Monday Guest Emma Lo-Y3-W40

Mohammed Alqaq September 30, 2024September 30, 2024

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Get to know Emma Lo

By: Mohammed Alqaq | September 30, 2024 | Year 3 – Week 40/2024

I’m a Customer Success leader with 13+ years of experience. I began my career in healthcare research before transitioning into tech.

My passion for personalization at scale has shaped the strategies I create to optimize customer journeys while fostering deep connections. At Noibu, I manage the scaled CS team and help e-commerce brands resolve website issues that impact user experience and revenue. Additionally, I lead CS in Focus, a community for CS professionals, and host a podcast to share global insights.

I’m passionate about building solid and collaborative communities. I enjoy travelling, gardening, and exploring new foods and cultures when I’m not working.

We asked Emma to take us through a journey telling us about her career path, how she spends her workday, what advice she can share with someone starting as a customer success manager, and many other questions.

Enjoy reading this interview

Tell us about your career path?

My journey in Customer Success began unexpectedly. Coming from a background in healthcare research, immersed in data and precision, I found myself drawn to tech and intrigued by the possibility of creating meaningful change at scale.

Over the past 13 years, I’ve led cross-functional teams and generated over $35 million in revenue. However, what truly drives me is my passion for personalization at scale—ensuring that even as companies grow, each customer feels uniquely valued.

At Noibu, I help e-commerce brands resolve critical website issues, enabling them to deliver seamless experiences. Leading CS in Focus, a community for CS professionals, and hosting a podcast has allowed me to foster global discussions on the evolving challenges and innovations in Customer Success.

Ultimately, at the heart of growth and innovation lies a simple truth: each customer’s journey should be as unique as their needs. That’s what I’m passionate about—scaling success without losing the human touch.

How did you join Customer Success?

My path to Customer Success was a natural progression from my earlier roles in field operations, support, and marketing. These positions gave me a deep understanding of customer needs and the importance of delivering value across all touchpoints. As I moved into leadership roles in marketing and operations, I saw how putting the customer at the center of every decision drove growth and retention.

Transitioning into Customer Success was a perfect fit, allowing me to bring together my experience in operations, support, and marketing to manage the entire customer journey holistically. As the focus on customer outcomes deepened, partnerships became the next natural step, allowing us to extend our reach and amplify the impact of our customer success efforts. My focus has shifted to Digital Customer Success, where I’m leveraging technology and data to scale personalized experiences, ensuring that each customer feels valued and supported even as businesses grow.

How would you describe the ideal CSM candidate?

The ideal CSM candidate in 2024 is a customer-centric professional with a consultative approach and strong sales experience, particularly in modern, outcome-based selling. They deeply understand personalization at scale, using data and AI-driven insights to anticipate customer needs and provide tailored solutions.

Proactive and strategic, they excel at building long-term relationships and driving customer value by focusing on outcomes rather than product features. Their ability to leverage digital tools and omnichannel strategies provides seamless support through automated solutions and personal touchpoints.

They are collaborative, working closely with sales and other teams to ensure smooth handoffs and continuous customer engagement. Adaptable to the fast-evolving digital landscape, the ideal CSM is passionate about customer success, skilled in using data and technology, and able to balance empathy with strategic thinking to help customers achieve their goals.

What one piece of advice would you give to someone just starting out as a Customer Success Manager?

My top advice for someone just starting as a Customer Success Manager is to first gain experience in sales.

Join a program like Women in Sales or take a free sales training course to develop essential skills such as active listening, discovery, and multi-threading. Once you have a sales foundation, pursue basic Customer Success training through platforms like Success Coaching and dive into account management.

This combination of sales and CS skills will give you a well-rounded understanding of the customer journey and set you up for success as a CSM.

Gain experience in sales.

Can you take us on a journey describing what your workday looks like?

Every day brings something different, so I prefer to plan for the entire week.

It starts with a deep dive into key customer metrics—health scores, churn risks, and renewal pipelines. On Mondays, I meet with Management, Customer Success, and Solution Engineers to prioritize key accounts, focusing on renewals and expansions.

