Spotlight: Angela Apinyavat @ Inscribe

How has the role of CS changed since you started your career?

The role of Customer Success has evolved significantly throughout my career, as it was once traditionally viewed as a support, training, and enablement function. Today, however, more companies have evolved their CS teams to take on a key role in driving revenue. I strongly believe this shift has been a positive change, as one of customer success’ core metrics is ensuring customers derive value from the product and the partnership. When the value and impact of the solution is seen by the customer, they are not only more likely to renew, but they also become more inclined to expand their relationship with your business, whether it’s through additional products or use cases.

Are there any trends CS in 2025 you are keeping an eye on?

I’m keeping an eye on AI and how it impacts the CS role. This includes how AI can analyze trends and data to flag at-risk customers, or automate routine tasks like onboarding & researching the customer prior to our next meeting. This allows CSMs to focus on more strategic initiatives. I’m a strong believer that AI will make it easier for CSMs to do their jobs well and allow CS teams to operate and scale efficiently. With that said, I’m not concerned about AI replacing the CSM role. After all, people still buy from people, and human connection remains at the heart of building meaningful customer relationships.

What advice would you give to someone starting in CS?

My advice would be to stay curious, proactive and know your product well! When partnering up with your clients, having a genuine curiosity about them as people but also their business needs and what helps make their jobs easier, as that will go a long way! Additionally, being proactive is key. Customers truly value follow-up notes, clear next steps, and anticipating their needs—whether it's flagging new products or services that could benefit them or addressing potential issues before they even arise. Lastly, knowing your product well is essential. Product expertise allows you to build trust with the customer and better advise your clients on how to best execute on their strategies.

What's the most rewarding part of your role in CS?

The most rewarding part of my role is joining a customer meeting and witnessing firsthand the positive impact our services have on their business. It's incredibly fulfilling to see the value we are able to provide for them and continuing to build on that strong partnership first hand! On top of that, I truly enjoy mentoring team members and watching them reach their own career milestones. Empowering others—both internally and externally—is what makes this role truly fulfilling!