1 Brutal Truth Every CS Pro Needs to Hear

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Hey CS Pros,

Last week I shared a post on Linkedin that got a lot of eyeballs on it. 👀 

Today, I want to expand on that post and talk about something that might make you a little uncomfortable but could change the way you approach your Customer Success role—especially as we head into the end of the year.

Yes, you read that right. It’s a misconception many of us have been taught, but here’s why it’s holding you back.

Why “Happy Customers” Isn’t the Goal

I learned this the hard way a few years ago. I had a customer who loved our calls. They would praise me for being responsive, friendly, and helpful. So, I was completely blindsided when they decided to leave.

What went wrong?

When I looked back, I realized that while I’d focused on keeping the relationship warm, I hadn’t focused enough on delivering the outcomes that mattered most to them. They liked working with me, but they didn’t see the ROI they needed from our product.

This happens more often than you’d think. A customer can enjoy working with you and still decide to churn if they’re not seeing the tangible results that matter to their business.

Why Q4 Is the Best Time for a Reality Check

As we are already into Q4, I know it’s crunch time. You’re pushing for those year-end KPIs and closing renewals. But believe it or not, this is also the perfect time to do a reality check and set yourself up for success in 2025.

Here’s why:

• Q4 is about closing strong, but it’s also about looking forward. If you can carve out just a few hours each week for proactive planning, you’ll be better equipped to start the new year with a focused approach. Check out my previous newsletter for tips!

• Being intentional now means fewer surprises later. Take this time to analyze which customers are genuinely successful with your product and which ones might need more value-driven support.

• Focus on the customers who need more than a friendly face. Who’s getting the most out of your product, and who’s just cruising along? This is your chance to get real about how you can drive better outcomes for all your customers next year.

3 Takeaways to Make Sure 2025 Is Your Best Year Yet

Here are three practical steps to keep in mind as you plan for 2025, even while wrapping up those year-end goals:

1. Prioritize Outcomes Over Relationships:

It’s great when customers like you, but it’s critical they see value in what you’re delivering. Focus on tying their goals back to product usage and make sure every QBR and check-in includes measurable outcomes.

2. Use Q4 to Build a Strong 2025 Foundation:

Take time now to identify which customers are struggling to see ROI, and create a plan to turn them into success stories in the new year. Even if Q4 feels overwhelming, blocking a little time for forward-thinking can change the trajectory of next year.

3. Have the Tough Conversations Early:

If a customer isn’t seeing the value they expected, don’t shy away from the conversation. Address it head-on, identify gaps, and use those insights to inform your 2025 strategy. The sooner you tackle these issues, the better.

It’s easy to get caught up in making customers feel good. But if you’re not delivering outcomes, all the friendliness in the world won’t keep them around. And while Q4 is busy, it’s also the perfect time to set yourself up for a successful year ahead.

The truth might sting, but it’s also your best opportunity for growth. Take it from someone who learned it the hard way—focus on value now, and you’ll be ready to crush your goals in 2025. That's all for now.

I hope you’ve found this newsletter helpful. If you did find it helpful feel free to forward it to a friend or a colleague, sharing is caring! If you have any questions or suggestions, please feel free to contact us.

Cheers to your CS success,

Anika

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