Trim Size: 6in x 9in  Mehta572763 c01.tex V1-04/03/2020 11:45pm Page 19 Customer Success: What It Is and Why It Affects Everything 19 Great companies will truly understand why customers churn (“It’s just not working for us” or “We can’t afford it” are not real reasons). They will also learn why customers churn individual products, which causes downsell (dollar churn). Law#10:Customer Success Teams Must Become Metrics-Driven Aswithanynewbusinessendeavor,maturityisrequiredtoensurelong-term viability. Well, that time has come for Customer Success, which is still relatively new as a formal organization within most enterprises. Repeat- ability, process definition, measurement, and optimization are the hallmarks of maturation. We see glimpses of these at more mature recurring revenue businesses, but there’s still a long way to go for most. Ultimately, the purpose of Customer Success, like any other part of a thriving company, is to achieve real business outcomes. Defining what success means both for you and for your customers, and then establishing clear metrics that will deliver that success, is a necessary part of accelerating  the maturation process.  Remember: You can’t improve what you don’t measure. So establish your metrics, start measuring and responding to those measurements, and watch your Customer Success program deliver ever-increasing positive results.