Robert Statsky

Reverse Engineer a Customer Problem

Problem solving is one of the most important skills a CSM can have. That comes with any role that requires customer interaction. That said, its incredibly important for a CS leader to solve not only customer problems, but management problems, cross-functional collaboration issues, billing problems, forecasting issues, managing reps that are not performing well, or CSMs struggling to be heard by anyone in a sea of noise.

The CS leader will need to learn to adapt to all of these issues. I could do an entire write-up on the many different require problem solving use-case experience a CS leader needs to have. It’s why the thing you hear most about CS teams are that they wear many hats.

That said the most common issue I’ve seen at every organization I’ve worked out with customers goes something like this:

CSM: “I have an account/customer who sent me an email/left me a voicemail/logged a ticket…” ”They are upset about (INSERT PROBLEM)”

CS Leader: “…”

There are a few different ways to handle this common (if not the most common) scenario of working in CS or in management itself. You could immediate give them the answer quickly and send them back at it.

OR

Take a step back, use your experience to get a sense of what the customer is really asking, and then help guide your CSM through this scenario.

My Normal Process

  1. Ask the CSM what their initial thoughts are on how to solve the problem
    1. If they are going down the wrong path, ask more questions until they realize they haven’t fully thought it out.
  2. Ask the CSM to describe the outcomes of whatever their proposed solution
  3. Then ask them how they thing the customer will react to that proposed outcome
  4. Work with the CSM to see if they truly understand what the problem is, or did the customer imply a separate concern.
    1. Ex: “The customer doesn’t want to renew because money is tight”
      1. Response: “Is it that money is permanently tight and they’re going out of business or do they need some support for the next few months until they figure things out? Would quarterly billing work?”
    2. Ex: “The customer said everything is broken and they can’t get any of the reports to work”
      1. Response: “
        1. Part 1: Have you verified this yourself? If so, did you submit a bug ticket? Is this a known existing issue?
        2. Part 2: What information are they looking for exactly? Why do they need this information? What are they trying to get out of this report and who is this report getting sent to? Is it internal or external? Is it for their manager, or so they can assess performance for (INSERT GROUP)?”
  5. After you’ve given the CSM some additional thoughts on how to resolve, ask them to report back to you the results depending upon the timeliness of the issue.
  6. Hold them accountable to not only solve the concern and close the loop with the customer, but also to close the loop with you and anyone else they brought along for the ride.

I realize this is more of a management tactic. By following the above you’re effectively working through a problem with the CSM. This is not unique to Customer Success, but it is such a common concern/escalation in the CS environment it seems worth talking about.

Many times a customer will have an issue and think it is one thing, but they haven’t had the enablement, training or guidance from the CSM to know there is a better way to do something, or that they aren’t doing things the right way.

Many many many times I’ve heard from CSMs, Onboarding, or event Customer Support that something is broken, when in fact the customer is just using the product wrong or had no idea what they were doing.

A number of times a customer issue could really be user error. The UI experience could be blamed for that, or a lack of training and proper onboarding. But you are doing your team and your customers a disservice if you don’t approach the problem from all angles. Reverse engineer what they are actually asking and what their end goals are, and figuring out the best way to come to a speedy resolution. At times a speedy response is really all a customer is looking for.

This is why I am passionate about humans working with humans to solve problems. AI, knowledge bases, ticketing systems can solve a lot of very binary questions. But as soon as there is more nuance these systems breakdown.

One suggestion to develop these skillsets in your CSMs is to have them work with the support team once they start at your company or have them conduct regular “support” hours with the reactive Customer Support team each week. That will help with product training and will up-level their product expertise.

But it’s also worth noting, that if you train your CSMs how to think and ask the right questions, they should develop the confidence they need to go into any situation (even with limited product knowledge) and provide the customer with a great experience and provide a speedy resolution. Even if it requires follow up.

As always, he’s what chat GPT has to say.

