Customer success is something that happens throughout the lifecycle—it’s not just a group that sits in the back making customers happy.

Today’s guest is Lincoln Murphy, author of Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue. Lincoln explained that there are four things that everybody wants from their customers: we want our customers to stay longer, to buy more, to invite us into other parts of their business, and to advocate for us.

But how do we actually get them? Most of the time, we leave them up to chance. But if you make your customer successful, those four things happen naturally.