10 Phrases Customer Success Managers Should Stop Using Immediately
Parker Chase-CorwinPicture this: You’re on a call with a client, aiming to foster a relationship built on trust and mutual success. Everything seems to be going smoothly until you almost reflexively utter a phrase that unwittingly sets the tone for misunderstanding or dissatisfaction.
We’ve all been there. As Customer Success Managers, our words wield immense power. They can nurture strong partnerships or inadvertently sour the connections we strive to cultivate.
Here are ten commonly used phrases that can hinder effective customer engagement and what to say instead.
Why it's bad 👎
It saddles you personally with being the solver of all problems. If you tell the customer to come to you with their problems, that's what you will get. You also infer that there will be problems, which is a great way to increase the customer's anxiety subconsciously.
What to say instead 👍
"I'm here to ensure you always get maximum value from our solution. Think of me as your guide and your advisor on this journey."
Why it's bad 👎
Even if your product or feature is low maintenance and doesn't require much attention, avoid this phrase. It encourages disengagement and sets a bad expectation for future times if it does need attention.
What to say instead 👍
Talk about the feature's value and focus on the outcomes that the customer is trying to achieve by using it. Set expectations about your future cadence and how you will engage with the customer to ensure they continue getting full value from your product.
Why it's bad 👎
It's passive-aggressive. It's disrespectful to the other person interrupting their busy day to take your call. It puts all the burden on them and diminishes your value in the relationship.
What to say instead 👍
Always be intentional and have a purpose for engaging with your customers. Bring value. Do a few minutes of prep before a call, and be creative. You are either sharing or gathering information - never just "checking in."
Why it's bad 👎
You are throttling their impact if you train your customers to operate on a weekly cadence. Too much of the business pace is driven by the cadence of scheduled meetings. If you want to bring value and stand out, don't get complacent and keep kicking the cans down the road.
What to say instead 👍
Focus on the impact and importance of tasks to ensure they are treated with urgency. If something urgent is discovered on a call, offer to set up a call to tackle that specific issue as soon as possible. Don't let things fester for a week.
Why it's bad 👎
When you say "maybe," customers hear "yes." Once that anchor is set, it's difficult to reset expectations. Think about how your audience will update their bosses or extended teams. Every person in the chain may get a slightly different understanding of the situation, and you lose control of the message.
What to say instead 👍
If you aren't sure if something can be done, go into discovery mode and learn as much as possible about the request. This gives you more information to work with and time to process the request before committing yourself. At that point, your mission is to let the customer know that you'll need to get back to them with a definitive answer and set expectations on timing. Then, chase it down with your internal team with all the rich context you've gathered.
Why it's bad 👎
Part of your role is to guide the customer on the best path, which sometimes means pushing them to prioritize tasks they don't want to to keep them on track. By giving them full control over the schedule, you are 1) risking the status quo remaining in place and 2) eroding your status as a trusted guide.
What to say instead 👍
CSMs often feel uncomfortable being assertive. By keeping the goal in mind and outlining the best path to reach it, you can speak directly without appearing aggressive or tone-deaf. Remember, the customer purchased your software because they didn't like the status quo, and you are the experts solving their problem. Lead with your expertise to clearly state the next best step and how you would do it, then negotiate. Don't put them in the driver's seat.
Why it's bad 👎
Throughout supporting your customers, you'll need to tell them "no" occasionally. Customers often have unrealistic expectations or make requests that can't be fulfilled. When you blame it on a policy, you tell your customer two things: 1) We have bad policies (or at least ones that don't align with your requests), and 2) you are just like everyone else... i.e. not special.
What to say instead 👍
Restate their question so they know you understand what is being requested. Then, firmly and fairly deny their request. Not only is it ok to say a direct “no”, it is better than a "maybe" (see #5). After you have denied the request, be honest and respectful and tell them why. Even if it is a company policy, come up with a better reason. When possible, explain what you've already done to advocate for their position because you anticipated they would be frustrated. Allow them to emotionally process the news, and then begin offering alternatives.
Why it's bad 👎
After an issue that negatively impacts the customer, it's an instinct to want to assure them that the problem won't ever happen again. Even if it resulted from something you personally did (like accidentally missing a scheduled meeting), be careful not to make promises you can't keep. Be very careful about signing up for something not within your control now... and well into the future. CS is a long game… you always have to think about a sustainable future. Suppose you are making commitments that fall outside the guidelines of what the rest of the team is offering. In that case, you are setting a dangerous precedent that may need to be maintained after you have changed roles, left the company, or been assigned to another account.
What to say instead 👍
I'm a big fan of under-promising and over-delivering. Don't promise perfection. Customers generally understand that things can occasionally go wrong. Instead, set realistic expectations and focus on your response when there is a future bump in the road. Build confidence by describing what has been done to mitigate repeat problems, and then share your plan if it does happen again. And then, most importantly, follow through.
Why it's bad 👎
When customers hear this word, they immediately brace themselves for negative news. It dilutes the credibility of anything that preceded it and subconsciously creates a defensive situation. Don't carelessly join two separate thoughts with this word, as it will diminish the first point entirely and create tension in the interaction.
What to say instead 👍
"and". This is a classic improv game that truly is a game-changer. It keeps the ideas open and the conversation flowing in a positive direction. By saying "and," you acknowledge whatever idea was given to you and add to it with your own suggestion. When offering an explanation and using "and" to precede a potential obstacle, you are informing rather than telling. It is less directive and more conducive to aligning you and your audience on the same team as you collaborate on overcoming said challenge.
Why it's bad 👎
I get it. We all have moments of weakness when it comes to our difficult clients. It's hard to continuously step up and advocate and support someone challenging, toxic, or sometimes even abusive. When you label customers with this emotion, you are sabotaging your ability to support them. You may find that because you have labeled them this way, you deprioritize work for them without consciously intending to. Customers will feel your frustration, even if you never voice it. And that creates a downward cycle that is hard to recover from.
What to say instead 👍
As Walt Whitman/Ted Lasso said, “Be curious, not judgmental.” There must be an underlying reason(s) why the customer is giving you such a hard time. Maybe expectations were set poorly by the sales rep, or perhaps their job is on the line if your product doesn't succeed. Maybe they have a sick family member and aren't bringing their best self to work. Maybe they are burned out. The more you learn about their challenges, the more you can put yourself in an empathetic position to change the relationship dynamic. If you simply decide to 'hate" them, it will be hard to convince yourself otherwise. In the worst case, by being curious, you will at least be able to articulate clearly to your management why the customer isn't a good fit for you to manage. (Sometimes personalities simply don't match up well, and the relationship is improved with a different person).
--------
Words matter in relationships. Finding the right words for every situation takes constant practice and improvement, but once you remove these phrases from your vocabulary, you’ll avoid careless mistakes and elevate your communication skills significantly.
.png)
Actionable Customer Success Tips
© 2022 - 2023 CS Insider Newsletter. All Rights Reserved.
Built by Mike Cardona.
