In today's fast-paced business landscape, two roles have emerged as key players in shaping customer experience and loyalty: Customer Success and Account Management.
This focus on customer experience isn't surprising–according to Forester, 72 percent of businesses say their top priority is to improve the customer experience.
While Customer Success and Account Management may appear to overlap in responsibilities and objectives, they each play distinctive roles in the customer journey. As someone with much experience in both, I can tell you firsthand the value each role brings to the table.
In this article, we’ll explore what each role is and the fundamental differences between the two.
Customer Success Vs. Account Management
On the other hand, a customer success manager is more about building long-lasting relationships and helping customers achieve their goals using the product.
I tend to see it as commercial vs. product. If you think of it like that, you won’t go wrong!
If you want to learn more, then keep with me as I dive far deeper into the nuances of both roles and the fundamental differences between each.
 |
While Customer Success and Account Management have distinct roles, integrating systematic approaches like the waterfall methodology into their operations can enhance their effectiveness. The waterfall model, with its sequential and organized structure, can be particularly beneficial in account management for methodical planning and execution of customer strategies.
What Is Account Management?
Account management is a role that nurtures customer relationships, ensuring customer satisfaction and loyalty. Account managers serve as the main point of contact, overseeing the customer lifecycle and playing a critical role in the company's financial health.
They’re used in a variety of industries, including enterprise, SaaS, and any company where building a long-term customer relationship is important. They are sometimes part of the sales team, but play a different role than a standard sales rep.
An account manager's job is multifaceted, blending elements of sales, customer service, and strategic planning.
Here's a look at the key responsibilities of account management teams.
- Ensuring customer satisfaction and retention: Account managers focus on comprehending and meeting customer needs, and resolving issues to guarantee customer satisfaction and long-term retention.
- Managing contract renewals and negotiations: Account managers adeptly handle contract renewals and negotiations, securing updated agreements on time to ensure seamless customer experiences and steady revenue.
- Driving upsell and cross-sell opportunities: Account managers actively identify and capitalize on upsell and cross-sell opportunities to help meet customer goals and gently nudge customers up the value ladder.
- Collaborating across teams: Account managers bridge gaps between customers and internal teams, align product offerings with customer needs, provide customer feedback to product teams, and support marketing endeavors.
- Financial forecasting and growth planning: Account managers strategically contribute to business growth through financial forecasting based on their account portfolio and tracking revenue targets, leveraging account metrics to pinpoint growth opportunities.
- Risk management: Account managers identify and proactively address potential risks to customer retention and contract renewals, fortifying customer relationships and protecting company revenue.
Account management is a delicate balancing act, requiring managers to align the company's interests with customer goals. While they are reactive in responding to customer issues, they're also proactive in maintaining customer relationships, spotting opportunities, and safeguarding the company's revenue.
Need insights into the connection between dynamic pricing and optimizing total contract value in fluctuating markets? Psst, our article holds the answers.
What Is Customer Success?
Customer success teams take a strategic approach, aiming to ensure customers achieve their desired outcomes with the product. It does go beyond the product itself, though, focusing on the overall customer journey and aligning the product's value with their strategic objectives.
Customer success managers are relationship-builders and strategic advisors who proactively anticipate challenges, mitigate risks, and drive product value for customers.
Here's a look at the key responsibilities of customer success teams.
- Onboarding and implementation: CSMs orchestrate seamless product onboarding and implementation, demystifying technical aspects and ensuring user comfort from day one.
- Monitoring customer engagement and usage: CSMs monitor and analyze customer engagement and usage metrics to provide personalized guidance, ensuring optimal product value realization.
- Proactive issue identification and resolution: Customer success managers proactively identify and mitigate potential issues on a day-to-day basis to prevent a negative product experience.
- Maximizing product use: CSMs promote extensive product use by offering training, resources, and support to help customers fully leverage product features, boosting utilization and satisfaction.
