In the face of the current economic uncertainty and looming recession, CSMs are challenged with finding ways to remain successful. In order to stay afloat in these turbulent times, it is essential for CSMs to utilize strategic approaches that will allow them to remain agile and efficient. One powerful tool that can help the CSM differentiate their approach from the rest of the pack is to utilize videos to create an exceptional customer experience.
Before we dive into the blog, let me give you a quick backstory of how I planned to write on this topic. A few weeks ago, I stumbled upon a post written by Nick Mehta, CEO of Gainsight, and I was fascinated by the thought of what customer success might look like in the future. It got me thinking: What could I add to this discussion? What new insights can be gleaned from his questions?
Take a look at his post.
A New Strategy Is Here To Revolutionize the CSM World – Videos
The need for CSMs to evolve and stay up-to-date with the changing world is becoming increasingly important. As a CSM, you can no longer just be held accountable for customer satisfaction but also for creating measurable business results.
We will now answer Nick’s questions based on how we’ve seen our customers use videos in their CSM engagement.
1. How can CSMs arm their champions with the right content resources?
While traditional methods lean towards emails, PowerPoint presentations, and numerous case studies, videos are quickly becoming the most effective and efficient way to communicate information to customers. Video hubs, in particular, provide CSMs with an easy way to curate the most important content for their champions and CFOs in one centralized place so they can have successful conversations about the product.
2. How do CSMs collect customer feedback quickly?
Customer satisfaction is one of the most crucial elements in any successful business, and with interactive video surveys, companies can acquire this invaluable data in a more natural and engaging way. Instead of using lengthy forms or waiting until the next review section to ask for feedback such as “will you renew in 6 months?” or “what could you envision coming in the way of the renewal?”, embedding surveys and forms right inside personalized videos makes it easier and quicker for customers to respond.
3. How can CSMs reach multiple stakeholders and the CFO?
Creating customer champions is essential to any successful Customer Success Management (CSM) game. With multiple customer champions at your disposal, you can ensure adequate coverage in the event of ghosting or other challenges where single points of failure are more common. To build a strong foundation for this critical asset, there are several actions you can take. Send quick videos on the health scores of product usage, request testimonials, and give regular company feature update videos, so they are informed and aware of the benefits of each product feature launch. In addition, you can record video messages congratulating teams on special occasions like funding rounds or promotions among team members to engage your client base further.
4. Can customer status calls be replaced with emails?
Rather than relying on emails to check in with customers about their progress, why not take a more proactive approach and record a short 1-2 minute video? This will allow you to quickly provide an overview of the key areas of progress and those that need improvement without having to schedule extra meetings.
With these 4 video solutions, we strongly feel videos can help address the CSM issues that Nick Mehta discussed in his LinkedIn post. Not only does it help simplify complex issues, but it is also time-saving and easy to incorporate into CSM activities.
But what types of videos are best for different scenarios? Here are some of the most successful ways our customers have used videos to their advantage:
CSM Scenarios Where You Can Leverage The Power Of Videos
Videos are an effective tool for customer success managers (CSMs) to deepen their relationships with customers and build trust. As a visual medium, videos allow for face-to-face interactions that can’t be achieved through other means, reducing the need for long emails or phone calls. Not only do videos provide a more personal touch, but they also create efficiencies in communication and offer expressive opportunities that may not be available through other forms of communication.
At Hippo Video, we know this first-hand – through extensive research, and lessons learned from our customers. So let’s dive into how our customers are using videos in the CSM roles.
1. Introduce CSM (SDR/AE handoff)
When transitioning an account from an account executive or sales development representative to a customer success manager, it’s essential that the transition process be as seamless as possible. To ensure this, it’s important to bring the AE/SDR and CSM together on video. Not only will this help the new CSM get acclimated quickly, but it will foster connection and trust between the customer and their new point of contact. During the call, try to share interesting facts about the CSM’s background and experience so that customers can start to build a relationship right away.
Hi [customer first name],
Congratulations, and thank you for choosing [your company name]! While I’ve been your go-to person during your trial period, I want to formally introduce you to your official customer success manager, [CSM name].
2. Customer onboarding
When it comes to onboarding customers, CSMs can face serious challenges. However, one of the most effective ways to tackle such a challenge is by using a video hub with step-by-step videos. Not only are such videos much easier for customers to understand than lengthy, bulky chunks of text, but they also keep them engaged for longer.
CSMs can use videos to give an overview of the product and how it works, as well as provide instructions on how to use it along with demos that show how it is best utilized based on their pain points. This visual approach makes learning about the product far less intimidating and much more enjoyable for customers.
Click here to create a personalized video hub in minutes.
