When I stepped into the role of a fractional Chief Customer Officer for my first client, and even before when I headed the customer success team at YCS (formerly, eZee), I quickly realized that customer success wasn’t just another department—it was the heartbeat of the business.
For brands that depend on recurring revenue or subscription models, customer success is the key to growth, retention, and customer advocacy. Which is basically all brands, because who doesn’t want recurring revenue? 👀
As a CX consultant, I’ve seen firsthand that customer success requires a combination of experience, empathy, and adaptability.
In this post, I’ll dive into some of the “hidden” customer success best practices I’ve developed and honed over the years.
These go beyond the usual tactics and are aimed at creating genuinely happy, engaged, and loyal customers.
Understanding the True Value of Customer Success
When we think of customer success, the tendency is to imagine it as simply keeping customers “happy.”
But effective customer success is about creating value that’s both measurable and felt by the customer.
In fact, according to a study by Bain & Company, increasing customer retention by just 5% can boost profits by 25-95%.
And when customers feel they’re consistently getting value, they’re more likely to become advocates.
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Customer Success Best Practices
So, what does creating this kind of value actually look like?
It starts with building a true understanding of each customer’s goals and designing a journey that continually supports those goals.
Here’s how I approach customer success best practices, and what I’d recommend.
1. Going Beyond the Data: Mapping Out Customer Outcomes
Let’s start with something unconventional: data isn’t always enough.
Sure, metrics like product usage and engagement tell us part of the story, but they don’t give a full picture of a customer’s journey or define what success means to them.
In my work with clients, I find it’s crucial to go beyond data and build a deep, personal understanding of each customer’s goals.
Customer Outcome Mapping
For instance, when working with a B2B SaaS company, I started by interviewing a selection of clients to identify their specific outcomes and goals with our product.
While some aimed to streamline operations, others were more focused on scalability or user experience. We then mapped these outcomes to key touchpoints in our customer journey. It’s an approach I like to call “Customer Outcome Mapping.”
This mapping exercise is one of the customer success best practices because it lets you guide conversations and support interactions based on what’s relevant to each customer.
If you align your services with their unique goals, you don’t just support customers—we co-create their success journey.
2. High-Touch, High-Tech: Rethinking Onboarding
Onboarding is one of the most critical stages in customer success best practices. In my experience, a successful onboarding sets the tone for the entire relationship.
That’s why I advocate for a hybrid onboarding model, one that uses a mix of high-touch (personal) and high-tech (automated) strategies tailored to the customer’s needs.
Hybrid Onboarding in Action
Take a recent project with a fintech client. Instead of the usual one-size-fits-all onboarding, we segmented customers based on their tech savviness and company size.
High-value clients received one-on-one onboarding calls and customized guides, while smaller clients used an automated onboarding sequence with behavioral triggers.
These triggers, like logging into their dashboard for the first time or reaching key usage milestones, would prompt personalized emails to guide them further along the journey.
Example: A week into onboarding, a customer hadn’t yet accessed our most valuable feature. This triggered an email that highlighted the feature’s specific benefit to them based on their onboarding interview. This kind of personalization can make all the difference in helping customers feel understood and engaged right from the start.
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3. Reimagining Check-ins: Micro-Check-Ins for Greater Impact
The quarterly business review (QBR) has long been a staple of customer success, but these days, a more agile approach often yields better results.
Instead of relying solely on QBRs, I recommend implementing “micro-check-ins”—shorter, more frequent interactions as a part of customer success best practices that allow you to stay proactive and address issues before they escalate.
Personalized Action Plans
During micro-check-ins, my goal is to offer value without asking for too much of the customer’s time.
For example, rather than reviewing generic metrics, I develop a personalized action plan that ties directly into the customer’s objectives and KPIs.
These action plans don’t just remind customers of their goals but demonstrate our commitment to helping them achieve tangible outcomes.
In one case, I worked with a high-growth e-commerce brand that needed help in optimizing their customer service workflows.
With monthly check-ins, we monitored progress against specific efficiency goals and adjusted our support strategies to align with their rapid expansion. These frequent, focused interactions ultimately helped the client achieve a 30% reduction in response times—a clear win that reinforced the partnership’s value.
