Ditch the check-in and try these 40+ tactics for engaging your customers
Brandon CestroneEvery CSM knows the feeling. You need to touch base with your stakeholders, but you're staring at a blank email. You don't want to send another "just checking in" message, but you also don't want to miss an opportunity to add value.
The problem is, most outreach advice focuses on timing ("reach out every X days") or structure ("use this template"). But the real challenge isn't when to reach out or how to format your message; it's figuring out what meaningful value you can actually deliver.
This guide attempts to solve that problem. Instead of vague tips, you'll get 40+ specific, actionable ways to make every stakeholder interaction count. Each approach includes real examples, clear steps, and sample messages you can adapt.
Start by digging into their actual platform usage, not just what they bought, but what they're really using. Pull the last 30 days of data and look for features they're paying for but haven't touched. You'll almost always find expensive tools sitting idle while teams do things manually.
Map out exactly how much time each unused feature could save them. Get specific. If their sales team is doing manual data entry that could be automated, calculate the hours wasted per person. Then build a clear activation plan showing exactly how to implement each feature and what benefits they'll see. The goal is to help them get value from what they already own, not sell them something new.
Example message: "I found three automation tools you're paying for but haven't implemented. Each sales rep could save 4 hours weekly on data entry. I've created a 2-week implementation plan - want to review it?"
Every unused license is money they're throwing away. Pull a list of everyone who hasn't logged in for 30+ days and calculate exactly how much these dormant licenses cost monthly. Thousands are often wasted on licenses that could be redistributed or removed.
Create a clear plan showing which licenses can be reallocated to teams who need them. Map out who's waiting for access and how giving them these unused licenses will help their work. Then, build a right-sizing plan that ensures they're only paying for what they need going forward.
Example message: "You have eight unused licenses costing $2,000 monthly. I've identified 5 team members who need access and created a plan to reassign these licenses, saving you $24,000 annually."
Nobody should hit the same problem twice. Look through their support history for the last 90 days and group similar tickets together. You'll usually find the same issues coming up repeatedly because the root cause was never addressed.
Create solution templates for these common problems and build quick training materials to prevent them. Focus on the top issues that waste the most time. Then set up proactive alerts to catch these issues before they become support tickets. This shifts your customer from constantly firefighting to preventing fires altogether.
Example message: "I noticed your team submitted 15 similar report-related tickets last month. I've created a template and quick guide to prevent this, plus scheduled a 30-minute training session. This should save your team about 10 hours monthly."
Customers know they need success metrics but struggle to define what really matters. During your early conversations, listen for vague objectives like "become more efficient" or "increase user satisfaction." Help them transform these general hopes into specific, trackable goals that their leadership will understand and value.
Create collaborative working sessions that guide them through metric definition without overwhelming them. Start with their business priorities, then work backward to identify platform metrics that directly support these goals. Focus on helping them discover metrics they can easily track and clearly explain to others - like turning "better customer service" into "resolve tier-1 issues within 30 minutes."
Example message: "I noticed in our kickoff that your team wasn't quite sure how to measure success with our platform. I've prepared some example metrics from similar companies that we could use as a starting point. Would you like to review these together and customize them for your needs?"
Most customers don't know about beta features until the general release. During your check-ins, identify teams who consistently push your platform's limits or ask for advanced capabilities. Watch for power users who not only master features but imagine new ways to use them.
Create an early access program that makes these teams feel like trusted innovation partners. Give them structured ways to test upcoming features and influence development. Focus on gathering detailed feedback that helps both your product team and future users. This turns standard beta testing into a VIP experience that rewards their expertise.
Example message: "Your workflow automation team consistently finds creative solutions. I'd like to give them early access to three upcoming features that match their needs. Want to see how they could help shape these tools before release?"
Teams can avoid rolling out promising but complex features if they have risk concerns. During your check-ins, identify smaller, enthusiastic teams who are eager to innovate and can safely test new features without impacting critical operations. Look for departments managing just enough volume to provide meaningful data while keeping potential downsides manageable.
