Customer Success Leader
Customer Success Leader

Episode · 1 year ago

Steps to Managing a Remote CS Team w/ Benoit Bouteille


Restructuring an organization’s CS process is tough to do in-person. Imagine doing it 100% remote!


Fortunately, Benoit Bouteille, VP of Customer Experience at Tinyclues, had ample experience in leading remote CS teams before his organization decided to restructure.


In this episode, Eric and Ben discuss… 


- How remote teams should look at CS and CX


- Why Ben focused on breaking down silos within his organization


- How to design your organization around customer outcomes


For more info, check out or send a message to


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

So you need to think about what's the customer as an experienced with your brand, with your company, and how do you pack that? What can you do to facilitate these relationship and make it smooser for them? 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. Hey, y'all, thanks for joining us this week. My name is Eric Crane, CEO and to a founder of flat file, and today on customer success leader I have Ben Wa Bouteia. He's a senior director of customer experience at tiny clues. Hey, Didn Ben, I'm getting good. So you're calling in from New York. How are things out there? Yeah, I don't know how the things are going out of New York in the US, but doing good as far as we are. Seen you this institution four months and that situation looks under control in New York and trying to adapt to the new life, and I understand you've already managed success team remotely as well, and I'm sure we'll dig on that a little bit later, but it sounds like it wasn't too big of an adjustment for you to go to this all remote world we're in right now. Now, exactly, I was already managing the team from the EMYA quarter in the US at quart a base from New York. Before New York I was doing that from Emi, managing the US team to the customer success team. So we are used to do that remotely. Or really appreciate you joining us here to day on the customer success or podcast. Can you tell me a little bit more about first of all, just what you do a timey clues. So I'm in art of the customer experience team and the customer expensive metallic clues regroup different jobs and we have the customer success manager and the xtomo success team. We have also the marketing team, the legend team, the product macting team, and so all the the marketing stuff together and we link that together with the stumer...

...success to make the best of it and provide a good experience to our client. Got It. And what about time influences a business? What are you sell? And thankluse is a platform that help marketers in different industry, retail or travel, mainly to improve increase their certain practice. So what we do actually is provide access to our tool which learn from their data. So II is learning from their own data, the first party data, and based on this learning, marketers are able to identify people with Hyprofen City to purchase an offer destination. If you are troubled company or whatever product. If I want to promote this shirts tomorrow, because I'm retailer, I will be able to identify who in my database will be interested to buy the shots in the next days. So we help or customer to get a better experience for their customer, making marketing one to one and really effective. Got It. So how would you just find customer success in that context? So the customer success team, the role of my team, is ready to help a customer to understand our work the platform first, but mainly because the plattom is really easy to use, like three four clicks to do and create campaigns. The main job is to understand what's the strategy of our customer, what's their maturity? What where they wants to go? What's the long term plan in term of evolution and progress in death room practices? What are their pain in the day to day. Well, what are the pain they are facing? Was Are the challenges they could they can face to promote XYZ category or product offers, and the role of the team and the cysts them to go through this challenges and establish a success plan, steps by steps, moving forwards to better practice, improving practice and so better relationship with the other base. That and you're telling..., before started recording here, that you'd recently reorganized the team, which is why your title is now director of customers, Serrenos, so tell me a little bit more about what prompted that reorganization. Yeah, we did. That's just at the beginning of the crisis. Actually, we were impacted, or customer were impacted by the crisis. We were impacted by the crisis directly. As I said, that's big part of our customer in the travel industry, and you can guess that the trouble industry is not really in good shape right now. So we also add to adapt and change and the strategy to promote, to explain what we do and to get new clients. So we were really doing marketing, physical, doing physical events, physical macting, road show and this kind of of macting events, solution events, everything stopped because no interested meeting or events live. So we had to totally shift one the person of the strategy to the digital and based on that, we really think that's it was better to have a better communication, better organization and collaboration between the experts who are the CSM, expects of the of the serum and expects of our clients outcomes, to leverage that in the communication and the digital communication, in the origination of women ours, communication of success stories, what we can do as legion, content, strategy, sort leadership, all of that, all this matteral that's shifted totally digitally and we need better communications. So basically breaking the sellow between different departments. That's are really thinking about a neither job and now having a more collaborative way of doing across the jobs. And that's really linked to one of our value we have different values in companies and one of values built together and making the difference. Mission in the company work together to provide better experience to our client. I don't like the prospect that's...

