When LogRocket Customer Success Manager Anne Piccolo receives a piece of critical feedback, she recalls a famous Chinese proverb: “The best time to plant a tree was 20 years ago, but the second best time is now.”
Piccolo believes this idea of shaping the future despite being unable to change the past is critical to success as a CSM.
Receiving critical feedback offers a tremendous learning opportunity for CSMs. That’s why Piccolo would rather hear something negative than hear nothing at all.
“If there’s something I can improve upon, I’d much rather know about it than have someone shield me from momentary hurt,” she said.
Given the complexity that comes with confronting issues, it’s important for CSMs to have a plan for having these difficult conversations. When Dispatch Senior CSM Davina Mackey receives critical feedback, the first thing she does is take a step back.
“Initial emotions typically impair our ability to really listen, so I take a moment to ponder what I’ve heard and ensure I understand it prior to responding,” she said.
Mackey added that it’s equally important to assess the validity of the feedback, set aside time for self-reflection and remain empathetic throughout the process. While she views these moments as an opportunity to become better, she also gives herself enough time to process the feedback without internalizing it.
For Piccolo, Mackey and LeanIX Director of Customer Success Management Fredrika Slikkers, critical feedback can be one of the greatest catalysts for growth, despite the discomfort that comes with it. Below, the three CS pros share how they handle this aspect of their jobs and use it as an opportunity for self-improvement.
Dispatch’s platform helps enterprises gain visibility into their field operations and independent service provider networks.
If a customer shares critical feedback about your product, solution or service, what are the strategic steps you take to preserve the long-term health of the relationship?
I try not to react too quickly. This way, instead of viewing the feedback as a threat to my relationship, I can allow it to strengthen what I’ve built. It’s also important to assess the accuracy of the feedback and understand its origin. Have a thorough discussion to get more data in this regard. I might ask myself questions, such as, “Is this the result of a lack of training or product knowledge, or is this customer aware of the resources available to them?” and “Have I heard this before?” This either allows me to use the feedback as a training moment or creates a starting point for rectification.
Additionally, I humanize my response. A little empathy goes a long way. For the customer, this feedback may be the result of frustration they’ve felt, so my response should come from a place of care and concern while giving them the confidence that I will improve the situation quickly and thoroughly. I then create an action plan to outline the timeline and what communication will look like along the way.
A little empathy goes a long way.”
Critical feedback can be difficult to hear. How do you bounce back from receiving a piece of critical feedback?
Although critical feedback can be difficult to hear, it gives us the gift of improvement, which is ultimately a key driver for performance. I take the time that I need to process, self-reflect and regroup. Then, I use the feedback as a teaching moment to be better.
How does critical feedback allow you to learn and develop your craft as a CSM?
As a CSM, the relationships I build are the basis of my role, whether they’re internal or external. Cultivating and nourishing these relationships allows me to thrive. Critical feedback helps me increase my ability to communicate with different personality types, temperaments and communication styles while providing an opportunity to experiment with problem-solving techniques for a tailored response. This helps me develop many skills and teaches me how to strengthen and maintain my relationships.
LogRocket’s session replay and monitoring software enables engineering and product teams to see how users interact with their technology, enabling them to improve the user experience.
If a customer shares critical feedback about your product, solution or service, what are the strategic steps you take to preserve the long-term health of the relationship?
When a customer provides feedback, it shows they’re using the tool enough and they’re invested in it. These conversations can be tricky, but I would always rather have discussion around critical feedback than have an “everything’s fine” exchange. I start to worry when someone who used to be engaged stops providing feedback.
First, I ask about the impact and severity: “Is this a papercut or something that is blocking them from successfully using our software?” or “Is it a new concern or something that’s been festering for a while?” Talking through that lens starts the conversation off with empathy, so I can understand where the feedback is coming from, contextualize it and deescalate the situation. From there, expectation-setting is key. If the feedback is something we’re aware of but it’s not on our roadmap, I’ll be as transparent as possible about why we’re prioritizing other areas and see if any of those resonate. These hard conversations create trust, and that’s the key to partnerships versus transactional sales. I want to help solve their current pain. But if I can’t, I want to make sure we have a path forward together.
Critical feedback can be difficult to hear. How do you bounce back from receiving a piece of critical feedback?
