In SaaS, winning over customers is not actually the goal anymore; it is delivering unprecedented value long after the first click. In this case, subscriptions function like concert tickets. Customers can make purchases, however, staying for the encore completely depends on the subsequent experience.
"A subscription opens the door, but it’s the continuous value, trust, and experience beyond that door that makes customers stay for the journey."
CSM's Wisdom
Key reasons explaining Why Subscription Is the Entry Ticket, Not the Main Event:
The journey post sign-up is where the true Customer Success magic happens. Below, we analyze five key reasons explaining this statement. Every single one of them is supported with takeaways and examples tailored for Customer Success Managers (CSMs).
1. The Initial Sign-Up Is Just a Handshake — The Real Relationship Begins Afterward
Trust is given when one subscribes to a SaaS product for the first time. However, that is just the beginning. People do not stick around just because they made a payment. In fact, enduring customers last only when they feel heard, guided, and supported throughout every stage of their journey.
Example:
Consider the scenario of first time users onboarding onto a website performance monitoring tool. If the onboarding is nothing but a feature walkthrough without any realistic customizations or practical configurations, there is no guarantee that the user will remain engaged. However, if a CSM comes along with a tailored success plan showing how to proactively detect performance bottlenecks specific to their site, trust starts to deepen.
CSM Key Takeaway:
Treat onboarding as the starting point for an evolving relationship, not a one-and-done endeavour. Start contextual and conversational touchpoints, retain structured personalised plans, and establish trust early on.
2. Access Doesn’t Equal Adoption — and Adoption Doesn’t Equal Advocacy
Simply because someone logs in doesn’t give them the right to adopt the product meaningfully. Equally, if someone is using the product, that does not mean they are advocates of the brand. Real advocacy is earned after VertOp users experience consistent value that is strategically aligned with their goals.
Example:
A marketing team may decide to adopt an email automation tool for sending out newsletters. If this team’s usage is limited to single-feature utilisation (for example, email scheduling), then they are failing as a team. However, if a CSM who recommends those customers personalised campaign triggers and showcases the ROI via reporting, that client will never hibernate the tool.
CSM Key Takeaway:
Consider success metrics beyond tracking logins. Work on expanding use cases and anchoring product interactions to business outcomes to transform users into advocates.
3. Renewals Are Earned in Moments of Value, Not in Billing Cycles
Renewals don’t occur spontaneously because a billing alert was triggered; they happen after a sustained period of customers knowing the product will continually enrich the user’s workflow or aligned business objectives.
Example:
An HR system that stagnates from feature-seeking monotony may lose patrons in the long-run despite having a decent retention rate. But that system loses relevance, and shifts into a value moment (not just feature drop) if the system implements predictive analytics for hiring trend right as the customer scales.
CSM Key Takeaway:
Enable customers to leverage your product’s evolving capabilities in relation to their needs. Proactively anticipate those scenarios, and steer the discussions towards outcomes not features.
4. In Today’s SaaS Landscape, Experience Is the Product
For customers, the offering extends beyond a simple tool. The overall experience is paramount and includes: Intuitive design, aiding assistance at the right time, system reliability, and tailored directions which are now essential components of perceived value.
Example:
Two CRMs may provide the same features for managing contacts, but one being clunky and hard to use compared to the other with smooth UX, helpful support, and analytics make it easier to act on, means the latter wins even if it comes at a higher price.
CSM Key Takeaway:
Internally, advocate for refinements to the experience. Externally, advocate for what the customer requires. CSMs should represent the customer’s voice and connect product feedback with usability to the product teams.
5. Every Login Is a Silent Evaluation: ‘Is This Still Worth It?’
Every touchpoint interaction customers have with your product are an opportunity to reaffirm or second guess their loyalty decision. Subtle touchpoints of friction, expectation gaps or a lack of follow ups can silently erode loyalty.
Example:
A user logging in may be staring at stale dashboards and irrelevant alerts, leading them to tune out. Great CSMs who check in service these customers better and help keep them engaged. When balanced with a dynamically maintained interface aligned with usage behavior, customers can be kept engaged. That’s a value loop.
CSM Key Takeaway:
Turn every login into a moment that counts. Develop habits to anticipate user behavior and perform tiny tweaks proactively before users become unhappy. Aim for users to never regret asking, "Is this still worth it?”
Final Thoughts: The Experience Is the Differentiator
In SaaS models, it is common to mix up gaining a customer with succeeding with him. The more sophisticated businesses understand that the real action starts after Day 1. Customers may walk through the door thanks to a marketing push, but they stay due to the experiences, trust, and relevance an organization offers.
The Customer Success Manager role is key. You are not granting access to a product, you are providing a continuum of experiences. Every single interaction, every piece of intelligence, every single plan makes it clear that the subscription was merely a point of entry. The performance begins with the feelings you evoke after.