Can Customer Success Managers (CSMs) simply follow playbooks diligently and expect success? While structured processes, best practices, and predefined frameworks are essential, real-world customer interactions often require more than just adherence to a script.
CSMs operate in a dynamic landscape where unexpected situations arise, requiring them to think on their feet. While improvisation should not replace professionalism or deep product knowledge, it is a valuable skill that enables CSMs to handle unpredictable scenarios with confidence.
When Should a CSM Improvise?
Here are a few examples of situations where adaptability and quick thinking become necessary:
1. During Unexpected Crisis Situations
Emergencies such as product outages, software defects with significant business impact, SLA breaches, or urgent compliance issues demand immediate action.
A CSM may receive an urgent request to join a high-stakes call with senior executives, leaving no time for extensive preparation. In these instances, the ability to improvise helps in providing reassurance and mitigating concerns on the spot.
2. When Playbooks Don’t Account for Unique Customer Needs
Despite the best-designed processes, unique customer circumstances can require deviation from standard procedures. Consider these real-life examples:
Onboarding delays: If a key technical contact from the customer’s team becomes unavailable, can the CSM provide alternative technical guidance or secure internal approval for additional support?
Customer disengagement: If a customer shows strong usage metrics but ignores meeting requests, should the CSM rely on the numbers alone or explore new communication channels?
Customer dissatisfaction with internal teams: When a stakeholder expresses frustration over interactions with another team member, the CSM must acknowledge concerns, address the issue internally, and demonstrate accountability.
3. When a Customer Is on the Verge of Churning
Following the renewal playbook is essential, but when a customer is considering leaving, a rigid process may not be enough. A CSM must assess the situation quickly and develop a tailored recovery strategy.
This could involve:
Resolving technical or operational blockers.
Strengthening relationships with key stakeholders.
Escalating concerns internally and advocating for necessary exceptions.
Improvisation in these moments involves balancing strategic thinking with rapid execution to turn the situation around.
4. When There’s an Opportunity to Deliver Unexpected Value
Sometimes, quick thinking allows a CSM to exceed expectations and strengthen customer relationships. This could be:
Providing spontaneous knowledge-sharing sessions to empower users.
Introducing customers to new teams or stakeholders, opening expansion opportunities.
Engaging senior decision-makers in real time by providing industry insights instead of delaying responses.
Seizing these moments can transform a satisfied customer into a long-term advocate.
How Can CSMs Strengthen Their Improvisation Skills?
Even the best improvisers—actors, comedians, and public speakers—hone their skills through practice. CSMs can do the same by developing adaptability through experience and structured exercises.
1. Stay Aligned with Strategic Goals
Improvisation should complement, not contradict, the overarching customer success strategy. Adjustments should aim to drive the customer journey forward while maintaining business objectives.
2. Leverage Core Strengths
A CSM’s improvisation should be rooted in fundamental principles such as:
Active listening
Empathy
Value delivery
Trust-building
Long-term relationship management
These pillars serve as a guiding framework for handling unexpected scenarios.
3. Use Data to Inform Decisions
Improvisation does not mean making random choices. Data-driven insights—such as customer engagement metrics, support history, and recent interactions—help CSMs make informed, strategic decisions on the fly.
4. Communicate Transparently
Clear, confident communication is key. Customers and internal stakeholders may not know you’re improvising, but they will appreciate direct and well-reasoned responses.
5. Treat Improvisation as a Learning Opportunity
Every instance of improvisation offers valuable lessons. Documenting successes and missteps can help refine future decision-making and even improve playbooks.
Can Improvisation Be Practiced?
Yes! Here are a few exercises that CSM teams can use to improve adaptability:
Rapid Response: A colleague presents a random customer challenge, and the CSM has 60 seconds to devise a solution. This enhances quick thinking and decision-making.
Role-Playing Difficult Conversations: One team member acts as a frustrated customer, while another must respond effectively on the spot. This strengthens communication and problem-solving skills.
Improv Storytelling: Team members share quick customer success or failure stories, emphasizing key learnings. This sharpens storytelling and adaptability.
Scenario Roulette: CSMs draw random customer issues and must propose a solution instantly. This builds confidence in handling unpredictable situations.
Reframing Challenges: A current customer problem is reframed as an opportunity, encouraging positive and proactive thinking.
Final Thoughts
Great CSMs strike a balance between structure and flexibility. Over time, they develop an intuitive understanding of customer needs and business dynamics. While frameworks provide stability, true expertise lies in knowing when and how to improvise.
Top-performing CSMs recognize that structured processes and adaptability go hand in hand. Mastering the art of improvisation can lead to stronger customer relationships, improved retention, and long-term success.
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