Turning Challenges into Trust: How Customer Success Managers Should Approach Technical Problems and Other Customer Issues

In the fast-paced world of Customer Success Management (CSM), dealing with technical issues is inevitable. Whether it’s your company’s fault or not, the way you handle these situations defines the customer’s perception of your brand. What matters most isn't that a problem occurred, but how you guide the customer through it. As the saying goes, "People may forget what you said, but they will never forget how you made them feel." The same holds true in customer relationships.

Why the Experience Matters More than the Issue

Customers expect solutions. But more importantly, they expect empathy, accountability, and clear communication when things go wrong. Even if the technical glitch was beyond your control, or perhaps not your company's fault at all, the customer is looking at you to fix it. In these moments, you have the opportunity to build trust—or risk losing it.

A customer might forget that they encountered a technical issue, but they will never forget the experience they had while going through it. If handled poorly, that experience can sour the relationship, even after the problem is fixed. On the other hand, if you manage the issue with transparency and care, you can turn a negative situation into a positive, memorable one.

Step Up, Don't Step Away

Here’s the reality: dodging issues or pointing fingers when problems arise never works in your favor. As a CSM, your role is to be the advocate for the customer, no matter where the issue originates.

Here’s how you can navigate these challenging moments:

1. Acknowledge the Issue Immediately Don’t let the customer feel ignored. A prompt response shows that you are on top of the situation. Even if you don’t have an immediate solution, acknowledging the problem assures the customer that their concern is valid.
2. Take Ownership Whether the issue is on your company’s end or another factor beyond your control, own the situation. Avoid shifting blame. Customers don’t want to hear excuses; they want to know that you’re committed to solving their problem.
3. Be Transparent and Communicative Keep the customer informed at every step. Be clear about what’s happening, what’s being done, and what they can expect next. Set realistic timelines and follow through. In times of uncertainty, over-communicate.
4. Focus on Solutions, Not Problems While it’s essential to acknowledge the issue, the focus should quickly shift to solutions. Keep the conversation positive and forward-thinking. Your goal is to assure the customer that you are working diligently to get things back on track.
5. Follow Through on Promises Trust is built on delivering on your promises. If you say you will update them in 24 hours, make sure you do. If you commit to a solution, make sure it happens. When promises are broken, trust is lost, and it can be hard to regain.

Turning Problems into Opportunities

Here’s the upside: how you handle a problem can strengthen your relationship with the customer. When they see that you’re willing to stand by them through thick and thin, they’ll remember your dedication. In fact, customers who experience excellent service recovery often become more loyal than those who’ve never had an issue.

Conclusion: Own the Experience

Technical problems are a part of business, but the customer experience is what truly matters. As a CSM, you have the power to turn potential disasters into opportunities for deepening customer loyalty. Don’t run away from issues—stand by your customers, support them, and deliver on your promises. Because, in the end, they may forget the problem, but they will never forget the experience you created