How to Create an Effective Customer Success Team


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Customer success is something that business owners strive for after they create an online store and build a loyal following. Software as a Service (SaaS) companies are notorious for focusing on the success of their customers.

The SaaS industry relies on retaining consumers after they have invested in their service. Because the goal is to keep customers invested, you must fight for the success of the people who support your brand.

We are going to look at a few ways you can build an excellent customer success team. First, we are going to look at the differences between success and customer service teams. Next, we will examine how you can start helping customers right away and learn from their feedback.

Let’s dive in!

Know the Difference between Customer Service and Success

There’s a common misconception that customer service and success teams serve the same function. This assumption is far from true.

First, let’s think about the goal of customer service teams. Their purpose is to help consumers through the buying process and answer questions that may come up about features or payment options. For example, if you have trouble remembering your password or creating an account, customer service can help solve this issue.

Customer success teams are focused on retaining customers after they’ve made their purchase. The goal is to provide value and enrich the experience users have when they use your product or service.

Think about it from the perspective of a traveler. A travel agent (customer service) helps guide you through the process of getting from point A to point B by planning flights and your hotel room. Once you make it to B, it helps to have a guide (customer success) that helps you through the area and makes the most of your experience.

Analyze Customer Feedback

Customer personas play a massive role in determining what people want and need after they subscribe to your SaaS. Companies that help businesses market their product have a vastly different set of customer personas compared to a business like Netflix.

You have to understand your customer base, their pain points, and their long-term goals if you want to build a successful team. One of the best ways to find out more information about your customers is by examining your Google Analytics data. You’ll have access to the most popular content on your website, common questions and concerns people have after they’ve purchased your service, and you’ll understand the demographics that make up your customer personas.

Customer feedback is another excellent way to determine the long-term goals and pain points of your customers. Try to send out feedback forms to your regular customers and new subscribers alike. You can ask questions about where they are struggling, how you can help, and what they hope to accomplish by using your product. If you know what customers expect from your service in advance, you can make educated decisions about onboarding plans for first-time buyers.

Start Helping Right Away

The most important rule to remember when fine-tuning your customer success team is you have to be there to assist as soon as possible. When a new subscriber becomes a customer, send them an email and let them know that their success is your priority and you want to do anything you can to help.

If you hold regular webinars or podcasts about your service, include an event registration form so new customers can actively participate in these events. The more people involved in the webinars and podcasts, the better chance consumers have for success — which leads to a profitable and productive business.

Make it clear that you have a designated team to help users make the most of your software. In many cases, customers might not be aware that they have a question when they first sign up. If they know that there is a team on their side and willing to help, you’re more likely to see those people involved with your team and working towards their goals.


As business owners, it’s our job to fight for the success of our customers. There are plenty of different tactics you can use to help retain customers beyond their initial purpose. The ultimate goal of a customer success team is to provide value to consumers who need help making the most of your service. Keep these values in mind as you are crafting your team, and you’ll soon have a staff of people ready to help consumers stay engaged, active, and happy to be a part of your brand family.

Syed Balkhi
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.


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