Customer success is when you proactively help customers use your product or service to reach their goals. By helping people get value from your product, you encourage them to stick with your business, thus increasing retention and reducing churn. You’ll also have a more satisfied customer base.
Good success processes are essential for SaaS products because the recurring payment business model means you need to prove your product’s value continually. If you fail to do so, customers will switch off when their contract ends.