Evolution of Customer Success in the Indian SaaS Landscape

In recent years, the role of Customer Success (CS) in the Indian SaaS ecosystem has transformed dramatically. What began as a critical function for ensuring customer satisfaction and retention has now evolved into a revenue-driving powerhouse. As the SaaS market matures, so too do the expectations placed on Customer Success Managers (CSMs).

During the pandemic, the demand for customer success roles in SaaS skyrocketed. As businesses transitioned to remote models, the need for smooth customer experiences and strong client relationships became paramount. Indian startups, much like their Western counterparts, viewed customer success as the magic bullet that could drive retention, delight customers, and ultimately boost profitability. The prevailing thought was simple: a happy customer would naturally stick around, leading to lower churn rates and sustainable growth.

However, as the global economy faced a "funding winter" in 2022-2023, priorities shifted. Startups could no longer afford to focus solely on customer delight. Revenue growth, particularly year-over-year (YOY) gains, became the critical metric. As a result, customer success was no longer just about ensuring satisfaction but also about owning revenue-generating activities like upselling, cross-selling, and renewal management.

This shift has introduced new pressures and opportunities. On one hand, CSMs are now more accountable for driving tangible business outcomes. On the other, the function is at risk of losing its consultative essence, with many roles becoming operationally heavy, focused more on numbers than on relationship-building. The landscape is highly competitive, with roles like Key Account Managers, Sales Executives, and even Product Support professionals vying for customer success jobs. It’s not uncommon to see hundreds or even thousands of applicants for a single CS position.

Additionally, there is no universal definition of what a CSM should do across Indian SaaS companies. Some organizations treat CSMs as technical consultants, responsible for onboarding and troubleshooting, while others view them as strategic account managers focused on renewals and long-term partnerships. Still, others tie the role closely to sales, tasking CSMs with revenue generation and quota attainment. This lack of consistency has created both confusion and opportunity. For job seekers, it means that understanding a company's specific expectations is critical to landing and excelling in a CS role.

The evolution of customer success in the Indian SaaS landscape reflects broader trends in the global market, but with unique local challenges. In 2024, the role of a CSM is no longer just about ensuring customer happiness; it’s about driving business outcomes, contributing to revenue, and navigating a fiercely competitive job market. For professionals in the field, success will depend on their ability to adapt, embrace new responsibilities, and continue to build deep, meaningful relationships with their customers.

As Indian SaaS companies continue to expand, the need for skilled, adaptable, and revenue-driven CSMs will only grow. Those who can strike the right balance between customer advocacy and business growth will find themselves in high demand, even as the job market tightens. The future of customer success in India is bright, but it requires a new breed of CSM—one that is equally adept at consulting, operations, and sales.