Create structured pilot frameworks that feel like innovation labs, not risk zones. Build controlled testing environments with clear before/after measurement plans, daily monitoring checkpoints, and success thresholds to expand or adjust as needed. Use these small-scale experiments to gather real user stories and build confidence for wider rollouts. Focus on capturing specific benefits and addressing potential concerns early on.
Example message: "Your Austin team manages 15% of customer projects, which is ideal for testing our new automation tools. I've designed a three-week pilot with safety nets, success triggers, and daily checkpoints built in. Want to review the framework together?"
Senior leaders rarely get to share challenges openly with peers. During your executive conversations, note which strategic problems keep coming up across different companies. Pay attention to which leaders are solving similar challenges in innovative ways or who have complementary experiences to share.
Build small, focused roundtables bringing together 4-5 executives facing similar strategic challenges. Create structured discussion guides that help leaders share insights without revealing sensitive details. Focus on forward-looking topics like scaling challenges, market shifts, or organizational changes where peer perspective is invaluable. Keep these sessions exclusive and intimate - not general networking events.
Example message: "I'm organizing a small strategy session with four other COOs who've led similar platform rollouts. They're dealing with the same change management challenges you mentioned last month. Would you like to join them for a 90-minute discussion next Thursday?"
Customers struggle to show ongoing ROI without manual calculations. During your regular check-ins, identify their most valuable metrics: like time saved per ticket, cost per transaction, or revenue per user. Look for numbers that directly connect to their business goals but are hard to track consistently.
Create automated value dashboards that calculate ROI in real-time using their actual platform data. Focus on metrics that matter to different stakeholders - operational savings for finance teams, productivity gains for managers, and strategic wins for executives. Build simple formulas that automatically update as they use your platform more effectively.
Example message: "I've created a live dashboard that shows your ROI growing in real-time - right now you're saving $43 per ticket compared to last quarter's $28. Want me to set up automated monthly snapshots for your leadership team?"
Your customer probably isn't using their platform the same way similar companies do. Compare their usage patterns against similar customers who are getting great results. Look for features these successful companies use that your customer hasn't discovered yet.
Calculate the specific impact these features could have based on real examples. If other clients save two hours daily with a particular tool, show your customers exactly how their team could do the same. Build a clear implementation plan that makes it easy to activate these hidden features.
Example message: "I compared your feature usage to similar companies in your industry. Your support team isn't using our automated response system, but similar teams save 2 hours daily with it. I've created a 5-day implementation plan - shall we review it?"
Your executives shouldn't waste time hunting for information. Start by spending time with each leader to understand what they actually need for decisions - not what they're currently getting. Look for gaps between the reports they receive and the data they use. This usually reveals tons of unused reports and missing key metrics.
Once you know what they need, streamline everything. Build focused dashboards that put their most-used numbers front and center. Most executives only need 5-7 key metrics for daily decisions, with the ability to dig deeper when needed. Set up smart alerts that notify them when metrics hit critical thresholds - this saves them from constant report checking.
Make sure they trust the data too. Create clear documentation showing where each number comes from and how it's calculated. This prevents those time-consuming "where did this number come from?" questions. The whole process typically takes 2-3 days of work but saves executives hours every week.
Example message: "I noticed your executives spend 30 minutes daily digging through reports for key metrics. I've built a dashboard that puts their top 5 decision-making numbers front and center, updated in real-time. Want me to show them how to use it?"
Start by reviewing success stories from similar customers in your portfolio. Look for features and workflows that have proven valuable for companies of their size or industry. You already have access to this information through your regular customer metrics and past QBRs.
Use your standard platform analytics to compare their feature usage against these success stories. Build a simple presentation showing specific examples of how other customers achieve results with tools your customer already owns. Focus on features that don't require technical implementation.
Example message: "I noticed three of our retail customers similar to you are saving 5+ hours weekly using our quick-filters feature. Your team already has access to this - want me to show them how others are using it?"
Instead of building new technical tools, help them use their existing reports better. Schedule time to watch how different teams use their current dashboards. You'll often find they're missing helpful features that already exist.
