What is Customer Success?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

3 minutes

Customer Experience

Customer Success is a fundamental concept in the field of customer experience that focuses on ensuring customers achieve their desired outcomes while using a product or service. It involves proactively guiding and supporting customers throughout their journey to help them extract maximum value from their investment. The goal of Customer Success is to build long-term, mutually beneficial relationships by understanding and meeting the needs of customers.


Here are a few examples to illustrate the concept of Customer Success:

  1. Software Subscription: A customer signs up for a software subscription service. The Customer Success team helps them onboard, provides training, and offers ongoing assistance to ensure the customer achieves their goals using the software effectively.

  2. E-commerce: A customer purchases a product from an online store. The Customer Success team follows up with personalized emails, offering tips and guidance on how to use the product, and providing prompt assistance if any issues arise.

  3. SaaS Platform: A business subscribes to a SaaS platform for project management. The Customer Success manager conducts regular check-ins, monitors usage patterns, and offers suggestions on how to optimize the platform for the business's specific needs.


Customer Success plays a crucial role in driving customer satisfaction, loyalty, and ultimately, business growth. Here's why it is important:

  1. Customer Retention: By focusing on the success of customers, businesses can reduce churn rates and retain their existing customer base. Satisfied and successful customers are more likely to renew their subscriptions or make repeat purchases.

  2. Upselling and Cross-selling: When customers achieve their desired outcomes and experience the value of a product or service, they are more open to exploring additional offerings. Customer Success teams can identify upselling and cross-selling opportunities to increase revenue.

  3. Brand Advocacy: Satisfied customers who achieve success become loyal advocates for a brand. They are more likely to recommend the product or service to others, leading to organic growth through word-of-mouth marketing.

How to Use Customer Success

To effectively implement Customer Success, businesses need to adopt a customer-centric approach. Here are some steps to consider:

  1. Define Success Metrics: Clearly identify the key metrics and goals that define success for your customers. This could include factors like product adoption, usage patterns, time to value, or specific outcomes they want to achieve.

  2. Proactive Onboarding: Develop a structured onboarding process to help customers get started on the right foot. Provide training materials, tutorials, and personalized assistance to ensure they understand how to use the product or service effectively.

  3. Regular Check-ins: Maintain regular communication with customers to understand their progress, address any challenges they may be facing, and offer guidance. This can be through emails, phone calls, surveys, or even in-app messaging.

  4. Customer Education and Resources: Provide customers with educational content, such as blog posts, webinars, or video tutorials, to help them make the most of the product or service. Create a self-service knowledge base or FAQ section for quick reference.

  5. Data-driven Insights: Utilize customer data and analytics to monitor usage patterns, identify potential risks or areas for improvement, and personalize the customer experience. This data can help drive proactive actions and interventions.

Useful Tips

Here are some additional tips to enhance your Customer Success efforts:

  • Foster a customer-centric culture throughout the organization, with everyone understanding the importance of supporting customer success.
  • Develop a Customer Success playbook or framework to guide your team's interactions and ensure consistency.
  • Establish key performance indicators (KPIs) to measure the effectiveness of your Customer Success initiatives.
  • Encourage cross-functional collaboration between Customer Success, Sales, Marketing, and Product teams to align strategies and share customer insights.
  • Continuously seek customer feedback and use it to improve your products, services, and Customer Success practices.


Customer Success is a business strategy focused on ensuring customers achieve their desired outcomes by using a product or service.
Customer Success is important because it helps businesses build strong and long-lasting relationships with their customers, leading to increased customer satisfaction, retention, and revenue.
A Customer Success Manager is responsible for ensuring the success and satisfaction of customers. They work closely with customers to understand their goals, provide guidance, and help them derive value from the product or service.
Customer Success focuses on proactively helping customers achieve their goals, while Customer Support is reactive and primarily addresses customer issues and inquiries.
Key metrics for measuring Customer Success include customer satisfaction scores, customer retention rates, product adoption rates, and customer lifetime value.
Businesses can implement a Customer Success strategy by understanding their customers' needs, providing proactive support and guidance, measuring success metrics, and continuously iterating to improve the customer experience.
Some common challenges in Customer Success include aligning internal teams, managing customer expectations, scaling processes, and effectively communicating value to customers.
Customer Success contributes to business growth by driving customer satisfaction, retention, and advocacy. Satisfied customers are more likely to become repeat customers and refer others, ultimately increasing revenue.
Customer Success focuses on helping customers achieve their desired outcomes, while Account Management primarily focuses on managing and expanding relationships with key accounts.
Businesses can measure the effectiveness of their Customer Success efforts through customer feedback, usage analytics, churn rates, and the achievement of customer goals.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

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

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