The Recipe For Effective Customer Success
By Kevin Stender
My blueprint for retaining and growing revenue based on years in the SaaS arena and lessons learned from tremendous success, failure (learning what doesn't work), and always adapting as circumstances change​​
Customer Engagement Strategies
High-Touch CSM Strategy
Hybrid-Touch CSM Strategy
Automation CSM Strategy
Customer Journey Maps
In my first two weeks we'll create / review the current customer journey map and clearly define the stakeholder of each phase, how handoffs are handled, and bottlenecks in the time it takes from sale → onboarding → billing → adoption → value realization → renewal → expansion. This will enable us to:
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Identify and Perfect: Illustrate and identify issues that we will quickly improve. Most SaaS companies will discover improvement needs such as:
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Identifying bottlenecks in the customers' time-to-value and eliminating them, which will boost adoption and expansion
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Having and meeting time goals for each phase​
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Handoff gaps, which will then become clear and seamless for all involved
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Identifying where and why customers struggle, disengage, or churn so that the churn prevention plan is updated and effective
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Align: Unite product, marketing, sales, implementation, and support teams around a shared understanding of the customers' experience and a shared dedication to excellent customer experience.
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Tools We'll Use
Churn Prevention Data - AI and Human
It's imperative that we have data such as feature usage, log-in rates, and other red-flag measures that fit each specific product. Depending on the size, profitability, and budgets of the company, there are numerous affordable ways to achieve this.
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​AI INSIGHT
We'll capitalize on my experience with getting great churn prevention data from AI. From amazing automated tools on the market, to free anonymizing of customer data and inputting that into AI with the correct prompts, we'll find the best approach to identify adoption and churn risk flags. As an active member of a robust customer success director best practices / networking group, I stay on the cutting edge of getting value and not just hype out of AI.
+ HUMAN EXPERIENCE
We'll use our brains to look at the data and draw actionable conclusions.
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= SUCCESSFUL CHURN PREDICTION & PREVENTION
Playbooks
Our CSMs and support reps will always know how to effectively handle any given scenario, as we'll keep updated playbooks they can always reference. I'm a strong advocate and guru with playbooks; when I implemented them in my past three roles, we reduced escalation questions by 50% - 80%.
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Any and all employees who report to me will be fully equipped with easy to find documentation and training. We'll also build a culture in which each member of the team inputs and shares their tips and tricks that were effective or ineffective. We'll learn and succeed together.
Software Tools & Synced Data
We must have the right tools to:
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Scale efficiency and impact through AI agents, AI generated content for business reviews, contact summaries, emails, and tasks.
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Track customer contacts
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Build automated contact cadences that are right for each individual customer.
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Automate customer health scores
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Identify churn indicators
​​​Spending the money on the right CS tools means spending less on labor costs as the company scales. However, each product and company is unique so there's no "best system" for all cases. My favorites include:
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Gainsight - best overall for enterprise companies and budgets
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ChurnZero - great features for mid-sized product offerings and teams. Has fantastic AI agent functionality.
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ClientSuccess - this was a great and affordable tool while working in the startup phase with a small team. We'd pair this with a less costly AI Agent tool such as Cowrkr.
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Ultimately, we'll look at the unique needs of our customers and our product and use the tools that equip us for excellence while making sure we're not paying for more than we need.
Leadership
Leadership Style: Trust-Based, Adaptive
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I lead first by genuinely caring about, and advocating for the people I manage. Experience has taught me that when people trust that their leader is in the trenches with them and cares for their needs first, the whole team thrives and the mission is accomplished. They are bought in and in turn are quick to follow directives. Corrective instruction is well received when this foundation is in place.
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I’ve also worked with personality types that often just needed to be firmly told to follow orders and stay in bounds. Thus, I really like to build a relationship with each team member and get to know them–to adapt and apply different leadership styles where needed.
Core Leadership Beliefs
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Clarity: Everyone who reports to me will have clearly defined, measurable goals and metrics to hit. I will ensure that each goal aligns with the company’s overall objectives. When these need to be adjusted, they will be. There will be no surprises; everyone will know how they’re performing at all times.
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Coaching: I’ll coach (and encourage!) each employee when they’re falling short. I’ll praise and encourage an employee who is meeting and exceeding goals.
