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 in past, also in future. Also they'll be businesses in future. There would be things that might not work as well. But what what is the relationship? Want to create delightful customer experiences. You're in the right place. Welcome to customer success leader, where you'll learn about the successes and struggles of leaders who are passionate about their craft. Trust me, you want to stick around. Here's your host, Eric Crane. Hi, this is are crane here again from flat file. I'm here for another episode of Customer Success Leader, this week with Baboca Coacher, customer success manager at Isito. Hey, Bovoca, how are you doing today? Hey, how are you? I'm doing good. Thanks for having me here on the podcast. Yeah, I'm really excited to have you and I think you're on the other side of the world from me right now. Are you calling in from right? So I'm from India, which is, of course, very far from the place where you are, but yeah, so I'm born and bottom in new jetty, which is the capital of India, and yeah, that's what it really appreciate you spending some time. I know this is your...

Friday night, so hopefully this can be entertaining for you. Yeah, I love to hear a little bit more about your background, sort of how you got into customer success and what you're doing currently at Isoo. So sure it's so. In total, I have food and a half fields of experience and then I'm multiple companies that I worked with. I have handled customers from all Jews. Before Customer Success Manager, I was into account management and then I get into customer success. Currently at a Zooto as a customer success manager, I am doing a lot of stuff because, as you know, customers is a manager, is a role on fire and there are multiple things that we need to take care of. Handling they discustomers, talking to them, understanding their pain points. Then you need to make sure that you am actually meeting their expectatious the goals and objectives, because that's the first reason because of which they actually subscribe to the product. So, like as a CSM, I think the corresponsibilities to make their journey successful, which is the most important thing.

So if you're able to delight your customers with that, then it's a great thing. So how would you define the difference? You mentioned account management and customer success. What is the difference in your mind between those two things? Right, so a very valid question. Of course account management is more dealt with things like upselling, numbers, targets, money, but if we talk about customer success, it more deals with relationship management, empathy, understanding the customer. So there is one a monetary benefit that's involved and in account management, but in customer success it's solely understanding your customers and helping them out in and out. So that's the key difference between these two things. So let's talk a little bit deeper bad that because I want to learn some more. When you were an account out manager, could you describe kind of your day to day is an account manager, and then maybe I'll like how that compares or contrast to your day to day as a customer success manager. Sure. So when I was an account manager, I was there, of course, with the sales executive team and as an account manager we used to deal...

...with a lot of numbers. We used to deal with upselling. So, for example, currently, if the customer is earning x amountay venue with the company, we need to make sure that it actually moves to to x or it moves to X. that's about the targets that were defined in account management. But if it about customer success, here my customers is ruled. I'm more involved with retention. I'm more involved with creating that value for the customers and being the face. So that's very important because you need to be the voice 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 to respond. So that's the code difference between them. So if we talk about the basic the major difference, which is that in these two things has if you're actually talking about a lot towards monetary benefit and all that stuff, that's related to key account management. But if you're talking about relationship building and being empathetic and then we're talking about the customer success, yeah, that makes sense. And you mentioned that you work with customers across a lot of different geographies. So what's it like working with customers in multiple geographies and do you have to...

...adjust your style or the way you communicate to build relationships with them? Right, definitely, because is with every geography you need to adjust your style and the way you communicate with them. Also, the psyche of every customer is different, which is a very important point. Because an Indian customer might be a different from a customer sitting in us, and you need to make sure that quire your customers, you need to understand their psyche, and then only you can get into their shoes and tell them that, yes, this is our product and this is how you can actually leverage an Arrow I out of it. So that's like, just to give you an example, US customers, what I have what I have seen when I on board lot of customers. I see customers sitting in us. They are more of a very comfortable in integrating stuff and it's because they're quite like they easily get that stuff done in comparison to a customer sitting in India, because they need that handholding. So that's the difference between the different customers are sitting in different geographies. And so what gets in the way establishing a good relationship with one of these customers?...

So what gets in the way, if we have to establish the good relationship with the customers, is, I feel it's the very response from the customer in the first place, because if you are actually trying to maintain that communication with the customer and trying to do the product stickiness, trying to add helping with the product adoption. We really want that. The customers should actually be responsive. That's the very first thing that gets into the way and of course there are ways to go around it. So something can be 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 POC's working in the same company so that we can actually build up that communication and build up that relationship and report with the customer. So I think that's one major thing that gets into the way of building relationships. On another hand, I also feel that it is really important to understand your customer because if we are not able to understand that, what are they expecting out of the product, we would not be able to give them that value and if we not be able...

...to give them that value, the relationship will not be built in that manner. So I think understanding the core business in and out, and some of the tips that I can provide here is you need to be in touch with the customers. You need to follow their company pages on Linkedin so that you know the House the company progress, saying what are the word where are the pluses and where are they actually going ahead. You need to congratulate them on their small winds, which is a great point. So I think this is how you actually build that relationship. You need to get closer to them, understand them. And also one major point that I would want to make here is apart from business, I understand we are in business and we're tackling customer success and that's okay, but apart from business we need to correct with them on personal grounds as well. So I would give an example here. And when there was a situation of co wait, there was one of my customers sitting in Italy and one fine night I was talking to him on skype and I asked him that how houses family, how are they were? How are things going around in Italy? And he was really touched on listening to that add because people really come back to you for maybe the billing for subscription emails.

