Customer Success Glossary

Welcome to our list of common Customer Success terms. Keep up with our continually evolving industry and empower yourself with the latest Customer Success terms, definitions, and knowledge.

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Customer Success Flywheel

The customer success flywheel model emphasizes the continuity between pre-sales and post-sales experience and between the way successful customer retention sets the stage for brand advocacy and the recruitment of new prospects. This model re-envisions the customer experience as one interconnected journey from the customer’s perspective in order to drive customer success and business growth.

Stages of the Customer Success Flywheel

When viewed as a holistic flywheel, the complete customer journey encompasses eight stages, including:

  • Awareness
  • Consideration
  • Conversion
  • Onboarding
  • Adoption
  • Renewal
  • Expansion and growth
  • Loyalty and advocacy


At each of these stages, customers face decision points that may lead them in different directions, either progressing further along their journey or ending the journey with the company. At the same time, customers may simultaneously engage in another stage.

Learn More about the Customer Success Flywheel