- Continuous engagement and fostering customer loyalty: CSMs build strong customer relationships through regular engagement, fostering loyalty and transforming customers into product advocates. They use customer success software to streamline their efforts and provide personalized support, ultimately ensuring the success and satisfaction of their clients.
- Driving customer retention and growth: CSMs drive customer retention and business growth by reducing churn and enhancing product adoption through effective customer success strategies and deep relationship-building.
Customer success managers aren't just putting out fires. They are strategists, educators, and consultants, committed to helping customers achieve their goals and ensuring the product is a strategic asset. Their proactive, holistic approach sets them apart and makes them an essential part of the customer experience.
Account Management Vs. Customer Success–The Key Differences
As you can now tell, customer success and account management frequently intersect and overlap, yet they have some stark differences.
Let's dive into a comprehensive comparison of the roles of a customer success manager vs an account manager to bring it all together.
Fundamental Objectives
At its core, the account manager's job is primarily transactional and reactive. Their primary goal is customer account renewals and expanding revenue from existing customers through upsells and cross-sales.
They ensure customer satisfaction by responding to customer needs, handling product-related issues, and serving as a liaison between the customer and different departments within the company. To evaluate the impact of account management on revenue, our revenue growth calculator can provide valuable insights.
Account management is focused on retaining customers, maximizing the value of each customer, and increasing the revenue stream.
On the other hand, a customer success manager's purpose is to proactively establish enduring relationships and ensure customers achieve their goals with the product. The aim is to make successful customers who are more engaged, satisfied, and likely to extend their relationship with the company.
A customer success team not only ensures the product delivers value but also helps align the product's utility with the customer's strategic outcomes.
Key Takeaways
- Account management is transactional, reactive, and focused on revenue
- Account management serves as a customer-company liaison
- Customer success is proactive, relationship-oriented, and goal-aligned
 |
Approach to Customer Engagement
Account managers are often firefighting, reacting to customer issues as they arise. Their interaction with the customers is more event-driven, typically triggered by product issues, contract renewals, or opportunities for upsells or cross-sells.
Conversely, customer success managers work proactively to anticipate potential challenges before they become problematic. They maintain constant engagement with specific customers, monitoring usage and engagement metrics, guiding customers with best practices, and ensuring customers reach their goals.
They are more relationship-driven, focusing on the entirety of the customer lifecycle, building a rapport with the customer, and enhancing customer loyalty.
From my experience in both roles, customers often see account management as "sales" and can often get their wall up as they think they will be sold to. Customer success doesn’t have this stigma.
The role can be a vital gateway into understanding exactly what is happening in the customer organization–with no defenses up before a discussion has even begun!
Key Takeaways
- Account managers reactively tackle customer issues
- Customer success managers anticipate potential challenges
- Customer success focuses on building long-term relationships and the customer lifecycle
Driving Revenue Vs. Driving Success
Account management teams are primarily revenue-focused. They typically have a sales target to hit that is generated from their pool of existing accounts. Pursuing upsell and cross-sell opportunities, they aim to increase the customer's lifetime value.
On the other hand, customer success management is success-focused. While revenue growth is a by-product of their efforts, the emphasis is on helping customers derive maximum value from the product, thereby facilitating customer retention and loyalty.
In essence, while both roles are vital, they operate on different wavelengths. Account managers aim to maximize revenue, while customer success managers strive to maximize value. The transactional nature of account management versus the relationship-building focus of customer success defines the crux of their differences.
Understanding this can lead to more efficient team structures and ultimately to a more prosperous business with happier, successful customers.
Key Takeaways
- Account management focuses on revenue and growth
- Customer success emphasizes product value and retention
- The roles differ in transactional versus relationship-building approaches
Get ahead in revenue growth with insights into the role of CRM – read more.