It's a crack, but if you really correct with them on personal level, you really get right to their heart. I think that's the key. Yeah, and I love that. Also focus on small winds as well, because you get to be a part of their journey. At the same time, too, I want to dig in a little further because you mentioned something about a customer being non responsive, like when do you see a customer being non responsive and what are things should do to get around that non response in this just from the get go, right. Yeah, so this is the biggest problem because when you're just trying to connect with the customer that these are the best practices or these are some things that are recommendations you should be following, and if you do not get responsive, you feel really frustrated. Sometimes it is you are first putting in that effort but you're not getting that in return. So that really like it is really frustrating. So how do I manage that? So there are some tips around this as well. First to fall whenever you're trying to on board a customer and always make sure that you're just not only connected to the one poc out there. Of course there would...

...be one person would be in touch with you, but yes, try to be in connection with it the other team members, although so, for example, if the recommendations are not even reacher to one person, you can definitely connect with the other people. Secondly, we need to stay engaged with them on the other mediums. So I understand, of course, most of the work happens on emails these days, but link this is also very popular these days. So, but I don't connect with your customers are linkedin. Why are you not? They're on Linkedin to just connect with them, say hi, hello and be in constant touch with them. So if you have other mediums of connection, it definitely helped. Apart from that, I also faid sometimes if you keep that stickiness from the start, it will really help you, because understand they can go on responsive at any point of time in their journey. That's that's perfectly fine, but if you put that effort from the start, it will definitely reduce the chances of them being non responsive. So yeah, these are some tips around it that I of course follow. And so you're probably working with quite a few customers. You're building a relationships, you're understanding who they are and I guess I want to understand more about the systems or tools that you use to be able to maintain those relationships. So...

...how is technology helped you in your role? Right, so technology, of course plays a big role because these days everything is getting automated and that thing is, as such, manual. What tools I use? Of course, there is a crm, which of first plays a major part of a role it as a customer success manager. There are different email conversations, there are different you can see the history of the account total, end to end. Then you have different contacts that are there on the crm. So custom relationship management tool is definitely very helpful, very useful as a CSM. Moreover, I feel that there's lot of automatial stuff also that you can do with such tools. So I'll quote an example here. Recently I completely a project here at isoto wherein I made an MPs workflow which would actually automate the entire system from the stage where we get the NPSCO from the customer to a state where it would reach the correct teammate. So this entire workflow got automated with the help of crm and the system was really streamlined. People got their alerts directly...

...on this lack that yes, this is what the feedback given by the customer and this is the score and one people had that feedbacks. We definitely find out ways to connect with the customer and understand their issues. So I feel automation is very important and Herem plays a big role, apart from that of Uzza challenge like slack and Microsoft teams and also things where you can connect with the customers as well. So, yeah, this pretty much compiles the tombs that I'm using at Ez you too right now. So where has technology fail do you like? Where do you find yourself still doing things manually when you feel like technology should be doing them for you? Right? So I feel this question is right, but I feel we can turn this around in a way that there are some places where actually technology should fail. Also, to be very honest, a thing wherein we are trying to build relationships and in a role like customer success, you are of course the face and you will of course connect with the customers. Is such a situation, the technology will never play a role. It would never play a role. It can, of course help you in maybe sending automated emails, Etet and all that stuff,...

...but it can never help if you make that connection to your customers, and that is the place where technology fails. Every professional who is blime facing because they're facing the client and they need to be in touch with the customer, being empathetic towards that, which technology can never learn. It is always a human being who can learn how to be empathetic towards their customers. So I think it of course a blessing in disguise, because we really don't want your technology also to overtake human being. Makes Sense, like we try to have technology to those things that are repeatable and have humans focus on things that require intuition, you know, so like building a relationship with another human often times requires some intuition. Updating an account record and a see or I'm definitely do not. And so it's interesting just to hear others perspectives on this. And so we're about a time here and I want to just ask one final question, which I like to ask all of our guests here, which is what is the best piece of advice related 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. So, yeah, it's a great question and I would love to answer this. This advice was given to me also one of by one of the CS leaders, and the advices that businesses exist. Businesses existed in past also, in future also they will be businesses and in future there would be things that might not work as well, but what works is the relationship. So that's really important. You would really do not get to know that. How does it come back to you and in what way? If you'll make good relationships, either with your customers, with your peers, on with anyone out there on linked they or whatsoever it is, it will definitely come back to you in some wood way on another, because building relationships is the key in life. Thanks other than relationship things can affos be just fit, but if you invest in your relationships, you'll reap benefit. Love it. Thank you so much and I appreciate that you sharing that advice of others. I agree. You want to really invest in the relationships as a customer success manager right. Thank you so much, Babica. Again as Bobca...

...coachure from is Zudo, who join me today on customers success. Later, I am ER crane signing off. You depend on the fastest time to value for your customers, so why let data on board and slow you down? Stop emailing spreadsheets, creating CSP templates or setting up a TP transfers. Create collaborative, secure workspaces with your customers and their data, saving you time while providing a memorable onboarding experience. Oh and there's no code required. You can go to flat files IO CS leader to learn more and get started for free. Thank you so much for joining us for this episode. Customer Success leader is brought to you by flat file. If you're a fan of the show and want to help the share these conversations with others, leave us a rating on apple podcast. Just tap the number of stars you think the show reserves. That's it for today. Catch you in the next one.

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