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Want a high-performing Customer Success (CS) team? Start with collaboration. When teams work together effectively, customers get consistent, smooth experiences - and businesses see better retention, efficiency, and growth. Here’s a quick roadmap to building a collaborative CS team:
Key stat: Companies with engaged employees see a 17% productivity boost, while collaboration can increase team efficiency by 39%. Ready to transform your CS team? Dive in for actionable strategies.
A shared customer journey map brings your Customer Success team together by providing a unified, real-time view of the customer experience. With 84% of consumers placing equal importance on experience and product quality, this alignment is crucial.
The real strength of a shared map is its ability to break down departmental silos. It ensures a consistent understanding of the customer experience across teams like Customer Success, Marketing, Sales, and Customer Support. This collective insight allows your team to anticipate challenges and implement proactive solutions instead of simply reacting to problems.
To create an accurate map, start with thorough research. Use customer feedback, surveys, and interviews to ensure the map reflects real experiences. Define distinct customer personas - especially since over 70% of customers now expect personalised interactions.
Detail the entire customer journey - both online and offline - identifying key touchpoints, critical moments, pain points, and gaps between customer expectations and actual outcomes.
Document how customers feel at each stage to pinpoint crucial interaction moments.
For example, in February 2025, a B2B workflow automation company targeting mid-market IT directors saw the benefits of detailed journey mapping. By analysing their CRM data, customer feedback, and sales team insights, they uncovered a major drop-off after the second follow-up email. The issue? A lack of clear ROI examples. Refining their IT director persona and mapping the journey revealed inefficiencies like inconsistent follow-ups and generic demo content. Their solution included personalised email campaigns with ROI calculators and automated sequences featuring case studies tailored to mid-market challenges.
Involve all relevant departments in the mapping process. Gartner highlights:
"All functions that touch the customer journey should participate in customer journey mapping. Different perspectives improve map accuracy. Different functions often have distinct priorities, so make sure to set expectations, align around common goals, and define the role each participant will play".
Engage teams from sales, marketing, customer service, product development, analytics, and UX/UI to ensure the map captures a complete picture and that everyone understands their role in shaping the customer experience.
Once the map is built, the next step is to make it accessible and ensure it stays up to date.
Use tools like infographics, tables, graphs, or flowcharts to present the journey map in a clear and accessible way. Collaboration platforms such as Miro or Figma are great for enabling easy updates. Review and update the map every six months, assigning ownership to keep it relevant. Regularly validate the map with customer feedback to identify areas for improvement.
Danielle Beecham, Lead UX Researcher at Viz.ai, puts it well:
"Journey maps are living documents! Don't set goals around being 'done.' It's more important to work towards being accurate and that may take multiple sessions and sources of input that will change over time".
A well-maintained journey map should be a dynamic tool that guides daily decisions and helps your team deliver the personalised experiences that 80% of customers prefer when choosing who to do business with.
After mapping out your customer journey, the next essential step is assigning clear roles and responsibilities within your Customer Success team. Even the most detailed journey map loses its value if team members are unsure about their specific duties at each stage.
Defining roles doesn’t just bring clarity - it drives results. Teams with well-defined roles see a 53% boost in efficiency and a 27% improvement in effectiveness. Moreover, 75% of employees with clearly outlined responsibilities report greater job satisfaction and a stronger sense of passion for their work compared to those with ambiguous roles.
Laura Bedoya, Founding Technical Support Manager at Vitally, highlights the necessity of role separation, even in smaller teams:
"Even if you have a small team, it makes sense to have someone dedicated to Support and another person dedicated to CS functions like retention and upselling. It's too much work for one person to handle both functions at the same time".
This division of responsibilities helps prevent burnout among Customer Success Managers (CSMs) and strengthens accountability by ensuring everyone knows their part in delivering a seamless customer experience.
A RACI matrix can act as your blueprint for assigning and tracking responsibilities throughout the customer lifecycle. RACI stands for Responsible, Accountable, Consulted, and Informed - categories that clarify ownership and eliminate uncertainty.
Start by listing key customer success activities, such as onboarding new clients or managing renewal discussions. Then, identify all stakeholders involved, including CSMs, Account Managers, Support teams, Sales, and Product teams.
For each activity, assign RACI roles using these essential guidelines:
For example, when onboarding a new enterprise client, the CSM might be Responsible for leading the kickoff call, while the CS Team Lead is Accountable for the overall onboarding success. The Sales team could be Consulted to provide insights into client expectations, and the Product team would be Informed of any custom requirements discussed.