Customer Success Vs. Account Management Metrics
When evaluating the performance of Customer Success and Account Management teams, different sets of metrics are employed. These metrics reflect the distinct roles these teams play within an organization, while also providing insights into their effectiveness.
Customer Success Metrics
Customer Health Score
This score, typically derived from a range of customer data, provides an overall assessment of a customer's relationship with the company.
For example, a company might use product usage frequency, customer support tickets raised, and engagement with marketing communications to create a health score. A high score might suggest the customer is likely to renew or upgrade their subscription, while a low score could signal a risk of churn.
Qualitative Customer Feedback
This feedback provides rich, qualitative insights into customer sentiments and perceptions. A unique approach might involve using a Natural Language Processing (NLP) tool to analyze customer responses to open-ended survey questions, revealing nuanced feelings toward the brand and its products or services.
Customer Retention Cost
This metric encompasses all costs associated with retaining a customer. For instance, consider a company offering software training to ensure customers can effectively use its product. If the company spends $10,000 on training for 500 customers over a year, the Customer Retention Cost would be $20 per customer per year.
Account Management Metrics
Customer Upsell Revenue Rate
This measures the increase in revenue generated by upselling to existing customers. For instance, an account manager might upsell a business client from a $1,000/month service package to a more comprehensive $1,500/month package. If the account manager accomplishes this with 20 out of 100 clients, the upsell revenue rate is $10,000.
Customer Outcomes
This KPI evaluates an account manager's effectiveness in helping customers achieve their goals. For instance, consider a case where an account manager aims to get 30 percent of their customers to adopt a newly launched product feature. If they reach or surpass this goal, it's a clear indicator they're delivering value to customers.
 |
Organic Growth
This KPI measures growth generated from existing customers, including upsells, cross-sells, and referrals. Suppose an account manager begins the year with 50 clients, each paying $500/month. If, due to upsells, cross-sells, and referrals, these clients are paying a cumulative $30,000/month by year's end, the organic growth rate is 20 percent.
By employing these metrics, companies can effectively track the performance of their Customer Success and Account Management teams. Account Managers usually have a revenue target to hit, while customer success has a customer satisfaction target to hit.
All these metrics can inform strategies to improve customer satisfaction and loyalty which should ultimately increase company revenue.
Challenges with Integrating Customer Success and Account Management Functions
As you can see, there are some key similarities between the two roles. When I wore both hats in a combined role, it was simple. I could prioritize what was most important for each account, and as I was the single point of contact for my customers, I knew everything that was going on.
When you have two job functions with different agendas, it can present some additional challenges that need to be strictly managed.
- Role confusion: Customers might need clarification about whom to approach for different needs. Clear role delineation can mitigate this and is an absolute must-have. I like to have both Customer Success and Account Management representation at all initial project kick-offs to set the stage as to the expectations and role differences.
- Conflict of tnterest: The goals of upselling and driving revenue vs customer success can clash, potentially affecting customer trust. Clear internal communication and agreement on the process can help avoid this.
- Risk of information silos: Without regular open communication, crucial customer data could get compartmentalized, hindering the company's ability to deliver a seamless customer experience. Using a CRM or project management system where both teams have access to communications can eliminate this challenge.
Other challenges can arise in specific situations. I was once on the technical side and had to learn that as an Account Manager, I needed to step back when my customer would say "How do I configure this report again." It can be easy to get sucked in and cross the role boundaries so make sure that the roles are defined internally, with no gray areas on responsibilities.
Customer Success and Account Managers Drive Revenue–and Customer Satisfaction
Understanding the nuances between Customer Success and Account Management roles is vital to any business aiming to enhance customer experience and loyalty. Both roles, while distinct in their objectives and approaches, are complementary, and their collaboration is crucial to delivering a seamless customer experience.
It is essential to navigate any challenges that present themselves and to have open communication throughout the customer journey. I can speak from years of experience that the harmonious operation of these roles within a company can lead to a thriving business marked by satisfied and successful customers.
