Scaling Trust: Building a Customer Success Team

Customer success exists because winning a customer is only half the job. I built that function from scratch at Net32, turning first-time buyers into long-term partners and making retention and growth something the whole business could count on.

The problem: Net32 was a fast growing B2B marketplace connecting dental practices with suppliers, but nobody owned the relationship after the first sale. We were good at bringing customers in the door. We had no real plan for what happened next, why some came back and others quietly disappeared, or how to grow the value of an account once we had it.

What I built: A customer success function built around a simple idea: the sale is the beginning, not the finish line. I built the team and the playbooks from scratch, with a real focus on getting ahead of customers before they drifted away rather than scrambling to win them back after. We built health scoring that told us who needed attention before they told us themselves, and outreach that felt like a partner checking in, not a vendor chasing a renewal. I also made sure what we learned from customers actually made its way back into product and account strategy, so growing the relationship became something the whole business cared about, not just something my team chased on its own.

The outcome: Repeat purchase rate settled at a sustained 85 percent. Average cart size grew 40 percent year over year. The team grew from one person to 28 across three departments, and customer success stopped being the place where complaints landed and became one of the clearest drivers of revenue in the business.