This matrix ensures tasks don’t slip through the cracks and promotes balanced accountability. As your team grows or processes change, reviewing and updating the matrix regularly will help maintain an even workload distribution.
Once roles are defined, the next step is establishing workflows that guide how team members collaborate effectively. Clarity about "who does what" is crucial, but equally important is creating consistent, natural workflows that ensure tasks move smoothly through the customer lifecycle.
Start by implementing handoff protocols that clearly outline when and how responsibilities shift between team members. For instance, define the process for escalating a technical issue from a CSM to the Support team or for involving a CSM in expansion opportunities led by an Account Manager.
Aligning team incentives can also encourage collaboration. When the goals of the Support team align with metrics that contribute to CSM success, cooperation becomes seamless and organic rather than forced.
Laura Bedoya shares her perspective on collaboration:
"My mantra is simple: If it concerns the customers, it concerns Support. It might not affect us directly. But if there's a possibility that the customer will reach out to us with questions about the initiative, then we need to be fully involved in that decision-making process".
Once your team has clear roles and processes in place, it’s time to leverage technology that genuinely enhances collaboration. Be cautious, though - tools that create unnecessary tasks can waste up to 58% of employees' time on "work about work". Similarly, 89% of IT professionals report that inefficient technology eats up valuable time.
The aim isn’t to overload your tech stack but to choose tools that make it easier for your Customer Success team to work together. The right collaboration technology ensures information flows efficiently, reduces bottlenecks, and eliminates unnecessary friction. This brings us to the next step: selecting tools that truly improve teamwork.
When evaluating tools, focus on features that facilitate real-time communication, secure file sharing, task management, and seamless integration with CRMs and cloud storage.
Role-based access control is key. This ensures team members only see data relevant to their roles, which is especially important when managing sensitive customer information. Additionally, opt for tools with multi-factor authentication (MFA) - a critical security measure that can block 99.9% of automated attacks on user accounts.
Ease of use is another priority. Tools with simple, intuitive interfaces and minimal training requirements are more likely to be adopted, especially by new team members who need to get up to speed quickly.
Integration capabilities are non-negotiable. Your chosen platform should work seamlessly with your existing tools, including CRMs and communication systems. Look for platforms with robust APIs and straightforward data migration options to save time during implementation.
Here are some must-have features to prioritise:
Given that 52% of American employees rate teamwork as very important, the tools you choose must simplify collaboration rather than complicate it.
Once you’ve selected the right tools, centralising customer data is the next step. A unified data source eliminates the confusion caused by outdated or conflicting information. When everyone on your Customer Success team works from the same accurate data, decision-making becomes faster and more reliable.
83% of companies struggle with data inaccuracy, which can lead to wasted time or poor decisions. By consolidating customer information into a single source of truth, your team can avoid these pitfalls. A Customer Data Platform (CDP) is an excellent way to unify data from multiple sources, creating a comprehensive view of each customer. This ensures that Customer Success Managers (CSMs), support teams, and account managers are all aligned when making decisions or interacting with clients.
Security is paramount when centralising data. 70% of customers will avoid a product or service if they feel their data isn’t secure. It’s crucial to implement measures that restrict access to authorised team members and to regularly review permissions as team roles evolve.
Key security practices to follow:
"The entire organisation is responsible for data privacy across the customer journey. Every time employees touch customer data they must ensure they don't compromise customer privacy".
To further support transparency, establish a data dictionary. This document should clearly define each type of customer data collected, its purpose, who uses it, and who owns it. Such clarity helps team members understand not only what data they can access but also how to use it responsibly.
Transparency has additional benefits. 75% of organisations believe that a lack of transparency around customer data can lead to increased churn. When your team has access to accurate, shared data, they can provide consistent and informed support, strengthening customer relationships and trust.
Creating a workplace culture where collaboration feels natural is key to success. While technology can help, it’s not enough if team members aren’t comfortable working together. Building this kind of culture means focusing on communication, developing essential skills, and celebrating achievements. These efforts complement the roles, processes, and tools already discussed, creating a well-rounded approach to customer success.
Transparency is the backbone of effective collaboration. When team members feel comfortable sharing ideas and feedback, trust grows, and innovation thrives. Breaking down silos and keeping everyone aligned with customer priorities becomes easier in such an environment.
Regular meetings can be a great way to share updates, celebrate wins, and exchange ideas. Additionally, using accessible communication platforms ensures that everyone stays informed about company updates and decisions. Providing multiple ways for employees to give feedback is also crucial - it ensures that valuable insights aren’t overlooked.
