Within the face of the present financial uncertainty and looming recession, CSMs are challenged with discovering methods to stay profitable. With the intention to keep afloat in these turbulent occasions, it’s important for CSMs to make the most of strategic approaches that may permit them to stay agile and environment friendly. One highly effective device that may assist the CSM differentiate their method from the remainder of the pack is to make the most of movies to create an distinctive buyer expertise.
Earlier than we dive into the weblog, let me offer you a fast backstory of how I deliberate to put in writing on this matter. A couple of weeks in the past, I stumbled upon a put up written by Nick Mehta, CEO of Gainsight, and I used to be fascinated by the considered what buyer success would possibly seem like sooner or later. It received me pondering: What might I add to this dialogue? What new insights will be gleaned from his questions?
Check out his put up.
A New Technique Is Right here To Revolutionize the CSM World – Movies
The necessity for CSMs to evolve and keep up-to-date with the altering world is turning into more and more necessary. As a CSM, you may now not simply be held accountable for buyer satisfaction but additionally for creating measurable enterprise outcomes.
We’ll now reply Nick’s questions based mostly on how we’ve seen our clients use movies of their CSM engagement.
1. How can CSMs arm their champions with the correct content material sources?
Whereas conventional strategies lean in the direction of emails, PowerPoint shows, and quite a few case research, movies are shortly turning into the best and environment friendly technique to talk data to clients. Video hubs, particularly, present CSMs with a straightforward technique to curate a very powerful content material for his or her champions and CFOs in a single centralized place to allow them to have profitable conversations in regards to the product.
2. How do CSMs gather buyer suggestions shortly?
Buyer satisfaction is among the most important components in any profitable enterprise, and with interactive video surveys, firms can purchase this invaluable knowledge in a extra pure and interesting approach. As a substitute of utilizing prolonged varieties or ready till the subsequent overview part to ask for suggestions similar to “will you renew in 6 months?” or “what might you envision coming in the way in which of the renewal?”, embedding surveys and varieties proper inside customized movies makes it simpler and faster for purchasers to reply.
3. How can CSMs attain a number of stakeholders and the CFO?
Creating buyer champions is important to any profitable Buyer Success Administration (CSM) sport. With a number of buyer champions at your disposal, you may guarantee satisfactory protection within the occasion of ghosting or different challenges the place single factors of failure are extra frequent. To construct a powerful basis for this essential asset, there are a number of actions you may take. Ship fast movies on the well being scores of product utilization, request testimonials, and provides common firm function replace movies, so they’re knowledgeable and conscious of the advantages of every product function launch. As well as, you may document video messages congratulating groups on particular events like funding rounds or promotions amongst staff members to have interaction your consumer base additional.
4. Can buyer standing calls get replaced with emails?
Relatively than counting on emails to test in with clients about their progress, why not take a extra proactive method and document a brief 1-2 minute video? This can will let you shortly present an summary of the important thing areas of progress and those who want enchancment with out having to schedule further conferences.
With these 4 video options, we strongly really feel movies might help handle the CSM points that Nick Mehta mentioned in his LinkedIn put up. Not solely does it assist simplify advanced points, however it is usually time-saving and straightforward to include into CSM actions.
However what kinds of movies are finest for various eventualities? Listed here are among the most profitable methods our clients have used movies to their benefit:
CSM Eventualities The place You Can Leverage The Energy Of Movies
Movies are an efficient device for buyer success managers (CSMs) to deepen their relationships with clients and construct belief. As a visible medium, movies permit for face-to-face interactions that may’t be achieved by different means, decreasing the necessity for lengthy emails or telephone calls. Not solely do movies present a extra private contact, however in addition they create efficiencies in communication and provide expressive alternatives that will not be out there by different types of communication.
At Hippo Video, we all know this first-hand – by intensive analysis, and classes discovered from our clients. So let’s dive into how our clients are utilizing movies within the CSM roles.
1. Introduce CSM (SDR/AE handoff)
When transitioning an account from an account govt or gross sales improvement consultant to a buyer success supervisor, it’s important that the transition course of be as seamless as doable. To make sure this, it’s necessary to deliver the AE/SDR and CSM collectively on video. Not solely will this assist the brand new CSM get acclimated shortly, however it is going to foster connection and belief between the shopper and their new level of contact. Throughout the name, attempt to share fascinating details in regards to the CSM’s background and expertise in order that clients can begin to construct a relationship instantly.
Hello [customer first name],
Congratulations, and thanks for selecting [your company name]! Whereas I’ve been your go-to particular person throughout your trial interval, I need to formally introduce you to your official buyer success supervisor, [CSM name].
2. Buyer onboarding
In the case of onboarding clients, CSMs can face severe challenges. Nevertheless, one of the efficient methods to sort out such a problem is by utilizing a video hub with step-by-step movies. Not solely are such movies a lot simpler for purchasers to know than prolonged, cumbersome chunks of textual content, however in addition they maintain them engaged for longer.
CSMs can use movies to provide an summary of the product and the way it works, in addition to present directions on tips on how to use it together with demos that present how it’s best utilized based mostly on their ache factors. This visible method makes studying in regards to the product far much less intimidating and far more pleasant for purchasers.
Click on right here to create a customized video hub in minutes.
