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Actionable
Takeaways
Challenge ARR-based segmentation when growth velocity matters:
Traditional playbooks assign CSMs based on current ARR thresholds. Ari encountered a customer after a year saying, "I love Apploi, I don't feel like I'm using it properly"—a one or two-facility operator who received minimal attention despite high growth potential. In healthcare tech where small operators consolidate or expand rapidly, current revenue is a lagging indicator. B2B founders should layer growth velocity, engagement signals, and market position into segmentation models rather than defaulting to static ARR cutoffs that optimize for today's revenue instead of tomorrow's expansion.
30/60/90 check-ins aren't status calls—they're adoption intervention points:
Most companies treat early touchpoints as relationship-building. Ari's team uses them specifically to verify platform adoption and retrain where needed. The difference: these aren't "how's it going?" calls but structured reviews of specific usage patterns, training gaps, and workflow integration. The customer who felt underutilized after a year represents the failure mode this prevents. B2B founders should design these checkpoints with clear adoption KPIs per interval—not customer satisfaction theater.
Implementation transparency tools shift customer psychology from vendor-client to co-building:
Before RocketLane, Apploi customers waited for weekly check-ins to ask "where are we in the process?" Now they see real-time status. This isn't about customer convenience—it's about eliminating the vendor-client dynamic that breeds passivity. When customers see what's happening, they engage differently during implementation. B2B founders should evaluate whether implementation feels like something done to customers or with them, then instrument accordingly.
Founders must carry the CS bag before delegating it:
Ari's advice to early-stage founders is direct: own customer success yourself before hiring for it. Not because you can't afford to hire, but because this direct exposure informs product roadmap, ideal customer profile refinement, and eventually, hiring criteria for the CS function. B2B founders who delegate CS too early lose the ground truth that shapes everything downstream.
Executive customer contact isn't culture—it's decision quality insurance:
Ari advocates senior leaders picking up the phone regularly despite having NPS scores, retention dashboards, and user adoption metrics. This isn't about being accessible or culture-building—it's about preventing organizational telephone game where reality gets filtered through layers before reaching decision-makers. Even in large organizations, unstructured customer conversations surface what dashboards miss. B2B leaders should block time for direct customer contact as decision-making hygiene, not relationship management.
Conversation
Highlights
How Apploi’s Customer Success Leader Breaks ARR-Based Segmentation in Healthcare Tech
A customer reached out to Ari Ashkenas after being with Apploi for over a year. They operated one or two nursing home facilities—far below the ARR threshold that typically triggers dedicated customer success manager assignment in B2B SaaS.
“Hey, I’ve been with Apploi for over a year. I love Apploi. I love what you guys are doing,” the customer said. “I don’t feel like I’m using it properly.”
That conversation revealed a fundamental flaw in traditional customer segmentation. In a recent episode of The CX Front Lines, Ari, Senior Vice President of Customer Success & Experience at Apploi, shared how moments like this forced him to rethink how B2B companies structure post-sale organizations—particularly in markets where small operators scale rapidly.
Why ARR Thresholds Create Strategic Blindness
Most B2B companies segment customers using current ARR: above a certain threshold, you get a CSM; below it, you get pooled support or self-service resources. The model optimizes for today’s revenue contribution.
In healthcare, this logic breaks down. Small nursing home operators acquire facilities, consolidate operations, or expand through organic growth. A two-facility customer today could manage twenty facilities within three years.
“Those people need to be paid attention to as well because those organizations grow over time and you want to start having a very good relationship with them from the ground floor,” Ari explains.
This isn’t relationship theater. Traditional segmentation models optimize for current customer value while systematically ignoring future expansion potential. When that customer with two facilities scales to twenty, the relationship quality established in year one determines whether they expand platform usage or evaluate competitors.
The customer who called Ari after a year hadn’t churned. They were engaged enough to reach out. But they’d spent twelve months not fully utilizing the platform—twelve months of unrealized value and expansion opportunity lost to inadequate support structure.
Structuring Post-Sale Teams: Implementation, Success, and Operations
Ari runs a 35-person organization split across three functions with distinct ownership boundaries.
Implementation (5-6 people): Gets customers live on the platform. Clear handoff criteria prevent perpetual implementation limbo.
Customer Success (10 people): Drives adoption, identifies expansion opportunities, manages ongoing relationships. These aren’t account managers—they’re adoption specialists.
Customer Operations: Handles backend technical work, system configuration, and ongoing solutioning as customer needs evolve.
“We have an implementation leader. So that person oversees, you know, five or six people. And then we have a customer success also, you know, leader oversees about 10 people. And then we have customer ops who are doing all the, you know, back end, you know, solutioning for our customers,” Ari describes.
The separation matters. When implementation teams also handle ongoing success, they either never finish implementations or neglect existing customers. When CSMs handle their own technical backend work, they spend time on configuration instead of customer conversations.
30/60/90 Check-Ins as Structured Adoption Gates
Ari built structured checkpoints at 30, 60, and 90 days specifically to verify adoption metrics—not satisfaction scores.
“I’m a big believer in 30, 60, 90 day check ins and making sure that what we are implementing and what we are getting off the ground for our customers is being adopted. People are getting trained, people are getting engaged,” Ari says.
