Ditch the Check-In Call

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Hey CS Pros,

Tired of customer calls that feel like they go nowhere? You’re not alone—and this episode breaks down exactly how to fix that.

Let’s be honest. If “just checking in” is your go-to opener for customer calls… it’s probably time to retire it.

That phrase might’ve worked in 2018. But in 2025? Your customers are busy, your calendar is packed, and those calls often lead to nowhere.

This week on the podcast, I had the BEST conversation with Melanie Fay, Enterprise CSM at Goldcast, who broke down exactly how she’s flipped the script—and turned 1:1 customer calls into something strategic, scalable, and seriously impactful.

The strategy is called the anti-check-in.

And once you hear how she does it, you’ll never go back.

But first, today’s sponsor

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The check-in isn’t helping anyone

When Melanie was managing 250 accounts at Keeper, her days were jammed. We’re talking eight customer calls a day—back to back.

Sound productive? It wasn’t always.

Many of those calls felt like a box-ticking exercise. No clear agenda, no outcome, just “touching base.” Customers didn’t love it. And Melanie felt like she was doing a lot without really impacting anything.

So she decided to change the game.

Instead of checking in, she started leading with strategy. With storytelling. With purpose.

That’s when the real magic happened. Customers re-engaged. Usage increased. And she started spotting natural opportunities for upsells—without ever sounding salesy.

Her secret weapon? A 4-question survey

When Melanie realized she couldn’t keep up the call volume and deliver value, she got curious.

She sent out a short survey to her customer base (over 100 clients) and asked one simple thing:

Options included:

• 1:1 calls

• On-demand video

• Webinars or group sessions

• Email guides or how-tos

Guess what the overwhelming answer was?

Not a single customer chose 1:1 calls.

It was a wake-up call.

So instead of chasing down meetings, Melanie pivoted. She started recording quick Loom videos, cutting down product webinars into short clips, and sending customers exactly what they needed—when they needed it.

How she prepped for every conversation

Of course, some customers did still want a live conversation. But this time, she came prepared.

Here’s what her structure looked like:

1. She reviewed notes from the last call using Fathom (complete with CS-focused summaries).

2. She picked one meaningful insight to bring to the conversation—something relevant to that customer’s goals.

3. She tied it back to business outcomes. Always.

Whether that was a new feature, a use case from a similar customer, or a blocker she could help remove—there was always a point to the call.

That’s what made the difference.

From check-ins to expansion calls

One thing Melanie said that stuck with me?

They’re not reading your newsletters. They’re not watching your full webinars. They’re barely aware of the product roadmap, let alone how it connects to their day-to-day work.

So when Melanie saw an opportunity to help—whether it was improving a workflow or saving time—she didn’t hold back. She shared what worked for other customers. She showed real-world examples. She offered to pilot new features with them.

And guess what? Customers said yes.

It didn’t feel like selling. It felt like helping.

That’s the magic of the anti-check-in. It doesn’t just keep the relationship warm—it moves it forward.

The one thing I want you to remember

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

Stop defaulting to a check-in. Lead with value instead.

Every touchpoint is an opportunity to help your customer succeed. Don’t waste it with vague small talk.

Pick something that matters to them. Show them how to get more out of your product. Share a quick tip. Tell a story. Ask a meaningful question.

Make it count.

Because the truth is—customers don’t churn from lack of contact. They churn from lack of impact.

3 Takeaways

1. No more “Just checking in”

If your only reason to call is to tick a box, cancel the call. Come in with value: a feature insight, a customer story, or an outcome update.

2. Let your customers tell you how they want to engage

Melanie’s short survey revealed her customers didn’t want 1:1 calls. They wanted video, webinars, and async value. Ask your customers what works best—and meet them there.

3. Tell stories, not sales pitches

Upselling doesn’t have to feel gross. Melanie’s go-to? Sharing how another customer succeeded using a feature or upgrade. It sparks interest and trust.

That’s it for this week! If you want to hear all of Melanie’s insights (including her tips for working with different strategies on how to master outcome driven calls).

Have a listen to the latest podcast on Spotify, Apple Podcasts, or Youtube and make sure to let me know what you think!

That's all for now.

I hope you’ve found this newsletter helpful. If you did find it helpful feel free to forward it to a friend or a colleague, sharing is caring! If you have any questions or suggestions, please feel free to contact us.

Cheers to your CS success,

Anika

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