What Is the Difference Between an Account Manager and a Customer Success Manager?

A positive customer experience is vital for the success of any modern business. Do it well, and you can expect to foster happy, loyal brand advocates who willingly promote your products and services, boosting revenue in the process. In addition, in a crowded, competitive market with countless other vendors vying for attention, a great customer experience can help you to stand out.But whose responsibility is it to keep customers satisfied? Is it the Customer Success team, Account Managers, or both? And what’s the difference between Account Management and Customer Success anyway? Keep reading to find out everything you need to know in this guide to the differences and similarities between a customer success manager vs an account manager.

What is the role of an Account Manager, and what are their goals and responsibilities?

The primary responsibility of an Account Manager (AM) is to encourage customers to renew or upgrade their subscriptions. Particularly vital for SaaS-based business models, Account Managers use their in-depth knowledge of the company and its products or services to upsell and cross-sell to customers. In addition, account Managers are typically the main point of contact for customers, providing swift solutions whenever they encounter a problem that needs resolving. The goals of an Account Manager are focused on providing the highest possible level of customer service to boost revenue and retain customers through renewals, upsells and cross-sells. They strive to anticipate and meet the needs of their clients while delivering a consistently positive experience. Account Managers are also expected to represent their company in a professional manner and ensure that customer expectations are met.

What is the role of a Customer Success Manager, and what are their goals and responsibilities?

A Customer Success Manager (CSM) is responsible for ensuring customer satisfaction and driving maximum value from the products or services that customers have purchased. They focus on helping customers to achieve their desired outcomes from the products or services they’ve subscribed to or purchased. In addition, customer Success Managers work hard to establish long-term customer relationships to build brand loyalty. Customer Success Managers provide customers with value and guidance throughout the customer journey. They proactively deliver timely advice to help customers achieve their desired outcomes, such as providing best practices or introducing new features. They may also provide product training and onboarding support to ensure customers get the most out of their purchase and provide feedback to project managers if issues arise.

What are the common goals and responsibilities shared by Account Managers and Customer Success Managers?

The primary goal of both Account Managers and Customer Success Managers is to ensure that customers are satisfied with the products and services they receive. They also strive to provide a positive customer experience and build long-term customer relationships that help to boost overall revenue. However, though they share a common goal, the approach AMs and CSMs use to achieve their objectives is actually quite different. 

 What’s the difference between Account Management and Customer Success, and why are these differences significant to understand?

Account Managers and Customer Success Managers are two distinct roles that serve critical functions. While both are focused on customer relationships, there are some key distinctions. Account Managers are responsible for maintaining and developing relationships with current customers while striving to acquire new customers. They are typically focused on selling products or services and may also be responsible for identifying cross-selling or upselling opportunities. Their success is measured by the number of customers they can retain and attract. That boils down to making sales and re-making sales. On the other hand, Customer Success Managers are focused on ensuring that customers have a successful and satisfactory experience with the product or service. They’re responsible for understanding customer needs and providing feedback to improve customer satisfaction. As a result, customer Success Managers have a more customer-centric approach, and their success is measured by the level of customer satisfaction and retention.

Why must businesses have both Account Managers and Customer Success Managers on their team?

The roles of Account Managers and Customer Success Managers are both essential for a business to thrive. Though they share common goals, each function brings unique skills and knowledge to the table. Therefore, making space for both types of roles is essential. For example, the transactional nature of renewals, upsells and cross-sells can harm the customer trust a CSM works hard to develop. This is why the sales focus is better left to AMs.  

What skills and qualities are necessary for success in the Account Manager and Customer Success Manager roles?

Account Managers are focused on sales, retention and problem-solving. An AM must have excellent communication skills and the ability to build rapport quickly. They should also have strong problem-solving skills and the ability to think strategically to identify new opportunities and propose solutions to client issues. AMs are often reactive, know less about individual customers, and tend to get involved towards the end of a customer’s life cycle.Customer Success Managers require a customer-centric approach and strong stakeholder management skills to ensure customer satisfaction. They should be able to think analytically and analyse customer data to identify any opportunities for improvement. Furthermore, they should be able to leverage technology, such as automation software, to maximise customer success and create better efficiencies.

How can businesses effectively recruit for these roles, and why is Propel the perfect partner for finding top-quality candidates?

Understanding the differences between Account Managers and Customer Success Managers is important to properly allocate resources. Businesses need to consider which remit is best suited to their needs, and Propel can be the perfect recruiter for sourcing and filling either type of role. Ultimately, utilising Propel’s expertise in sourcing the best digital talent in the industry can make all the difference to your customer experience and bottom line.To find out more about our functions or to propel your career with us, please get in touch with the Propel team. Contact us today on 0203 965 6524 or email enquiries@propellondon.com.