Customer Success Glossary
Clear, practical definitions for 45 customer success terms. Built for CS professionals who want substance, not buzzword soup.
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CES (Customer Effort Score)
Customer Effort Score measures how easy or difficult it was for a customer to accomplish a task with your product or tea...
CSAT (Customer Satisfaction Score)
Customer Satisfaction Score measures how satisfied a customer is with a specific interaction, feature, or experience, ty...
Champion
A champion is the internal advocate at the customer organization who actively supports and promotes your product, often ...
Churn Rate
Churn rate measures the percentage of customers or revenue lost during a specific period. It is the core metric that cus...
Cross-Sell
A cross-sell is a sale of a different product, module, or service to an existing customer, expanding the relationship be...
Customer Advocacy
Customer advocacy is a CS program that identifies and mobilizes satisfied customers to serve as references, case study p...
Customer Health Score
A customer health score is a composite metric that aggregates multiple signals to predict the likelihood of a customer r...
Customer Journey
The customer journey maps every stage a customer goes through, from initial awareness and purchase through onboarding, a...
Customer Lifetime Value (CLV)
Customer Lifetime Value estimates the total revenue a business can expect from a single customer account over the entire...
Customer Onboarding
Customer onboarding is the structured post-sale process of configuring, training, and launching a customer on your produ...
Customer Segmentation
Customer segmentation is the practice of dividing your customer base into groups based on shared characteristics to deli...
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DAU/MAU Ratio
The DAU/MAU ratio measures user engagement by dividing daily active users by monthly active users, indicating how freque...
Digital Adoption
Digital adoption is the process of helping users fully utilize a software product's features through in-app guidance, wa...
Downsell
A downsell is a reduction in a customer's contract value, typically through a plan downgrade, seat reduction, or module ...
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EBR (Executive Business Review)
An Executive Business Review is a strategic meeting focused on executive stakeholders, covering business outcomes, partn...
Economic Buyer
The economic buyer is the person at the customer organization who has the authority and budget to approve, renew, or can...
Expansion Revenue
Expansion revenue is additional recurring revenue generated from existing customers through upsells, cross-sells, seat a...
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NPS (Net Promoter Score)
Net Promoter Score measures customer loyalty by asking how likely a customer is to recommend your product on a 0-10 scal...
Net Revenue Retention (NRR)
Net Revenue Retention measures the percentage of recurring revenue retained from existing customers over a given period,...
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Red Account
A red account is a customer flagged as high-risk for churn based on health score, risk score, or CSM judgment, requiring...
Renewal Rate
Renewal rate measures the percentage of customers (or revenue) that renew their contracts when they come up for renewal ...
Revenue Churn
Revenue churn measures the percentage of recurring revenue lost from existing customers due to cancellations and downgra...
Risk Score
A risk score quantifies the likelihood that a customer will churn or downgrade, based on behavioral, engagement, and con...
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Tech Touch
Tech touch is a customer engagement model that uses automated, technology-driven interactions to manage a large volume o...
Time to Value (TTV)
Time to Value measures how long it takes a new customer to realize the first meaningful outcome from your product after ...
Touchpoint
A touchpoint is any planned interaction between a CS team and a customer, including emails, calls, QBRs, in-app messages...