Module 3: Mastering Customer Conversations: Key Call Types for CSMs

Learning objectives:

• Conduct effective calls for onboarding, renewals, and escalation resolution.
• Develop confidence in handling challenging conversations.
• Identify growth opportunities through strategic questioning.

Introduction:

Customer Success Managers (CSMs) handle different types of calls depending on the customer lifecycle stage, business objectives, and relationship needs. Each call type requires a unique approach, preparation strategy, and follow-up plan to ensure the best customer experience.

1.  The key types of calls a CSM handles
2.  Best practices for each call type
3.  Sample call agendas to drive productive conversations
4.  How to follow up effectively after each call
5. Customer Calls playbook PDF containing key questions & sample script

1. Goals Discovery Calls

 Purpose: Understand the customer’s business objectives, success metrics, and how they define value with the product.

 Best Practices for Goals Discovery Calls

1.  Use open-ended questions to uncover pain points, workflow challenges, and desired outcomes.
2.  Align product capabilities with their business objectives.
3.  Document measurable success criteria to track progress over time.

 Sample Goals Discovery Call Agenda (30 Min)

1.  Welcome & Purpose (5 min) – Introduce yourself and align on the meeting’s goal.
2.  Customer Business Overview (10 min) – Ask about their industry, team structure, and current workflows.
3.  Success Metrics Discussion (10 min) – Define how they measure success and align expectations.
4.  Next Steps & Success Plan (5 min) – Outline an action plan for next steps.

 Example Question:
"What would make using our product a success for you in the next 6-12 months?"

2. Handover Calls (Post-Sales to CSM Transition)

 Purpose: Ensure a smooth transition from Sales to Customer Success, aligning expectations and responsibilities.

 Best Practices for Handover Calls

•  Review customer details from Sales (use case, challenges, stakeholders involved) before the call.
•  Reinforce the CSM’s role and how they will support the customer moving forward.
•  Align on onboarding goals, timeline, and expected outcomes.

 Sample Handover Call Agenda (30 Min)

1.  Welcome & Introductions (5 min) – Establish rapport and clarify your role as the CSM.
2.  Customer Background & Goals (10 min) – Reconfirm expectations and key challenges.
3.  Onboarding & Success Plan (10 min) – Align on next steps and milestones.
4.  Next Steps & Follow-Up (5 min) – Set expectations for future check-ins.

 Example Question:
"What did you find most exciting about our product when deciding to purchase?"

3. Strategy & Adoption Calls

 Purpose: Help customers deepen their product adoption by recommending best practices and optimizing their workflows.

 Best Practices for Strategy & Adoption Calls

1.  Analyze customer usage data beforehand to spot trends and adoption gaps.
2.  Personalize recommendations based on their business needs.
3.  Offer training sessions or workflow optimization tips.

 Sample Strategy & Adoption Call Agenda (45 Min)

1.  Adoption Check-In (10 min) – Review product usage trends.
2.  Best Practices & Workflow Optimization (15 min) – Demonstrate ways to maximize value.
3.  Training & Feature Expansion (15 min) – Address underutilized features and propose improvements.
4.  Next Steps & Engagement Plan (5 min) – Assign follow-up actions and next touchpoint.

 Example Question:
"Have you explored [Feature X]? Customers in your industry use it to improve [specific outcome]. Would you like a quick demo?"

4. Renewal & Negotiation Calls

 Purpose: Secure customer retention by reinforcing value and addressing renewal concerns.

 Best Practices for Renewal & Negotiation Calls

1.  Start renewal discussions early (90-120 days before contract end).
2.  Reinforce the value delivered over the contract period (KPIs, success stories).
3.  Address customer concerns upfront and provide flexible options if necessary.

 Sample Renewal Call Agenda (30 Min) 

1. Review Current Partnership (10 min) – Highlight customer success and value gained.
2.  Discuss Renewal Terms (10 min) – Present contract options and any pricing adjustments.
3.  Address Concerns & Objections (5 min) – Overcome hesitations with data and case studies.
4.  Next Steps & Decision Timeline (5 min) – Confirm renewal or next check-in for follow-up.

 Example Question:
"How has our product impacted your team’s efficiency? Are there any areas where you’d like to see more improvement?"

5. Save Calls (Churn Risk Customers)

 Purpose: Understand why a customer is considering leaving and work to retain them by addressing concerns.

 Best Practices for Save Calls

1.  Use active listening to understand frustration and validate their concerns.
2.  Offer solutions tailored to their pain points (training, discounts, product adjustments).
3.  If churn is unavoidable, ensure a smooth offboarding experience.

 Sample Save Call Agenda (30-45 Min)

1.  Acknowledge Concerns (10 min) – Let the customer voice their frustrations.
2.  Root Cause Analysis (10 min) – Identify the reasons for dissatisfaction.
3.  Retention Solutions (15 min) – Offer tailored solutions based on their pain points.
4.  Next Steps (5 min) – If staying, outline a recovery plan; if leaving, finalize offboarding.

 Example Question:
"If we could resolve [specific concern], would you reconsider staying with us?"

6. Escalation Calls

 Purpose: Address urgent issues that could impact the customer relationship.

 Best Practices for Escalation Calls

•  Listen actively and acknowledge the impact of the issue.
•  Collaborate with internal teams before presenting a solution.
•  Provide regular updates until the issue is fully resolved.

 Sample Escalation Call Agenda (30 Min)

1.  Acknowledge the Issue (10 min) – Let the customer explain their frustration.
2.  Provide Updates & Resolution Timeline (10 min) – Explain what is being done and expected fix time.
3.  Alternative Workarounds (5 min) – Offer temporary solutions if applicable.
4.  Follow-Up Plan (5 min) – Set expectations for next update or resolution timeline.

 Example Statement:
"I completely understand how this issue is impacting your team, and I appreciate your patience. Our team is actively working on a resolution, and I’ll personally update you by [timeframe]."

Final Takeaways: Mastering CSM Calls

1. Tailor each call type to the customer’s needs and lifecycle stage.
2.  Use structured agendas to keep conversations focused and productive.
3.  Listen actively and ask open-ended questions to uncover deeper insights.
4.  Follow up with action items and track progress to maintain engagement.