The evolution of SaaS organizations that focus on customer experience and customer success. Customer success is more about creating relationships than anything else. It is all about listening and understanding what each single customer requires in order to achieve their goals. With the right tools and the right strategy, SaaS providers can convince their customers that dealing with their brand is a lot more than using a software product. SaaS companies need to go from offering features to creating a whole experience and the journey can go from a simple routine task to a great event!

1. THE STATUS QUO OF CUSTOMER SUCCESS IN SAAS
S T A T S , F A C T S , D A T A , A N D M O R E

2. CUSTOMER JOURNEYS
I N J A P A N E S E
R E S T A U R A N T S
From street vendors to high-class restaurants, eating in Japan is a journey
rooted in specific rites that make the whole experience unique.
Every kind of restaurant offers a completely different customer journey!
Some places are similar to Spanish Tapas bars. To order, you have a
buzzer on your table and you can keep buzzing every time you want to try
something else. In some other places you have a fixed menu (up to 15
different courses!) and you don’t need to do anything. A waiter is always
there and takes care of everything. Other places only have one single dish
and you’re often given just the basic ingredients so that you or you waiter
can cook it at your table. No matter where you go, though, eating out is
an event.
Every little detail contributes to the whole customer experience.

3. CUSTOMER EXPERIENCE DESIGN
AND CUSTOMER SUCCESS
L E A D I N G T H E C U S T O M E R
C L O S E R T O T H E I R G O A L S
A D D V A L U E
In order to facilitate the process,
every step of the customer journey
needs to add value and support the
customer toward such goals.
E C O S Y S T E M
Every application customers
subscribe to is just a tiny piece of the
puzzle that fits in the ecosystem they
create to achieve their goals..
I M M E D I A T E
I M P A C T
Concentrate on the very first
touchpoint to onboarding and
success, which has an immediate
impact on business performance.

4. STATISTICAL DATA THAT PROVE
THE IMPORTANCE OF CUSTOMER
SUCCESS
Some companies
managed to reduce
churn to under 1% and
we all know what the
effects of customer
retention are in terms of
growth!
C H U R N
We’re all familiar with the
80:20 principle. Great
customer success
programs combined with
key account
management increase
profit up to 95%
according to a Bain & Co.
study.
P R O F I T
1
2
RETENTION
70 to 90% of profit
generated by SaaS
companies is often
generated through
renewals, upsells, and
additional after-sales
services- each successful
customer has a very
deep impact on the
bottom line.
1 3

5. STATISTICAL DATA THAT PROVE
THE IMPORTANCE OF CUSTOMER
SUCCESS
Giant corporations as
Hubspot or Salesforce
generate 70 to 80% new
customers through word
of mouth. Not only are
successful customers
more loyal, but they’re
also more likely to
become ambassadors
and bring in new
business.
R E F E R R A L
Number of companies
that decided to introduce
dedicated customer
success units went from
less than 40% to almost
90% in the past year and
customer journey analysis
and optimization have
become the main tool of
conversion and retention
in over 80% of
businesses.
P O P U L A R I T Y
1
5
CONVERSION
Companies that invest
a lot in customer
success are almost six
times more likely to
convert a new lead
than companies that
only focus on product
and growth.
4 6

6. EMPOWERING CUSTOMER SUCCESS PROFESSIONALS TO FULLY TAKE BACK
CONTROL OVER PRODUCT, ACTIVATION, AND RETENTION.
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7. DATA AND FACTS ABOUT
CUSTOMER SUCCESS MANAGERS
L E A D I N G T H E C U S T O M E R
C L O S E R T O T H E I R G O A L S
E A R N I N G S
Experts in this sector earn on average between
$75,000 to $175,000 a year according to seniority
and their remuneration structure is often linked to
a 50% performance-related bonus. Only in rare
cases (<20%), customer success managers rely on
a commission-based compensation.
N E W F I E L D
60% of organizations implemented a formalized
customer success program only in the past two
years. Nonetheless, 90% of marketers in 2017
seem to agree on the fact that designing a
successful customer journey and working at close
quarters with customer success represents their
top priority.
B A C K G R O U N D
K N O W L E D G E
A study conducted by Totango, revealed that 43%
of executives who work in customer success come
from sales or account management while only
24% previously worked in success. The remaining
33% of experts have different backgrounds, from
marketing to product or engineering, consulting or
finance.

8. NEEDED IMPROVEMENTS
I N C U S T O M E R S U C C E S S
Being a relatively new field, there still is a lot of room for improvement.
50% of customer success managers revealed that they’re still uncertain
regarding what metrics need to be implemented in order to evaluate
performance.
Despite the fact that the majority of B2B marketing executives agree on the
importance of customer success programs, only 23% of them focus on a
customer-centric strategy instead of dealing with channel or product-centric
structures. Less than 20% of companies admit that they’re truly efficient with
customer journey mapping and management. Most of the B2B companies still
struggle to implement successful programs, evaluate their effectiveness and
align their organization to the new structure.
Only 34% of customer success teams are structured as stand-alone units
reporting directly to the CEO.
In order to be fit for the future, SaaS companies need to reorganize their business
structure and concentrate on providing a memorable and fully-immersive
customer experience.

9. THE FUTURE
O F C U S T O M E R S U C C E S S
Customer success is more about creating relationships than
anything else.
It is all about listening and understanding what each single
customer requires in order to achieve their goals.
With the right tools and the right strategy, SaaS providers
can convince their customers that dealing with their brand
is a lot more than using a software product.
SaaS companies need to go from offering features to
creating a whole experience and, much like eating at a
Japanese restaurant, the journey can go from a simple
routine task to a great event!

10. LOOKING TO OPTIMIZE YOUR CUSTOMER
SUCCESS STRATEGY ?
SEE HOW