One of our core values at LogRocket is “low ego,” which I carry into tough conversations so that I don’t take feedback personally. If I agree with the feedback, even if it’s a hard pill to swallow, I recall my favorite saying: “The best time to plant a tree was 20 years ago, but the second best time is now.” I can’t change the past, but I can adapt to new information and create the best experiences I can moving forward.
I can’t change the past, but I can adapt to new information and create the best experiences I can moving forward.”
I also try to take a step back to get some perspective. I’ll ask myself, “Do I agree with this feedback?” Sometimes, the answer is a straightforward “yes,” and I can commit to improving experiences or making meaningful changes in the future, whether it’s advocating for roadmap alterations or process changes. I always try to be solutions-oriented and will sometimes push back when I don’t agree with feedback. It’s important to advocate for myself, my team and my software if I feel there’s missing information or context. If I don’t agree with the feedback, it’s my responsibility to get to a place of mutual and productive understanding. It’s also important to understand if it’s a one-off comment or feedback I’ve heard before to assess if this is a trend I should look at more closely.
How does critical feedback allow you to learn and develop your craft as a CSM?
I just watched the end of Ted Lasso and keep thinking about the character Higgins giving feedback about self-improvement. He talked about how the best thing we can do is ask for and accept help as we work toward being better. I love that! Critical feedback is what helps us grow and work toward that "better." I’m the type of person who would want someone to tell me if I have food in my teeth, and I try to take the same approach to feedback. Even if comments are awkward or tough to absorb in the moment, I try to view them from the potential improved future state. If there’s something I can improve upon, I’d much rather know about it than have someone shield me from momentary hurt. I apply that ideal to both interactions with customers and how I manage my team.
If the feedback is surprising, I try to not only respond to the content but also work to improve communication channels moving forward. I’ll ask myself, “Did I put all the mental weight of providing feedback on my customer or team, and could I be more proactive in asking questions moving forward?” and “How often are we having feedback conversations?” Looking at these conversations from both the tree and forest views is important when reflecting.
LeanIX’s continuous transformation platform is designed to give teams control over their enterprise architecture, SaaS and microservices landscapes.
SLIKKERS’ ADVICE FOR NAVIGATING CRITICAL FEEDBACK
- Understand the issue. It’s important to digest the feedback and understand the customer’s perspective and pain points. Don’t be afraid to dig deep with follow-up questions, as understanding concrete details and examples will help you identify the right solution.
- Be honest. If you don’t have an immediate solution, tell the customer. Be open about timelines — or lack thereof — and internal pushback. While these conversations may be hard, transparency will help strengthen the relationship with the customer.
- Set expectations. It’s important to communicate to the customer how and when they should expect an update from you on the solution. Providing a regular cadence of updates will help build trust and validate that you’re their partner in helping them be successful.
Critical feedback can be difficult to hear. How do you bounce back from receiving a piece of critical feedback?
Take a moment to listen and digest the feedback. Don’t feel obligated to respond or defend yourself in the moment. Rather, acknowledge their feedback and thank them for their candor. Allowing yourself time to collect your thoughts will help you process the feedback, and then you can follow up when emotions aren’t as raw.
Give yourself time — but not too much time. It’s important to follow up on the feedback in a timely manner to ensure the other party feels heard and sees a path to addressing their feedback. Be honest about what you’ve reflected on since the initial conversations and any lessons learned or action items you’ll take as a result. While this can be uncomfortable, having these open and vulnerable conversations will help you strengthen your professional relationships and grow as a leader.
Follow up on the feedback in a timely manner to ensure the other party feels heard and sees a path to addressing their feedback.”
How does critical feedback allow you to learn and develop your craft as a CSM?
Critical feedback is one of the most powerful ways to develop as a CSM. After all, if you aren’t aware of what your growth areas are, how will you ever improve? This often comes up in promotion conversations, but ideally you should be having regular, ad hoc check-ins with your manager regarding how you’re doing and where you still need to grow.
Rather than viewing critical feedback as a blocker for growth, I encourage my team to view feedback as the key to that next promotion. Part of this is setting clear expectations on the required skills for each level. I sit down with my team members quarterly and have an open conversation about where they're excelling in their current role and what skills they need to develop to be considered for a promotion. This feedback sets clear expectations and gives CSMs an opportunity to ask for help or develop the skills needed ahead of our next quarterly check-in.
