Unleashing the power of coaching in customer success: a transformative journey

19th June by Elisa Cairoli

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In the ever-evolving landscape of business, I've discovered a profound connection between coaching and the realm of customer success. As a customer success manager, I now realise that the principles of coaching are inherently embedded in our daily interactions. However, by consciously embracing these principles, we can elevate our own experiences and, more importantly, enhance the experiences of our clients.

Customer success, at its core, is a strategic approach focused on ensuring customers achieve their desired outcomes and derive maximum value from a product or service. We proactively engage, provide personalised guidance, and offer ongoing support to foster customer satisfaction, loyalty, and retention. As trusted advisors, we assist customers in overcoming challenges and optimising product utilisation to help them achieve their objectives.

Coaching, on the other hand, empowers individuals or teams to unlock their potential, set clear goals, and develop strategies to achieve them. It involves asking thought-provoking questions, providing guidance, and fostering self-discovery to drive personal and professional growth.

As I've delved deeper into the world of coaching, I've recognised the striking similarities between coaching and customer success:

  1. Deep listening: Actively listening to our customers' needs, challenges, and aspirations builds trust and rapport. By genuinely understanding their goals, we can tailor our approaches and provide personalised solutions. This deep level of listening creates an environment where customers feel heard, valued, and understood.
  2. Collaborative goal setting: Just as coaches collaborate with individuals to define clear and actionable goals, we work closely with customers to establish specific success metrics and milestones. By aligning our visions, we empower both parties to track progress and celebrate achievements along the way.
  3. Feedback as a catalyst: Providing timely and valuable feedback based on facts and data empowers customers to enhance their capabilities and unlock greater value. This feedback loop becomes a catalyst for growth, fostering a culture of continuous improvement and driving customer success.
  4. Empathy: Cultivating empathy allows us to understand our customers' perspectives, anticipate their needs, and provide empathetic support throughout their journey. By creating a safe and supportive environment, we ensure customers feel valued and supported, resulting in exceptional experiences and long-term loyalty.
  5. Embracing a growth mindset: Both coaching and customer success nurture a growth mindset, encouraging individuals and organisations to embrace challenges, learn from failures, and continuously improve. This mindset propels us toward innovation, adaptability, and excellence.

Embracing coaching principles in customer success may pose challenges along the way.

Shifting mindsets from a purely transactional approach to a coaching mindset requires a change in perspective. As customer success managers, we are accustomed to approaching our interactions with customers from a transactional standpoint, focusing on resolving immediate issues and ensuring their satisfaction. However, transitioning to a coaching mindset requires us to view our role as more than just problem solvers. We must embrace the role of a facilitator and guide, empowering our customers to unlock their potential and achieve long-term success. Letting go of the "expert" role and embracing the role of a facilitator and guide can be challenging. It requires us to step back and allow customers to explore their challenges, identify their own solutions, and take ownership of their journey. This change in dynamic can initially feel uncomfortable or even unsettling, as we may question our value or fear losing control. However, recognising the value of coaching and its impact on customer success is key to overcoming this challenge.

Moreover, incorporating coaching skills into our day-to-day interactions may require additional time and effort. Balancing existing responsibilities while integrating coaching practices can be a juggling act. To effectively manage our time, employing time management strategies and prioritisation techniques becomes crucial. Breaking down larger tasks into smaller, manageable chunks allows us to allocate dedicated time slots for coaching interactions. Setting clear boundaries and managing expectations, both with our clients and within our own teams, helps create a balance between existing responsibilities and the incorporation of coaching practices.

While incorporating coaching skills may initially require extra effort and adjustment, over time, it becomes a natural and integral part of our customer interactions. I'm excited to welcome this fresh perspective and embark on this coaching-inspired revolution in customer success. By consciously applying coaching principles, we can unlock new levels of success, collaboration, and satisfaction for both ourselves and our valued clients.

A massive thank you to Eli, who is a principal customer success manager at Adobe, for allowing us to share her original LinkedIn blog. Eli recently participated on the AoEC's Coaching Skills Certificate which sparked a newfound perspective for her, highlighting the powerful link between #coaching skills and the world of #CustomerSuccess