The Practical CSM Framework: Practitioner’s Guide
A walkthrough of the seven-phase Practical CSM Framework for individual CSMs, from Preparation to Engagement Evaluation. Each phase covers purpose, activities and outputs.
The short version
TLDRA free 70-page guide to the seven phases of the Practical CSM Framework, for CSMs who run their own accounts. Each phase gives the why, the activities and the outputs.
First published 2021. Second edition 2026.
7 topics in 70 pages
- What a framework is, and why the 80/20 rule makes one useful for CSMs
- The three stages: Initial, User Readiness and Ongoing
- All seven phases, each with Why, Activities and Outputs
- What to research before your first customer meeting
- What goes into a customer Welcome Pack
- The six personal qualities the CSM role needs
- How the Framework connects to CCSMP certification
5 ideas you can use this week
About 80% of every engagement repeats
The what, why and how of a customer engagement stay similar from customer to customer. A framework covers that 80%, so your own judgement goes to the 20% that is different.
Three stages, seven phases
Initial (1 Preparation, 2 Commitment), User Readiness (3 Onboarding, 4 Adoption Planning, 5 Adoption Implementation) and Ongoing (6 Value Realization, 7 Engagement Evaluation).
Be useful from the first meeting
Before you meet the customer, research five areas: the initiative, the solution, the customer's business, its stakeholders and the engagement so far.
Get commitment in writing
Phase 2 ends with a signed Customer Engagement Proposal and starting points for the RACI Matrix and the Stakeholder Management Plan.
Adoption gets two phases
Plan by impacted groups and the Knowledge, Skills and Attitude (KSA) change each one needs, then implement. Weak adoption leads to weak results and lower retention.
Questions
Related resources
The Practical CSM Framework: Manager’s Overview
The full Framework explained for CS leaders and business managers: what CSM is, how the Framework fits the company and how CS relates to CX. Foreword by Peter Armaly.
Selecting the Right Training Strategy for Customer Success Management
Nine questions a CS leader should answer before buying or building training, from desired outcomes and gap analysis to ROI and implementation.
How Does CS Reduce Churn and Increase Renewals?
Churn and renewals explained with the leaky-bucket model, and how CSMs listen to customers to reduce churn. For startups deciding on a CS team.
Get certified on the Framework
The CCSMP certification (Certified CSM Professional) is built on the Practical CSM Framework: five levels in three packages, for individuals and teams.