CSM and Product should work very closely in order to communicate clearly and transparently to their customers about what is happening.

Product to Customers

Whenever a new feature is launched, it is very important to communicate it to customers

• As soon as the feature is implemented, an internal presentation is needed so
  • Customer facing teams can understand the desired outcome of the product, the reason why this feature was developed now, and test the product so they can help their customers to setup and master the feature
  • Customer facing team can authentify any potential issue or misunderstanding and prepare a self help guide, content for a webinar to come, material to be at disposal for CSM teams.
• An early adopter program can be implemented for the most saavy customers in order to test the feature, and gather their feedback. Please keep in mind to maintain communication with them so they can feel their suggestions are being heard. This early adopter program will be promoted by CSM, who will have actively participated into the selection of participants.
• To address long tail customers, live session should be setup as soon as
  • Email should be sent to the right persona so they can know a new feature is available but more importantly how this feature will help them achieve their desired outcome
  • Webinar should be set in order to present different use cases, basic setup, and gather any questions. All questions will have to be recorded so they can be addressed in self help guides.
  • Self help guide will be available and promoted right after the webinar with use cases, best practices, setup ... GIF remain ones of the best option to guide the customer through the product.
  • As Digital CSM, you can also create short video to explain a feature but keep these videos very short so they remain appealing

Customers to Product

• As digital CSM cannot escalate every product feature request to the customer, it is very important for the product team to implement a tool such as ProductBoard in order to enable their customers to communicate directly with them.
• Another possibility is to create an idea centered within the Community. This may be very interesting in a way that other customers can also vote on suggestions.
• Obviously, it is crucial to keep customer updated about their feature request, and if it not implemented, explain why and the coming priorities.

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