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 Success
09:25: Proving the ROI of Customer Success
15:04: B2B Needs to Think Like B2C
22:53: AI in Customer Success: Hype or Game-Changer?
36:00: Breaking Down Silos Between CS, Sales, and Product
44:00: What’s Next for Customer Success?

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