Survey & Experience Management Company

Situation
A fast-growing SaaS company operating in the Feedback Management space, with around 60 employees across the Nordics and the DACH region, engaged us to help transform their approach to Account Management. The existing AM team operated largely as an extension of the support function, spending most of their time resolving technical and functional issues. As a result, little attention was given to customer retention and expansion – significantly limiting growth within the existing customer base.

Approach
We began by running a strategic workshop with the leadership team to align on long-term goals. We then conducted interviews with all Account Managers and several existing clients to map out pain points and expectations. A full team audit followed, which led to a strategic realignment of responsibilities between Support and Account Management.
Together with leadership, we defined new processes focused on retention and expansion, created a new KPI framework, and clarified ownership of customer cases. We coached the existing AM team and helped replace two team members with more commercially driven profiles. Finally, we worked closely with marketing to initiate strategies focused on upsell and cross-sell potential within the existing client base.

Results
Within a year, the restructured Account Management team had reduced churn and significantly increased both upsell and cross-sell revenue. By year two, the AM team had generated more revenue through expansion than the new business team did via new logos. The clarified roles and responsibilities between AM and Support led to faster case resolution and a clearer customer experience. Support knew when to escalate a case, and AMs knew when to hand off technical issues – enabling better internal efficiency and stronger external trust.