It is imperative for CSMs to proactively get involved, as customer success is always more than solving problems and creating product adoption.
The greatest value CSMs can create for the customer is when they generate what we call “Popsicle Moments” – those little sweet actions that can have a big impact on the customer. This is based on the ideology of “surprise and delight” which is akin to a kid getting a popsicle on a hot summer day. These moments go above and beyond delight and rather deepen relationships, create loyalty, and turn customers into advocates for the business.
"The journey of a thousand miles begins with one step. Celebrate each one."
Lao Tzu - Author of the Tao Te Ching
We have all heard, big things come in small packages. Just knowing that you achieved something on the daily basis is enough motivation to get you going.
Ideas on how to craft Popsicle Moments for your customers
So, how can CSMs craft these magical moments for their customers? Here are a few ways to create meaningful and memorable experiences.
1. Personalized Celebrations
Nobody likes to go unnoticed or unappreciated. Make sure you pay attention to the milestones of each of your customers – be it their first anniversary of using your product, important milestones, or even personal milestones like birthdays. Taking a few moments to send a personalized email, a gift or even a note can make all the difference.
Example:
The CSM observes that one of his customers has completed a year of using the product. Instead of the usual automated email, he prepares a video from the team wishing the user alongside a gift card to show appreciation.
2. Anticipating Customer Needs
A great CSM is one step ahead of the customer. Paying attention to customer spending patterns and their engagement level enables you to identify issues they may not have noticed and solve them before they become a headache. Always providing a solution before being asked creates Popsicle Moments.
Example:
A customer’s engagement data shows they have not fully utilized an important feature. Instead of waiting for the customer to reach out for assistance, the CSM fortunately sends out a helpful video or sets up a walkthrough session.
3. Unexpected Perks and Surprises
Surprises foster emotional bonds. When a customer receives a benefit which they did not expect, it creates an impact. Simple acts such as granting new feature updates ahead of time, giving surprise rewards, or gifting the company's branded merchandise can earn the appreciation of the customers.
Example:
An email notification is sent out to a user of your software which thanks them for their loyalty and gives them access to a feature for free for a limited time.
4. Active Listening and Thoughtful Follow-Ups
Some of the most remarkable Popsicle Moments arise from simply being observant and thoughtful, followed by a prompt response. When a customer casually states that they have an issue they are trying to sort out, providing them with some assistive resource show them that they are cared for.
Example:
While chatting with a customer, they mention that they are having some difficulties bringing new people to their team. The customer success manager follows up with a favor by either sending them a list of available hiring resources that they have or by connecting them with someone in their circle who may be able to help.
5. Turning Mistakes into Memorable Experiences
No firm is infallible something will always come up. However, your approach to solving such problems will determine whether you win or lose the customer’s loyalty. When things go haywire, making an extra effort may help salvage the problem and give you a positive outcome. We call this a Popsicle Moment.
Example:
A customer's operation is seriously affected due to a major technical issue. Instead of just fixing the problem, the Customer Success Manager together with the support team goes the extra mile of providing one month service credit to the account and ensuring there is one-on-one training so that the customer will not have the problem again.
6. Showcasing Customer Achievements
Acknowledged clients appreciate the success they were able to achieve through your brand. Their success either via a customer spotlight, case study, or social media post strengthens their feelings of value and strengthens the bond with your firm.
Example:
A CSM had a remarkable realization when he saw that a customer was doing a certain practical work through the product. He whittled down his story into a Newsletter article and splashed it on the company social media pages. Giving his company customer due recognition.
7. Creating Exclusive Communities
Consumers find value in belonging to a community where they may exchange information and glean knowledge from others. Creating such private-owned users’ groups offered via Slack, LinkedIn, or forums provides users with deeper connections and a sense of belonging to your brand.
Example:
A CSM manages a private LinkedIn group for power users where they can share best practices, receive updates, and interact with the product team. Customers feel appreciated and empowered in this community.
Conclusion
Popsicle Moments need not be elaborate or costly. They only need to be meaningful, pleasantly surprising, and thoughtfully crafted. If CSMs add these simple yet deeply thoughtful actions to their customer interactions, they strengthen relationships, increase retention, and turn customers into brand advocates for life.