Cross-training is a practical way to prepare team members to step in for one another, increasing flexibility and preventing knowledge gaps. It involves teaching employees tasks outside their usual roles, helping them develop a broader skill set. For example, customer success managers (CSMs) could learn support processes, account managers could explore renewal strategies, and technical staff could gain insight into customer communication.
Take WSP Australia as an example. They implemented a cross-training programme driven by employee-created learning materials, which led to 97 employees becoming content creators and the development of over 190 training resources in just one year. Similarly, DSM transitioned to employee-led knowledge sharing, saving €5,000 per course and significantly cutting training time, with over 100 employees stepping up as internal trainers.
To start, define clear goals for cross-training. Conduct a job analysis to identify critical tasks that would benefit from this approach and focus on roles that naturally complement each other. Selecting candidates for cross-training should involve reviewing performance data and having open discussions about employees’ interests and willingness to learn.
The most effective programmes pair experienced employees with those in training, creating mentorship opportunities that provide guidance and feedback. Platforms like Stackd (https://stackd.so) can enhance this process by offering personalised mentorship options. Job shadowing is another valuable tool - whether it’s a CSM observing a technical support specialist during customer calls or an account manager sitting in on renewal discussions, these experiences provide practical insights that traditional training might miss.
Celebrating achievements is an essential part of fostering collaboration. Recognition not only boosts morale but also encourages engagement. When employees feel their efforts are appreciated, they’re more likely to stay motivated and contribute new ideas. In fact, those who feel recognised at work are 2.2 times more likely to bring forward innovative ideas. Yet, only one in three workers report receiving praise in the past week.
Atlassian’s Kudos programme is a great example of making recognition a part of company culture. Through this initiative, team members can acknowledge each other’s efforts - whether it’s for going the extra mile or completing a big project - with Kudos, sometimes paired with small rewards. Similarly, Crowe’s "Recognise Alert" and "Pay It Forward" programmes highlight instances when clients praise employees in satisfaction surveys. These programmes also encourage employees to recognise colleagues who contributed behind the scenes. Such initiatives emphasise that great customer outcomes often result from teamwork.
Recognition doesn’t always need to be formal. Simple gestures, like calling out successes in team meetings, sharing positive stories on internal platforms, or highlighting collaborative wins in newsletters, can be just as effective - provided they’re consistent and heartfelt.
"When good performance comes with appropriate, honest, and well-deserved praise, employees feel they are trusted and supported by their boss." - Judith E. Glaser, CEO & Organisational Anthropologist
Customising recognition to suit individual preferences - whether through public shoutouts, private thank-you notes, or small tokens of appreciation - can make team members feel valued for their unique contributions. This personal touch strengthens the sense of connection and belonging within the team.
Keeping tabs on collaboration and refining it consistently ensures your team stays on track. Without proper monitoring, you might miss opportunities to enhance teamwork or fail to catch issues before they affect customer satisfaction. It’s worth noting that companies with strong customer retention tend to grow 1.5 to 3 times faster.
To evaluate collaboration effectively, focus on metrics that reflect both internal teamwork and customer outcomes. Key indicators include MRR (Monthly Recurring Revenue), expansion revenue, CSAT (Customer Satisfaction Score), and CES (Customer Effort Score). Analytics dashboards and time tracking tools can help identify trends, such as how internal response times influence customer satisfaction. For instance, the average CSAT in the SaaS industry stood at 78% in 2022. While CSAT is great for measuring satisfaction with specific interactions, CES provides insights into the effort customers put into their experience.
Internally, you can track collaboration by looking at project turnaround times, the quality and frequency of team communication, and the number of joint initiatives completed. Setting clear, measurable collaboration goals that align with your organisation's objectives ensures everyone knows what success looks like.
"When performance is measured, performance improves. When performance is measured and reported back, the rate of improvement accelerates." – Pearson's Law
Metrics tell you what’s happening, but feedback helps explain why. Combining both gives you the tools to drive meaningful improvement.
Regular feedback is the backbone of open communication and continuous improvement, bridging the gap between employees and leadership.
Offer multiple channels for feedback to accommodate different preferences. Some team members may prefer anonymous surveys, while others might thrive in one-to-one meetings. Quarterly surveys or weekly check-ins can provide timely and actionable insights.
