Sales engagement software has traditionally been viewed exclusively as a tool to support the sales organization. Katie Boyd, a Customer Success Manager here at SalesLoft, begs to differ.  She leverages sales engagement software in her customer success role to elevate the customer experience.

Katie shares with us her tips for utilizing the SalesLoft platform in order to better stay in contact with your customers. Using cadences and multi-touch approaches, she structures communication and streamlines efforts to more effectively nurture long-term relationships. Whether you are reaching out to a potential customer or working with an existing one, sales engagement software is invaluable in creating a better customer experience.

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Hey there. Katie Boyd, Customer Success Manager here at SalesLoft. I’d like to talk to you about leveraging sales engagement software in a customer success role. While it’s often viewed as a sales-specific tool, CSMs can also find a ton of value in structured, customized communication. I’ve seen some of the best customer experience organizations thrive with a tool like SalesLoft as a task management system. Let’s take a look at some of the ways top performing CSMs achieve even more.

The first thing that success teams can benefit from is the ability to create proactive touches with their entire book of customers. Being a Customer Success Manager, it becomes so easy to become reactive. Many teams have trouble communicating as often as they’d like, so SalesLoft offers a task management tool that allows you to be more proactive in the way that you’re reaching out to your customers. When it comes to driving long-term retention, cadence gives you the ability to create a multi-touch, multi-channel approach to provide real value at scale.

Success teams are also responsible for internal collaboration with other key players, which means that they’re working closely with teams like marketing and sales. Team templates play a strong role in making sure that your messaging is on-brand, but can also be streamlined across other teams to use. That’s why I like to create email templates for our team to share common customer interactions. Within these templates, we’ll also create snippets, which are small bodies of common text for more specific, repetitive information. This helps to bring total alignment to the customer experience.

Another great use that success teams can benefit from is the removal of manual tasks from their days. While templates and snippets play a strong role in minimizing redundancy, automation rules are a true game changer. By pulling information to create triggers, like renewal date or Pardot score, CMSs can take action when the time is right. Automatically moving customers into cadences based on key events helps to make sure that no customer falls through the cracks.

Thanks for watching. I hope you’ve learned how to use sales engagement software to empower your success team. If you have any comments or questions, feel free to drop them below.

Thanks again, and have a great day.