These aren’t relationship calls. Each checkpoint reviews specific usage data: login frequency, feature utilization, workflow completion rates, training attendance. The goal is catching adoption gaps before they calcify into permanent behavior patterns.
Most companies treat early customer touchpoints as satisfaction checks or relationship building. Ari treats them as intervention points. If usage lags at 30 days, the team retrains. If workflows aren’t integrated at 60 days, they redesign onboarding. If engagement drops at 90 days, they investigate root causes before the customer reaches their one-year anniversary feeling lost.
The discipline prevents the exact scenario that prompted that customer’s call—a year of suboptimal usage that could have been corrected in month two.
RocketLane: Shifting Implementation From Vendor-Client to Collaborative
Apploi recently implemented RocketLane to eliminate implementation opacity.
Traditional implementation follows a predictable pattern: sign contract, meet implementation manager, attend weekly check-ins, pass information back and forth, wait for status updates between meetings.
“When you’re implementing software, oftentimes you get introduced to, you sign the contract, you get introduced to the implementation manager and you have a weekly check in,” Ari explains. “But wouldn’t it be nice to see the statuses and progress in real time?”
RocketLane provides bidirectional visibility. Customers see exactly what’s happening, what’s blocking progress, what information they need to provide, and what the implementation team is working on—in real time.
“We decided we wanted to give our customers more of a insider look into what we’re actually doing. We want to make sure that the customer experience is amazing from the start,” Ari says.
The psychological shift matters more than the tactical convenience. When implementation is opaque, customers perceive it as something being done to them. When it’s transparent, they engage as partners. They provide information faster, flag blockers proactively, and take ownership of their side of the implementation checklist.
Executive Customer Contact as Organizational Reality Check
Despite leading 35 people and having full customer health dashboards—NPS, retention rates, user adoption, risk scores—Ari maintains direct customer contact.
“Pick the phone and call a customer every once in a while, right? See how they are doing, get a pulse in real time. You might be, you know, chief customer officer of a Fortune 500 company. And you might have many layers and people that are taking care of this, but pick up the phone, call your customers,” Ari says.
This isn’t about accessibility or culture. It’s about preventing filtered information from creating strategic blindness.
Every layer between executives and customers introduces interpretation bias. CSMs filter information through their lens. Directors synthesize reports based on what they think matters. VPs present sanitized summaries to leadership. By the time reality reaches the executive team, it’s been processed through multiple perspectives, each removing nuance.
Direct customer conversations surface what dashboards miss: frustrations customers won’t mention in surveys, feature requests they haven’t formalized, competitive threats they’re evaluating, organizational changes that create expansion opportunities.
Ari tracks the same metrics every customer success leader monitors. But he knows quantitative data reveals what is happening, not why it’s happening or what to do about it.
Why Founders Must Own CS Before Delegating It
For founders building customer success functions, Ari’s advice is unambiguous: don’t hire for it until you’ve done it yourself.
“Get to know your customers before you even hire any customer success leaders or managers. Get to know your customers as best as possible. You’re a founder, that means you wear lots of different hats. So you are going to be that customer success, you know, point person or manager, you know, from the very beginning,” Ari says.
This isn’t about delaying hiring to conserve runway. It’s about building institutional knowledge before scaling a function.
The conversations Ari has with customers today inform product roadmap prioritization, pricing strategy adjustments, ideal customer profile refinement, competitive positioning, and feature development. Founders need that same direct exposure before building a team to scale customer success.
Founders who delegate CS too early optimize for their own time instead of organizational learning. They hire someone to solve the “customer success problem” without understanding what success actually requires in their specific market, with their specific product, serving their specific customer profile.
The result: hiring the wrong person, building the wrong team structure, or implementing generic CS playbooks that don’t fit the business model.
Mission Clarity Over Metric Obsession
When describing team effectiveness, Ari focuses on mission alignment rather than KPIs.
“We’re here to help long term care facilities hire, more efficiently, faster, so they can care for our residents. So we have to lean into that, we have to lean into the mission,” Ari explains.
This clarity—helping healthcare facilities hire staff so they can care for residents—creates decision-making coherence. It explains why smaller customers deserve attention despite lower current ARR. It justifies transparency tool investment and structured check-in discipline. It makes executive customer contact feel essential rather than optional.
Mission alignment also attracts people who care about outcomes. When Ari onboards new team members, he emphasizes growth and development, creating an environment where customer success isn’t just a stepping stone to sales or product management.
Rethinking Traditional Customer Success Playbooks
Apploi’s approach diverges from standard B2B customer success models in several specific ways:
They reject ARR-based segmentation for growth potential assessment. They structure check-ins as adoption interventions with clear usage metrics, not relationship calls. They invest in transparency tools that shift customer psychology during implementation from passive recipients to active partners. They maintain executive customer contact despite having sophisticated dashboards and large teams.
These aren’t revolutionary tactics. They’re pragmatic responses to a market reality: traditional playbooks optimize for current revenue instead of future expansion. In healthcare, where small operators consolidate rapidly and technology adoption drives operational efficiency, that optimization creates systematic blindness to high-velocity growth opportunities.
The customer who called Ari after a year represents the failure mode traditional segmentation creates—engaged customers receiving inadequate support because their current ARR doesn’t justify resource allocation, despite clear expansion potential.
Apploi’s customer success philosophy inverts that logic: support customers based on where they’re going, not where they are today.
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