...future clients. So they can experience that's from the beginning, from the first touch points in the communication and content we produced, through the all relationship and the usage of the platform in the ration. True, with the the cells and the customer success managers. Yes, tell me how you design matrics and measure a performance that integrated cs or right. So typical customer success. You're looking at things like churn and health score and see sad and ps like what are you measuring your team on now? So we did not change that very much. The CSTEAM goal for the CS team and goals for the the marketing team are different. The goal for the content management is difference to but the overall view for the company at the end we measure that. I mean the bottom line is the result. That I mean in new summer we get that's a role of the cell seem help and with that of the macting team and the customer success team is protecting or preventing the churn, also maximizing the retention by a better usage. Everyone still has his job, but having all that together helps to say, okay, we are looking at the bottom line and the global experience and how many clients we have, new plans we have in or meany we lost. What the nets at the end and that's that's really in the day to day in the Matrix. That doesn't change a lot in the day to day. That's is some collaboration. I have a really example, concrete example. That's for marketing purpose, for proof of the experience of customer with the tool. We like to have external review. But the best way to add external reviews and prospect future client can read an and get other feedback or the clients feedback, without trusting directly what's it's written on our website. We need to get review on the third party platform. To get this third party platform reviews, we have the C steam playing the role of asking...

...our clients if they can provide review on this external platform, and that's collaboration. The macting needs reviews and they are coming from the rustionship, from the CSIM in the clients and in this way that's a nice collaboration. I have another example. We are about to launch a big reports. We are preparing for a big report which will be the state of the serium for two thousand and twenty one. So we are asking to collect a lot of feedback on our customer be to see company a marketing team Outgan, to organize together that and to have a big learning on that and to be able to share that with the our peers and the community and this collection, this organization, this expertise and building the reports is made by the CES team, some members of the Cysteam, but that would be used for marketing purpose, but also for the rest of the team in the system, because that will be use for all the clients and sharing that with other clients. So that's making the projects smoother because it's not separate department and separates managers. That's te their goal with their own eyes. I mean, if I ask something to the system or the marketing team, I need toge with me that's it's organized so the other team can help and I can't push one team in one direction and the other in the other end that doesn't work together and the one in the middle that can organize that to make it happen. And that makes sense and I can understand now a lot more about why you want to organize the team that way, given that your customer success years at a company are going to be the ones you have the best inside and to have to tell the story of each customers experience with your product. So what were some areas that you ran the challenges with trying to reorganize that in that way? So the main challenges. We are really making sure that's both side of the team is understanding that their job won't really change on a daily basis, but the fact that they can count on the other team to add them to improve their job and having this...

...discussion. And so, because that was not organized this way, somewhere you are you are stuck in some procedure or fear that you can ask help or you you can ask help but that will take time. But all the time and in the last six months we saw big progress, bigger improvements and seeing that. Okay, I've seen saying that, oh, I need help on these kind of things. I can ask marketing or content specialist on how to write an email to my clients. It's not his job, but the best way to write an email to the clients to convey an idea. They are framework of content writing, copywriting that can help to do something like this. The same way or content specialist is asking the SYSTEAM help to write content and blog post because actually they are the expert. The content specialist is able to write it, make the right story, to explain that the contents. But that's a collaboration and all of that is really started months ago and really improving and ramping up where we have the first publication on the blog and we have first piece of content that are sent and we have CS MS asking, Oh, can I write another one? I have another idea, and so that's the positive will. I mean that's a win win on both side, because that's publishing more content for clients and for the CS team and helping the marketing also to create and generate more content for Legion demangine visibility. Yeah, that's greatly here. When whenever you have folks you are closest to the customer being able to contribute it back to other parts of the process or any that's ultimately how so many people buy these days, is the can, the information that your product that they want, but they also want to see some level of social proof and in a relationship be ongoing, and I being able to turn that into your fly will is really pressure of you. And where did you get the inspiration to do this? That's a good question. where it come from? I can't really remember. We had different discussion with my with my...

