David Barnes is the Global Customer Success Manager at Giftpack and a member of Vitally’s Success Network.

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As Customer Success Managers (CSMs), we’re familiar with our broad and varied responsibilities: guiding customers, tackling issues, and optimizing experiences to ensure satisfaction. 

But over time, I've found that our role can — and should — expand beyond traditional boundaries. 

More than simply responding to issues, we can offer proactive strategies, industry insights, and deeper expertise. This evolution, from being a Customer Success Manager to a trusted Customer Success consultant, has been transformative, not only for me but for the value I bring to my clients and organization. 

Here’s a closer look at how we can redefine the CSM role and earn our place as trusted advisors in Customer Success.

Understanding the CSM’s Role and Why It Needs Rebranding 

There’s a common misconception that we’re “utility players” rather than specialized experts. Many organizations may view CSMs as the catch-all for customer-related tasks, but this perspective misses the true potential of what we can offer.

Rebranding ourselves as consultants involves highlighting our unique insights into industry trends, product applications, and strategic benefits. 

This shift allows us to be seen not just as support personnel but as proactive partners invested in our customers’ long-term success. It also addresses a common frustration: CSMs frequently manage a range of tasks that can distract from the primary role of deepening customer relationships. 

By redefining ourselves as consultants, we prioritize expertise over execution, ensuring that every client interaction adds long-term value.

Related: Defining the CSM Role: What Should Customer Success Managers Really Be Responsible For?

Building Trust as a Customer Success Consultant

One of the essential parts of moving from a manager to a consultant role is building trust with clients. When I began my journey, I quickly learned that earning trust wasn’t just about knowing the product inside out; it was also about showing my commitment to their success beyond any immediate sale or support issue.

To build trust, I turned to a classic communication framework I learned in school: ethos, pathos, and logos.

1. Ethos: Credibility and Authority
   Customers look to us not just for product knowledge but for insights that connect directly to their industry and goals. Building credibility means demonstrating an understanding that goes beyond our platform. For instance, when talking to a healthcare client, I share best practices from others in the field to show that my advice is informed by industry standards, not just product specs.
2. Pathos: Empathy and Understanding
   Recognizing the human element is key. Many clients are overwhelmed with various responsibilities, and we become valuable partners when we can take on some of those burdens. I let my clients know, “I’m here to make your life easier, not harder.” Addressing their concerns with empathy opens the door for them to see me as a partner invested in their goals, not just a support contact.
3. Logos: Data and Logic
   Every recommendation I make is backed by data, whether it’s a case study from a similar customer or tracked outcomes within our platform. Using data to support my insights allows customers to feel confident that our strategies are grounded in real results.

Advocating for the Consultant Role Internally

Transitioning from a CSM to a consultant requires internal advocacy as much as it does external trust-building. 

Often, our work isn’t as visible as customer acquisition roles, making it essential for us to be vocal about our achievements. We must make sure our contributions to customer retention and satisfaction are recognized.

I encourage CSMs to share their successes openly and frequently. That could mean highlighting a recent customer win or showcasing how a deeper, more consultative approach with a client led to higher engagement or renewals. 

By speaking up, we can reshape perceptions of the CSM role, paving the way for other CSMs to adopt a consultant mindset.

7 Steps to Becoming a Trusted Customer Success Consultant

For CSMs looking to elevate their role, here are the key steps I followed to transition into a trusted consultant:

1. Refine Your Industry Knowledge
   Start by learning more about your clients’ industries and pain points. Attend webinars, read industry publications, and even chat with customers about broader trends they’re noticing. This deeper understanding positions you as an expert and lets you connect product value directly to industry challenges.
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2. Build Case Studies and Use Cases
   Document successful outcomes with your clients. These case studies serve as powerful examples that demonstrate how your product solves real problems. Use them as reference points in conversations to back up your recommendations with proof of success.
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3. Create Empathy-Focused Client Relationships
   Begin every client interaction by understanding their unique challenges and what success looks like for them. Use empathetic listening to ensure clients feel heard and understood, and align your suggestions to their goals rather than just product features.
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4. Set Boundaries on Non-Consultative Tasks
   As CSMs, we’re often asked to juggle multiple roles, but when we spread ourselves too thin, we lose focus. Politely push back on tasks that don’t align with your core goals of Customer Success, redirecting them back to support, marketing, or other departments when necessary.
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5. Communicate Your Value Regularly
   Don’t wait for annual reviews to share your successes. Send regular updates to your manager on how your strategies and consultative approach have improved client outcomes. This visibility ensures you’re recognized as a valuable strategic asset within your organization.
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6. Leverage Data to Back Up Recommendations
   Use data to validate your insights. When suggesting a new approach or feature to a client, show them how similar customers achieved success using the same strategy. This evidence-based approach makes your role invaluable.
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7. Create a Personal Development Plan
   As a consultant, you’re always growing. Set aside time for continuous learning, whether it’s taking a course, studying new methodologies, or deepening your product knowledge. A personal development plan helps you stay ahead and continually increase your value to clients.

Real-World Impact: Case Studies in the Consultant Approach

I saw firsthand how this approach worked with one of my long-standing clients. 

Initially, they were purchasing standard holiday gifts each year. After rebranding myself as their consultant rather than their account manager, I focused on understanding their broader business needs. 

By identifying underutilized funds, I helped them redirect their budget into impactful gifting options, which extended their reach and engagement. 

Not only did they achieve better outcomes, but they also approached me for advice on future projects, trusting my insights to guide their strategy.

This kind of proactive approach not only secured customer loyalty but also strengthened our company’s role as a strategic partner, opening the door to new opportunities and conversations with the client’s leadership.

The Future of Customer Success Consulting

Shifting from a Customer Success Manager to a trusted consultant doesn’t happen overnight — it requires a mix of internal advocacy, customer empathy, and a deep commitment to understanding the customer’s industry and unique needs. 

By following the steps outlined here, CSMs can make this transition and position themselves as invaluable assets to their clients and their organization.