Set clear expectations for the feedback process. Teach employees how to give and receive feedback constructively, which can help reduce anxiety around the process. Leaders play a critical role here - by being transparent, admitting mistakes, and actively seeking input, they set the tone for an open dialogue.
Creating safe spaces, such as town hall meetings or anonymous suggestion boxes, encourages employees to speak up without fear. Workshops on giving and receiving feedback, along with mentoring or coaching programmes, can further strengthen these efforts .
When acting on feedback, analyse the insights and prioritise issues based on their impact. Set clear timelines for addressing key areas and, crucially, communicate the changes back to employees. This step shows your team that their voices matter.
"Employee feedback mechanisms are more than just tools for collecting input - they are critical components of a healthy organisational culture." – Axiom Global Technologies
Avoid feedback fatigue by focusing on quality over quantity. Train managers to handle feedback constructively and use negative feedback as an opportunity for growth. Regularly review the feedback process itself to identify areas for further improvement .
In fast-paced environments, real-time feedback tools can provide instant insights, while AI-powered platforms can efficiently analyse trends. Remember, effective feedback isn’t just about pointing out problems - it’s about offering respectful, specific, and solution-driven suggestions. Use these insights to refine roles, processes, and tools, ensuring your team continues to work effectively together.
Building a truly collaborative Customer Success (CS) team is a journey that requires consistent effort and adaptability. This guide has laid out key steps to help you establish a strong foundation for teamwork. Collaboration is not static - it evolves alongside your organisation's growth and changing needs.
Take a moment to reflect on the essential principles shared here. These will help you create a team that works together seamlessly toward shared goals.
"There need to be shared goals across an organisation so that we're all moving in the same direction. And that starts with the leaders of the functions themselves."
– Jeff Heckler, Director of Customer Success at MarketSource
Strengthen collaboration by breaking down departmental silos. Your CS team must work closely with departments like Sales, Marketing, and Product. This means formalising processes like handoffs, providing sales training for CS staff, and ensuring open communication between teams.
Don’t overlook the importance of fostering a positive team culture. Encourage open dialogue, develop cross-training initiatives, and celebrate shared successes. When team members see how their roles contribute to the organisation's larger goals, they’re more motivated to collaborate effectively.
Regular retrospectives can help you fine-tune your processes. By creating feedback loops, you can gather valuable insights and make adjustments that improve how your teams work together.
Interdepartmental partnerships are at the core of CS success:
"Instead of thinking in a silo, really look at how customer success and sales can better partner together or how you can leverage marketing as a tool and as a resource to drive customer engagement."
– Maranda Dziekonski, Chief Customer Officer at Swiftly
Investing in ongoing professional development is another cornerstone of collaboration. As the CS field continues to change, offering learning opportunities ensures your team stays ahead of customer expectations. Platforms like Stackd can connect your team with mentors who provide tailored advice and valuable industry expertise.
Finally, remember that effective collaboration drives consistent, exceptional customer experiences. Start small - focus on one area, such as mapping your customer journey or clarifying team roles. Track your progress regularly to ensure you’re moving in the right direction. By creating systems that support teamwork, you’ll build a CS team that makes a lasting impact.
To ensure your customer journey map stays accurate and useful, it's essential to review and update it on a regular basis - ideally every six to twelve months. However, if your business undergoes significant changes or you notice shifts in customer behaviour, you may need to revisit it sooner. Regular updates should be guided by customer feedback, data analysis, and emerging market trends to keep the map aligned with the actual customer experience.
By taking this approach, you can spot new areas for improvement and keep your strategies in sync with what your customers expect. Keeping the map current allows you to consistently deliver value at every step of the customer journey.
Creating an environment where open communication thrives within Customer Success teams involves a few practical strategies. Start by organising regular check-ins and feedback sessions. These meetings should be spaces where team members feel comfortable expressing their ideas, sharing challenges, or voicing concerns. This not only builds trust but also ensures every voice is acknowledged.
Another key step is encouraging transparency. Share updates on company goals, decisions, and progress openly. When team members see how their work fits into the broader objectives, they’re more likely to feel connected and appreciated.
Don’t overlook the value of informal interactions either. Team-building activities or casual meet-ups can go a long way in strengthening relationships, making day-to-day communication more effortless and genuine.
By focusing on these strategies, you can cultivate a workplace where collaboration and communication naturally flourish.
When picking tools to improve collaboration within your Customer Success team, it's important to focus on a few critical factors:
By focusing on these aspects, you can build a more connected and efficient team, setting the stage for stronger Customer Success outcomes.
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