Customer success: Skills, Workflow, Roles and Responsibilities


In recent years, customers have become more powerful. Several businesses are becoming more and more aware of how important it is, so they are spending more time and effort. In this article, we will talk about the customer success 101 including definition, customer success roles and responsibilities, tools to support success of customers and guides for you.

What is customer success?

What is customer success?

Customer success definition is understood as when they meet expectations when using a business product. In addition to the good product itself, it is also necessary to combine a series of different experiences to make customers happy and feel no wasted effort.

The customer success factor will include the remaining factors such as customer experience, loyalty, re-targeting. If the business focuses on the purchased customers, it will get profits, but deciding to purchase at the first stage is impossible.

Customer success roles and responsibilities

The success of your business is inherently tied to the success of your customers. If your customer is successful using your product, they will continue to use your product and therefore your business will be successful. At its core, that’s what customer success goals are all about: making sure your customers get the results they want when using your products. 

Of course, to achieve that requires people, processes, and, most importantly, data. After all, how can you help your customers to be successful using the product if you don’t know when, why, and how they actually use it? That is why customer success asked for:

  • Technology deployment.
  • Real-time visibility of customer ‘health’, represented by a combination of usage data and contextual input.
  • Company-wide adoption of results-based metrics and processes.

Taking advantage of these three dimensions, a business takes a proactive, comprehensive, and organizational approach to ensure its customers – including those who use the product and who benefit from product use.

Customer success roles and responsibilities

Customer onboarding

The risk of success is increased by getting to a great start. Customer success should support clients in their confidence in the use of your product.

Webinars and demonstrations are efficient ways to rapidly make new customers. Put yourself in your customers’ shoes to boost the onboarding process by asking: do customers have all the instruments to be effective right from the start?


Make it easier for consumers to benefit from your product to achieve success. This customer success role description may include meeting clients and planning lectures so that they have personalized instruction about how to use the product to serve their individual needs. It also means ensuring that consumers know the tools they can find out about your product. 

Gather feedback from customers

Customer success also has a role in constantly reviewing how the product of your business meets the needs of its consumers and whether changes can be made. Please be careful to obtain feedback both on the product and on the overall experience in using the product – whether it’s simple to use the documentation, whether the transition to the product is smooth, and so on.

Infrastructure for communication control

Continuous improvement is the maintenance of the technology used by your organization to connect with clients. This task for customer success includes reviewing the company’s knowledge base, training videos, and any text found in the product itself. It is part of this phase to incorporate customer reviews. For instance, if some clients are confused, they can need to update the knowledge base to explain this. It is also necessary to ensure that customers are aware of these services.

Infrastructure for communication control

Be a client defender

As the person directly in contact with the customer, it makes sense to represent the customer – in meetings, for example. The customer success role is ensuring that customer feedback is heard in this capacity. It is often referred to as “client advocates” by customer success officers. One thing that helps customers thrive is to give their voice. 


Customer success responsibilities are in touch with their expertise. Therefore, they can be particularly successful in persuading consumers to update to a more advanced plan or consider complementary goods that their company offers. To recognize forms in which your business can give customers additional services means you have to understand the needs of those customers. Customer success roles are ideal if they are mindful of the way functionality or new items overlap with customers’ individual requests, to give customers these opportunities attention.

Customer updating

If a good, on-going relationship with clients is to be maintained, let them know what news can help. This involves keeping them in the circuit of updates to their product, new features and possibly adding new items. It also ensures that you keep them updated on how the applications are dealt with. In general, when consumers feel they have an open line of communication with what is happening and evolving with the product they use and with your business, they will be better successful.

Customer updating

Free customer success tools

So, what are customer success tools that support the responsibilities of customer success? Below, we will talk about some free customer success tools comparison that you may want to look at.


If you want insights into the group of your customers and want to keep abreast of the latest events – look only at Owler. This community-based insight platform allows frequent alerts and aggregates news in an easy-to-read regular digest of over 1 million professionals.

Free customer success tools - Owler

Only take a moment to sign up for your Daily Snapshot dashboard and add the customers. It will help you not only to receive important information on your customers regularly but to easily focus on the Quarterly Company Feedback and other calls that have taken place in your organization.

Some of the other things we enjoy are merger announcements, changes in leadership, new offers and programs and news from the company directly. These things prompt us to include our customers and to reflect on them in order to meet their goals and to learn more about those we represent.


LinkedIn is more than ever appreciated, it is virtually essential. We have never been able to glimpse with a quick click of a button what the contributor concerns, personal objectives and expectations. It is expected that we will know a great deal about what they care about as citizens and organizations. 

Free customer success tools - LinkedIn

It offers a unique opportunity for exchanging papers and referencing them (or cc) on things they care about or may have referenced on the call, it helps you to cut the noise of your inbox and provides referential insights on how to develop a relationship over your fast phone interview.

Some of the other things about LinkedIn we enjoy include accessing content we want or share, the opportunity to help others for know-how and the view of key content that you share for your clients. You can also join groups in which people in such spaces ask about progress in this vertical space.

