SERVICE

A Customer Success programme that drives NRR, NPS and churn together.

Onboarding, feedback and churn prevention are often offered separately. In practice they are intertwined. A health score without an NPS trend is incomplete; a save flow without onboarding discipline starts too late. We build it as a system: onboarding on 30-60-90, health scores per account, NPS and CSAT in a closed loop, and a save and win-back flow for the red zone.

Schedule a CS call Take the Maturity Scan first

What you deliver

01
Tier segmentation and CS matrix Service matrix per customer type
02
Onboarding on 30-60-90 days With milestones and owner per check-in
03
Health score per account Usage, NPS, payments and sentiment in one score

The observation

Onboarding, feedback and churn prevention live in three separate spreadsheets.

One rep starts onboarding in week 1, another not until week 6. The NPS overview sits in a tool nobody opens. Churn is only discovered once the cancellation is on the table, and save rate rarely reaches 10 percent. We do this differently: a health score where NPS, usage and payment behaviour all feed in. A playbook per colour, no separate silos. Onboarding discipline, feedback loop and churn prevention as a programme.

Onboarding varies per AM

One rep calls after week 1, another not until week 6. No standard, no milestone, no predictability in adoption. 80% of retention is determined in the first 90 days.

Feedback without follow-up

NPS has been running for years. Detractors are never called back, promoters are never asked for referrals. Response rate drops below 10 percent, scores become unusable.

Signals across four silos

Product knows login data, support knows ticket tone, finance knows payment behaviour, sales knows the executive contact. Nobody knows everything. The health score does not exist, or exists in a spreadsheet.

Cancellation as a surprise

The cancellation e-mail arrives and only then does the rescue begin. The decision was already made weeks earlier. No save flow, every AM invents their own approach, no learning loop for next time.

Approach

From isolated data points to a CS programme.

Eight to twelve weeks to build the system. Afterwards, quarterly QBRs and monthly reviews to keep it sharp. Modular if you prefer to phase it: VoC layer first, health score on top, save flow once the data layer is reliable. It fits within a broader service architecture where onboarding, feedback and retention come together.

01 Phase 01

Segmentation and onboarding

Define the customer tiers you actually have in practice: logo size, ARR, complexity. Determine the CS touch per tier and map the onboarding journey with milestones at 30, 60 and 90 days. Exit criteria per phase, owner per check-in.

Wat je krijgt Tier segmentation, CS service matrix and 30-60-90 onboarding template

02 Phase 02

Health score and VoC

Choose health score components: product usage, support history, NPS trend, payments, executive contact. Set up survey architecture: NPS at relationship level, CSAT after touchpoints, CES on execution. Timing and channel to achieve a response rate above 25%.

Wat je krijgt Health score model, survey architecture and closed-loop reporting format

03 Phase 03

Playbooks per colour

A playbook per health score colour. Green receives an expansion offer and referral request, orange receives a CS check-in and root-cause conversation, red escalates to a manager and enters the save flow. Detractor flow with callback SLA, promoter flow with advocacy request.

Wat je krijgt Colour playbooks, detractor and promoter workflows, escalation route

04 Phase 04

Save flow, win-back and cadence

A cancellation triggers the save flow with manager escalation and an alternative offer. Win-back campaign for customers lost in the past six months. QBR format with client input in advance and follow-up within 48 hours. NRR dashboard live at the MT meeting.

Wat je krijgt Save flow, win-back campaign, QBR deck template and NRR dashboard

Who builds it with you

Two pairs of hands on your CS programme.

You work with Kim and Carsten from the first session. Kim leads the segmentation, designs the onboarding journeys, writes the playbooks per colour and manages the feedback loop. Carsten builds the health score, onboarding workflows, save flow and the NRR dashboard in HubSpot. Want to benchmark the current situation first? Our maturity scan maps where you stand in a single session.

Kim Loonen

Consultant & online marketer

Leads the segmentation, designs onboarding and survey architecture, writes the CS playbooks per colour together with your team. Returns on the quarterly cadence to sharpen what is not working.
Carsten Huiskamp

Consultant & online marketer

Builds the health score property, onboarding workflows, detractor and promoter flows, save flow and NRR dashboard in HubSpot. Translates the playbook into tooling your team actually uses.

Case · B2B mid-market

From three separate spreadsheets to a health score per account with playbooks per colour

A B2B SaaS organisation with approximately 80 active customers had onboarding in a Notion page, NPS in a Typeform tool nobody opened and churn data in a spreadsheet updated once per quarter. No coherence, no predictability on NRR.

In ten weeks we built an integrated CS programme: tier segmentation with CS service matrix, 30-60-90 onboarding template in HubSpot, health score on five signals and playbooks per colour. NRR dashboard live at the MT meeting. NRR moved from 96 to 108 percent within two quarters, with a first layer of AI for service on repeat questions so the CS team could focus on high-touch.

What clients usually ask.

Honest answers to questions we hear before every CS programme.

What is the difference between Customer Success and Account Management?

CS is proactive and data-driven: health score, adoption milestones, onboarding discipline. AM is reactive and commercial: contract renewals, expansion conversations. Both are needed, but they require different competencies. Do not put them in the same person.

Why combine NPS, CSAT and churn prevention in one programme?

VoC data is one of the signals in your health score. A health score without an NPS trend is incomplete. And churn prevention is not a separate discipline, it is the red side of your CS engine. Offering them separately suggests you can solve them in isolation. In practice, the feedback loop, health score, save flow and a layer of customer support automation on repeat questions are all intertwined.

How long does a CS programme engagement take?

Eight to twelve weeks for the complete setup: segmentation, onboarding, health score, VoC and save flow. Clients with multiple tiers or business units are at the upper end. After that, an ongoing cadence with QBRs and monthly reviews.

What does a CS programme cost?

Custom per situation. Scope depends on your tier mix, the state of HubSpot, the number of VoC signals and whether we include the ongoing QBR cadence from the start. Many clients land this in a RevOps-as-a-Service retainer where strategy and execution come together. Schedule a call and we will put together a proposal based on your situation.

Can we do parts separately, or does it have to be all at once?

Separate modules are possible. Many clients start with the VoC layer (NPS and CSAT) because it is the cheapest signal layer to roll out. Onboarding and health score typically follow in a second phase. Save flow comes last, once the red-zone data is reliable. We also build the full programme in one go if the organisation is ready.

From how many customers does this make sense?

Practically from around 30 active B2B customers with an ARR above 10k. Below that number high-touch is still manageable without structure. Above it you need a system, otherwise you lose visibility and the first customers start leaving quietly.

Does your health score work for my business model?

A health score is always custom to your signals. For SaaS we typically use login frequency, feature adoption and ticket tone, supplemented with NPS trend and executive contact. For professional services we look at invoice speed, project margin and wallet share. We never start with a standard set, always with your data, and connect it to your CRM architecture so that signals land in one central place.

Do you work only in HubSpot or also with other VoC tools?

HubSpot Service Hub has NPS and CSAT tools that are sufficient for most B2B cases. For more extensive VoC programmes we combine with Typeform, Qualtrics or Delighted, connected to HubSpot for the action pipeline. The CS platform layer stays HubSpot; the survey layer can sit elsewhere.

Ready to start?

Ready to drive NRR, NPS and churn together?

Schedule a call. We look at your current onboarding, health signals and save rate. You then receive an honest scope and a phased approach that fits your organisation.