Customer Success Leader
Customer Success Leader

Episode · 1 year ago

Differences Between Account Management & Customer Success w/ Bhavika Kochhar

ABOUT THIS EPISODE

If you thought customer success and account management are the same things, you’re probably not alone.

 

There are some similarities, however, there are bigger differences that make them distinguishable jobs.

 

Joining Eric in this episode is former Account Manager and iZooto’s current Customer Success Manager, Bhavika Kochhar. They discuss… 

 

- The main differences between customer success and account management

 

- How to successfully work with customers from other geographies

 

- How to navigate a customer’s unresponsiveness

 

- Why it’s okay when tech fails us sometimes

 

For more info, check out customersuccessleader.com or send a message to hello@flatfile.io.

 

To hear more interviews like this one, subscribe to Customer Success Leader on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Businesses exist, businesses existed inpast also in future also they'll be businesses and in futures there wouldbe things that might not work as well, but what wot is the relationship wantto create delightful customer experiences? You are in the right place.Welcome to customer Successleaer, where you'll learn about the successes andstruggles of leaders who are passionate about their craft. Trust me. You wantto stick around here's your host, Eric Cran hi. This is Eric Crane here againfrom flat file, I'm here for another episode of Customer Success Leader thisweek with Baba Ca, coacher customer success manager at ICDO, Hey bobica.How are you doing today? Heyri? How are you on Don God, thanks for having mehere on the pot, sise yeah? I'm really excited to have you and I think, you'reon the other side of the world, from me right now, where you calling and fromright. So I'm from India, which is, of course, where O fa from the place whereyou are but ye Areso, I'm born ind brought up in new Jerry, which is thecapital of India and yeah. That's about it. Wor really appreciate you spendingsome time anow. This is your Friday...

...night sopefully thiss can beentertaining for you an yeah. I love to hear a little bitmore about your background, Sert of how you got into customer success and whatyou're doing currently at Isodo Yeah Sur. So in totally I have for and ahalf years of experience and ther are multiple companies that I've wolkedwith. I have handled customers from all Geos, so before customer successmanager, I was into account management and then I get into customer success.Currently at Izuto as a customer sysis manager, I am doing lot of stuffbecause, as you know, customer Si is manager is a role on fire and there aremultiple things that we need to take care of, handling Tei iscustomerstalking to them undderstanding their painpoints. Then you need to make surethat you are actually meeting their expectations, the goals and objectives,because that's the porst reason ecause of which they actually subscribe to theproduct so like as a CSM. I think the whoe responsibilities to make theirjourney successful, which is the most...

...important thing. So if you're able todeliget your customers with that, then it's a great thing. So how would youdefine the difference? You mentioned account management and customer success.What is the difference in your mind between those two things right? So avery valid question. Of course account management is more dent with thingslike upselling numbers targets money, but if we talk about customer success,it more deals with relationship management, empathy, understanding thecustomer, so there is one a monetary benefit, that's involved and in accountmanagement, but in customer success, it' solely understanding, yourcustomers and helping them out in and out. So that's the Ky differencebetween these two things. So let's talk a little bit deeper about that, becauseI want to learn some more when you were an account manager. Could you describekind of your Dato Day as an account manager and then maybe like how thatcompares or contrast to your day to day as a customer success manager? So sothen I was in a found manager. I was there, of course, wit the salesexecutive team and, as an accout...

...manager, we used to deal with a lot ofnumbers we used to deal with upselling, so, for example, currently, if thecustomer is earning exomotef revenue with the company, we need to make surethat it actually moves Tou, two X or it moves to three X. that's about thetargets that were defined in account management. But if you talk aboutcustomer success here, my customers, Sisis role, I'm more involved withretention, I'm more involved with creating that value for the customerand being the face. So that's very important because you need to be thevice of the customer. You need to take that to your internal organization,that this is what the customer is saying, and this is how we need torespond. So that's the chote difference between them. So if we talk about thethe basic, the mator difference, which is ther in these two thinges, if you'reactually talking about a lot to words, monetary benefit and all that stuff,that's rilated to ke account management. But if you're talking aboutrelationship building and being impathetic- and then we are talkingabout the customer, success eat makes sense and you mentiond that you workwith customers across a lot of different geographies. So what's itlike working with customers and...