Your customers

Working together with your client is considered one of the best customer success tools. We agreed that it was an inconvenience to speak with our customers and we need to get the answers for what they want. We have to be the experts, right?

We shouldn’t be able to just call for “check-in,” but just refer to the news we find and how they or their companies can affect them. Does new leadership have some impact on their tasks or objectives? It could not only be used in such a way as to accomplish these objectives with their current investment – but it could also be possible to expand to the advantage of customers.

It is time for us as experts in customer success management to avoid doing so. Incremental steps and the use of these “tools’ today enable you and your customer to make a new journey toward their goals. Be prepared to adapt and share a single idea with your team. Scan, measure, then scale up the capital. 

Free customer success tools - Your customers

>> Read more: What is a customer success software? Which is best for SaaS?

What are customer success skills?

There are some customer success skills that you need to understand to bring success to your business.

  • Problem-solving

Customers are special and have complicated challenges that can affect their achievements. CSMs must be able to recognise problems and resolve them. Several problems can lead to a reduced acceptance rate and a reduced use of a product.

  • Relationship management

Customer listening, understanding of their requirements and working processes and building trust, among other instruments and strategies, are involved in relationship management. Performance needs a balance in which a customer success manager is able to perceive the desired level of contact of the customer and know when to act.

  • Empathy

Empathy is an important aspect of maintaining a strong customer relationship. This is characterized as knowing and recognizing the sentiments or circumstances of another person. Empathy also connects deeper and takes advantage of relationship management and problem solving skills.

  • Expectation management

Consumer understanding and preferences should be addressed during customer experiences and communication. Don’t over-buy and risk under-buying. In addition, you consider the needs of your customers and adapt them to the capabilities of your product. And define and resolve problems that hinder the fulfillment of consumer needs.

  • Tenacity

It is necessary to establish CSMs. When consumers obtain value from a product or service, the success of the customer happens and in many cases the value is not determined. It takes a lot of work. In addition, a good CSM is one that deals with challenges and makes time and effort to help clients derive the pledge of value. Tenacity means that when things get rough they don’t give up.

  • Relational intelligence

In a word, the ability to communicate and to be present between various tasks is relational intelligence. For busy staff, relationships are necessary but for CSMs are essential.

  • Communication

Communication is the basis of each of the abilities mentioned here. Clear contact ensures that you and your customers are not just on the same page. Be simple, be unambiguous and be present. You and your customers will appreciate one another and work together to achieve targets more efficiently.

>> Read more:  What is a customer success plan? How to create a plan for Saas?

What is customer success workflow?

Customer success workflow originates the day receiving payment or starting free trial duration. After this initial step, the workflow transitions to the set of specifications. This phase includes collecting the customer’s necessary details, the purchasing reasons and ideas for use, and introducing the performance manager of the customer. The performance managers will then recognize the methods, procedures, or frameworks used in the past, enabling customers to clarify how their current problems can be addressed and how the functions of their new service can be solved.

What is customer success workflow?

Customer success funnel

Customer success funnel

To achieve customer success goals, you need to create a customer success funnel.

Begin with the analysis and definition of the phases of your good customers. There are mostly 5 phases, but you need to adapt your own stages of your customer success journey. An example is this:

  • Onboarding: You must start by having your new clients set up their account in order to have a good onboarding experience. Learn how to do this correctly with tips and tutorials. Help them, once finished, fill all those blank states that certain features might have at first with data.
  • Convert: Users normally hesitate to pay for your product unless their initial experience is effective and made the most of it. It is important to know what features would give them the greatest value and concentrate on the benefits. Make your product initiation customized on the basis of individual needs and concerns for each event.
  • Engage: Connect regularly and don’t wait until they have a problem because they are disappointed most of the time and would then stop using your product. Depending on how many benefits these users bring to your business, you can do so via email or call.
  • Attain success: You must ensure that your paying customers make the most of your product to achieve success. Like we said, scheduling calls with your top customers will ensure that disputes or issues are addressed to keep them.
  • Upsell: Your customer should already love your product at this stage, and it should be essential to achieve its goals. Now is the time to start selling if you are good at delivering a lifetime value.

Of course, renewals are perennial and effectively kept accounts travel back to where they began, which can make your funnel look upside down. This is very natural.

There are a few questions for you to answer when creating your funnel:

  • Which clients have the lowest CAC and are leading to the highest LTV (lifetime value)?
  • What are the general features of effective companies?
  • And what did they do that was unsuccessful?
  • What are the general stages for everyone?
  • How do things work right now for sales and success?
  • How can marketing activities support?

It is important to remember that real funnels are chaotic and like the path of your buyer, clients are hopping in the wrong direction. They can be upgraded before sudden changes are taking place in leadership and they start over. Or maybe your final user can stop hopping back into one square. Perhaps they cancel and return as a new business opportunity. 

Change the above sample funnel to suit your business.

Change the above sample funnel to suit your business

Final words

Remember, the customer is the center, the successful customer, the successful business. Instead of spending money finding new customers, focus on human resources with a suitable customer success guide to take good care of old customers to duplicate them. 

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