Identifying crises

Before understanding how to prepare or respond, we need to identify what qualifies as a CS crisis. If it was up to some customers, they might categorize every communication as a crisis. I had a customer who frequently asked for help with tasks that had easy self-service resources they could access anytime. Similar to how I teach my son to look for himself before he asks for help, I had to reset expectations with the customer to prevent them from seeing me as an extension of their admin team or support but rather as a strategic partner that creates business value together.

To manage your time best and to serve your customers best, it’s crucial that we delineate what we consider a crisis versus just a raised hand. Here are examples of what you might encounter in your day-to-day as a CSM:

• Technical issues: These can range from minor bugs and software glitches to major system failures or cybersecurity incidents. Addressing technical issues swiftly and effectively is crucial to minimizing downtime, ensuring data integrity, and maintaining client satisfaction.
• Service outages: When a client’s critical services or platforms experience downtime, it can disrupt their operations, impact productivity, and lead to financial losses. CSMs must coordinate with technical teams to resolve outages promptly and communicate transparently with clients about the situation and progress.
• Performance problems: Clients may experience issues such as slow loading times, unresponsive features, or inconsistent functionality. It is important to investigate the root causes, collaborate with product or development teams for solutions, and proactively update clients on improvements.
• Contractual disputes: Disagreements over contract terms, service levels, or deliverables can strain the client-vendor relationship. CSMs play a vital role in facilitating discussions, clarifying expectations, and finding mutually beneficial resolutions to maintain the partnership’s integrity.
• Financial challenges: Billing errors, unexpected cost increases, or disputes over charges can cause frustration and financial strain for clients. We must address these issues promptly, review contracts and billing records, and work with finance teams to rectify errors and provide transparent explanations to clients.
• Communication breakdowns: Miscommunication or lack of clarity in communication can lead to misunderstandings, missed deadlines, and dissatisfaction. We should ensure clear and regular communication channels, set realistic expectations, and actively listen to client feedback to prevent and address communication breakdowns.
• Compliance and regulatory issues: Changes in regulations, compliance requirements, or industry standards can pose legal and operational risks for clients. The General Data Protection Regulation (GDPR) is a good example of this. It is key to stay informed about regulatory updates, guide clients on compliance measures, and collaborate with legal or compliance teams to address any issues proactively.
• Strategic shifts: Changes in market conditions, industry trends, mergers and acquisitions (M&A), or the client’s business strategy may necessitate adjustments to the partnership or solution. We must understand the client’s evolving needs, offer strategic guidance, and facilitate smooth transitions to ensure continued success and alignment.
• Natural disasters or emergencies: Unforeseen events such as natural disasters, pandemics, or geopolitical crises can disrupt operations and impact clients. During the pandemic, I worked for an e-learning company that pivoted quickly and offered free courses that created customer loyalty and brand equity. In cases such as these, we can pivot to provide proactive support, assess the impact on clients’ businesses, and offer assistance, such as flexible contracts or contingency plans, to help them navigate through the crisis.

History tells us that our customers are more likely to experience a service outage than a generational pandemic, so clearly, we prepare for certain situations more than others. Now that you have a better understanding of what could happen, it makes sense to explore how we prepare in advance for crises.