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What are your customer engagement efforts supposed to accomplish?

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KarmaCRM says proactive listening has several goals throughout the customer engagement cycle:

  1. To remain in contact with customers–following through on issues is part of the customer service process, even outside of any concrete gains to the system
  2. To improve the system in ways that we wouldn’t think to
  3. As system-level quality control–giving us an idea of where problems tend to cluster tells us how robust the system is in general.  We can then target those areas more heavily for improvement.
  4. To gauge the popularity of suggestions; this helps us figure out how to deliver a product a lot of people want.

Even as daily consumers of SaaS products, we want (and expect) them to run or add features that are suited to our needs without us having to ask. The truth is, each customer has their own set of expectations and each customer engagement effort should result in new, individual discoveries.

Graduating from account management to customer success management, your customer success managers should be engaging in the right conversations at the right time. Consider it assisted serendipity when it comes to monitoring customer engagement. The most important thing you should take away from each engagement is a new discovery. For example, sudden months of inactivity after intensive usage is a signal for a new engagement attempt from you: did the user leave the company? Who’s the replacement? Do they need training? Did they feel like they weren’t getting value from your service? Did they get confused with UX? It’s time to pick up the phone.

Here’s roundedcube’s take on what it takes to be a great customer engagement professional – you might notice it’s quite similar to the traits of a customer success manager: a customer advocate interested in what the customer feels not just what they do and creates one-on-one relationships with them. Are your customer engagement efforts being tallied up somewhere in big data? How are you “translating” these nonverbal cues from your customers?

Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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