...multiple geographies, and do you haveto adjust your style or the way you communicate to build relationships withthem right? Definitely because with everygography, you need to adjust yourstyle and the way you communicate with them. Also esiety of every customer isdifferent, which is a very important point, because an Indian customer mightbe a different from a customer on sitting in us, and you need to makesure that who are your customers, you need to understand their Psychi andthen only you can get into their shoes and tell them that. Yes, this is arproduct, and this is how you can actually leverage an Ouwi of it. Sothat's like just to give you an example, US customers. What what I have seenwhen I on board lot of customels. I see customers irring in us. They are moleof very comfortable in integrating stuff and it's they because they quitelike they easily get that stuff done in comparison to a customer sitting inIndia because they need that handholding. So that's the differencebetween the different customers ar sitting in different geographies and sowhat gets in the way of establishing a...

...good relationship with one of thesecustomers. So what gets in the way if we have to establish Tho dicoodrelationships with the customers is, I feel it's the very response from thecustoere in the first place, because if you are actually trying to mantain thatcommunication with the customer and trying to do the product stickinesstrying to help him withtal producted option, we really want that thecustomer should actually be responsive. That's the very first thing that getsinto the way and of course there are ways to go around it to something canbe like, for example, you're not able to reach out to one POC of the company.There are ways to get to the contacts of the other poss working in the samecompany, so thatr. You can actually build up that communication and buildup that relationship and repote with the customer. So I think that's onemajor thing that gets into the way of building relationships. On an otherhand, I also feel that it is really important to understand your customer,because if we are not able to understand that what are they expectingor of the preduct, we would not be able to give them that value and if we notbe able to give them that value, the...

...relationship will not be built in thatmanner. So I think understanding the Cote business in and out and some ofthe tips that I can provide here is you need to be in touch with the customer.We need to follow their company pages ar linked in so that you know that hows,the company progressing, what are the? Where are the plases and where are theyactualli going ahead? You need to congratulate them on their small winds,which is a great point. So I think this is how you actually built thatrelationship. You need to get closer to them, understand them and also onemajor point that I would want to make heris apart from business. I understandwe are in businels and wear tappling customer success and that's okay, butapart from business, we need to connect with them on personal grounds as well.So I would give an example here: Dwhen when there was a situation of Cowaid,there was one of my customers siving in itly and one finenight. I was talkingto him on Skyf and I asked him then Howhas his family, how ar they wellHowar things going around in Itat, and he was really touched on listening tothat, because people really come back to you for maybe the building forsubscription emails, it's a crack, but...

...if you really correct with them onpersonal levelt, you really get right to their heart. I think that's the keyyeah and I love that also focus on small wins as well, because you get tobe a part of their journey. At the same time too, I want to do et a littlefurther bcaud. You mentioned something about a customer being nonresponsivelike. When do you see a customer being nonresponsive and what do o things youdo to get around that nonresponsor this just from the Gitgo right yeah. So thisis the biggest problem because when you're just trying to connect with thecustomer that these are the best practices- or these are some thingsthat are recommendations you should be following and if you do not getresponsived, you feel really frustrated, sometimes because you are of fourstputting in that effort, but you're not getting that in return, so that reallylike it is really frustrating. So how do I manage that? So there are sometips around this as well. First of Fall, whenever you're trying to onboad acustomer always make sure that Yeu're just not only corrected to the one pocout there. Of course there would be one...

...person, wholl Bein touched with you,but yes, try to be in connection with I, the other team members also. So, forexample, if the recommendations are not able to Reasur to one person, you candefinitely connect with the other people. Secondly, we need to stayengaged with them on the other medias. So I understand, of course, most of thework happens on emails these days, but Lindon is also very popular these days.So but I don't connect with your customers Ar Link Din, whire you', notthere on lingding to disconnect with them say: Hig, hello and Bein, constanttouche with them. So if you have other mediums of connection, it definitelyhelp. Apart from that, I also feed. Sometimes if you keep that stickinessfrom the start, it'll really help you, because I understand they can go andresponsibe at any point of time in their journey. That that's perfectlyfine. But if you put that effort from the start, it 'll definitely reduce thechances of them being non, responsive, so yeah. These are some tips around itthat I, of course, for them and so you're, probably working with quite afew customers, you're building relationships, your understanding whothey are- and I guess I want to understand more about the systems ortools that you use to be able to...

