Customer Success Managers: The Dashboards of Your Business

When was the last time you saw a car advertisement? Chances are, the ad focused on the sleek design, the powerful engine, the beautiful interiors, or perhaps the advanced safety features. Rarely, if ever, do car commercials highlight the dashboard. Yet, the dashboard is arguably one of the most vital components of a car. It serves as the nerve center, providing critical real-time information about the vehicle's health and performance.

Think about it: the dashboard tells you how far you can go with the fuel you have, alerts you to potential engine issues, warns you if tire pressure is low, and even informs you about the outside temperature. It is the unsung hero that empowers the driver (and sometimes passengers) with the knowledge to make informed decisions. Without it, even the most advanced car could leave you stranded or worse.

Interestingly, I personally don’t know anyone who goes into a car dealership specifically to evaluate the dashboard. We start with what catches the eye externally — the paint job, the curves, the wheels — and then move inside to admire the leather seats, the infotainment system, and the panoramic sunroof. The dashboard? It’s there, doing its job quietly in the background, often overlooked but undeniably essential.

In the world of business, Customer Success Managers (CSMs) are your equivalent of a car’s dashboard. Like the dashboard, they might not always be the most celebrated aspect of your business, but their role is critical in keeping your most prized asset — your clients — in good health and driving your business forward.

The Vital Role of the CSM Dashboard

Just as a car dashboard offers a holistic and sometimes intricate view of your vehicle’s status, a CSM provides an overarching view of how your clients are doing. Here are a few key parallels:

• Fuel Levels vs. Engagement Levels: Your car’s dashboard tells you how much fuel you have left and how far it can take you. Similarly, a CSM monitors client engagement and usage levels. Are they actively using your product? Are they getting the value they expected? Just as low fuel levels indicate the need to refuel, low engagement levels signal the need for intervention to keep the relationship moving forward.
• Engine Alerts vs. Client Health Issues: A dashboard’s engine warning light can save you from a breakdown by alerting you to problems early. In the same way, a CSM identifies early warning signs of client dissatisfaction or churn risk. They track metrics like Net Promoter Scores (NPS), ticket volumes, or unresolved issues to gauge the health of the relationship and address concerns proactively.
• Tire Pressure vs. Stakeholder Alignment: Low tire pressure can affect the performance and safety of your car, just as misaligned goals or poor communication with stakeholders can derail a client relationship. CSMs ensure alignment by regularly checking in with clients, understanding their evolving needs, and ensuring your solution continues to meet those needs.
• Trip Computers vs. Client Journey: Many modern dashboards include trip computers that analyze driving patterns and offer efficiency tips. Similarly, CSMs analyze the client’s journey, identifying opportunities for upselling, cross-selling, or deeper integration, ensuring the client’s journey with your company is smooth and mutually beneficial.

The CSM as Your Business Navigator

A car dashboard doesn’t just provide information; it empowers the driver to make decisions that ensure a safe and successful journey. Likewise, a CSM doesn’t just present data; they interpret it, offer actionable insights, and act as a trusted advisor. They help your business:

• Gauge Client Sentiment: Understanding how clients feel about your product or service is critical. CSMs act as the pulse-checkers, giving you real-time insights into client satisfaction and loyalty.
• Drive Growth: By identifying opportunities and advocating for the client’s success, CSMs contribute to retention, upselling, and long-term growth.
• Avoid Pitfalls: Just as a dashboard warns you of potential mechanical failures, CSMs warn you of potential churn risks, giving you the chance to take corrective action.

Just as we should give more credit to the dashboards that quietly keep us informed and safe on the road, businesses need to recognize and celebrate the vital role of their Customer Success Managers. They are the ones ensuring that your prized assets — your clients — are thriving and delivering value to your business.

So, the next time you think about your team’s key players, take a moment to appreciate your CSMs. They’re not just keeping the lights on; they’re ensuring the journey is smooth, safe, and successful for everyone involved.