Customer Success

How Your Business Can Achieve Customer Success


Without paying customers a business will fail. So ultimately your customer success is your success.

Customer Success teams arise out of the need to provide service and high-touch guidance to your valuable customers. An effective customer success (CS) team will improve customer retention and enrich opportunities for upselling any SaaS product.

In the United States, the estimated cost of customers switching due to poor service is around $1.6 trillion. (Source: Accenture)

The CS team becomes a must-have for companies:

  • To ensure the value of your customers
  • To enhance customer experience
  • To retain your existing customers

In this post, we're going to cover:

What's the Customer Success Team?

A Customer Success (CS) team is dedicated to help your customers achieve their goals. They develop a mutually beneficial relationship between your company and your customers. They are a live reference of how your user/customer journeys can be built effectively.

Who is the Customer Success Manager and what do they do?

The Customer Success Manager (CSM) is the one who will be the primary point of contact (POC) for any customer related queries regarding the product, service, billing, or support. They make the customers happy and satisfied by providing the best customer support and.


Marketing team – to generate new leads

Sales team – to close new customers

Customer Success team – to retain your existing customers and keep them happy

Also, many people have confusion between customer service and customer success, though they both sound similar there are some unique differences between Customer Success and Customer service.

Customer success 

Customer service 

CS has long-term visibility 

Customer service takes the short-term view 

CS focuses on Customer goal achievement 

Customer service focuses on resolving specific customer issues 

CS seeks the transformation of customers 

Customer service seeks the satisfaction of customers 

Establish Revenue generation 

Prevent Customer attrition 

Profit center 

Cost center 


Need for Customer Success Team

Traditionally, after the purchase of any SaaS products, it’s the responsibility of the buyer to onboard and learn the product. But now, the situation is changed a lot, the business world is moving towards convenience and flexibility.

According to Gartner, more than 89% of businesses compete largely on customer experience and according to Salesforce, 76% of consumers expect companies to understand their needs and expectations.

CS teams focus on attaining customer satisfaction but customer loyalty. They make sure new customers utilize an application and see value from the purchase. 

The expectations of today’s digital age customers require a company to have a CS team with effective customer success managers.

Benefits and Importance

Here’re some benefits that show the significance of ensuring customer success.

  • Customer retention
  • Customer acquisition
  • Churn rates reduction
  • Increases upselling opportunities
  • Brand promotion

Instead of getting into each benefit in detail, let us understand the value of CS followed by an effective way of achieving it.

Alright, let’s start from scratch.


Before buying any product, buyers will,

  • Search on Google
  • Read product reviews
  • Bounce ideas off of their connections
  • Evaluate websites to discover adequate social proof


Once the purchases are made, the relationship doesn’t end at the point-of-sale (POS) – “what matters is whether the buyer (your customer) can achieve their business goals with your product or not”.

Many companies miss out on this point and end up messing their relationship with the customers and results in customer attrition.

Yes, initially by selling your product you can make a profit, but

  • Don’t you want to make recurring revenue?
  • Won’t you want your customer to be satisfied?
  • Are you looking for positive customer reviews and feedback?
  • Don’t you want a win-win situation with your customers?

If so, selling must not be the only motive. 

Relationships you cultivate is the biggest asset

Forming up a proactive Customer Success team builds strong customer relationships, nonetheless, the CS team is no longer on the opposite side of the fence alternatively they are a part of your buyer (customer) team.

CS Team Responsibilities

CS team plays a vital role in using your product effectively, this ensures a faster ROI to your customer (buyer). They will provide all kinds of support to your customer and ensures they are utilizing the product to get the best out of it and meet business goals.

Issues won’t fix themselves

Once the sale is made, it’s the responsibility of the CS team to address all kinds of issues (product/technical), provide a good experience and product support. The CS team thus ensures maximum product usage and customer retention.

Increasing your customer retention rates by 5% increases profits by 25% to 95% - Harvard Business School (HBS)

Now, let’s assume an Enterprise is purchasing a product (assume the size of 10k employees), what will be their primary aim,

  1. Onboarding – Faster and smooth onboarding
  2. Experience – best customer experience
  3. Service – support whenever needed
  4. ROI – deliver returns as soon as possible

So, the CS team must address all the above customer concerns by considering themselves as a part of the buyer (your customer) team.


By now you would have clearly understood the need, responsibility, and importance of having a CS team, but what’s the way to achieve customer success?

The answer is simple – leverage Digital Adoption Platform (DAP)

Customer Success with DAP

As we discussed earlier the four primary aim of any CS team are improving your buyers,

  1. Onboarding
  2. Experience
  3. Service
  4. ROI

DAP helps in achieving this.

Customer Onboarding & Training with DAP

An essential part of CS is fast and smooth onboarding. Once the purchase is made, every customer needs the process of product adoption to be easy and seamless. Otherwise, your customer gets stressed out and there is a high chance of losing that customer.


A Digital Adoption Platform is an in-app guidance tool that acts as a layer in your digital product. DAP exposes your customers to your product features by using effective walkthroughs. By using interactive walkthroughs digital adoption platforms make product adoption faster and easier to complete.

DAP – Onboarding & Training isn’t hard anymore

Companies spend many hours on onboarding and training sessions. On-screen guidance from a DAP decreases the time and money you spend on onboarding and training. 

Onboarding and Training via DAP ensures rapid product adoption which in turn

  • Increases productivity
  • Improves product experience

Customer Experience (CX) and Service with DAP

Though you are offering a highly essential product - if the end-user is not satisfied with the experience they won’t use or renew the product. 

Customer Experience is the new marketing battlefront - Chris Pemberton

According to PWC research, 86% of buyers (your customers) are ready to pay more for a great Customer Experience (CX). In the growing competitive environment, companies are fighting to provide the best customer experience.


A DAP improves your customer experience by improving the quality of the support your CS team provides. The CS team can deploy on-screen guidance to solve user pain points and leverage in-app announcements to introduce new features and up-sell opportunities.


In the growing digital era, CS with the Digital Adoption Platform is a no-brainer. DAPs are the latest digital transformation trend and are an essential tool for CS teams.

The sooner the transformation, the better the outcomes

Apty is a user-friendly DAP tool and the highest-rated digital adoption platform. Discover how Apty can help your customer success team to meet its goals. If you are actively looking for a digital tool to ensure customer success, then give Apty a try.


Originally posted on June 2, 2020

Revanth Periyasamy
Written by Revanth Periyasamy

Revanth is a B2B Marketer who has a definite flair for outreach and networking, alongside being a prolific writer. As an author, he enjoys exploring all things related to about digital adoption and transformation. When the 'B2B Marketing ninja' mask is off, Revanth is an ardent tech geek, a lover of road trips and sports enthusiast who plays badminton, cricket or any sport, really!

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