Customer success (CS) in B2B companies has evolved from a reactive function focused on “customer happiness” to a critical revenue function tasked with helping customers achieve their desired business outcomes and increasing the odds that they’ll gain value, stay loyal, and buy more. This report uses data from Forrester’s State Of Customer Engagement Survey, 2024 to show where CS professionals are spending their time and effort on retention and growth programs, as well as what challenges they’re facing.