There is a secret to being amazing at customer success. And for Senior Customer Success Manager Jessie Zionts of 3Play Media, it comes down to one word: empathy.
“Put yourself in the customer’s shoes,” Zionts said. “If you had tight deadlines, big goals and high-stakes projects, what kind of person would you want by your side to help you get there?”
Zionts sees it as a clear path. First, think through the day-to-day challenges that a customer has. Then create a mental image of the kind of person they would want to work with — “someone reliable, empathetic, proactive and genuinely invested in your success,” she said.
Last and most important, embody those attributes.
“Lean into those qualities and let them guide how you show up,” Zionts said.
Built In spoke with Zionts about her path into customer success and what has helped her grow her career in the process.
3Play Media’s platform improves video accessibility and localization workflows.
Tell us about your journey into customer success. What kinds of roles were you in before customer success? What made customer success the right choice for your career?
My journey into customer success began in 2018 when I started as a sales development representative at 3Play Media. Over the years, I moved through a few roles — including business development representative, senior BDR and growth account executive. Each position gave me valuable experience, but what I enjoyed most was always the same — building meaningful relationships with customers, understanding their needs and helping them find the right solutions.
As I considered the next step in my career, I realized my favorite part of sales had never been about closing deals — it was about connecting with people. I genuinely cared about doing right by the customer, even if that meant steering them away from something that wasn’t the right fit. That mindset made the shift to customer success a natural fit.
Now, as a customer success manager, I get to focus on what I’ve always loved: solving problems, creating lasting partnerships and supporting customers in reaching their goals — not just for the short term, but for long-term success.
What skills, proficiencies or background experience have you found to be most useful for your career in customer success? Has anything surprised you?
The most important trait I’ve found in customer success is empathy. It’s essential to understand where your customer is coming from — their workload, company dynamics and the stakes of the project they’re managing. Being able to recognize their challenges, frustrations and goals helps build trust and allows me to be a true partner, not just a point of contact.
It might sound simple, but just showing up as a real, relatable person also goes a long way with customers. I find it incredibly rewarding when my relationships evolve to the point where we can share bits of our personal lives — whether it’s a great new restaurant I tried in the area or a TV show we both enjoy. Those small, casual moments help remind them that I’m not just someone from a company — I’m someone they trust and genuinely enjoy working with!
If you could give any advice to professionals looking to make the move to customer success, what advice would you give them?
Put yourself in the customer’s shoes. If you had tight deadlines, big goals and high-stakes projects — what kind of person would you want by your side to help you get there? Someone reliable, empathetic, proactive and genuinely invested in your success. Lean into those qualities and let them guide how you show up.
Also, choose a company where you truly believe in the product and the people who use it. That belief makes it so much easier to advocate for your customers and feel connected to the impact you’re making.
Lastly, don’t underestimate the importance of internal relationships. Your colleagues across departments are some of your biggest allies. Building strong internal partnerships can make all the difference in helping your customers succeed — often in ways they’ll never see directly. Invest in those connections as much as you do with your customers.