Create a simple guide showing shortcuts and better ways to use their current views. Focus on helping them use existing filters and export options more effectively. This uses tools they already have, just in smarter ways.
Example message: "I watched how your team pulls their weekly metrics and noticed they're doing three steps that aren't necessary. I can show them a faster way using your existing dashboard - interested?"
Transform QBRs from basic metrics reviews into value-driving sessions. Before each review, document specific wins and challenges from your regular check-ins. Look for patterns in their support tickets and feature usage that tell a story.
Create a focused presentation that shows clear next steps, not just past data. Use your standard CSM tools to show adoption trends and highlight opportunities. The goal is driving decisions, not just sharing updates.
Example message: "For our next QBR, instead of the usual metrics update, I've prepared specific examples of how three underused features could help your current challenges. Shall we focus on that?"
Use your customer network to build valuable connections. Keep track of which customers are excelling with specific features or processes. When you spot similar challenges or opportunities, make introductions.
Organize small, informal knowledge-sharing sessions between similar customers. You don't need special tools - just your usual meeting software and some good questions to guide the discussion.
Example message: "Another retail customer recently solved the same inventory tracking challenge you're facing. Would you like me to set up a 30-minute call with their team lead to share what worked?"
Often, CSMs deliver standard training and move on. Instead, record and document every custom example you create for them. When you show a team member how to do something, save those screenshots and steps in a simple shared doc. Soon you'll have a library of their real-world use cases.
Build role-specific guides using their actual examples, language, and processes. When new team members join, they'll see exactly how their colleagues use the platform, not just generic examples. This takes no special tools - just good note-taking during your regular training sessions.
Example message: "I've been saving the custom reports we've built together over the last three months. Want me to turn these into quick reference guides for your team using their actual day-to-day examples?"
Your customers often struggle to show their teams the value they're getting from your platform. Use the basic metrics you already have access to and turn them into simple success stories. Focus on numbers that matter to leadership - time saved, costs reduced, efficiency gained.
Create a simple one-page template they can use to share wins with their leadership. Include real examples from their usage and quotes from their team members. This helps them justify their investment and showcase their smart decisions.
Example message: "I pulled together the highlights from your first six months - your team has processed 40% more requests with the same headcount. Want me to create a simple summary you can share with your VP?"
Watch how teams use your platform during your regular check-ins. Look for places where they're taking extra steps or missing simple shortcuts. You don't need special tools to spot when people are working harder than they need to.
Create a simple list of quick wins - small changes they can make immediately without any technical help. Focus on built-in features they already have but might not know about.
Example message: "During our last call, I noticed your team takes six clicks to run their daily report. I can show them how to do it in two clicks using saved filters they already have. Want a quick demo?"
You don't need fancy analytics to spot patterns in their standard platform usage. During your regular check-ins, look at which features successful team members use most. Find out what top performers do differently in your platform.
Create simple recognition programs celebrating team members who find innovative ways to use your platform. Share these success stories in their team meetings. This turns your regular usage data into valuable insights without needing special tools.
Example message: "I noticed Sarah's team closes tickets 30% faster than average. Turns out she's using three quick shortcuts others miss. Want me to have her demo these in your next team meeting?"
Teams struggle with announcing and implementing platform changes effectively. During your regular check-ins, look for upcoming feature releases or workflow changes that will impact their teams. Pay special attention to changes that will affect daily processes or require new habits.
Create a step-by-step communication plan they can use for any platform change. Include announcement templates, training schedules, and FAQs based on how similar customers handled these changes. Then map out which teams need what information and when, helping them spot potential resistance points early.
Example message: "I see you're planning to roll out our new reporting interface next month. I've created a complete change management package - announcement templates, training schedule, and FAQ document based on what worked well for similar customers. Want to review the plan?"
When customers write blogs, speak at conferences, or create case studies, they often miss their best platform success stories. During check-ins, listen for upcoming speaking opportunities or content their marketing team is creating.
Build simple success story packages they can use in their external communications. Document their innovative uses of your platform in a way that makes them look like industry leaders. This helps them get recognition while spreading best practices.
