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De'Edra
Williams
Chief Customer Officer
De'Edra S. Williams is the Chief Customer Officer for the Customer Success Revenue Frontier. As a Customer Success Leader, De’Edra is responsible for helping customers achieve their desired business outcomes and ensures that companies maximize revenue growth. Previously, she was the Chief Customer Officer for an AI company, Senior Vice President (SVP) for CompTIA, Vice President of Customer Success for Arturo.ai, Customer Success Executive for SAP Ariba, Customer Success Director for Salesforce. Ms. Williams holds an MBA from the University of Texas – Dallas. She received her undergraduate degree from Texas Woman's University. Ms. Williams is one of EverAfter’s 2026 Creative Customer Success Leaders and SuccessHACKER’s Top 25 Customer Success Influencers for 2025. A Revenue Architecture Ambassador and a Force & Friction Podcast speaker. A Women in Customer Success Power Up mentor and Women of Customer Success Podcast speaker.
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25 February 2026 11:15 - 11:45
Customer success is a lie: Why we should keep believing in it
A provocative, myth-busting session on why many Customer Success organizations think they're practicing CS, yet still fail to deliver meaningful, repeatable, revenue-driving outcomes. This session challenges the industry's most sacred metrics, exposes why leaders keep getting blindsided by churn, and reveals how to rebuild CS on a foundation of truth, value, and predictable revenue impact. We will go into these core concepts and why they fail us: - NPS is not an accurate churn predictor - TTV (Time to Value) does not predict success - GRR Is a lie (Because It includes TCV) - NRR is a lagging indicator - CLV is built on assumptions, not reality