If the customer goes straight to the boss:

When a high-value customer comes to me with a big problem and requests an immediate call, it’s crucial to handle the situation promptly and effectively. Here’s what I would do and say on the call:

  1. Prompt Response:
    • Acknowledge the urgency of the situation and respond to the customer’s request for an immediate call without delay.
  2. Prepare:
    • Quickly gather relevant information about the customer’s account, the nature of the problem, and any previous interactions or issues.
  3. Set the Tone:
    • Begin the call by expressing empathy and understanding for the customer’s concerns. Let them know that you’re here to help and resolve the issue.
  4. Active Listening:
    • Listen attentively to the customer’s explanation of the problem without interrupting.
    • Encourage them to share any additional details or context that may be relevant to understanding the issue fully.
  5. Clarify and Validate:
    • Clarify the details of the problem to ensure you have a clear understanding of the issue.
    • Validate the customer’s experience and feelings, acknowledging any frustration or inconvenience they may have experienced.
  6. Take Ownership:
    • Assure the customer that you take their concerns seriously and that you’re committed to resolving the issue promptly.
    • Take ownership of the problem and reassure them that you will personally oversee its resolution.
  7. Provide Transparency:
    • Be transparent about the steps you will take to address the problem and the expected timeline for resolution.
    • Keep the customer informed of any updates or progress throughout the resolution process.
  8. Offer Solutions:
    • Propose potential solutions or workaround options to alleviate the immediate impact of the problem.
    • Collaborate with the customer to identify the best course of action based on their needs and preferences.
  9. Escalate if Necessary:
    • If the problem requires escalation to other teams or senior management, assure the customer that you will escalate the issue appropriately to ensure a swift resolution.
  10. Follow-Up:
    • Confirm the customer’s contact information and preferred method of communication for follow-up.
    • Commit to following up with the customer regularly until the issue is fully resolved to their satisfaction.
  11. Express Gratitude:
    • Thank the customer for bringing the issue to your attention and for their continued partnership and trust in your company.
  12. Document and Analyze:
    • Document the details of the customer’s issue, the steps taken to address it, and any resolutions implemented.
    • Analyze the root cause of the problem to prevent similar issues from occurring in the future.

By following these steps and effectively managing the call, I aim to reassure the high-value customer, demonstrate our commitment to their satisfaction, and ultimately resolve the problem to their satisfaction.

If the customer emails their CSM angry first:

When a high-value customer sends an angry email to their Customer Success Manager (CSM), it’s essential to address the situation promptly and effectively. Here’s what I would do as the VP of Customer Success:

  1. Immediate Response:
    • Acknowledge the urgency of the situation and respond to the CSM without delay.
    • Thank the CSM for bringing the issue to my attention and assure them that I will assist in resolving the problem.
  2. Review the Email:
    • Carefully review the content of the angry email sent by the high-value customer.
    • Analyze the details of the problem, the customer’s concerns, and any specific issues they have highlighted.
  3. Assess the Severity:
    • Assess the severity and impact of the problem on the customer’s business and satisfaction.
    • Determine whether the issue requires immediate action or escalation.
  4. Provide Support and Guidance:
    • Offer support and guidance to the CSM on how to respond to the angry email effectively.
    • Provide suggestions on the tone, content, and approach to use when communicating with the customer.
  5. Empathy and Understanding:
    • Emphasize the importance of empathy and understanding when addressing the customer’s concerns.
    • Encourage the CSM to acknowledge the customer’s feelings and frustrations in their response.
  6. Take Ownership:
    • Take ownership of the situation as the VP of Customer Success.
    • Assure the CSM that they have the support and backing of the leadership team in resolving the issue.
  7. Develop a Plan of Action:
    • Collaborate with the CSM to develop a plan of action for addressing the customer’s concerns.
    • Identify potential solutions or next steps to rectify the problem and regain the customer’s trust.
  8. Coordinate with Cross-Functional Teams:
    • If necessary, coordinate with cross-functional teams such as Product, Engineering, or Support to address the customer’s issue effectively.
    • Ensure alignment and collaboration across departments to expedite resolution.
  9. Escalate if Required:
    • Assess whether the issue requires escalation to senior management or executives within the company.
    • If escalation is necessary, provide guidance on the appropriate channels and steps to take.
  10. Follow-Up and Monitor Progress:
    • Follow up with the CSM regularly to monitor progress on resolving the customer’s issue.
    • Provide ongoing support and guidance as needed to ensure the problem is addressed satisfactorily.
  11. Document and Learn:
    • Document the details of the customer’s issue, the actions taken to resolve it, and any lessons learned.
    • Use the experience as an opportunity for continuous improvement and to prevent similar issues in the future.
  12. Communicate with the Customer:
    • Ensure clear and transparent communication with the customer throughout the resolution process.
    • Keep the customer informed of progress, updates, and any resolutions implemented.

