CSM from the Trenches - Asking the Right Questions to Challenge Customers
Challenging customers with hard, thoughtful questions builds trust and helps them solve problems themselves. How transparent communication earns credibility.
TL;DR
- Challenging customers with hard, thoughtful questions ā even when it's uncomfortable ā empowers them to become more successful and establishes a relationship built on trust.
- Asking the right questions beyond standard business objectives builds "CSM-cred" and positions the CSM as a trusted advisor.
- After asking a challenging question, let there be silence so the customer has time to reflect; often they'll arrive at the solution themselves while the CSM simply listens without judgment.
Being on the CSM frontline allows us to directly influence the success of our clients. I love that; as our clients are successful, weāre successful. Weāre lucky to have this weeks CSM from the Trenches post from Priscilla Zorrilla of 15Five. Priscilla has been a Customer Success Manager for 15Five since January 2015, with a background as both an Account Executive and National Sales.
Letās move forward with this weekās blog post!
CSM from the Trenches Best Practice ā Open and Transparent Communication - Opening the KimonoCompany: 15FiveLocation: San Francisco, CaliforniaFrom: Priscilla Zorrilla, Customer Success Manager
Best Practice: Open and Transparent Communication (Opening the Kimono)
One of the key things I love to do with customers takes inspiration from Patrick Lencioniās Getting Naked: A Business Fable About Shedding The Three Fears That Sabotage Client Loyalty: not being afraid to be vulnerable with and challenge customers. I refer to this best practice as āopening the kimonoā. For those unfamiliar with the phrase, it essentially means open and transparent communication.
Don't Be Afraid to Ask to the Hard and Right Questions
This form of communication comes down to the way one interacts with their customers and challenges them, not being afraid to ask the hard questions. By societyās standards we try to avoid risks and not make people uncomfortable or angry, but Iāve found that challenging customers in what might be an uncomfortable situation empowers them to become more successful in the end. I believe this practice can help you stand out as a CSM if you ask the right questions beyond the standard business objectives or success criteria because it establishes a relationship based on trust.
Example of Being Open and Transparent - The Hard Questions
There was a situation where I challenged a customer to think about why they don't require managers to have regular 1:1's with each person on their team. He processed the question for 1-2 minutes. Reflecting. Radio-silence on the call (which is importantā¦. let there be silence!). After he had time to process, he told me he didnāt know why they don't require it. In fact, he admitted that he was scared to mandate anything - scared that the team wouldnāt receive a āmandateā in the best light.
Results
After this question, the switch flipped in his mind. He realized providing managers with resources and training for great 1:1ās and making it required would have a positive impact on employee engagement (which they wanted to improve). So the question made him think about what he was doing and why, and when he realized something wasnāt right, it compelled him to take action. He figured it out on his own right before my eyes. All I did was listen without judgement.
Key Takeaways
1. Ask the right questions. Iāve found that challenging the status quo with thoughtful questions for customers builds āCSM-credā; my contact began to think outside-the-box and solved the problem on their own and I became a trusted advisor.
2. Ask customers why, how, and for more context regularly
3. Be curious. Thereās usually something deeper to understand which will enable you to truly make them successful.
15Five* is a complete performance management solution that delivers a full suite of integrated tools ā including continuous employee feedback, Objectives (OKRs), pulse surveys, peer recognition, and one-on-one meeting agendas.*
Join the CSM from the Trenches Community
You can become involved in two ways:
1. Guest blog posts: Have a frontline CSM best practice youād like to share? I want to hear from you! This is a great way to share your unique perspective and thought-leadership. Example - this post is a good example
2. CSM shout-outs: Do you know a CSM who goes above and beyond the call of duty? Have a team member youād like to give a special shout-out? This is what CSM from the Trenches is all about ā celebrating the frontline CSM. **Example **here
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Here are other customer success resources that will help you excel in your role:
Customer Success eBooks:
Customer Success as a Culture: Customer Success Leaders Edition
Ultimate Guide to SaaS Customer Success Metrics
Other CSM from the Trenches Posts:
4 Segmentation Strategies for Frontline CSMs
Why Product Usage Isnāt Always King & 3 Lessons Worth Learning Early
2 Techniques to Avoid the āOverpromise and Underdeliverā Temptation
My Purpose as a Customer Success Manager
Learn more about how ClientSuccess can help your company develop a strong Customer Success methodology and strategy with easy-to-use customer success software byrequesting a 30-minute demo.
Frequently Asked Questions
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