Example message: "I heard you're speaking at TechCon next month about digital transformation. I've pulled together three unique ways your team has used our platform that would make great presentation examples. Want to review them?
Most customers are too busy running their business to track industry trends. During your regular check-ins, share patterns you're seeing across similar customers in their industry. Look for common challenges other companies are solving or new ways they're using your platform.
Create simple trend summaries using anonymized examples from your customer base. Focus on practical insights they can actually use, like how retail companies are handling holiday rushes or how manufacturers are tracking inventory. Share both successes and mistakes others have learned from.
Example message: "I've noticed three other medical device companies solved their FDA compliance challenges using our workflow templates. Want me to show you the approach they used?"
Instead of reinventing the wheel each time they hire, document what works for their specific team. Keep track of which training order and examples click best with their new hires. Use feedback from their successful team members to refine the process.
Create a simple onboarding checklist based on what's actually worked for their team. Include links to their custom guides and examples of their own successful users. This uses only your standard tools but makes onboarding much more relevant.
Example message: "Based on your last three successful new hires, I've created an onboarding path using your team's actual examples. Want to review it before your next group starts?"
Most teams would love to know what industry shifts they could take advantage of. Share patterns you're seeing across similar companies in their space. Look for common challenges other customers are solving or new ways they're using platform features to compete better.
Create simple trend briefs showing how others in their industry are innovating with tools they already have. Focus on practical examples they can implement quickly - whether it's handling new compliance requirements or meeting changing customer expectations. Include real metrics from anonymous success stories.
Example message: "I've noticed three other companies in your industry using our automation tools to offer same-day service - something your competitors aren't doing yet. I've documented exactly how they set this up. Want to review how you could do the same?"
Most customers get overwhelmed trying to implement everything at once. During your regular check-ins, map their quarterly goals against unused features that could help. Create a clear sequence based on impact versus effort, focusing on quick wins first.
Build a simple rollout timeline that spreads implementations strategically. Break big features into smaller, manageable pieces and align them with their team's capacity. This turns a overwhelming feature list into a practical action plan.
Example message: "I mapped your unused features against your Q3 goals. I've found three quick wins we could implement in the next month that directly support your efficiency targets. Want to review the rollout plan?"
Teams waste hours pulling data they already have. During your check-ins, watch how different departments use reports. Look for reports they run manually, data they struggle to find, or metrics they calculate by hand.
Set up automated reports that deliver the right data to the right people at the right time. Focus on making the data actionable - not just showing numbers, but highlighting what needs attention and why.
Example message: "I noticed your team spends two hours every Monday pulling sales data. I've created an automated report that will send them exactly what they need every Monday at 8am. Want me to set up a test run?"
Success often spreads unevenly across teams. During your platform reviews, identify teams that consistently outperform in specific areas. Look for patterns in how they use features, set up workflows, or approach common challenges.
Create simple success profiles showing exactly what top teams do differently. Document specific features they use, how they've configured them, and the impact on their results. This turns general usage data into practical improvements other teams can copy.
Example message: "Your EMEA support team closes tickets 30% faster than other regions. I've documented the three workflow differences that make this possible. Want to share these practices with other teams?"
Every customer has predictable busy periods. Map out their business cycles and peak times using your regular check-ins and usage data. Plan ahead for known challenges instead of reacting when they hit.
Create simple prep guides for their busy seasons based on what worked last time. Document the features and workflows that helped most during previous peak periods. This just requires good notes and calendar awareness - no special tools needed.
Example message: "I looked at how your team handled last year's holiday rush. I've noted which features helped most and created a prep guide for this year. Want to review it with your team leads?"
Your platform probably has some power users who've figured out great workflows. During your regular calls, identify who's created smart solutions to common problems. These team members often have valuable knowledge that's not being shared.
Create opportunities for these internal experts to share their knowledge. Set up simple lunch-and-learn sessions where they can share their tips. This costs nothing but creates internal champions and spreads best practices. Alternatively, have them share a short write-up or video to distribute to their teammates.
Create recognition opportunities that make these champions visible to leadership. Share their success metrics, document their innovations, and help them present their wins to executives. This builds their career while spreading best practices.