4. Advanced Health Scoring: Moving Beyond the Basics
The typical health score can give you a general sense of customer satisfaction, but in my experience, a truly effective health score goes deeper.
Traditional health scores often rely on basic metrics like usage and ticket volume, but I’ve found that layering additional data points can make health scoring more predictive and actionable.
Beyond Traditional Health Scoring
Consider a recent client in the SaaS industry. We began with integrating customer sentiment analysis, feature engagement, and even social media interactions, and we created a multi-dimensional health score.
This score helped us identify churn risks early on—sometimes even before customers themselves were aware of their own dissatisfaction.
Predictive Analytics for Early Intervention: Using predictive analytics, we monitored patterns that often precede churn, like reduced login frequency or abandonment of high-value features.
As we identified these early signs, we reached out proactively to address concerns. This preemptive approach reduced churn by 15% over the course of six months and built a sense of trust that kept our clients engaged.
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5. The Feedback Loop: Building a Culture of Continuous Validation
Customer feedback is more than just a way to check the pulse on customer satisfaction—it’s an invaluable tool for continuous improvement.
In my work, I aim to create a culture of “continuous customer validation” where customers feel like they’re not just being served but actively shaping the product or service.
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Turning Customers into Co-Creators
One way to do this is by establishing closed feedback groups.
For a SaaS client, we invited a select group of power users to participate in regular feedback sessions for beta features. These users felt valued, and we gained insights that allowed us to refine the product before its broader release.
When customers feel like co-creators, they’re much more likely to stay loyal and promote your brand.
Proactive Communication: When rolling out new features, over-communicating with customers about the “why” behind changes has also been vital.
For instance, one of my clients faced potential backlash from a redesign, but by communicating the benefits and involving customers in the process, we saw a 40% increase in feature adoption post-launch.
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6. Building a Customer-Centric Ecosystem Within Your Company
A successful customer success strategy can’t operate in isolation; it requires collaboration across departments.
I advocate for creating interdepartmental “success teams” that bring together people from sales, product development, and marketing to ensure that customer needs are met at every touchpoint.
Training Teams to Think “Customer Lifetime Value”
One of the most effective approaches I’ve found is to train the entire customer-facing team to think in terms of lifetime value rather than immediate upsells.
When everyone is aligned on driving value over time, the customer’s experience improves dramatically.
In fact, Deloitte research shows that customer-centric companies are 60% more profitable than those that aren’t.
Example: For a B2B client, we implemented a playbook that guided sales and support reps on how to respond to customer challenges based on industry-specific needs. This alignment created a consistent, proactive approach that reduced customer churn by 20% over a year.
7. Tracking Advanced Metrics to Measure Success Impact
To measure the success of a customer success program, it’s essential to look beyond basic metrics.
Advanced KPIs like Net Revenue Retention (NRR), Customer Lifetime Value (CLV), and Customer Advocacy Rate offer a clearer picture of the impact.
Customer Advocacy as a KPI
One unique metric I recommend tracking is the Customer Advocacy Rate—essentially, the percentage of customers who actively recommend your product or service.
With one client, we implemented a referral and testimonial program, asking customers who scored high on NPS to participate.
Tracking advocacy not only helped us measure brand loyalty but also drove organic growth through referrals.
Leading Indicators of Churn: For clients with higher churn risk, I often set up dashboards that track leading indicators of disengagement, like feature abandonment or low engagement frequency.
These signals allow for timely interventions and show us which aspects of our service need to be refined.
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Conclusion: Evolving Your Approach to Customer Success
At the end of the day, customer success is about more than just minimizing churn; it’s about building partnerships that bring real value to customers over the long term.
By adopting these advanced, experience-driven customer success best practices, you’re not only investing in your customers’ success—you’re setting your brand apart in a competitive market.
For those of us in CX roles, this isn’t just a job; it’s a commitment to helping customers reach their full potential with our products.
So keep learning, stay proactive, and remember: customer success is a journey, not a destination.