Monday Guest Erin Li-Y3-W50
Get to know Erin Li
By: Mohammed Alqaq | December 9, 2024 | Year 3 – Week 50/2024
Originally from Shanghai and now permanently residing in Canada, I am building a fulfilling career as a Customer Success Manager at OneLocal. I’ve been involved in SaaS B2B businesses since the beginning of my career. Working with over 300 SMB clients, I’ve gained valuable insights into the needs and challenges of small and medium-sized businesses.
OneLocal empowers local businesses with an all-in-one marketing platform, streamlining tools like reviews, website management, communication, and bookings to help them deliver exceptional service.
Outside of work, I’m a part-time content creator on the Red platform, where I produce content about psychology, business English, and digital marketing. I’m also an avid basketball fan, playing as a point guard. Additionally, I’m passionate about singing and had the honor of impressing judges all the way to the final round of a premier singing competition in China while based in North America.
We asked Erin 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
Table of Contents
Tell us about your career path?
Thanks to my involvement in a student association during university, I joined a SaaS startup right after completing my undergraduate studies. The CEO, who had been a sponsor of our student association, offered me the role. I was responsible for cross-regional operations, primarily in business development, which gave me a unique perspective on sales tactics and prepared me for future client-facing roles. My two years at the startup taught me resilience in a high-quota environment and provided invaluable insights into the SaaS ecosystem.
Two years later, with a bachelor’s degree in Psychology, I decided to pursue graduate studies in digital marketing in Australia. Graduating with Dean’s Honor List distinction, I spent a gap year in Shanghai to be with my family during the pandemic. During this time, I had an interesting career experience working as a Communication Specialist at the Asia Pacific headquarters of a publicly traded chemical company for six months.
After returning to Toronto, I joined OneLocal, where I’ve been ever since. This was also when I discovered the Customer Success (CS) field and developed a strong interest in it. I began as an Account Coordinator and was later promoted to Implementation Specialist (IS), marking a pivotal point in my CS career. As an IS, I managed client onboarding, requiring cross-functional collaboration with Sales and Delivery teams. Balancing product feasibility with client satisfaction was challenging, to say the least. This experience strengthened my desire to move into a Customer Success Manager (CSM) role, where I could work directly with clients and demonstrate our value hands-on. When the opportunity arose, I eagerly joined the CSM team at OneLocal.
Currently, I manage a portfolio of 122 SMB clients, focused on consistently delivering value to help them achieve their business objectives. It’s incredibly rewarding to see the positive impact we make on our clients’ businesses every day.
How did you join Customer Success?
I was not aware of Customer Success until three years ago when I joined the CS department at OneLocal. It wasn’t a planned career journey, but it was certainly a turning point for me. About a year later, during my transition from Implementation Specialist to Account Manager, I began to develop a fascination for this field. I started taking multiple LinkedIn courses and CS certification courses through Success Coaching.
I didn’t stop there; I wanted to integrate Customer Success into my day-to-day life. So, I began subscribing to numerous CS-related podcasts. Two of my favorites are Psychology of Customer Success by Rachel Provan and Women in Customer Success by Marija Skobe-Pilley. Hakan’s CS Cafe, ChurnZero blogs, and blogs from Success Coaching also became my go-to bookmarks. I am currently taking Certified Customer Success Manager (CSM) courses at Success Coaching and aim to pass the Level 3 exams by the end of the year.
How would you describe the ideal CSM candidate?
Time management and prioritization skills are, in my opinion, among the most critical qualities for a CSM candidate. Balancing numerous inbound inquiries and QBRs can be challenging if not managed effectively. Additionally, maintaining a customer-centric mindset is easier said than done. Too often, we prioritize company objectives over the client’s actual needs without realizing it.
Next, strong communication and presentation skills are essential; active listening, body language, and diplomatic approaches all contribute to effective communication. Last but certainly not least, grit is essential for a CSM. The role requires sustainability, as it often involves long hours, back-to-back meetings, and escalation calls throughout the day.
What one piece of advice would you give to someone just starting out as a Customer Success Manager?
Be a sponge.
Be flexible.
Be passionate
Be customer centric
Can you take us on a journey describing what your workday looks like?
I don’t take client meetings from 9–10 a.m., except for clients in different time zones. I consider 9–10 a.m. and 4–5 p.m. my ‘golden hours’ for deep work on accounts. Bi-weekly, I would connect with colleagues in CS to stay in touch which could be critical in a remote first environment。
Daily Schedule:
8:30–9 a.m.: I don’t open my laptop, focusing instead on enjoying my morning coffee, reading the daily news, and occasionally listening to a podcast (e.g., Before Breakfast).