Example message: "Mark on your support team has created some brilliant automated responses that other teams could use. Would you like me to set up a 30-minute session where he can share his approach with others?"
Don't wait for QBRs to show progress. In your regular check-ins, keep a running list of their wins and improvements. Take screenshots when they hit major usage milestones or solve long-standing problems. These small wins add up to a compelling renewal story.
Create a simple value timeline showing their journey from initial challenges to current success. Use their own team's language and examples to tell the story. This makes renewal conversations about their achievements, not just contract dates.
Example message: "I've been tracking your team's progress - you've gone from 2 hours per report to 15 minutes, and satisfaction scores are up 40%. I've created a simple timeline showing how you got here. Want to share this with your leadership?"
Instead of just giving updates at team meetings, turn these into working sessions. Before each meeting, identify one common challenge you can solve together. Come prepared with examples from their actual work, not generic demos.
Use screen sharing to walk through real solutions using their own data. Let team members practice while you're there to help. This turns standard meeting time into valuable training that addresses their actual needs.
Example message: "Rather than our usual updates next week, I'd like to spend 20 minutes showing your team how to fix those filtered views they've been struggling with. They can practice right there - sound useful?"
During your regular customer conversations, you hear about clever solutions teams create. Keep a simple log of these innovations: new ways they use existing features, smart workflows they've built, helpful shortcuts they've found.
Create opportunities for teams to share these discoveries. Use your regular meetings to spotlight clever solutions. This helps good ideas spread without needing any special tools or access.
Example message: "Your billing team found a way to cut processing time in half using saved filters. Would you like me to show your other departments how they did it?"
Use your regular check-ins to identify critical platform knowledge holders. When key team members plan parental leave, sabbaticals, or vacations, help prepare others to fill the gaps. This prevents knowledge loss and workflow disruptions.
Create simple transition guides capturing essential processes. Document key workflows and decisions these team members handle in your platform. This maintains momentum even when key people are away.
Example message: "I heard Sarah, your main report builder, is taking parental leave soon. Want to set up some knowledge transfer sessions so her temp replacement feels confident with those weekly executive dashboards?"
When customers have leadership changes, help new managers understand the platform's value quickly. Use your standard reports to create simple executive summaries showing current impact and opportunities.
Create a "new leader orientation" focused on their role's specific needs. Show them relevant metrics, key decisions they'll need to make, and quick wins they can achieve.
Example message: "I heard you're getting a new Support Director next month. I've prepared a brief overview showing how your team uses our platform and where they're seeing the biggest wins. Want to review it before their first day?"
Even if you can't handle compliance directly, you can help them prepare for audits. During regular check-ins, help them document their platform usage, security practices, and process controls using standard reports.
Create simple audit-ready summaries of their platform usage and controls. This helps them respond confidently to auditor questions about their processes.
Example message: "I know your SOC 2 audit is coming up. I've put together documentation showing how your team's workflows enforce segregation of duties. Want me to walk through it with your compliance team?"
When times get tough, customers need to justify every expense. During your regular check-ins, gather specific examples of efficiency gains and cost savings. Look for places where your platform helps them do more with less - like handling higher volume without adding headcount or reducing overtime through automation.
Create simple but powerful cost justification documents using their actual data. Turn standard usage metrics into business impact stories. Focus on the metrics that matter most to finance teams - cost per transaction, time savings, resource optimization.
Example message: "I noticed your case volume went up 40% this quarter, but you handled it with the same team size thanks to our automation. I've documented exactly how much this saved you in hiring costs. Want to review this for your budget meetings?"
Teams often operate in silos even when using the same platform. During your regular reviews, watch for departments solving similar problems separately or duplicating work across teams. Look for missed opportunities where one team's solution could help another.
Create cross-functional working sessions that bring different departments together around shared challenges. Build simple guides showing how each team uses the platform differently and where they could learn from each other. Focus on finding quick wins that benefit multiple departments - like sharing automation workflows or report templates.
