How to Choose the Right Customer Management Tool in 2020

For most SaaS businesses, there has been a growing focus on creating great Customer Success. And for good reason!

Because in order to grow your business and be profitable, you need to make sure that, you handle all your customer relationships with excellent care. This includes everything from maintaining customer accounts, collecting and analyzing customer feedback as well as managing communication with your clients.

It is not necessarily easy. However, by using some of the many Customer Management tools on the market, this task will be much more manageable. Then your next step will be to decide which of the many management solutions you should choose for your company.

To help you, we have created this guide with some essentials factors to focus on when choosing the right Customer Management Tool in 2020.

Therefore, we have gathered a list of the best Customer Success Tools in 2020. The tools can help you track, organize, and manage everything in regards to customer success best practices and workflows

1) What Should I Consider Before Choosing a Customer Success Solution?

Team working style

This is one of the most vital factors to consider. Because depending on how your Customer Success team works, will have a big influence on which tools will work most effectively.

Is your team a traditional Customer Success team that works inside an office and handles all communication via phone calls and emails? Or are they out meeting your client on one to one meetings? It can also be that your team is working as hybrid teams from both inside the office and out in the field with the consumers.


Many SaaS businesses tend to go with an enterprise-level solution. Nevertheless, in most cases, this is not necessary. Unless you have hundreds of thousands of customers, you do not need an enterprise-level platform.

Instead, you can choose some different platforms, that might not be ready for scale, however, include some leading features that are beneficial for your team.


Yet another essential factor is to make sure your Customer Success platform gets integrated correctly. If you don’t have, valuable data inside your CRM then little can be achieved from your Customer Success team.

Most of the data you will need is assessable in your billing system. This is where accurate data lives, such as renewal timelines, expenses, license plan, etc. So you need to make sure that your billing system gets integrated probably.

Overall, any SaaS company should want to not only focus on billing integration, but also CRM integration, feedback score integration, and support/communication integration.


When deciding on a Customer Management tool you need to consider both the number of customer accounts you have and your consumers’ expectations with the business relationship.

Does your CSM platform need to be able to handle 30 or 50 accounts? This can play a big difference when choosing the most effective tool for your team.

Customer Success goals and strategy

Before you can determine what solution will be right for your firm, you need to have clear Customer Success goals. While this might sound obvious, many companies fail to have this clearly established.

Examples of Customer Success goals include:

  • User Engagement
  • Customer Advocacy
  • Retention (churn reduction)
  • Platform Usage
  • Expansion
  • Customer Happiness/satisfaction

If you already have, these goals defined – perfect! Then you can move on. If not, you need to define these goals within your team.

Once your success goals are in place, you can start to work on your success strategy.

For this to go well, you want to establish how your company utilizes customer touchpoints (in person, through software or services, or via virtual channels). Then you will understand how these interactions can and will influence your Customer Success goals.

Low Touch vs high touch engagement model

Many SaaS companies are able to divide their customer base into different segments. This can be a big help, in order to dedicate the appropriate level of attention and resources to each segment.

If your business has mostly high-value customers you need to pick a Customer Success software that integrates properly with your CRM system, supports account planning, and increases transparency and collaboration among your team members. Most of these companies will have an average annual recurring revenue of over 100,000 USD. This type of customer success plan is normally referred to as a high touch engagement model.

On the other hand, low touch engagement models are usually employed by firms with a lower average annual recurring revenue, from about 5,000 to 100,000 USD. These businesses are best assisted by Customer Success tools that support scalable customer communication. Tools that improve online communities, customer campaigns, surveys, and eLearning.

Consider the usability of the software

Any Customer Success software you choose for your company need to be suitable for your team so they can prioritize their daily activities, identify customer health issues, document account plans, etc.

One aspect to consider is whether your CS team prefers to enter the system through their CSM system or as a stand-alone. Different software allows you to integrate different approaches.

2) Important features to look for

Data and Report

Strong and regular data is vital for any Customer Success manager. Because without it, they will not be able to make the most suitable and efficient decisions.

It is essential that each CS team member is able to produce reports based on customer data. The data should cover everything from survey feedback, client history, invoices, interactions with the customer, engagement on marketing campaigns, etc.

This data is highly valuable, as it should be utilized to make decisions in regard to the customer’s relationship with your business. The more data you have available the better opportunities your business have to manage each customer relationship.

Customer Success Cycles

You will also want CSM software that can provide your team with a comprehensive view of the customer lifecycle. In order to achieve great success, you need to define, maintain, and measure your approach for driving success throughout the lifecycle.

This is important at every stage of the cycle from initial onboarding to renewal. Once you have classified where your clients are in the customer journey, you can identify the key points where customers must be engaged. This should be done so they are constantly receiving value from your offerings.

Moreover, your CSM solution must include some predefined engagement guidelines specific to your company. This will allow your team to always succeed at keeping customers happy. Every time a CSM interacts with a customer, you also want your software to automatically log these events. In that way, you are able to see precisely what touchpoints have been involved and how the consumer responded.

Customer Health Scores

The right Customer Management tool should additionally provide you with a customer health score based on the information gathered from historical data.

The customer health score helps your team to recognize who might be at risk of churning, and proactively prevent that from happening.

The best software should allow you to completely customized the metrics, so you can choose the once that matter the most to your business rather than some predefined metrics that aren’t relevant.

Predictive Decision Tools

The best CSM technology software needs to effectively log the right data. Only with clean and precise data will you be able to predictive customer growth.

The logged data should include interactions with your team and calculated customer payments received. Moreover, the data should cover track records of various inquiries or help desk tickets from your services team, as well as any other information relevant to the customer’s journey.

With the right data, you can more adequately predict any red flags and determine where consumers are facing problems during the cycle. This will conclusively make it easier to foretell how many customers you will retain in the future.

3) What are the best Customer Success tools?

The selection of Customer Success tools on the market for SaaS Business are huge! You have probably already noticed this, or you will soon find out as you start your search for the right solution for your company.

So what are the best Customer Success tools? Unfortunately, there is no one straight answer to this question. Because the answer depends on so many different variables that will be unique to any SaaS startup.

In this article, we have provided you with some essential factors to focus on when choosing the right CSM tool. However, we are aware that our guide is not fully adequate. You will be able to find more knowledgeable insights and advice in Userlane´s article about Pro Tips on Choosing a Customer Success Solution for SaaS.

If you are looking for inspiration for some specific tools, we have create a list of the 15 Best Customer Success Tools in 2020. Furthermore, you can refer to our list of specific CSM tools in our article Best Customer Success Management Tools for every Business in 2020.

If you are a startup company and consequently prefer to keep all expenses at a minimum, you can take a look at our list of the 8 Best Free Customer Success Tools You Should Know.

 Once you have decided on the right Customer Management Tool for your business, you need to make sure to perform the right integration. To help you, we have found an article that outlines How to Implement Customer Success Software.


We hope that this guide together with the recommended, additional readings can help you pick the right solution for your firm.

Remember, it all comes down to being proactive in regards to all of your customer accounts if you want to manage your customer relationships successfully. First then will you start to develop and grow a profitable company.

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