CEO, on the future of the organization. Are we can make progress and organize differently the team to better work together, something that's helped a lot is that's before they clues. I was macting director in BTC companies, so I was on the other side and so I manage digital macting for years. So that's something that's helped. Also to say that, yeah, I can build that, I can make it happen and make different teams working together. That was my previous job where I was in e Coom and yeah, let's that was just let's give a try. We need to try and to adapt to the situation, as everyone has to adapt in all this new world and the situation that's businesses changed. So let's try to find the best way to react to that. So if someone else is thinking about redesigning the organization, similarly, you be recommendations around first steps they take. It's really important to explain the why we do that. Why you the person who would do that? The organization, to me, the the sofolpoint and the organization is the customer voice. Our thinking about the customer. I am used to say in my team here that's often customer don't care about your organizational problem. So you need to think about what's the customer has an experienced with your brand, with your company, and how do you pack that what can you do to facilitate this relationship and make its Mooser for them? And that's drive easier relationship and only better communication. Some process, I mean having processes that are not faxible, doesn't sell. That can help the company but doesn't help the customer. And at the end what's matter the most is that's the customer has a good experience and can relate to that, can share that experience with other and stay for longer time, and we did. That's for the macting and CS team because...

...that was making sense on this group. But we also have more connection and more discussion with the finance team as an example, because if you do a lot of wonderful job with the marketing, the CS, the cells, everyone is working well with the customer and the finance during a discussion on improvement of the usage and potent shut up cell and a negotiation from the cells with the cell team, with the customer and the finance just send an email that's talked about the invoice that is two days late or something. Think that's and it's you two days ago. That can impact the expense of the customer and the job of the other department with the customer and Better Communication, better poet of view, having the customer the center of the company knee and the organization around that is better. And back to the question you have is what's the best advice? Is that? Think about your customer. What's is that the experience? What are they looking for with your company? What's are different touch points you have with the customer and the in the different department? Or can be the best experience all the biggest grouping? So with different grouping. I'm not sure that's marketing and CS we would work for all company. Maybe that would be cus and another department. May Be Marketing and another department. But how you can regroup like pods of different mission to work together and to to improve that. That's the way you should think if you want to to evolve a neprogressing your the organization. Yes, as I your organization around the outcomes of the customer rather than the outcomes of each different department exactly. So, just as a final thought here, I'm lovely to share with our listeners what your sales should be to them to join in a customer experience or customer success specifically, so how you can then someone stay like a working customer. Success is the best job in the world. And here's why. Everything that's the best job in the world and especially in the area we are doing, that attain... because we, I as customer success manager, whatever the company, we are able to communicate with a lot of different clients with different problematics and different projects, and that's really interesting to have such a wide view on what's happening on the market, on the specific market, whatever the topic, whatever the market you are in. That's really interesting to be able to have a lot of different part of views and having the relationship with clients and dictionary clients. In my case, I, as a mentioned, I'm coming from the marketing side, the be to see side and macting each side, and we are talking with clients that are doing the job I had before when I was working for an ECOM company. I was up playing a lot of things and always wonder, Oh, how these companies organized? What are they doing? I see the tip of the ICEBERA, because I'm receiving their communication, I'm seeing what they have on their website or whatever, marketing action, but how they organized to do that, to produce that? And now, being a nice it, right now I have the discson with all this company and I see all the different organization and I'm learning a lot. I'm providing and helping them lots, but I'm sharing that and getting the best of everyone to share it, to provide advice to other. That's the best job in the world. Yeah, I love how it's in described in various ways on the sidecasts. One of the ways I've heard, I think that's my favorite, is intimacy. It's like being able to develop intimacy with your customer and intimacy with your team, because it is so crucial to understand each trust them or their needs and objectives. And, especially in a space where you're selling to other businesses, you also get the chance to build that one on one relationship as well with everyone, which is really really exciting part of the Jaff because you get to see a lot of what your customers are going through and ultimately be a or for that too. soothly agree that's free. What's this forb the bests the job? Hey? Well, thank you so much for joining us today.

That was been lab Lu tea. He is to see the director of customer experience of time flues. I'm are crank, founder and CEO flat file thank you for joining us on this week's episode of customers suss leader. You depend on the fastest time to value for your customers, so why light data on board and sell you down? Stop emailing spreadsheets, creating CSP templates or setting up FTP 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 us share these conversations with others, 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.

In-Stream Audio Search


Search across all episodes within this podcast

Episodes (28)