How we use automation in Customer Success

How we use automation

Customer Success at PostHog means managing ~30 accounts per CSM while maintaining deep, meaningful relationships with each customer. Automation and AI tools can help surface important signals and streamline repetitive tasks, allowing CSMs to focus on strategic guidance and relationship building.

Automation should never be used as a replacement for human connection and interaction, but mainly as a tool to help a CSM be better prepared, informed, and effective.

Current automation stack

PostHog CS leverages several integrated tools to monitor account health and identify opportunities:

Core monitoring systems:

Customer Analytics: Tracks usage patterns, billing changes, health scores, and engagement metrics.
- Health scores update regularly as a composite of multiple metrics with different weights
- Data is synced in from Salesforce, PostHog, BuildBetter, and Stripe
PostHog pipelines: Alerts for usage milestones, new product adoption, and behavioral changes. These are sent to Salesforce or Slack via PostHog CDP for alerts and data updates.
BuildBetter: Analyzes customer calls for feature requests, pain points, and sentiment.
- Notes from calls are automatically synced to Salesforce and Customer Analytics
- feature requests and painpoints are automatically added to Customer Analytics and sent to #feature-request-feed channel
Gong: Records and transcribes customer calls.
- Gong Streams push call recordings, transcripts, and summaries for a specific account into that account's internal Slack channel
Zapier: Used for numerous automations such as:
- Renewal reminders
- Stale Slack channel notifications
- Billing updates

How to surface calls for shared accounts

On larger accounts, a TAM and a CSM share ownership. Both need visibility of every customer call, not just the ones they attended. For each shared customer, we keep a dedicated internal Slack channel named customer-name-internal. This sits alongside the customer-facing Slack Connect channel, but stays internal only. To surface calls there, set up a Gong Stream:

In Gong, open Your Library and find Streams (ask Simon for access)
Configure a stream for the account
Point it at that account's customer-name-internal channel Once live, the stream posts each call to the channel after it ends. Everyone working the account is notified once the call is done, with the transcript and summary to hand.

Key automated workflows

Account monitoring triggers include:

MRR changes exceeding certain thresholds generate investigation tasks
inactivity periods to flag engagement reviews
The first real use of a paid product that the account did not use before creates a Customer Analytics task for the account owner (see managed customer scouts)
Churn risk signals, a new admin or owner, and a team rollout create a Customer Analytics task for the account owner (see managed customer scouts)
Overdue invoices and failed card payments send Slack alerts to the assigned AE, CSM, or TAM (see failed/late payments)
Paid credit that will run out at least a month before it expires sends Slack alerts to the assigned AE, CSM, or TAM, and creates a Customer Analytics task for the account owner (see when they don't have enough credit)
Health score changes can trigger Customer Analytics tasks or PostHog automation
Annual renewal dates trigger preparation workflows in advance and a ping in Slack

Managed customer scouts

Five scouts watch every account that has a CSM, TAM, or AE in Customer Analytics. When a scout finds something, it creates a Customer Analytics task for the account owner. Most tasks are due in 3 working days. A HIGH churn risk task is due in 1 working day, and a new stakeholder task is due in 2 working days. The scout also tags the account owners in #project-managed-customers-consolidated-scouts.

Scout	What it finds	Task name starts with
Billing intent	A billing page session where the customer is quota limited, struggled, changed a setting, looked into a cost change, or checked their limits several times. Replay Vision reads the session.	`Billing:`
New tool adoption	The first real use of a paid product that nobody at the account used in the last 400 days.	`New tool:`
Survey responses	An in-app survey answer that needs action, for example a low score, a bug, a cost concern, or a request for help. Replay Vision adds what the person did before and after the answer. Each owner also gets a weekly digest on Mondays with all other answers from their accounts.	`Survey:`
Churn risk	A decline that nothing explains, for example a sudden usage drop on a product that is a large part of the bill, active users that fall by half, a cancelled product or a lower billing limit, a champion who left, or revenue that fell. Before it creates a task, it removes drops that a billing limit, a change that an owner recommended, or a move to the API or MCP explains. Each weekday it scores one fifth of the accounts, so it scores each account once a week.	`Churn risk (HIGH):` or `Churn risk (MEDIUM):`
People changes	A new admin or owner joins the account, or 5 or more people join an account with $20k or more ARR in 14 days. Each owner also gets a weekly digest on Mondays with all the people who joined, left, or became an admin at their accounts.	`New stakeholder:` or `Team rollout:`

The churn risk scout does not add the churn risk tag. If you agree that the account is at risk, add the tag yourself.

Close the task when you act on it. Reply in the Slack thread when a task was useful or was noise, so that we can tune the scouts.

Human-first automation philosophy

Every automated workflow includes deliberate human decision points. For example, when an account begins using session replay, Customer Analytics can create a task suggesting outreach about their use case - but the CSM determines whether and how to engage based on the account relationship and context.

This approach ensures automation enhances rather than replaces the human elements of customer success.

Working effectively with automations

Best practices:

Review automated tasks such as Customer Analytics tasks, Slack alerts, and customer health scores at least twice weekly.
Treat automated insights as starting points for investigation, not final answers!
Set up individual alerts in Customer Analytics or PostHog for signals that the managed customer scouts do not cover. Do not copy those scouts for your own book, because they already watch every owned account.
- As an example, setting up your accounts as a Cohort in PostHog and then setting up CDP alerts/notifications to Slack based on product usage and activity.

What remains purely human:

Initial customer responses and relationship building
Renewal negotiations and strategic planning
Technical implementation guidance
Complex problem-solving and consultative conversations

Requesting new automations

CSMs are encouraged (as are all PostHog employees) to experiment and surface new ideas frequently in Slack or team stand-up. Examples of areas where automations could be useful include, but are not limited to:

Time savings versus implementation complexity
Impact on customer experience
Requirement for human judgment
Scalability across the team