Customer success is at a crossroads. Is it a revenue engine or just post-sales support? Is it a strategic function or a catch-all for everything customer-related? Lauren sits down with Marybeth D’Souza, Principal at Deloitte Consulting, to tackle the identity crisis facing customer success today. With years of experience leading CS at Salesforce and now shaping its future at Deloitte, Marybeth shares groundbreaking insights from research with 35 top companies on where the best teams are investing.They break down the five biggest trends shaping customer success in 2025, including the shift from CS as a team to CS as a mindset, the increasing reliance on AI and digital automation, and why failing to align with sales and product is holding teams back. Marybeth also reveals why B2B companies need to start thinking more like B2C, how customer expectations have changed, and what CS leaders must do to prove their impact and secure their place at the table. If you’re in customer success (or trying to define its future in your organization) this conversation is a must-listen.Key Moments: 00:00: Who is Marybeth D’Souza, Principal at Deloitte Consulting?03:52: The 5 Key Trends Shaping Customer Success09:25: Proving the ROI of Customer Success15:04: B2B Needs to Think Like B2C22:53: AI in Customer Success: Hype or Game-Changer?36:00: Breaking Down Silos Between CS, Sales, and Product44:00: What’s Next for Customer Success? –Are your teams facing growing demands? Join CX leaders transforming their AI strategy with Agentforce. Start achieving your ambitious goals. Visit salesforce.com/agentforce Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org
Full Episode
Customer success is facing an identity crisis right now. How do we just fundamentally turn customer success on its head?
This is why I love journey mapping as a tool so much. Aligning on what does the customer need from us at all these phases and who's giving that to them?
We've interviewed over 35 leading companies around where are they placing their bets? Where are they investing? And there's five themes that have emerged.
We have to be really brave in putting the pressure on our company internally to make sure collectively that we are proving business value for our customers.
Customer expectations are turning into B2C expectations. I made a purchase. I don't have time to wait. I want to start getting value immediately. If you deploy the right technical expertise, there's a 10 to 20% uplift in expansion. Let me help deliver on the promise you made so that you can go make more promises.
Hello, everyone, and welcome back to Experts of Experience. I'm your host, Lauren Wood. In today's business landscape, customer success isn't just evolving. It's revolutionizing how companies grow and thrive. And there are few people that understand this better than Mary Beth D'Souza.
Mary Beth is a principal at Deloitte Consulting, where she leads their customer success organization and talent offering. With her journey from customer success leadership at Salesforce to being a strategic leader at Deloitte, she is pioneering a new approach and showing why customer success is truly the heartbeat of modern business.
So today we are going to talk about the state of customer success in 2025, how AI is revolutionizing client relationships, and how customer success is no longer just a team, but an approach. Mary Beth, so great to have you on the show. Thanks so much for having me.
Well, I met you at the Women of Customer Success Summit in New York City last fall, which was a fabulous event for anyone who is interested, any women in customer success. It was great. And you gave this amazing presentation about the future of customer success. So I had to have you on the show. And I'd love to just start off by hearing your take. Broad question.
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