Example message: "Your marketing team built some brilliant automation rules that your sales team could use too. I've mapped out five workflows they could share immediately. Want to set up a quick session between both teams?"
Customers sometimes only use basic connection points between systems. During your check-ins, look for manual work happening between integrated platforms - like data being downloaded from one system and uploaded to another, or teams cross-checking information across tools. These gaps often hide powerful integration features they already own.
Create simple integration audits that show where data could flow automatically. Map out every manual step between systems and identify existing integration features that could eliminate these tasks. Focus on finding quick wins that don't require IT projects - like using existing APIs or built-in connectors they haven't activated.
Example message: "I noticed your team manually transfers data between our platform and Salesforce daily. You already have access to our bi-directional sync feature - want me to show you how it could save your team 5 hours weekly?"
Rather than solving every problem directly, use your customer network strategically. During your check-ins, keep track of which customers have overcome specific challenges. Build a mental map of who's doing what well.
Create valuable connections between similar customers facing similar challenges. Set up focused peer sessions where teams can learn directly from each other's experiences. This often solves problems faster than technical solutions alone.
Example message: "Your inventory tracking challenge? Another retail customer solved this last month using features you already have. Want me to set up a short call with their team lead to share what worked?"
Most teams only celebrate big wins, missing chances to build momentum. During your regular metric checks, look for smaller achievements worth highlighting - their first automated workflow, their 1000th saved ticket, their fastest resolution time.
Create simple celebration moments that help build platform champions. Draft quick announcement emails for managers, prepare simple team recognition slides, or suggest short celebration moments in team meetings.
Example message: "Your support team just hit 1000 automated responses - that's 250 hours saved! I've drafted a quick team announcement highlighting your top automators. Want to review it?"
When customers lose deals or struggle against competitors, turn these moments into opportunities. During your regular check-ins, listen for competitive pain points. Document specific cases where your platform gives them an edge - faster response times, better customer experience, lower operational costs.
Create simple battle cards showing their competitive advantages through your platform. Focus on metrics that matter to their market; if competitors take days to process requests, but your platform helps them do it in hours, highlight that. Build before-and-after comparisons that tell a clear story.
Example message: "I heard you lost that enterprise deal to Competitor X last week. I've documented how three other customers win against them using our automation features. Want me to show you their playbook?"
Every platform incident or mistake is a chance to get stronger. After any setback - whether it's a missed SLA, a customer complaint, or a system issue - help them document exactly what happened and why. Look for patterns they can avoid next time.
Create simple prevention playbooks that turn lessons into action plans. Document early warning signs they missed, steps they can take earlier, and features they can use to prevent similar issues. Focus on practical changes they can implement immediately.
Example message: "I reviewed that system overload from last week. Three other customers prevented similar issues using alerts we already have. Want me to show you how to set these up?"
Fast growth can break systems and processes. During expansion periods, help them spot scaling challenges before they hit. Watch for early warning signs like slowing response times, process bottlenecks, or teams hitting feature limits.
Create a simple scaling readiness plan that maps their growth against platform capabilities. Document which features they'll need to activate at different stages, what process changes to make, and how to maintain performance as they grow. Focus on building scalable workflows now that will support them at twice their size.
Example message: "I noticed you're planning to double your team size next quarter. I've mapped out exactly which features and workflows need adjusting to handle the growth. Want to review the scaling plan together?
Customers don’t often see how their input shapes your product. During your check-ins, look for places where their past feedback influenced feature development or upcoming releases. Watch for roadmap items that solve problems they've raised, even if they don't connect these dots themselves.
Create simple "you spoke, we built" updates that show them their direct impact. Document exactly how their feedback shaped specific features, from small usability tweaks to major capabilities. Focus on helping them see themselves as true product partners, not just users reporting bugs.
Example message: "Remember that reporting challenge you raised last quarter? Your feedback directly influenced our new analytics release. I've mapped out how your specific suggestions shaped three new features. Want to see what we built based on your input?"
.png)
Actionable Customer Success Tips
© 2022 - 2023 CS Insider Newsletter. All Rights Reserved.
Built by Mike Cardona.