Throughout the week, my SmartTouch team and I analyze customer data, proactively engaging at-risk accounts and conducting business meetings to align on goals and ensure product value.

Toward the end of the week, I focus on optimizing processes and refining playbooks, ensuring continuous improvement. By Friday, I review our progress, set priorities for the upcoming week, and ensure we’re strategically positioned for long-term success.

What makes you feel inspired or motivated?

I feel most inspired when I’m continuously learning and connecting with others.

Joining GTM communities (like Pavilion and GTM partners) within Customer Success and across other disciplines like RevOps, Sales, and Marketing keeps me informed about emerging trends and strategies that can impact our field. I also enjoy podcasts, which give me fresh perspectives and new ideas. Being part of these communities helps me stay motivated by showing me how different approaches and innovations can be applied to drive success in my work.

What’s one thing that people are generally surprised to find out about you?

People are usually surprised to learn that I used to be an Argentine Tango instructor.

Tango is all about connection through the core, and that’s something I’ve carried into my professional life as well. Whether it’s with customers or colleagues, I believe in forming deep, authentic connections—just like in tango, where trust and understanding are at the heart of every interaction.

Plus, who can resist the beautiful Tango shoes?

Who do you look up to the most?

I look up to Elizabeth Italiano, the CEO of What Not to Do, because of her incredible ability to guide businesses away from pitfalls with her deep Go-To-Market expertise.

One of my favourite parts of the week is her ‘Fuck Up Friday’ post, where she openly shares lessons from past mistakes. It’s a refreshing and honest approach to leadership that resonates with me. Elizabeth’s mix of strategy, vulnerability, and tactical decision-making has inspired me to align customer success with business growth while learning from every experience.

What are your top 3 priorities now?

These are my top 3 priorities:

Explore “Agent” AI: I’m focused on understanding how this emerging technology will revolutionize Customer Success.
Deepen Partnership Strategies: Partner success is crucial for future business growth, and I’m diving deeper into this area to drive long-term impact.
Grow the CS in Focus Community: I’m committed to expanding this community, building strong connections and resources for Customer Success professionals.

What advice would you give to Customer Success Managers to grow and develop their careers?

To grow as a Customer Success Manager, start by embracing data and technology. Leverage tools like CRMs, AI-driven analytics, and CS platforms to make smarter, data-informed decisions. Also, seek mentorship and engage in communities to stay ahead of trends and connect with thought leaders who inspire new ideas.

Lastly, take ownership of your career by investing in continuous learning, whether through certifications or expanding into areas like partnerships and digital CS. Don’t wait for opportunities—create them and align your development with business needs.

What’s your favorite book, and why?

One of my favorite books is The Psychology of Money by Morgan Housel.

What I love about it is that it doesn’t focus purely on money, but rather on the human behaviors and emotions tied to financial decisions. The book explores how people think about risk, success, and wealth in ways that apply to everyday life, not just finances. It teaches timeless lessons on patience, humility, and understanding that your financial decisions are shaped by your experiences, not just hard data. For me, it’s a great reminder that in both business and life, psychology often trumps logic.

» Check out the 10 Books a CSM should read to advance and improve their skills.

Have you had your “I’ve made it” moment yet?

I had my “I’ve made it” moment at the NASMM conference in 2019. I was working at the booth, and I’ll never forget the feeling when customers were lining up just to talk to me, and some even came over to give me a hug. It was an overwhelming sense of connection and validation. Seeing firsthand how much of an impact I had made on their journeys made me realize I wasn’t just managing accounts—I was building relationships and creating real value. That experience was a pivotal moment for me, both professionally and personally.

What should I have asked you but didn’t?

If there’s one thing I could change in the past, it would be creating a “cheer” document to track all my achievements, client reviews, and numbers. It’s easy to experience imposter syndrome, especially in fast-paced environments, but having a document highlighting your successes can be a powerful reminder of your impact. It would have been great to have that tangible proof to open whenever doubt crept in, reinforcing confidence in my abilities and accomplishments.