The Anti Check-In: How to CSM on a Daily Basis to Drive Value and Expansion with Melanie Faye

Why “Just Checking In” No Longer Works 

If you’re still scheduling “check-in” calls with your customers, it’s time to level up. In this episode of the Customer Success Pro podcast, host Anika Zubair sits down with Enterprise Customer Success Manager Melanie Fay from Goldcast to uncover a transformative approach to customer conversations. With a background in higher education, a stint at Hoppin during the digital event boom, and managing up to 250 accounts at Keeper, Melanie brings a wealth of real-world CS experience to the table.

Her secret? Replacing vague check-ins with outcome-driven calls that consistently deliver value—and lead to organic expansion. Whether you manage 30 enterprise clients or 300 mid-market accounts, this episode is packed with strategies to help you shift from reactive to proactive Customer Success.

The Rise of the Anti-Check-In Call 

So, what exactly is the “anti-check-in” approach? It’s Melanie’s solution to the problem we’ve all faced—endless calendar invites labeled “check-in,” lacking purpose, direction, and most importantly, value.

Melanie recognized early that vague catch-ups were ineffective, especially when managing a high-volume book of business. Instead of asking “how are things going?” she enters every call with a clear agenda, tailored insight, and a relevant use case to discuss.

Whether it’s uncovering unused features or sharing customer success stories, each interaction is designed to drive product adoption and move the relationship forward.

Managing 8 Calls a Day Without Losing Your Mind 

At Keeper, Melanie often handled up to eight back-to-back customer calls daily. Her secret to survival (and success)? Ruthless prioritization, time management, and leveraging tech tools like Fathom to streamline note-taking and meeting prep.

She built out a lightweight framework to ensure every call was structured and productive. Each conversation included:

 • Reviewing previous notes and goals

 • Identifying 1 key value point to cover

 • Sharing a relevant customer story or use case

 • Tying product features to measurable outcomes

The goal? To transform each call from a box-ticking exercise into a strategic moment that builds trust and drives retention.

From One-to-One to One-to-Many: Rethinking Customer Engagement 

One of the most surprising revelations from Melanie’s journey was discovering that her customers didn’t even want one-to-one calls. After surveying over 100 clients, not a single respondent preferred regular live meetings. Instead, they opted for self-serve video content and webinars.

In response, Melanie pivoted her strategy. She repurposed power-user webinar clips into short, value-packed videos and embedded them into personalized outreach emails. This not only led to more engaged customers—it actually increased call bookings from those who were curious to learn more.

Her approach proves that scaling engagement doesn’t mean sacrificing impact. It means listening, iterating, and meeting customers where they are.

Build a Framework, Not a Fire Drill 

With such a large book of business, Melanie knew that systematizing her approach was critical. She introduced a framework to her team that linked:

 • Customer pain points

 • Key product features

 • Associated measurable outcomes

This mapping became the foundation for strategic conversations and success planning. Using tools like Scratchpad, she ensured these insights were readily accessible for every call, helping her tailor guidance and identify upsell opportunities organically.

And the best part? Melanie didn’t wait for permission—she initiated internal training sessions and shared her framework with the wider CS team, positioning herself as a leader without the title.

Guiding, Not Selling: Natural Upsells Through Storytelling 

Let’s face it: most CSMs aren’t natural-born sellers. But that doesn’t mean you can’t drive expansion. Melanie’s tip? Let storytelling do the heavy lifting.

Rather than push products, she paints a picture—sharing stories of similar customers who piloted a new feature and saw measurable impact. This “guide-first” approach builds trust and allows upsell conversations to emerge naturally.

As Melanie puts it, “Your customers don’t know what they don’t know. It’s your job to educate them—not with a pitch, but with purpose.”

Segment to Scale: Managing a Massive Book of Business 

When you’re responsible for hundreds of accounts, segmentation becomes your superpower. Melanie breaks down her approach into three practical buckets:

 1. Size of business – Solopreneurs vs. multi-user firms

 2. Renewal timeline – Who needs attention now?

 3. Product usage – Who’s underutilizing the platform?

From there, she allocates her time to accounts that need her most—ensuring value delivery and mitigating churn risk before it starts.

Final Takeaway: Say Goodbye to the Check-In 

If you only take one thing away from Melanie’s playbook, let it be this:

Stop sending check-in invites. Start sending value. 

Use video clips. Personalize your outreach. Tell stories. Ask your customers how they want to engage, and then meet them there. Whether you’re managing 30 clients or 300, delivering consistent value is the key to renewals, upsells, and long-term customer growth.

Listen Now & Build Data-Driven CS Strategies 

This episode with Melanie Fay is a must-listen for CSMs, CS leaders, and anyone looking to manage a high-volume book of business without sacrificing value.

🎧 Listen on your favorite platform:

🔹 YouTube

🔹 Spotify

🔹 Apple Podcasts

Want to take your CS career to the next level? 

✅ CSM RevUP Academy – My coaching program for ambitious CS professionals.

✅ AI Guidebook for CS – Learn how to use AI for smarter Customer Success strategies.

Connect with Us 

📌 Follow Melanie Fay: LinkedIn

📌 Follow Anika Zubair: LinkedIn | YouTube | TikTok | Website

Bonus: Enter the Planhat Giveaway! 

Win an all-expenses-paid trip to Planhat Open: www.planhat.com/giveaway