Alerts are used to drive immediate awareness and timely reaction to customer at-risk behavior or specific situations that are concerning such as:

  • Significant decline in overall feature adoption or monthly active users

  • Unpaid overdue invoice 

  • MRR contraction

  • High volume support tickets from the customer within a short period of time

  • The customer submitted a detractor NPS score

CS team should leverage alerts as their early warning system to bring exceptional and potential churn scenarios to CSMs’ attention as soon as they occur with a lightweight playbook that is predefined with a set of best next actions.  


Success Goals are used to track a plan of action to help CSMs guide customers to the desired business outcome. These plans could be a predefined process (using an admin-configured goal template) or a one-off project (using an ad-hoc goal).  Regardless of how they are defined, Goals cover two main use cases: internal goals and external goals.

Internal Goals capture standard CS processes to provide the needed structure and guidance that all CSMs should follow in order to better engage with their customers and help them become more successful. 

It contains a playbook that describes what the CS team should do with a set of tasks they need to complete along the way. These tasks usually include meetings and to-dos that need to happen within a targeted timeline and desired dependency. 

External Goals are leveraged and created ad-hoc by individual CSMs to help record customer-tracked success metrics and build a plan to work with the customer towards improving that business-specific metric. 

External Goals empower the CSMs to keep track of activities and communication leading towards the customer’s perceived value and allows them to constantly validate and showcase the value delivered to the customer with a solid and referenceable track record. 

Summary of Key Differences

Task Management

  • Goals playbooks generate tasks, but are more involved than Alert playbook.

  • Alert playbook is a template for a set of single tasks. Goals playbook is a template for a series of dependent tasks with potential due dates.

  • Goals can be deployed based on rules or manually deployed. Alert playbook must always be paired with an Alert.


Use Cases

  • Alert playbooks are used for urgent and timely account situations where the actions are simple and straight-forward. It is attached to an alert that enables proactive and immediate reaction to customer risks. For example, you might instruct CSMs to ping a customer when their usage metric drops by 20% week-over-week.

  • Goals playbooks can help you track and manage more in-depth and involved processes that cover 30-90 day periods.

  • Goals help CSMs track processes, while Goals reporting helps managers track how those processes are working overall.