Customer Success has always been about relationships — understanding customer goals, helping them realise value, and building long-term trust. But as SaaS portfolios scale and digital adoption accelerates, the role of the CSM is changing faster than ever.

Today’s customers expect speed, precision, and foresight. They don’t just want support — they expect guidance, personalisation, and outcomes at scale. Yet many CS teams are buried under manual processes: data entry, meeting notes, follow-ups, and reactive firefighting.

That’s where AI and automation come in — not to replace the human side of Customer Success, but to amplify it.

AI is reshaping the modern CSM from a relationship manager into a strategic advisor: someone who blends human empathy with data-driven insight.Instead of spending hours collecting information, CSMs can spend their time interpreting it — advising customers, aligning with executives, and driving measurable value.

This evolution is not optional. It’s already happening. According to TSIA, 70% of CS leaders say they plan to embed AI into their operations within the next 12 months — but only a fraction have a clear strategy for what that means in practice.

Customer health has always been a cornerstone of Customer Success — yet the way most organisations measure and act on it hasn’t evolved fast enough.

Over the past few months, I’ve explored this transformation — from static health scores to dynamic, AI-driven systems that connect data to outcomes. This post brings all the pieces together in one place and looks ahead to what comes next.

1️⃣ Why Customer Health Is Broken

Most health scores are static and misleading. A “green” account can still churn because the score doesn’t capture context or timing.
👉 Read the post →

Customer Success teams don’t struggle with a lack of data — they struggle with knowing what to do next.

Dashboards are full of signals, metrics, and insights, but too often they sit unused. The problem isn’t visibility — it’s action.

That’s why well-designed alerts are such a powerful bridge. They translate data into movement, ensuring that when something changes in the customer relationship, the right person knows, at the right time, and does the right thing.

Over the last few posts, we’ve explored how customer health has evolved — from static scores to dynamic systems, and now to AI-powered prediction:

• In Why Customer Health Is Broken (and How to Fix It), I discussed why traditional health scores fail to capture real customer dynamics.
• In From Health Score to Health System, we looked at how to turn scores into signal-driven systems.
• And in AI Customer Health Scoring: How to Build It (and How to Avoid Bias), I explained how AI adds predictive intelligence to those systems.

Now, let’s close the loop — because even the best health models fail if alerts don’t trigger the right action.

Customer health has always been at the heart of Customer Success. But in most SaaS organisations, the way we measure it hasn’t kept up with how customers actually evolve.

We started with health scores — simple, single-number snapshots that promised clarity but often delivered false confidence. Then we learned that what really matters isn’t the score itself but the system behind it — a structure of signals, alerts, and playbooks that help teams act in real time.

That evolution took us from monitoring customers to actually managing them. Still, even the best health systems face a new challenge: scale.

When you’re tracking thousands of customers across dozens of products, regions, and behaviours, no human can realistically spot every trend or risk early enough. That’s where AI health scoring comes in — not as a replacement for human judgment, but as an accelerator of it.

AI gives us the ability to move from static, manual interpretation to predictive, data-driven action. Instead of waiting for a red score or a missed milestone, we can now see subtle behavioural shifts — declining engagement, tone changes in communication, or anomalies in product usage — that reveal what’s coming next.

Since moving to Spain, I’ve noticed something striking in contrast to any other country I've lived in: life happens outside, almost all the time. The weather invites people into the streets, and you can find small family-run shops literally on every corner. In the Netherlands, where I lived before, so much of shopping had moved online — out of necessity as much as convenience. Here in Andalusia, though, people still love the ritual of browsing, chatting, and discovering in person. It reminded me that physical shops aren’t just places to buy, they’re experiences in themselves.

This observation connects directly to my work. In my role running Customer HI've ealth for EMEA at ServiceNow, I often speak with retail leaders about the challenges they face. Margins are tight, online competition is fierce, but the shops that stand out are the ones doubling down on customer experience. And again and again, I hear the same question: how do we take the basics of a great storefront and amplify them with AI, so every visit feels personal, seamless, and worth the trip?

Recently, after wandering through some of Jerez’s small shopping streets, I found myself reflecting on that exact connection: the warmth of traditional shopfronts and the modern tools that can make them even stronger.