By taking swift and decisive action, providing support to the CSM, and collaborating effectively across the organization, I aim to address the high-value customer’s concerns and maintain a positive relationship with them.

Reverse engineering a customer issue according to chat GPT:

To truly understand the concerns of the customer and reverse engineer the problem, I would take the following steps:

  1. Review Customer Complaint:
    • Start by reviewing the details of the customer’s complaint or issue as reported by the Customer Success Manager (CSM). Pay attention to specific pain points, challenges, and areas of dissatisfaction highlighted by the customer.
  2. Engage in Active Listening:
    • Schedule a meeting or call with the CSM to gather more information about the customer’s concerns.
    • Encourage the CSM to provide additional context, background information, and any relevant details about the customer’s experience.
  3. Ask Probing Questions:
    • Ask probing questions to delve deeper into the root cause of the problem.
    • Seek clarification on any unclear or ambiguous aspects of the customer’s complaint.
  4. Analyze Customer Feedback:
    • Review any previous feedback, support tickets, or communication history with the customer to identify recurring themes or patterns.
    • Look for common issues or trends that may shed light on the underlying problem.
  5. Conduct Customer Interviews:
    • If feasible, conduct interviews or feedback sessions with the customer directly to gain firsthand insights into their concerns.
    • Encourage open and honest communication, allowing the customer to express their thoughts and feelings freely.
  6. Empathize with the Customer:
    • Demonstrate empathy and understanding for the customer’s perspective and frustrations.
    • Put yourself in their shoes to better comprehend the impact of the issue on their business and satisfaction.
  7. Identify Pain Points and Prioritize:
    • Identify the specific pain points or areas of dissatisfaction that are most critical to the customer.
    • Prioritize these issues based on their severity, impact on the customer’s business, and urgency for resolution.
  8. Engage Cross-Functional Teams:
    • Collaborate with cross-functional teams such as Product, Engineering, and Support to analyze the problem comprehensively.
    • Pool together diverse expertise and perspectives to gain a holistic understanding of the issue.
  9. Perform Root Cause Analysis:
    • Conduct a root cause analysis to identify the underlying factors contributing to the customer’s concerns.
    • Explore potential reasons for the problem, including product limitations, communication gaps, or process inefficiencies.
  10. Develop Action Plan:
    • Based on the insights gathered, develop an action plan to address the customer’s concerns effectively.
    • Define clear steps, timelines, and responsibilities for resolving the problem and implementing corrective measures.
  11. Communicate with the Customer:
    • Keep the customer informed of progress and updates throughout the resolution process.
    • Maintain transparent and proactive communication, demonstrating your commitment to addressing their concerns.
  12. Follow-Up and Iterate:
    • Follow up with the customer after the issue has been resolved to ensure their satisfaction.
    • Use the experience as a learning opportunity to improve processes, products, and services moving forward.

By following these steps and truly understanding the customer’s concerns, I aim to effectively address their issues, enhance their satisfaction, and strengthen the overall relationship with our B2B SaaS startup.

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