Stop "Checking In". How to Make Every Customer Touchpoint Add Value
- Craig Blum
- Jul 21
- 1 min read
The Problem with “Checking In”
If your customer success team is still sending emails that say,“Just checking in to see how things are going!”, you’re not managing accounts, you’re managing feelings. The truth is, no customer wakes up hoping for a check-in. And the certainly don't want to be checked in on. They’re busy. They have problems to solve. Your job is to help them solve those problems, not to add to their inbox clutter.
What Customers Actually Want
Customers don’t want more touchpoints. They want meaningful touchpoints. Here’s the difference:
Check-In | Value-Add Touchpoint |
“Just wanted to check in.” | “I noticed your usage of [Feature X] dropped this month. Want me to help figure out why?” |
“Let me know if you need anything.” | “We’re releasing a new capability next week that solves [problem you’ve mentioned]. Can I give you early access?” |
“Hope all is well!” | “I saw your team just hired new users. Want me to run a quick refresher training?” |
How to Shift the Conversation
Start with Outcomes, Not Activity. Know what success looks like for each customer. Track it. Talk about it often.
Monitor Signals. Watch for usage shifts, engagement changes, or product trends that impact your customer’s goals.
Bring Insights, Not Questions. Don’t ask “How’s it going?” . Tell them what you’re seeing and suggest next steps.
Respect Their Time. Make every interaction purposeful. If you don’t have a reason to reach out, don’t.
Bottom Line
“Checking in” is lazy customer management. Driving outcomes is customer success.