When I was a kid, my friends and I often turned to the Magic 8 Ball for all of life’s biggest questions. “Will I be rich?” Ask again later. “Does my crush like me back?” Don’t count on it. It was a fun game, but let’s be honest: It wasn’t exactly reliable. Fast-forward to today, and some customer success (CS) teams are still operating the same old way — reacting to issues as they arise, hoping for the best, and leaving too much to chance. But in a world where customer expectations are higher than ever and retention is harder than ever, “Ask again later” just doesn’t cut it.
So what does the future of CS look like? It’s no longer about customer happiness or solely about customer satisfaction — it’s about anticipating needs, enabling value, and fostering long-term growth. Instead of relying on gut feelings or reactive strategies, tomorrow’s CS teams will need to use smarter, more strategic approaches that set customers up to stay, grow, and advocate.
Magic 8 Ball predictions aside, here are a few priorities that next-generation CS teams need to embrace:
Own a revenue target. If CS teams want to earn a seat at the executive table, they must directly connect their work to the company’s bottom line. Aligning their goals with revenue incentivizes CS teams to proactively drive adoption, enable value, and identify upsell opportunities. This accountability ensures that CS is not just a support function but a strategic driver of business growth.
Invest in digital experiences to support scale. To effectively scale the CS function, B2B companies must build a digital hub that empowers customers to engage at their own pace. This means creating a centralized experience where customers can access self-guided training, connect with peers, and find on-demand resources tailored to their needs. By providing these digital touchpoints, CS teams enable deeper self-service, reducing reliance on one-to-one support while fostering a more engaged customer base armed with the resources needed to achieve their goals.
Monetize CS services to become a profit center. To shed the long-standing view that they are a cost center, CS teams should look to monetize their services. By offering tiered levels of service that include premium onboarding, specialized training, and dedicated value consulting, CS teams can provide high-value services that drive deeper adoption and achievement of customer outcomes. This not only offsets operational costs but also reinforces the value of CS as a strategic investment.
The days of guessing games and reactive customer success are over. With the right tools and strategies and a new charter, next-generation CS teams create strong relationships, drive long-term value, and stay ahead of customer needs before they arise. The future isn’t about asking the Magic 8 Ball for answers — it’s about building a customer success function that’s predictive, data-driven, and built to scale. And if you were to ask “Is now the time to evolve?” all signs would point to yes.
To learn more about the next generation of CS, read the report, To Remain Relevant, Customer Success Requires A Bold New Charter. And if you are a Forrester client and ready to embrace the future, reach out to your account team to book a guidance session with me today.
