Customer success manager

When an enterprise customer makes an initial purchase from a vendor, that is only the beginning of the value exchange between them. The vendor benefits most when the customer stays on and expands their purchases, because the mutual exchange of value grows over time. The more the customer's success depends on the vendor's product, the more interested the customer is in continuing the relationship.

With complex, evolving technology products, customers need ongoing help to adopt them and realize value. Value realization is the flywheel that keeps customers coming back. That is why a company needs a role responsible for ongoing customer care, and today that role is the Customer Success Manager (CSM). A CSM can be the force that speeds up the flywheel. Fifteen years ago the role was almost unheard of; today it is common in technology companies.

A CSM balances service and sales, the interests of the company and of its customers, and product expertise and customer understanding. Done right, the CSM role is a powerful growth engine. But you might object that this role already exists as the account manager (AM). So what is the difference?

In this article, we explain what a Customer Success Manager does, how a CSM differs from an AM, and what skills you need to work in this promising role.

What is a customer success manager?

The title "customer success manager" is used for a variety of sales roles, both old and new. Some CSMs are renamed customer service managers who handle troubleshooting and logistics. Others are former account managers focused on renewals and expansion.

The customer success manager's motto: