Updated: Aug 4



Cognism provides solutions for sales and marketing teams to find and engage with their leads. They've learnt, along with many other companies, that customer success (as opposed to customer service) is the key for a growth business. For SaaS based companies, many are learning that you need to ensure that your product not only aids your customer, but directly leads them to achieve their desired outcomes, beyond your own solution. Joe Barron breaks down the concept and highlights how customer success can become a key part of your business.

Customer success (CS) is an emerging concept in the business world. Already adopted by many software as a service (SaaS) companies, CS is sure to become a vital function in other industries soon. But what is customer success? Why is it so important? And what can it do for your business? We explore the advantages of good customer success in this brief guide.


There’s no great mystery to what customer success is - the clue is in the title! It’s all about making sure the customer succeeds as much as possible when using a product or service. CS is an evolution of the traditional account manager role, in that it’s concerned with building long-term relationships with customers and managing their day-to-day interaction with a product.

Customer Success Managers (CSMs) go beyond that, however, by positioning themselves as a teacher or mentor to the customer. The idea is to educate the client at every stage of their journey and demonstrate to them how to get the very best out of a product or service. A good way to think of it is that CSMs are more than an appointed contact for customers should anything go wrong; instead their purpose is to become-a trusted advisor to the customer and to show them how to make things go right.

Be careful, though - although the names may sound similar, don’t confuse customer success with customer service! CS differs from customer service in a few crucial ways:

  • Customer service is reactive, whereas customer success is proactive.

  • Customer service is about fixing specific, short-term problems, while customer success is about expanding the customer’s knowledge.

  • Typically, customer service doesn’t require a relationship to be formed with the customer, beyond helping them solve their problem. Customer success, on the other hand, is a project that never stops, as long as the customer is a customer.

Good customer success should guide the customer to their desired outcome and add value along the way.