3. Set up private connection on LinkedIn
As a CSM, it is very important construct private connections because it fosters belief. Do that by extending an invite to attach by way of LinkedIn with a message. This can assist each events profit by gaining perception into their respective pursuits and work ethics by a fast overview of their on-line profiles.
When a buyer ghosts on you even after you’ve despatched a number of emails, positioned calls, and scheduled conferences, it may be very irritating. LinkedIn is among the finest methods to achieve out to somebody who has minimize off all conventional communication channels. Ship them a customized video message, prompting them to comply with a gathering.
Hello [first name],
It’s been some time since we chatted! I’d love to listen to how issues are going in your finish and see how I might help make your expertise higher.
5. Quarterly enterprise overview with suggestions
At quarterly overview conferences, why not substitute prolonged emails and PowerPoint shows with a video? Present your clients how your services or products has helped their enterprise by presenting them with actual numbers. Leaving a ballot with questions on their pursuits and wishes will even offer you invaluable suggestions and insights into what they considered your product. This won’t solely offer you an understanding of buyer sentiment, however will even present perception into the worth they acquired out of your services or products.
Hello [first name],
As the tip of the (yr/month/quarter) approaches, we’re starting to plan for an thrilling new (yr/month/quarter) at [your company name]!
To kick issues off, I ready the beneath video together with your previous (yr/month/quarter) stats.
Should you’re launching a brand new product, video is an efficient technique to share it together with your viewers. Based on statistics, 40% of shoppers usually tend to reply positively to visible data than text-based communications. Incorporating movies into electronic mail newsletters is one other nice technique to maintain your clients knowledgeable and engaged together with your new launches. Nevertheless, it’s important that you simply tailor every video to the ache factors of every buyer and the way they will profit from their enterprise.
Sub: You needed it, You bought it
Hello [Name]!
We’re excited to announce the launch of considered one of our most requested options – [feature name]! It’s now straightforward to [do whatever the feature allows users to do]. Right here’s a fast overview of how you should use it:
Need to check out our video sandwich function? It’s all detailed right here.
7. Threatened churn / Poor well being
By monitoring buyer accounts and analyzing their product utilization statistics, manufacturers might help determine areas of underutilization and supply them with extra alternatives. Nevertheless, for some clients, this will likely really feel intrusive, so it’s important to take a humane method. Sending a video the place the shopper can see your face is one technique to accomplish this objective. This helps foster a way of connection between the shopper and the model as you actively interact with them and take the initiative to bridge potential communication gaps.
Sub: Come again?
Hey [first name],
I seen that you simply haven’t been utilizing [your company name] as a lot these days and needed to achieve out to supply a one-on-one overview session with you.
Here’s a fast video with all the main points.
8. Video testimonials
When you’ve got a cheerful buyer, a CSM ought to try to encourage them to share their suggestions and critiques as an advocate in your model. The sort of word-of-mouth advertising and marketing is extra highly effective when it may be seen in video format, because it provides potential clients the chance to view real testimonials and critiques from precise individuals who have used the services or products.
Sub: We’re eagerly ready!
Hello [customer name],
I seen that your utilization has been nice, and I needed to achieve out to see if there’s something we might have accomplished to enhance your expertise. Your suggestions might be extremely necessary as we plan for subsequent (yr/month/quarter).
Please share your suggestions with us by submitting your testimonial right here.
Regards,
[name]
Should you’re trying to take a look at our video testimonial function, click on right here.
9. Churn/exit interview
As a enterprise, it’s irritating when, regardless of your efforts, the shopper doesn’t see the worth in your product. Earlier than letting them go and shifting on to different choices, ship them a video during which you immediately ask for his or her suggestions and attempt to achieve insights on how one can enhance your corporation. On this video, you can clarify why your product is so invaluable to any firm and supply proof of the way it has helped clients in comparable eventualities. You might additionally share case research and testimonials from present shoppers which have seen success utilizing your product and provide an indication of all its options.
Incessantly requested questions (FAQ) on video for CSMs
1. How can movies profit Buyer Success Managers and their staff?
As a buyer success supervisor, your key focus is on growing buyer engagement and decreasing the time your staff spends on frequent troubleshooting points. With video, you may humanize and personalize key contact factors in order to spice up engagement. One other key issue is that, with video, you may keep away from burnout for groups that may in any other case be saved busy with mundane duties similar to writing text-heavy emails and making quite a few telephone calls. Companies can even onboard and prepare new clients extra successfully, resulting in improved product utilization and adoption. Moreover, deploying video at scale doesn’t need to be an arduous activity that sacrifices productiveness; with fashionable know-how, firms can simply create a library of useful movies very quickly.
2. Does my CSM staff need to document movies for every buyer outreach?
For companies that depend on buyer success, Hippo Video is a useful asset for growing staff productiveness. With pre-built video templates, customers can create a customized intro and shortly sync it with a product or tutorial video earlier than sending it to their target market. This eliminates the necessity for writing emails and making telephone calls, saving time and vitality within the course of.
Conclusion
As is clear from Nick Mehta’s put up, on this period of accelerating buyer expectations, companies should be agile and forward-thinking of their method to buyer success. Nevertheless, many companies are held again by the notion that creating movies is just too time-consuming. With Hippo Video’s pre-built templates, this false impression is shattered, as companies can now shortly and simply create customized movies that may assist scale their development and maintain clients engaged. So why not give it a shot—select a template that works for you and get began instantly!
