The Overton Window is a way to think about how the range of acceptable discourse changes over time. This idea can be used in industries, professions, and even business functions like Customer Success (CS). As businesses grow, customer expectations rise, and technology changes, the role of Customer Success is changing from one that helps to one that drives business.
Signs that CS is Heading for an Overton Window shift:
Here are seven signs that Customer Success is getting close to a big change in the Overton Window.
1. Customer Success Is Becoming a Boardroom Topic
Customer Success used to be seen as a support function after a sale, but now it's a main topic of discussion at the board level. Companies are no longer just looking at their Net Promoter Score (NPS). They are now directly linking customer success metrics to revenue growth, customer retention, and the overall value of the company.
Shift Indicator: The Overton Window has moved when quarterly earnings calls start to focus on customer health scores and expansion rates as key growth drivers.
2. Compensation Models Are Tied Directly to Outcomes
More Customer Success Managers (CSMs) are getting paid based on how well their customers do, not just how many renewals they get. This change changes how people see CS, from a "cost center" to a direct contributor to revenue and customer lifetime value (CLTV).
Shift Indicator: If your CSMs are responsible for meeting quotas or getting paid for upselling and expanding, the story has changed.
3. CS Technology Spending Is Increasing Rapidly
The quick growth of the Customer Success technology stack, which includes platforms like Gainsight, ChurnZero, and Totango, shows that companies are moving away from manual processes and toward making decisions based on data. To grow their customer success operations, businesses are putting a lot of money into AI, automation, and predictive analytics.
Shift Indicator: If the technology stacks for customer service are as complicated and expensive as those for sales and marketing, it's a sign that Customer Success is being seen as a way to make money.
4. The Rise of Customer-Led Growth (CLG)
"Customer-Led Growth" is becoming the main way to go to market, with Customer Success at the heart of growth, referrals, and advocacy. More and more businesses are creating customer communities, loyalty programs, and customer advisory boards that are directly related to how they grow.
Shift Indicator: When marketing and sales teams start to work together on CS-led projects like case studies, community engagement, and peer referrals, it shows that the whole industry is changing.
5. New Titles and Expanded Career Paths in CS
The rise of positions like Chief Customer Officer (CCO), VP of Customer Experience, and Customer Success Operations shows that businesses are making customer success a formal part of their leadership structures.
Shift Indicator: A clear rise in CCO roles and customer success leaders getting a seat at the executive table shows that things are changing in the industry.
6. Proactive Customer Success Becomes the Norm
No more support that is only reactive. The industry is moving toward success models that are proactive and predictive. Using AI to predict customer churn, find upsell opportunities, and make personalized suggestions is becoming the norm.
Shift Indicator: Your company is ahead of the curve if your customer service team spends more time on proactive outreach and delivering value than on putting out fires.
7. CS Is No Longer Optional, It’s a Core Competency
Customer Success is changing from a department to a company-wide mindset in many SaaS businesses, especially those that use PLG (Product-Led Growth) models. Customer outcomes are being used to judge product teams, sales, and even finance.
Shift Indicator: The Overton Window has fully shifted when all departments have shared KPIs that are linked to customer success, such as lowering time-to-value and raising retention.
Final Thoughts
As the Overton Window moves, things that used to be seen as radical, like paying CSMs based on revenue or having CS report directly to the CEO, become the norm. Companies that get on board with this change early will have better relationships with their customers, keep more of them, and grow in a way that lasts.
The question is: Is your Customer Success plan ready for this change, or will you be left behind as the industry changes?