What is Customer Success?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

Customer Success is a vital concept in the world of SaaS product management. It refers to the proactive approach of ensuring that customers achieve their desired outcomes while using a product or service. The focus is on building long-term relationships with customers by understanding their needs, providing ongoing support, and helping them derive maximum value from the product.


Let's say you work for a software company that provides project management tools. Customer Success would involve going beyond simply selling the software to customers. Instead, you would actively engage with them, understand their specific project management challenges, and guide them on how to best utilize the software to meet their goals. You would regularly check in with customers, provide training sessions, and offer ongoing support to ensure their success.

Another example could be a SaaS company that offers marketing automation software. Customer Success in this scenario would involve helping customers optimize their marketing campaigns, providing insights on industry best practices, and offering personalized recommendations to improve their overall marketing strategy.


Customer Success is of paramount importance for SaaS product management because it directly impacts customer satisfaction, retention, and ultimately, the company's bottom line. By focusing on the success of customers, businesses can foster loyalty, increase customer lifetime value, and even generate positive word-of-mouth referrals.

How to Use Customer Success

To effectively implement Customer Success, it is crucial to adopt a customer-centric approach throughout the entire customer journey. Here are some key steps to follow:

  1. Understanding Customer Needs: Begin by deeply understanding your customers' goals, pain points, and desired outcomes. Conduct surveys, interviews, and analyze customer data to gain insights into their specific requirements.

  2. Proactive Onboarding: Provide a seamless onboarding experience to help customers get up and running quickly. Offer training sessions, tutorials, and personalized guidance to ensure they understand how to utilize the product effectively.

  3. Regular Check-ins: Establish a regular cadence of communication with customers to gather feedback, address concerns, and provide ongoing support. This can be done through phone calls, emails, or even automated messaging systems.

  4. Value-Driven Approach: Continuously showcase the value that your product brings to customers. Highlight success stories, share best practices, and provide resources to help them achieve their goals.

  5. Data-Driven Insights: Utilize customer data and analytics to identify patterns, trends, and areas for improvement. This will enable you to proactively identify potential issues and offer tailored solutions to enhance customer success.

Useful Tips

Here are some additional tips to enhance Customer Success:

  • Develop a Customer Success team or designate specific individuals responsible for managing customer relationships and success.
  • Foster a company culture that prioritizes customer satisfaction and success.
  • Provide self-service resources such as knowledge bases, tutorials, and FAQs to empower customers to find answers to their questions independently.
  • Encourage customer feedback and actively respond to it, demonstrating that you value their input.
  • Continuously iterate and improve your product based on customer feedback and changing market needs.


Customer Success is a business strategy and practice aimed at ensuring customers achieve their desired outcomes while using a SaaS product.
Customer Success is important because it focuses on fostering strong relationships with customers, increasing customer retention, and driving business growth.
A Customer Success Manager is responsible for building and maintaining relationships with customers, understanding their goals, and helping them achieve success with the product.
Customer Success is proactive and focuses on ensuring customers achieve success, while Customer Support is reactive and assists customers with any issues or problems they encounter.
Some key metrics used in Customer Success include customer churn rate, customer satisfaction score, and net promoter score.
Customer Success can benefit a SaaS company by increasing customer loyalty, reducing churn, driving expansion revenue, and improving overall customer satisfaction and retention.
Some common challenges in Customer Success include managing customer expectations, scaling personalized customer interactions, and aligning internal teams to deliver a consistent customer experience.
The customer lifecycle in Customer Success typically consists of onboarding, adoption, value realization, expansion, and renewal stages.
A SaaS company can create a successful Customer Success strategy by understanding customer needs, providing proactive support, leveraging data analytics, and continuously iterating and improving the customer experience.
A Customer Success team can identify at-risk customers by monitoring key engagement metrics, analyzing customer behavior and usage patterns, and proactively reaching out to customers who show signs of disengagement.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples
  2. Importance
  3. How to Use Customer Success
  4. Useful Tips
  5. Related Terms

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