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Rapport: Each individual will come to trust that I truly care about them and am rooting for them. My actions will garner this trust over time.
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Conflicts and Tough Conversations: When all of the above is done well, conversations aren’t tough. While I strive hard for harmonious rapport with everyone, if someone needs corrective action, I will speak to them directly and honestly. If the time comes to address inappropriate actions or let someone go, I believe the best way to do that is directly, with compassion, and without mincing words. I do not avoid actions and conversations that need to be had. In leadership and life, giving an ounce of correction is better than avoidance and later needing a pound of cure.
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CSM Skills that we’ll grow through training & coaching
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Sales Techniques that crossover to retention and expansion
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Conducting Demos / Presentations like an expert
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Team Culture and Interpersonal Communication Development
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Communication / Personality Profile
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Natural Traits: As a people person, I naturally work well with others and thrive in collaborative environments. My teams have always felt connected, included, and valued–as those are my natural traits and desires.
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Developed Traits: I’ve had to intentionally develop, as they didn’t come pre-programmed, traits such as being methodical and organized, holding others accountable, and developing thick skin.
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RightPath4 Profile - Administrator
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DiSC Behavioral Style - iS
Intentional Cross-Team Success
This is so important it gets its own section?
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Yes! To succeed, the customer success, product, dev, sales, support, and billing teams must view the other departments as allies on the same team with the same mission.
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Any of these departments can be the best in the world but if other teams have conflicting missions, as I've learned the hard way, the company and teams ultimately struggle or fail.
I will respectfully and consistently push for interdepartmental alignment
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In our department, we will choose to be empathetic, curious, helpful, and humble toward other departments and coworkers. Usually the other departments will reciprocate. This will foster harmony and genuine partnership, which opens the doors for each department valuing critical feedback to and from other teams. This only happens intentionally, with effective leadership.
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​When department leaders perceive that their directives for success have tension or conflict with another department’s directives, we will speak up so that we can realign. I can only control things within my chain of authority, but I'll respectfully push for this in our company culture when needed.
The Destination: Fine-Tuned Teams Succeeding Together
When our missions are aligned and we view each other as allies:
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We exchange feedback in a culture of trust and mutual respect
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The CSMs support and grow customer revenue more effectively
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The product naturally gets better more quickly
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Sales has more value and reputation capital
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The customers have an exceptional experience from sales to renewals
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Revenue is retained and grown
References &
Reviews
References - Executive Leaders
Charles, Founder & CSO
"You are an invaluable gem… Your contributions to the (Company) family are immeasurable, and you truly form the heart and soul of (Company).
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Your leadership and unwavering commitment to treating people with kindness and respect are an inspiration to us all. I extend my heartfelt gratitude for the countless hours you've devoted to building and nurturing this company."
Sean, VP Customer Operations, Immediate Boss:
"Kevin...has been an invaluable contributor to all that (Company) is and does. He has shaped nearly all of our OPS processes and helped hire & train dozens of our people. His fingerprints are all over (Company) and we are the better for it.
Kevin embodies the (Company) values of Compassion, Collaboration, Humility, Growth, Flexibility and Customer Focus. He has challenged me in each and every one of these areas over the course of our relationship."
References - Direct Reports
-Pat, Team Manager / Direct Report
"Kevin always made space for questions, ideas and honest conversation. He took the time to explain how success is measured, why the work matters, and how to approach challenges with clarity and confidence. His guidance helped me better understand my role, sharpen my skills, and build a mindset rooted in curiosity, empathy and customer value."
M. Brown, Direct Report:
"Kevin is the kind of leader who brings out the best in people. He’s smart, thoughtful, and genuinely cares about helping his team grow. In our B2B SaaS environment, Kevin created a team culture that felt supportive, collaborative, and empowering. He encouraged all of us to step up, take ownership, and trust our instincts.."
Brooke, Team Manager / Direct Report:
"He is one of the most engaging leaders I’ve encountered. His management style is built on genuine connection—he listens deeply, communicates clearly, and creates an environment where people feel valued and empowered...He sees potential where others might see limitations and consistently invests the time, trust, and support needed to help individuals grow. His ability to develop talent and bring out the best in those around him isn’t just a skill—it’s a natural strength that elevates entire teams."
References - Colleagues
