Customer success is a business effort to help customers achieve their objectives. It involves working with customers to discover how products and services can empower them to reach their goals and objectives, often by anticipating their needs and taking proactive steps to outperform their expectations. Customer success benefits all parties, including the customer receiving support towards their goals and the company expecting less churn, more upselling opportunities, greater loyalty, and lower acquisition costs as customers become long-term brand advocates. A proactive approach is taken in a customer success scenario, finding solutions to customer problems before they ask for help. The key role of customer success managers is to be one step ahead, proactively identifying how to further a customer's business and making recommendations that will help them achieve greater success. To support customers effectively, it's essential to understand their goals and adjust the support provided accordingly. Customer success best practices include establishing what success looks like for each customer, setting them up for success from onboarding, proactively contacting customers, and monitoring metrics for continuous improvement. Understanding customer success is crucial for businesses to add value to the brand-customer relationship, reduce churn, increase revenue, and build long-term loyalty.