Becoming a Trusted Advisor, the 'Be All' of Customer Success

Have you ever encountered a piece of information that stuck with you, influencing both your personal and professional life? Let’s explore that thought as I share my journey.

Reflecting on my question, I’m reminded of a thought-provoking video by Simon Sinek , someone I greatly admire. In it, he asks, “Do you love your wife?” While the conversation revolves around leadership, it also highlights the importance of building trust—similar to fostering relationships with clients.

In the realm of business, particularly within the #CustomerSuccess industry, strong relationships are founded on trust. Becoming a trusted advisor to your customers not only benefits them but also enhances your own position. Although it takes time, establishing long-lasting relationships based on trust is crucial for any Customer Success Manager (CSM).

To earn this trust, CSM's must develop confidence and expertise. As we build credibility, it's vital to demonstrate how we can provide real value to our customers.

Fact....."70% of a customer’s decision to work with a company is based on a favorable interaction with a company representative and only 30% of the decision is based on product or service attributes!"

Creating Trust.....

There are numerous activities that can foster trust: community forums, product updates, regular health checks, quarterly business reviews, and success planning, among others. Understanding a customer’s desired outcomes is essential for building that trust.

This process begins the moment we engage with clients, whether during pre-sale or post-sale on-boarding. Equipping ourselves with effective customer success management tools—like Gainsight —that can enhance our ability to support clients, increasing retention and satisfaction, monitor adoption and NPS etc. by better serving our customers.

• “However, introducing, limitations, barriers and or restrictions e.g. Time, Tools and Resources can alienate clients, making them feel undervalued. This not only jeopardizes their loyalty but also hinders the opportunity for both the vendor and Customer Success teams to nurture a trusted advisor relationship”

Achieving trusted advisor status isn't instantaneous; it's a title earned through consistent, deliberate behavior that fosters trust, collaboration, and strategic partnership.

Core Values and Reference to my intro and Simon Sinek Video

In summarizing and referring back the Simon Sinek Video above, he clearly talks about the consistent daily practice and accumulation of all the little things we do that build up value and trust - these clearly likened to the actions of a CSM and their valued customers without any limitation or boundary. For example, I can recall the day:

• When i first met my now wife and the very awkward meal we had together :-)
• Additionally, when we began spending time together and
• Especially when she literally then offered me the key to her apartment (This i will never forget)

That's trust.....

Similar concepts and values apply ....

Integrity: A CSM trusted advisor exemplifies reliability and trustworthiness. This principle is foundational, distinguishing a trusted advisor from a typical account manager. Consistently aligning actions with values builds a reputation that supports enduring relationships.

Recognition: Acknowledging clients as unique individuals rather than mere numbers is crucial. By personalizing our approach, we can foster deeper connections. Understanding clients on a personal level lays the groundwork for meaningful partnerships. For example:

• I recall learning that one of my prior clients as an IT Manager and Certified Accountant also was a children’s book writer and publisher on Amazon!
• Furthermore, another focused on maintaining their daily early exercise routine with their partner with a love of their pets.
• And additionally, a sad but very moving reciprocal experience, I recall a long-term client who reached out to myself to check on my own well-being and mental health following the tragic accidental loss of a young colleague of theirs we all had worked with, a person whom I had met face to face at events. Trusted Advisor status also becoming two way with combined empathy.

Such insights not only humanize the relationship but deepen mutual respect.

Chemistry: Genuine connections matter. Building rapport and fostering a collaborative spirit is essential for establishing mutual understanding and respect between a trusted advisor and a client. Clients should be made to feel they can reach out to their CSM any time and vice versa.

Final Thoughts

• The journey to becoming a trusted advisor involves cultivating specific traits that set you apart in client interactions. These traits are not mere markers of professionalism; they form the foundation for meaningful, long-lasting relationships.
• CSM's who adopt the trusted advisor role are key to client success and the longevity of their lifetime value.

“Any limitations or barriers that prevent CSMs from engaging freely with clients may risk alienating them e.g. Time, Tools and Resources”

• Unlike traditional sales roles that view clients as mere numbers, a trusted advisor sees each client as a unique entity with distinct needs. This human-centric approach prioritizes understanding and empathy, recognizing that behind every business interaction are individuals who seek genuine connection.
• Ultimately, the journey to becoming a trusted advisor is transformative. It involves more than mastering techniques; it requires embodying traits that emphasize trust, honesty, and authentic connection. By recognizing clients as individuals and communicating transparently, you not only pave the way for personal success but also become a catalyst for positive change in your professional landscape.
• Positioning yourself as a trusted advisor yields benefits that extend beyond individual achievements. The focus on empathy and problem-solving enhances your ability to serve clients and elevates your value within your professional network. This approach fosters fulfillment through meaningful collaborations and shared successes, making the journey all the more rewarding.

Michael Tantouri

• Sitecore Global Customer Success Manager of the Year - https://lnkd.in/gJW2UYcA
• APAC Top 10 CSM Thought Leader 2024 - https://lnkd.in/ggeCmQpq

Looking ahead, I am excited to take on new challenges that allow me to leverage my skills in strategic planning and relationship management. I aim to contribute to a forward-thinking organization where I can help drive growth and innovation. Let’s connect! I’m always open to networking, sharing insights, and exploring potential collaborations. If you’re in customer success, I’d love to chat about how we can create value together.