...maintain those relationship. So howdoes technology helped you in your role right? So technology, of course, playsa big role, because these days everything is getting automated. Thething is as such manual what tools I use. Of course, there is a crm which offirst plays a major part of a role, is as a USTOMIS is managers. There aredifferent email conversations. There are different. You can see the historyof the account total end to end. Then you have different contacts that arethere on the CRM, so custo relationship, panashment tool is definitely veryhelpful, very useful as a CSM. Moreover, I feel that there's a lot of automation,stuff, also that you cen do with such tools. So I've got an example hererecently I completed a project here at Izudo, wherein I made an NPS work flow,which would actually automate the entire system from the stage where weget the NPS school from the customer to a state where it would reach no correctteam mate. So this entire Workflowgor, automated with the help of crm and thesystem, was really streamlined. People...

...got their lots tarically on this lacktheir yes, this is what the feedbak given by the customer- and this is theCol and onch people had that pace. Beth, we definialy find out ways to connectwith the customer and understand thei issues, so I feel automation is veryimportant and PRM Pais, a big role apart from that of Pazea calls likeslag and Microsoft teams, and also things where you can connect with thecustomers as well, so yeah this pretty much compile tetuns that I'mm losing Ta.I do to right now. So where has technology fail? Do you like? Where doyou find yourself still doing things manually when you feel like technologyshould be doing them for you Kay? So I feel this question is right, but I feelwe can turn this around in a way that there are some places where actuallytechnology should fail. Also, to be very honest, a thing wherein we aretrying to build relationships and in Ar role like customer success. You are, ofcourse the face, and you will of course connect with the customers. Is such asituation. The technology will never play a role. It would never play a rule.It can, of course, help you in maybe...

...sending automated emails Etcetra andall that stuff, but it can never help. You make that correction to yourcustomel, and that is the place where technology fails. Every professionalwho is time facing because they're facing decline and they need to be intouch with the customer, be impathetic towards that which technology can neverlearn. It is always a human being who can learn how to be empathetic towardstheir customers. So I think it's of course ulessing in this guys, becausewe really don't want your technology also to overtake humanties. Make senselike we try to have technology, do those things that are repeatable andhave human focus on things that require intuition. You know so like building arelationship with another human oftentimes require some intuitionupdating an account record and a crm definitely does not, and so it'sinteresting just to hear others perspectives on this, and so we'reabout a time here, and I want to just ask one final question, which I like toask all of our guests here, which is what is the best piece of advicerelated to customer success that you've ever received from someone else right?So I think this question is the best...

...question of the evening. Today, Ali so yeah, it's a big question and Iwould love to answer this. This advice was given to me also Bot ofby, one ofTCS leaders and the advices that businesses exist. Businesses existed inpast also in future also they'll be businesses and in futures there wouldbe things that might not work as well, but what worts is the relationship? Sothat's really important. You would really not get to know that. How doesit come back to you and in what way, if you build good relationships eitherwith your customers with your pears or with anyone out there on link then orwhatsoever, it is it'll. Definitely come back to I some good way or another,because building relationships is the key in life things other thanrelationship. Things can of course Bey just it, but if you invest in yourrelationships, you'ld beep benefit, but it thank you so much, and I appreciatethat you sharein that advice with others. I agree you want to reallyinvest in the relationships. Is a customer success manager? Okay, thankyou. So much babaca again as Botica...

...coacher from Itasudo wo join me today.On customer success later I'm Eric Crame signing off. You depend on thefastest time to value for your customers. So why let data onboard andsell you down? Stop emailing spreadsheets, creating CSB templates orsetting up ctq transfers, create collaborative secure work spaces withyour customers and their data saving you time, while providing a memorable,onboarding experience. Oh and there's no code required, you can go to flatfile, Zot IO SLASHTS leader to learn more an get started for free. Thank you so much for joining us forthis episode. Customer Success leader is brought to you by flat file ifyou're a fan of the show and want to help. U Share these conversations withothers. Leave us a rating on Apple Podcast, just tap the number of stars.You think the show deserves. That's it for today catch you in the next one.

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