3. Establish personal connection on LinkedIn
As a CSM, it is important to build personal connections as it fosters trust. Do this by extending an invitation to connect via LinkedIn with a message. This will help both parties benefit by gaining insight into their respective interests and work ethics through a quick review of their online profiles.
When a customer ghosts on you even after you’ve sent multiple emails, placed calls, and scheduled meetings, it can be very frustrating. LinkedIn is one of the best ways to reach out to someone who has cut off all traditional communication channels. Send them a personalized video message, prompting them to agree to a meeting.
Hi [first name],
It’s been a while since we chatted! I’d love to hear how things are going on your end and see how I can help make your experience better.
5. Quarterly business review with feedback
At quarterly review meetings, why not replace lengthy emails and PowerPoint presentations with a video? Show your customers how your product or service has helped their business by presenting them with real numbers. Leaving a poll with questions about their interests and needs will also provide you with valuable feedback and insights into what they thought about your product. This will not only provide you with an understanding of customer sentiment, but will also provide insight into the value they received from your product or service.
Hi [first name],
As the end of the (year/month/quarter) approaches, we’re beginning to plan for an exciting new (year/month/quarter) at [your company name]!
To kick things off, I prepared the below video with your past (year/month/quarter) stats.
If you’re launching a new product, video is an effective way to share it with your audience. According to statistics, 40% of consumers are more likely to respond positively to visual information than text-based communications. Incorporating videos into email newsletters is another great way to keep your customers informed and engaged with your new launches. However, it’s essential that you tailor each video to the pain points of each customer and how they can benefit from their business.
Sub: You wanted it, You got it
We’re excited to announce the launch of one of our most requested features – [feature name]! It’s now easy to [do whatever the feature allows users to do]. Here’s a quick overview of how you can use it:
Want to try out our video sandwich feature? It’s all detailed here.
7. Threatened churn / Poor health
By tracking customer accounts and analyzing their product usage statistics, brands can help identify areas of underutilization and provide them with more opportunities. However, for some customers, this may feel intrusive, so it is vital to take a humane approach. Sending a video where the customer can see your face is one way to accomplish this goal. This helps foster a sense of connection between the customer and the brand as you actively engage with them and take the initiative to bridge potential communication gaps.
Sub: Come back?
Hey [first name],
I noticed that you haven’t been using [your company name] as much lately and wanted to reach out to offer a one-on-one review session with you.
Here is a quick video with all the details.
8. Video testimonials
When you have a happy customer, a CSM should strive to encourage them to share their feedback and reviews as an advocate for your brand. This type of word-of-mouth marketing is more powerful when it can be seen in video format, as it gives potential customers the opportunity to view genuine testimonials and reviews from actual people who have used the product or service.
Sub: We are eagerly waiting!
Hi [customer name],
I noticed that your usage has been great, and I wanted to reach out to see if there’s anything we could have done to improve your experience. Your feedback will be incredibly important as we plan for next (year/month/quarter).
Please share your feedback with us by submitting your testimonial here.
If you’re looking to check out our video testimonial feature, click here.
9. Churn/exit interview
As a business, it’s frustrating when, despite your efforts, the customer does not see the value in your product. Before letting them go and moving on to other options, send them a video in which you directly ask for their feedback and try to gain insights on how you can improve your business. In this video, you could explain why your product is so valuable to any company and provide evidence of how it has helped customers in similar scenarios. You could also share case studies and testimonials from existing clients that have seen success using your product and offer a demonstration of all its features.
Frequently asked questions (FAQ) on video for CSMs
1. How can videos benefit Customer Success Managers and their team?
As a customer success manager, your key focus is on increasing customer engagement and reducing the time your team spends on common troubleshooting issues. With video, you can humanize and personalize key touch points so as to boost engagement. Another key factor is that, with video, you can avoid burnout for teams that would otherwise be kept busy with mundane tasks such as writing text-heavy emails and making numerous phone calls. Businesses can also onboard and train new customers more effectively, leading to improved product usage and adoption. Furthermore, deploying video at scale doesn’t have to be an arduous task that sacrifices productivity; with modern technology, companies can easily create a library of helpful videos in no time.
2. Does my CSM team have to record videos for each customer outreach?
For businesses that rely on customer success, Hippo Video is an invaluable asset for increasing team productivity. With pre-built video templates, users can create a personalized intro and quickly sync it with a product or tutorial video before sending it to their target audience. This eliminates the need for writing emails and making phone calls, saving time and energy in the process.
As is evident from Nick Mehta’s post, in this era of increasing customer expectations, businesses must be agile and forward-thinking in their approach to customer success. However, many businesses are held back by the notion that creating videos is too time-consuming. With Hippo Video’s pre-built templates, this misconception is shattered, as businesses can now quickly and easily create personalized videos that can help scale their growth and keep customers engaged. So why not give it a shot—choose a template that works for you and get started right away!