9–10 a.m.: Respond to emails, review my calendar, and handle any escalations if needed.
10:30 a.m.: Team’s daily standup.
10:30 a.m.–12:30 p.m.: My primary time for booking client meetings.
1 p.m.: Draft email summaries for clients while details are fresh, even though I keep meeting notes.
2–3 p.m.: Follow up on tickets (client requests, escalations, product functionality).
3 p.m.: Reach out to churn-risk clients with updates via cold calls or emails.
4 p.m.: Take account transfer calls with the Implementation Specialist, especially given time differences.
4–5 p.m.: Organize notes, plan for the next day, and log daily progress. I use a customized spreadsheet to track account status, churn risk, opportunities, latest progress, and key dates.
As I once told my manager, Jeff, I limit myself to no more than five meetings a day to allow buffer time for deep work. I’ve observed CSMs who overbook themselves with meetings, leaving little time to breathe and process, but I prefer a more sustainable approach (no offense)
What makes you feel inspired or motivated?
Attending webinars and listening to podcasts are extremely rewarding for me to be inspired and motivated. Occasionally, zooming out and enjoying my hobbies can often give me a new set of eyes on things.
What’s one thing that people are generally surprised to find out about you?
Being a 5 foot 3 girl, people rarely believe I play basketball. On top of it, I left my home country at the age of 17 to embrace the new challenge of living, studying and working in a totally strange country, where today I call home.
Who do you look up to the most?
There have been quite a few, but one person who stands out recently is Ryan Serhant. He’s a top-notch real estate broker and a brilliant entrepreneur. He founded SERHANT., a multi-faceted real estate firm that brings innovation and creative marketing to luxury sales.
Known for his energetic, client-centric approach and exceptional negotiation skills, Ryan is also an author and motivational speaker, inspiring others with his books on sales and personal success, including Sell It Like Serhant. His energy makes a strong impression on me. Imagine Ryan in Customer Success—he would bring unique value to the field.
What are your top 3 priorities now?
These are my top 3 priorities:
Expanding my portfolio as a CSM while upskill on expansion and extension strategies.
Professional growth in Customer Success career by learning, adapting, and evolving.
Staying active with consistent exercises.
What advice would you give to Customer Success Managers to grow and develop their careers?
Don’t just bury yourself in work, take a step back and focus on the big picture.
Be a team player, a good listener, and a lifelong learner.
Stay proactive, and you’ll find yourself identifying churn risks well in advance.
Be a true customer advocate; sometimes, the company’s vision may not align with that of your customers. Bridging this gap and consistently showcasing value is a sustainable strategy for ensuring customer retention.
Be mindful of work life balance, only so you’ll bring your best energy towards work. (I was not paying attention to this during my time as an Implementation Specialist where I experienced severe burnout that’s unnecessary, which negatively impacts my efficiency)
What’s your favorite book, and why?
“The Unspoken Rules”. It sheds light on the often-unspoken norms, expectations, and strategies that can help individuals thrive in their careers.
While it offers practical advice for navigating workplace culture, communicating effectively, and positioning oneself for growth—all of which are highly valuable for professionals looking to accelerate their career paths.
The book also provides clear and actionable steps that readers can take to improve their work habits, build strong professional relationships, and stand out. It is especially helpful for early-career professionals, recent graduates, or anyone looking to gain an edge in their workplace by mastering the unwritten rules of professional success.
» 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?
Not quite there yet, but I had a proud moment when I passed the CSM interview at OneLocal and was officially promoted to Customer Success Manager. As an Asian whose first language isn’t English, I’m proud to succeed in a field that requires strong verbal and written communication skills in English. This promotion also plays an important role in paving the way for my career in Customer Success, even though my original career aspiration was in Marketing.
What should I have asked you but didn’t?
What’s your favorite quotation?
” Everyone is running their own race, in their own time. So relax, you’re not late, you’re not early. As long as you put the commitment and the effort in, you’re very much on time. “
Where can people go to find out more about you?
I’d be happy to connect on Linkedin, feel free to reach out:
Thank you, Erin, for sharing your knowledge and for the opportunity to know you more.
Do you have a Customer Success Leader, Expert, or Influencer you would like to know more about?
