Navigating User Behavior Trends: A Guide for Customer Success Managers

Understanding user behavior is one of the trickiest parts of Customer Success. Customers don’t always tell you what they need, and even when they do, their actions don’t always match their words. 

As a Customer Success Managers (CSM), you’re expected to anticipate problems before they happen, personalize experiences, and keep engagement high—all while managing a growing book of business.

When user behavior shifts, the strategies that worked last quarter might not be as effective today. But staying ahead of trends doesn’t have to mean overhauling your approach every few months.

This blog breaks down key user behavior trends shaping Customer Success in 2025. You’ll find practical insights to help you adapt your strategy, improve retention, and create a better experience for your customers. 

1. The rise of personalization and hyper-targeted content

Customers expect more than just a one-size-fits-all approach. They want experiences that feel relevant, timely, and tailored to their needs. From onboarding to ongoing engagement, personalization plays a critical role in keeping customers invested in a product.

If users feel like they’re receiving generic communication, they may disengage or look for alternatives that offer a more customized experience.

Personalization helps drive engagement by making interactions more relevant and meaningful. It ensures customers receive the right information at the right time, whether it’s through targeted product recommendations, in-app messaging, or personalized email sequences. 

Companies that leverage personalization effectively often see increased customer satisfaction and improved retention rates. 

By segmenting users based on behavior, industry, or role, you can tailor engagement strategies to their specific needs. Velaris’s segmentation capabilities can help you reach a greater understanding of how to personalize your approach for each customer. 

2. Emphasis on data privacy and ethical use

As customers become more aware of how their data is used, privacy concerns continue to grow. Businesses that fail to handle data responsibly risk losing user trust, which can directly impact retention and brand reputation. 

High-profile data breaches and regulatory changes like GDPR and CCPA have made privacy a top priority for both users and companies.

Transparency in data collection and usage is critical for maintaining customer trust. Users want to know why their data is being collected, how it will be used, and what protections are in place. 

Companies must adopt transparent data policies, clearly communicate them to users, and ensure compliance with privacy regulations. Encrypting sensitive information, limiting data access, and regularly reviewing security practices can help maintain user confidence.

3. Integration of artificial intelligence (AI) in user interaction

AI is transforming how companies interact with customers, offering smarter, more efficient ways to deliver support and engagement. Whether through AI-driven chatbots, predictive analytics, or automated email responses, AI helps businesses provide proactive and personalized customer experiences.

One of AI’s biggest advantages is its ability to analyze vast amounts of data quickly. This allows companies to identify patterns in user behavior, predict potential issues, and recommend solutions before problems escalate. AI-powered tools can also reduce response times and improve the quality of customer interactions.

Velaris’s AI copilot analyzes customer emails, tickets, and transcripts to suggest next steps and automate workflows. Additionally, its AI-driven email writing feature helps CSMs craft personalized, context-aware responses, saving time while maintaining high-quality interactions.

4. Demand for omnichannel experiences

Customers interact with businesses through multiple touchpoints—email, chat, in-app messaging, and social media. They expect seamless, consistent experiences across all these channels. If communication is fragmented, customers may feel frustrated, leading to disengagement and potential churn.

Maintaining consistency across platforms is a common challenge for CSMs, especially when different teams use different tools. A lack of integration can result in lost context, forcing customers to repeat themselves or receive mixed messages from different departments.

Developing an integrated communication strategy ensures customers receive a cohesive experience, regardless of the channel they use. Teams should have access to the same customer data and context to avoid disjointed interactions.

Check out this guide on omnichannel engagement for more helpful tips. 

5. Shift towards self-service and on-demand support

Many users prefer to find answers on their own rather than waiting for support. Self-service options like knowledge bases, FAQs, and in-app support have become essential for reducing dependency on human support teams while improving customer satisfaction.

Providing strong self-service resources benefits both users and businesses. It allows customers to troubleshoot issues at their own pace, while support teams can focus on more complex cases. 

Without these options, customers may become frustrated and reach out with avoidable questions, increasing support workload. Businesses should invest in building comprehensive self-service tools that empower customers to find solutions independently. 

Well-structured documentation, searchable FAQs, and proactive guidance within the product can significantly improve the user experience.

