. Time Management Manage multiple customer accounts simultaneously. Effective time management and multitasking are crucial to ensure all customers feel valued and supported.

While these skills are crucial for customer success roles, advanced skills can further enhance your effectiveness.