Two Customer Success Goals

Two of your customer success goals should include:

1) Ensuring your customers quickly move beyond their purchase decision to a level of proficiency that leads to their initial success with your products and/or services in the shortest amount of time possible. 

 

The effectiveness of your onboarding programs and the ongoing support that you provide to your customers will determine your ability to achieve this first goal. 
If you can ensure this initial onboarding success you will create long-term customers, who will expand the use of your product/services over time, delivering significant Lifetime Value, strong advocacy for your company, and ensuring your ability to attract more customers and steadily improve your market position. 
However...
2) If your customer doesn't quickly achieve this initial success, you need to ensure that they don't blame you!
You have to ensure that you have worked closely with your customer through the onboarding process so that they know that if they follow your process, they will succeed; but, if they don't, they are responsible for the lack of results... that it wasn't your product/service that fell short of their goal... it was their 'inaction.' 
Obviously, if your customer blames you, it will result in unwanted churn, and could also result in a weakening reputation in the market and your market/customer development efforts even though your customer's failure wasn't actually your fault.
However, if your customer realizes that if they had worked closely with you, you would not only have ensured their initial success, but that you were also in a position to provide them with the support they will need for long-term success as well.
When your customer realizes the value of your onboarding process and ongoing support, you'll have an opportunity to get them back on track, and to deliver the value they expected when they made their initial investment in your product/service.
This is what your customer success initiative should be focused on.
Tags: 
Customer Success