The role of Customer Success Manager (CSM) remains relatively unknown in many French companies, despite its growing importance. Originating in the United States and gradually being introduced in France, this role is essential for customer loyalty and satisfaction, particularly in the digital and SaaS sectors. However, its adoption remains limited, often confined to start-ups or large companies focused on innovation. Ondine Sanchez, Customer Success Manager at Docoon for the Freedz invoice digitization platform, took the time to answer our questions and shed light on her strategic role.
Why do you think the CSM profession is rarely mentioned in digital services companies?
Ondine SANCHEZ: It's a relatively new profession, especially in France. This role is more established in agile and customer-centric Anglo-Saxon cultures. Companies often perceive the CSM as a role similar to that of an account manager or project manager. At Docoon, on the contrary, it is an essential and strategic role with a clearly defined mission. We place a lot of value on the user experience.
What is the added value of a CSM at Docoon ?
O.S.: For us, CSM is an integral part of our corporate culture, which focuses on supporting customers so that they can fully master our tools. In an environment as competitive as document digitization, and since we are PDP-Neovacom certified for the Freedz & Docoon platform, support and user experience are what set us apart!
What does a customer-centric approach involve, and how does it impact the customer?
O.S.: Being customer-centric means that all decisions made within the company are focused on customer satisfaction. This requires greater effort to retain customers, sometimes even more than to acquire new ones. We want every customer to feel pampered and valued, beyond a simple business relationship.
What is the difference between a CSM and an account manager?
O.S.: The main difference lies in the proactivity of the CSM, who must anticipate customer needs, whereas an account manager acts in response to commercial objectives. The CSM focuses on project success and customer satisfaction, while the account manager handles commercial aspects and revenue growth. The CSM ensures that the customer's project is a success—it's all in the job title.
A CSM, for example, should not have to deal with customer account billing. Our role is to listen to the customer and respond to any issues they may encounter at the start of a project; it's about having empathy. Once you have a healthy relationship with the customer, the business will grow naturally.
What are the specific features of CSM at Docoon?
O.S.: First of all, and this isn't specific to Docoon, every CSM works closely with different departments within the company: sales, finance, marketing, and of course project managers. I may even find myself working with developers, as my goal is to ensure the best possible customer experience.
What makes Docoon's CSM unique is that, in addition to our clients, we also target end users who are our clients' suppliers. This is very important, as a supplier who is satisfied with one or more of the group's solutions may become a prescriber and, later on, even a client.
Our support service is also there to meet users' needs. We have video support, online documentation, and FAQs to streamline the customer experience. I assist users when it comes to implementing technical protocols, for example. I support change management. Finally, there is also a consulting aspect to my job: I anticipate the processes that need to be put in place for the customer when using a solution... all with a focus on education. We also need to be good communicators.
What tools do you use on a daily basis?
O.S: Without going into detail, I use tools that allow me to create user journeys tailored to customers with clear and concise diagrams, always with the aim of putting the user in the best possible position. I also organize webinars and travel to host meetings for customer suppliers, for example.
How important is onboarding in your line of work?
O.S.: It's crucial at Docoon. We have implemented a well-documented and detailed process that guides customers through their experience with Docoon, including clear communication about project stages, dedicated contacts, and prerequisites. The goal is to make this support clear, precise, and transparent.
And after the onboarding phase, how does your role evolve?
O.S.: Client support takes place in several phases and adapts to their needs as they arise. We can set up monthly follow-ups, then move to quarterly communications, while maintaining regular feedback to ensure successful use of our tools. One thing remains constant: my clients know that I am always available and attentive to their needs!
In addition, we communicate with customers regularly. Whether it's invitations to webinars or highlights of key developments in the tool, for example. In fact, we never cut off the relationship; it's a constant communication.
How do you see your profession evolving?
O.S.: The goal is to optimize overall customer satisfaction while ensuring that our approach remains in line with best practices in the market.
In conclusion, I would say that the role of the Customer Success Manager is above all to support the customer on their path to success. We aim to build a seamless, remarkable, and personalized user experience.
Thank you, Ondine, for telling us so passionately about your job!
