A common challenge CS team face is guiding clients to articulate business outcomes at the outset of a relationship. Clients often think in terms of system functionality—the mechanics of getting work done—rather than the broader “why” behind that work. This disconnect can hinder alignment and dilute the potential value a SaaS solution can bring to an organization.

To navigate this challenge, Customer Success Managers often need to lead clients through an inductive discovery process by identifying the key users and working backward to uncover the business value.

The challenge: from features to outcomes

When asked about their desired outcomes, many clients default to listing features or processes. For example, they may say, “We need to streamline approvals” or “We want faster reporting.” While these goals reflect important operational improvements, they fail to connect to the larger business impact.

This focus on functionality can create a transactional dynamic, reducing your SaaS solution to a tool rather than a strategic enabler. Without clarity on the “why,” success becomes harder to measure, making renewals and expansions more challenging to justify.

The solution: user-centric outcome discovery

To pivot the conversation toward meaningful business outcomes, start by exploring the key users of the solution. This approach uses the "5Ws and H" framework to systematically guide the client to uncover deeper insights and value drivers. Here’s how to structure the conversation:

1. Who are the key users? Begin by asking, “Who are the primary users of this software?” Encourage the client to identify specific roles, teams, or even individual that will interact most with the solution. Clarify their responsibilities and importance within the organization.

2. What challenges do they face? Follow up with questions like, “What tasks or workflows do these users currently struggle with?” and “What gaps in their processes can the software address?” This establishes a baseline understanding of the user’s pain points and frustrations. If you are replacing an existing solution, this step may need to be modified to direct the customer to reflect on their decision to make a change to your solution. For example: How do they use the current solution and what improvements are they looking for? Understand how stakeholders use the current solution. What are the key use cases? What gaps or inefficiencies have they identified?

3. Where do these challenges impact the business? Explore the broader context by asking, “Where in the organization do these challenges create bottlenecks or inefficiencies?” and “Where could improvements make the biggest difference?” This helps identify the organizational areas most affected by the user’s challenges.

4. When will success be evident? Transition to discussing timing by asking, “When would you expect to see improvements after implementation?” and “When do these users experience the most pressure or difficulty in their work?” Understanding timing can help prioritize outcomes and track progress effectively.

5. Why does this matter to the business? Dive into the rationale with questions like, “Why is solving this challenge critical to your organizational goals?” and “Why would these changes be meaningful to stakeholders?” Uncovering the “why” ensures alignment with strategic objectives.

6. How will success be measured? Finally, define measurable outcomes by asking, “How will we know if these users are successful?” and “How will these changes improve broader business metrics, such as revenue, efficiency, or customer satisfaction?” Collaborate to set clear metrics, such as adoption rates, time-to-value, or specific performance improvements.

This structured method ensures the client moves beyond surface-level goals to uncover deeper motivations and value drivers. The dialogue fosters a collaborative atmosphere where the client feels ownership of the outcomes, which increases buy-in and commitment.

The value for SaaS teams and organizations

1. Strengthened Customer Relationships: By uncovering and aligning around business outcomes, you position your team as a strategic partner rather than a vendor. This fosters trust and deepens the customer relationship.

2. Improved Retention and Expansion: When clients see measurable value tied to their business goals, they’re more likely to renew and expand their engagement. Clear outcomes create a compelling narrative for continued partnership.

3. Increased Team Efficiency: A well-defined outcome plan allows your CS team to focus their efforts where they’re most impactful, reducing time spent on low-value activities and enhancing productivity.

4. Enhanced Organizational Insight: Tracking and analyzing business outcomes provides valuable data to inform product development, marketing, and sales strategies, ensuring your SaaS offering evolves to meet customer needs effectively.

Conclusion: a transformational approach

Guiding clients to articulate and align around business outcomes requires a shift in mindset and strategy. By anchoring conversations in the experiences of key users and working backward to uncover value, you empower your team to deliver results that matter. This approach not only drives customer success but also unlocks exponential growth opportunities for your SaaS organization.