Concept Allies

You have a great product or service, but what about the people who use it? I’m talking about your customers – the people who get up close and personal with your product or service. Your customer base can either make or break your company. Remember that in SaaS, everything compounds. Let’s say that you’re losing 10% of your customers each month. This becomes a massive 71.8% over the year. Let me simplify it for you.

If you started the year with 100 customers you would only be left with 28 of them at the end of the year. This means that you would have to acquire 72 new customers to break even. This is where customer success plays an important role in driving retention and reducing churn.

What is SaaS customer success?

selling through content - SaaS book

Customer success is one of the simplest concepts in SaaS.

SaaS customer success expert Lincoln Murphy defines it as: “Customer success is simply ensuring that your customers achieve their desired outcome through their interactions with your company. That’s it.”

To grow a SaaS business quickly and sustainably, you need to acquire customers and retain them. It plays a role across the customer lifecycle:

  • Customer acquisition
  • Onboarding and adoption
  • Renewal
  • Retention
  • Customer advocacy and referral

5 Tips and Guidelines for SaaS Customer Success

1. Don’t force onboarding

While some users may love an onboarding experience, others may not have the required patience. Such users would skip through onboarding and start experimenting. Therefore, you need to make your onboarding experience as flexible as possible.

Many products offer a welcome tour to educate users on how to use the product. Take a look at this onboarding experience by Get a Newsletter.

How to Build An Amazing SaaS Product Walkthrough (with Examples) - SAAS Customer Onboarding 101

Read More: 6 Best Practices: Your Ultimate Guide to SaaS Customer Onboarding

2. Have quick help links

When users face a problem, they might need help. Don’t make them search for the answer themselves—offer quick links to find what they are looking for (like Zendesk does).

Advanced customization of Web Widget (Classic) – Zendesk help - SaaS customer success example

Image source: Zendesk

Don’t assume that everyone knows how to use your product. You’ll want a robust set of resources available at all times. These can include easy access to forums, instructions documentation, live chat, and other educational resources.

Read More: Your Go-to-Guide to B2B Drip Email Marketing (Meaning, tips & examples)

3. Monitor customer data

SaaS Customer Success - Advantage of monitoring

Image Source: Loggly

Usage data is key to customer success management. Without it, you can’t see what works or doesn’t work for your customers. This data allows you to:

  • Understand how customers are using your product
  • Observe how often they are using your product
  • Identify customers who might be a good upsell opportunity
  • Identify customers who are at risk of churning

Read More: How to generate more reviews for your (Software) SaaS business?

4. Create a process to collect and take action on customer feedback

Using SaaS metircs for customer success

Image Source: Userpilot

Getting feedback from your customers is essential to improving your product and keeping current customers happy. Your customer success team is in the right position to get frequent feedback from your customers:

  • Use in-app surveys like Net Promoter Score (NPS) to measure customer sentiments.
  • Request for online reviews on platforms like Capterra, Trustpilot or G2.
  • Share key quotes from customer emails or phone calls.

Once you gather feedback, you can analyze trends and use that feedback to tailor it to your product roadmap.

Read More: 20+ SaaS Marketing Tools that Every Company Needs

5. Make it easy to connect with your customer success team

If a customer is facing issues with your product, they should not be digging around in their email to contact you. Consider offering different ways for customers to find support, such as:

  • A dedicated email ID for your customer success team
  • Live chat on your website
  • User forums
  • A knowledge base with tips, faqs, how-tos, and troubleshooting information.

Making it easy for a customer will help your customer success team to solve your customer’s problems and leave a positive impression of being supportive.

Read More: 10 SaaS Marketing Metrics You Should Absolutely Use


The goal of customer success is to help your customers gain value when using your product, improve customer retention, reduce churn, and increase customer lifetime value. There is no one-size-fits-all strategy for implementing and measuring customer success. But adopting these tips in your business will help you grow quickly and sustainably in the long term.

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