Of course, it’s easy to interpret the role of a Customer Success Manager (CSM) as sales or service staff, but their role is much more varied and important than that.
Steve Jobs defined it well: “Some people say, ‘Give the customers what they want.’ But that’s not my approach. Our job is to figure out what they’re going to want before they do.”
In short, we make it our business to know our customer’s business. That doesn’t just mean acquainting our teams with their core business. CSMs provide other essential functions across our organization, from sales and onboarding, through to implementation and bridging the gap between clients and in-house technical, finance, and accounts teams.
It’s too easy to say a CSM must know something about everything. But it’s the truth.
A great CSM must be empathetic to the customer, interpret updates, answer inquiries relating to technical processes, understand contract terms and obligations, and have an eye for solutions that will enhance the customer experience and provide tangible business benefits.
In that respect, they are the eyes and ears of both parties.
As we quip, “You need to be a sheep with five legs”. That, of course, doesn’t mean it’s an impossible job– rather that it requires a multi-talented person with product knowledge, business acumen, patience, and ability to think on their feet.
We place a lot emphasis on our customer relationships. We take pride in our customers having confidence in us and enjoy working with our teams. In other words, the whole experience, sometimes referred to as the customer journey, needs to be positive– not just the experience with our products or services.
We gauge this through a bi-annual Customer Satisfaction (CSAT) surveys. Customers are asked to name and rate five service aspects, ranging from performance, support, and pricing, to change management, transparency, and pre-sales.
In that way, we are able to identify areas for improvement and measure them as key metrics going forward. We plan brand new customers’ first review for after six-months in order to start the process of continuous improvement.
An important part of the CSM role is license compliance. It’s a difficult area to cover and, although the customer purchases directly from or through us, we are able to advise on any license changes or compliance issues with new servers. Some would say we are the customer’s personal shopper and stylist for the Microsoft stack!
It’s not a job for the faint-hearted, but it’s ultimately a hugely rewarding one that brings success to customers and ensures we anticipate their needs and meet their challenges, every time.
Our CSMs step in as the ambassador or voice of the customer in our organization and remain a single point of contact for each customer. In that way, we make it our business to ensure the success of every part of our cooperation. We’re in it with you- for the long run.
A Customer Success Manager (CSM) at Intwo serves as the primary point of contact between the customer and the broader organization. The role goes well beyond sales or support. CSMs are involved across the entire customer lifecycle, from onboarding and implementation through to ongoing service optimization. They bridge the gap between clients and internal technical, finance, and accounts teams, ensuring that customers get the most value from their Microsoft cloud solutions and that any challenges are identified and addressed proactively.
While sales teams focus on acquiring new business and support teams handle technical issues, a CSM operates across both areas and beyond. CSMs understand the customer’s business deeply enough to anticipate needs before they arise. They manage relationships, advise on licensing, coordinate with technical teams, oversee service reviews, and identify opportunities where additional solutions could deliver value. The role requires a blend of commercial awareness, technical understanding, and interpersonal skills that neither a pure sales nor a pure support function covers on its own.
Enterprise cloud environments are complex, involving multiple services, evolving requirements, and cross-functional stakeholders. Without a dedicated CSM, customers often find themselves navigating disconnected conversations with separate sales, support, and technical teams. A CSM brings continuity and accountability to the relationship, ensuring that nothing falls through the gaps. They track commitments, monitor service performance, advocate for the customer internally, and ensure that the partnership evolves alongside the business. For organizations using Microsoft technologies at scale, this single point of coordination is essential.
A strong CSM needs a broad skill set. They must be empathetic enough to understand customer challenges, technically literate enough to interpret updates and answer process-related questions, and commercially aware enough to understand contract terms and licensing obligations. Communication skills are critical, as CSMs regularly interact with technical engineers, finance teams, account managers, and senior customer stakeholders. They also need the ability to spot opportunities where new solutions or configurations could improve the customer’s operations, acting as a trusted advisor rather than a transactional contact.
Licensing compliance is a key part of the CSM role at Intwo. Microsoft licensing can be complex, with different models, entitlements, and usage requirements depending on the products deployed. CSMs advise customers on license changes, help identify compliance risks related to new servers or expanded deployments, and ensure that licensing aligns with actual usage. This proactive guidance helps organizations avoid unexpected audit findings or overspending on licenses they do not need, while ensuring full access to the capabilities they require.
Intwo’s CSMs conduct structured service reviews where customers are asked to rate five key service aspects, including performance, support, pricing, change management, and transparency. These reviews provide measurable feedback that allows both the customer and Intwo to identify areas for improvement and track progress over time. For new customers, the first formal review is typically scheduled after six months, establishing a baseline for continuous improvement. This structured approach ensures that service quality is not assumed but actively measured and refined throughout the relationship.
During onboarding, a CSM ensures that the transition from sales to service delivery is seamless. They coordinate between the customer, implementation teams, and internal stakeholders to make sure expectations are clearly defined and met. The CSM tracks milestones, communicates progress, and resolves any friction points that arise during setup. By being involved from the earliest stages, the CSM builds the relationship foundation that supports long-term success, ensuring the customer reaches productive use of their cloud solutions as quickly and smoothly as possible.
Anticipating customer needs requires a deep understanding of the customer’s business, industry, and operational priorities. CSMs at Intwo invest time in learning how each customer operates, what their growth plans look like, and where their current technology may fall short. By combining this knowledge with awareness of Microsoft’s evolving product roadmap, CSMs can recommend solutions, upgrades, or configuration changes before the customer encounters a problem. This proactive approach transforms the CSM from a reactive contact into a strategic advisor who drives continuous improvement.
The CSM acts as the connective layer between the customer and Intwo’s technical teams. While engineers and architects focus on infrastructure, configuration, and incident resolution, the CSM ensures that technical work stays aligned with the customer’s business objectives. They translate customer priorities into actionable guidance for technical teams and communicate progress or technical details back to the customer in business-relevant terms. This coordination prevents misalignment, reduces friction during projects or escalations, and ensures the customer’s experience remains cohesive across all touchpoints.
Intwo’s Customer Success model is built around continuous engagement, not just contract renewal. CSMs maintain ongoing relationships, conduct regular service reviews, monitor satisfaction metrics, and proactively identify opportunities for optimization or expansion. By treating each customer relationship as a long-term partnership rather than a series of transactions, Intwo ensures that clients consistently receive value from their cloud investments. This approach reduces churn, builds trust, and creates a natural path for growth as the customer’s business evolves and their technology needs expand.
Rest assured. We've got you.
Let's get in touch and tackle your business challenges together.