6. Inclusivity and accessibility

Users expect products and services to be inclusive and accessible to a wide range of people, regardless of ability, background, or technological expertise. 

More companies are recognizing that accessibility isn't just a compliance requirement—it’s a crucial aspect of user experience. A product that is difficult to navigate or doesn’t accommodate diverse user needs can lead to frustration and disengagement.

Inclusivity goes beyond accessibility for people with disabilities. It includes providing multiple language options, considering cultural differences in design, and ensuring that interfaces are intuitive for users with varying levels of digital literacy. Businesses that prioritize inclusivity often see increased engagement and customer loyalty, as users feel valued and heard.

Companies should integrate accessibility best practices into their product design, such as using alt text for images, offering multiple input methods, and ensuring compliance with WCAG (Web Content Accessibility Guidelines). User testing with diverse groups can also help uncover accessibility barriers.

7. Ethical and sustainable products

Consumers are increasingly aware of the ethical and environmental impact of the products they use. Many users prefer to engage with brands that prioritize sustainability, fair labor practices, and responsible sourcing. 

A lack of ethical responsibility can lead to negative brand perception and decreased customer trust. Companies that actively communicate their sustainability efforts and ethical practices tend to build stronger relationships with users who align with these values.

Businesses should ensure transparency in their supply chains, minimize waste in production, and consider sustainable alternatives in packaging and product design. Highlighting these efforts in customer communications can strengthen brand loyalty.

8. Social media and user behavior

Social media has fundamentally changed how users discover, interact with, and evaluate products. Many customers turn to platforms like LinkedIn, Twitter, and Reddit for recommendations, reviews, and discussions before making a decision. The way users engage with brands on social media directly impacts trust, reputation, and long-term loyalty.

For businesses, ignoring social media trends can mean missing out on opportunities to connect with customers. Users expect brands to respond quickly to inquiries, acknowledge feedback, and engage in meaningful conversations. 

A slow response time or lack of engagement can push potential customers toward competitors who are more active online.

Businesses should adopt a proactive social media strategy that includes engaging with customers in real time, addressing concerns publicly, and providing helpful, transparent information. Monitoring social media trends can also help businesses adjust messaging to align with user interests.

9. Frictionless sign-up and payment processes

Users expect sign-up and payment processes to be seamless, quick, and free of unnecessary obstacles. If a process is too complicated, requires excessive steps, or asks for too much information upfront, users are likely to abandon it entirely.

A streamlined user experience is particularly important for SaaS businesses, where customers need to onboard quickly and access value without friction. Common issues like forced account creation before checkout, slow verification processes, and unclear pricing structures can drive users away.

Businesses should simplify the sign-up and payment experience by offering single sign-on (SSO), guest checkouts, and transparent pricing. Reducing unnecessary steps and making it easy for users to complete transactions improves conversion rates.

Velaris enables CSMs to track drop-off points in the onboarding process, helping teams identify where users encounter friction. By automating follow-ups and offering in-app guidance, businesses can address pain points and improve the user experience.

10. No-code and low-code adoption

More businesses are adopting no-code and low-code solutions to give users greater control over their workflows without requiring technical expertise. Customers expect flexibility in how they use software, and rigid, code-heavy solutions can feel restrictive.

No-code and low-code platforms empower users to build custom workflows, automate repetitive tasks, and make modifications without relying on engineers. 

This trend is particularly relevant for SaaS companies, where users want the ability to personalize their experience without extensive technical knowledge.

Companies should incorporate no-code or low-code options where possible, allowing users to tailor the product to their needs. Offering templates, drag-and-drop builders, and modular features can make customization more accessible.

Conclusion

User behavior is constantly changing, and businesses that fail to adjust risk falling behind. Customers now expect more inclusive and accessible experiences, ethical and sustainable business practices, and seamless interactions across digital platforms. 

Social media plays a significant role in shaping opinions, while frictionless sign-up and payment processes have become standard expectations. Additionally, no-code and low-code solutions are shifting how users interact with and customize their workflows.

If you’re looking for a way to align your Customer Success strategy with these changing user expectations, Velaris can help. Book a demo today to see how you can create more personalized, accessible, and frictionless experiences for your customers.