Learning how to improve the customer handoff process is so important to NRR and NPS. It's about cultivating a culture of prioritizing customers and ensuring their satisfaction. This article covers all you need to know about improving your customer handoffs. From the transition of sales to customer success manager (CSM) or handover between CSMs – we will address all of it!
How to manage sales-to-customer success handoffs.
The best customer success handoff practice is to start preparations before it's time for the handover. Yes, the prospect hasn't bought your product and might decide to decline the offer but some will show their commitment to completing the deal. This is when you bring in the CSM or account manager. Early onboarding allows the next team sufficient time to gather relevant information about the new customer.
The sales rep shares details of previous business conversations, the customer's pain points and expectations, etc should all be discussed. That way, the CSM comes in smoothly without having to bore the customer with previously clarified information. It builds the customer's trust, and they feel valued. It also reduces buyer's remorse and is a great way to cater to possible client challenges.
The following are recommended steps to nail the sales-to-customer success handoff process.
1. Properly document vital customer information: The sales rep should properly document all customer records and previous business interactions. It's a great way to keep tabs on progress and update whichever team takes over after the customer success handoff. Documented customer information gives the CSM a complete idea of the client. If you are not using Handoffs.com yet then you'll likely be using a spreadsheet format or other preferable methods. If you are already using Handoffs.com then this step is instant via Handoff Summaries.
2. Create account maps: Beyond evaluating customer feedback and business performance, account maps effectively track stakeholders and contact persons. You know who-is-who, their specific roles and responsibilities and strengthen internal communication ideas. Account maps are also great for observing the customer to CSM relationships. Know when your team is performing well and when improvements might be needed.
3. Early involvement of the CSM: The bulk of the customer experience lies on the customer success manager. Yeah, the sales rep builds the business-customer relationship, but the CSM is responsible for how the client utilizes and enjoys the product. That explains why we suggest an early involvement of the CSM in the customer handoff process. The sales rep should properly document customer details and relate them to the CSM when the time comes. It's also great for Sales and CSM to evaluate the client onboarding process and jointly suggest ways to improve. Setting milestones to ease the process and creating an implementation plan go a long way in holding all parties accountable.
How to manage the transition of one CSM to another.
The nature of the CSM roles demands substantial knowledge of their different customer accounts. They are responsible for sustaining smooth business-customer relationships and keeping tabs on client preferences and targets. However, the challenge occurs when a CSM transitions off the account. How do they ensure the existing customer relationship is maintained? Or how does the new CSM try to mend a poor business-customer relationship? The following are steps on how to improve the customer handoff from one CSM to another:
1. Keep the customer updated: While consistent management is essential for good customer relationships, different scenarios might warrant a change in account ownership. A good rule of thumb: Never catch your customer off guard. Please don't keep them in suspense or confused about what is happening. If possible, communicate the proposed transfer to management long before the transition occurs. You can even put the incoming CSM on phone calls or meetings with the customer to align thoughts and establish a prior relationship before the handover. It allows sufficient time to share useful knowledge and strengthen the business-customer relationship.
2. Set clear targets: The customer success relationship's pre-established targets, milestones and expectations should be related to the new CSM. Ignoring that would mean the new manager starts asking questions the former CSM has previously tackled. Upcoming dates and implementation plans should be properly discussed. That's the way to ensure smooth customer engagement after the CSM to CSM-handover is complete.
3. Share all customer knowledge: This step is where the account maps come into use. They are great for tracking key activities like major stakeholders on the customer account. Hence, it aids the new CMS in deciding the best approach for renewals or changes of subscription plans. That's why it is advisable for CSMs to properly keep detailed customer notes in case there is a future handoff. Everything should be well documented, from the customer's primary information to preferences and communication style. Bonus: this is where the magic of Handoffs.com comes in!
Want to learn more about how Handoffs.com works? https://www.handoffs.com/how-it-works
4. Establish and maintain a working Customer Success process: The CSM to CSM transition is enough concern for the customer who seeks a consistent or improved business relationship. Therefore, CSMs should establish clear guidelines and implementation plans for the handoff process. That does not mean restriction of individual skill sets and abilities. No! Each CSM can use their experience to ease the customer handoff, but whatever strategy they choose should follow the overall plan. It eases the customer's doubts during account transitions. We understand it might not be easy at initial implementations, but some practice should be enough. By establishing set plans and expected targets, you are setting the path right for customer handoff success.
