The Role of Super Users in Customer Success and How to Support Them

Some customers do more than just use your product—they advocate for it, push its limits, and help others get the most out of it. These are your super users, and they can be a valuable asset in driving adoption and retention.

But many Customer Success Managers (CSMs) don’t have a clear strategy for engaging them. Instead, super users remain an untapped resource, leading to missed opportunities for product feedback, internal advocacy, and organic growth. 

This blog breaks down how to identify your most engaged users, build meaningful relationships with them, and create a structured approach to keeping them invested. Whether you're just starting or refining an existing strategy, these insights will help you turn your super users into long-term product champions.

What are super users and why do they matter?

Unlike passive users, super users actively contribute to the success of your product by providing feedback, advocating for it internally, and influencing how others use it.

When properly engaged, super users can be a driving force behind customer retention and product improvements. They help onboard new users, share best practices, and offer insights that can lead to valuable product updates. The benefits of activating super users go beyond individual customer relationships:

• Increase customer engagement and retention. Super users deepen their investment in your product, reducing the likelihood of churn.
• Gain deeper product insights. Their extensive use of your platform provides valuable data on what works and what needs improvement.
• Drive organic growth. Super users naturally advocate for your product, helping to expand its reach within their organizations and networks.

Identifying and engaging super users isn’t just a nice-to-have strategy—it’s a way to create a strong foundation for long-term customer success. But how do you recognize them?

How to identify super users in your customer base

Not every active user is a super user. While frequent logins are a good sign, true super users go a step further—they engage deeply with your product and influence how others interact with it. Recognizing these users early allows you to nurture their engagement and ensure they stay connected to your business.

Key characteristics of super users

Super users typically display a few distinct behaviors:

• High product usage frequency and depth. They don’t just log in regularly; they explore advanced features and push the product’s limits.
• Proactively sharing feedback and feature requests. They don’t wait for surveys—they actively provide input on what they need.
• Willingness to participate in beta tests, forums, and surveys. They want to shape the product’s future and contribute to its refinement.
• Helping others through community discussions, training sessions, or internal advocacy. They naturally take on leadership roles and influence adoption within their teams.

Tracking and measuring engagement

Tracking engagement helps ensure you’re identifying the right super users. Product analytics can reveal which users have the highest feature adoption rates, highlighting those who consistently explore advanced functionalities. 

NPS and CSAT surveys help identify customers who express high satisfaction levels, signaling their loyalty and ongoing engagement. 

Monitoring support interactions and community participation is another valuable approach, as super users often contribute to discussions, answer questions, and assist their peers. 

Additionally, maintaining a customer health score provides a broader view of user engagement over time, surfacing those who consistently interact with the product at a high level. Together, these metrics help Customer Success teams recognize and nurture their most valuable users.

Once you've identified your super users, the next step is developing a strategy to keep them engaged and motivated.

Ways to engage super users and keep them invested

Super users don’t stay engaged on their own—they need ongoing recognition and opportunities to contribute. If they don’t feel valued, they may disengage or shift their focus elsewhere. A structured engagement plan ensures they remain active participants in your product’s success.

Offer exclusive recognition and incentives

Recognizing and rewarding super users helps maintain their enthusiasm and long-term engagement. One strategy is to offer early access to new features, allowing them to explore updates before general release, and giving them a sense of exclusivity while providing valuable feedback. 

Another method is inviting them to beta testing programs strengthens their connection to the product, making them feel like insiders with a direct influence on its development. 

Publicly acknowledging their contributions in customer newsletters or forums can also foster loyalty and encourage continued participation. 

These incentives not only make super users feel valued but also reinforce their role as advocates who drive product adoption and improvement.

Create a structured super user program

Building a structured super user program ensures long-term engagement by giving participants a clear role and a sense of purpose. A ‘Super User Community’ with defined benefits and responsibilities can help create a space where these users feel valued and motivated to contribute. 

Another part of the program can be providing a private community or Slack channel. This fosters direct communication, allowing super users to exchange insights and support one another. 

Exclusive Q&A sessions with company leadership can also offer them a chance to provide feedback and gain deeper product knowledge, while opportunities to co-host webinars or contribute guest content reinforce their expertise and strengthen their connection to the product. 

Encourage peer-to-peer training

Super users naturally become the go-to experts within their teams, answering questions, troubleshooting issues, and guiding colleagues through advanced product features. 

Leveraging their knowledge for structured peer-to-peer training can accelerate adoption. But it can also keep them more invested, since they feel involved when they take a lead in teaching others. 

One way to facilitate this is by encouraging them to lead internal training sessions. These can take the form of informal team meetings, live demos, or recorded walkthroughs tailored to the specific needs of their teams. 

To make this process easier, providing training templates or structured learning paths can ensure consistency and effectiveness. 

Beyond live training, encouraging super users to create written resources such as internal documentation, FAQs, or best-practice guides can serve as long-term references for their teams. 

Keep super users up to date

Super users thrive when they have access to the latest information about your product. Keeping them informed ensures they remain engaged, continue advocating for your platform, and feel valued as part of your customer community. 

One effective way to keep super users informed is through exclusive product update briefings. Hosting regular webinars or sending early-access newsletters allows them to stay ahead of upcoming changes and provide feedback before updates are widely released. 

Additionally, creating a dedicated knowledge hub or community forum gives them a centralized place to find release notes, best practices, and discussions with other power users.

Keeping super users informed doesn’t just benefit them—it strengthens their role as internal advocates within their organizations. When they have up-to-date knowledge, they can confidently help onboard colleagues, share best practices, and drive adoption.

Many companies focus on general engagement but lack a structured approach to managing super users effectively. Velaris’ customer collaboration and communication features help create and sustain these communities, ensuring super users remain engaged and actively involved.

How to scale super user engagement with automation

Manually managing super user programs can be time-intensive, especially as your customer base grows. Automating key processes ensures consistency while allowing CSMs to focus on high-value interactions.

Automated email sequences can send personalized invitations to advocacy programs, ensuring the right users are encouraged to participate at the right time. Additionally, trigger-based workflows help recognize and reward high-engagement users, reinforcing their contributions without requiring manual tracking. 

Playbooks can also be used to provide a standardized process for identifying and nurturing super users, ensuring they receive structured engagement and support. 

Velaris’ automation features help streamline key processes, making it easier to track super users and maintain meaningful interactions at scale.

A well-structured, automated approach ensures that super users stay engaged without requiring excessive manual effort. By implementing these strategies, Customer Success teams can build a reliable super user program that benefits both the business and its most dedicated customers.

Conclusion

Super users can be a valuable asset for any Customer Success team. When engaged effectively, they help drive product adoption, offer meaningful feedback, and advocate for your product within their organizations.

 But activating and maintaining super user engagement requires more than just recognizing their enthusiasm—it requires a structured approach that includes tracking their activity, providing incentives, and creating a community where they feel valued.

Managing this process manually can be time-consuming, which is where automation and the right tools come in. 

If you want to make the most of your super users without adding more to your workload, book a demo today to see how Velaris can help you build a scalable, structured super user program.

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