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When I joined Coast in February 2023, the company had no dedicated Customer Support or Customer Success function. Two years later, I lead a team of 7-10 people supporting over 1,000 customers and an ARR that has grown from $234K to $4.6M. That growth was a company-wide effort -- but the retention, expansion, and customer experience infrastructure that helped sustain it was built by my team and me, from scratch.
Coast was growing, but its customer operations hadn't kept pace. When I arrived, the company had roughly 170 customers and no formal structure for supporting them. Specifically:
The risk was clear: without a scalable support and success foundation, churn would accelerate as the customer base grew, and the company's ability to retain and expand revenue would be limited.
I was hired as a Customer Support Associate, but quickly identified that the role required building an entire function -- not just answering tickets. Within my first year, I designed and implemented the core systems that would become Coast's Customer Success operation. Within 1-2 years, I was promoted to Head of Customer Success and began scaling the team.
My approach centered on three priorities: stabilize support operations, systematize onboarding, and create visibility into the customer base.
I established structured workflows for handling incoming customer requests -- including prioritization guidelines, escalation paths, and communication standards. This replaced the informal, inconsistent handling that had existed before and gave the team a repeatable system to work from as volume grew.
I designed an end-to-end onboarding process that guided new customers through product setup and early adoption. By documenting implementation steps and creating clear milestones, we reduced confusion in the early customer journey and improved time-to-value -- directly contributing to better retention in the critical first 90 days.
To reduce repetitive inquiries and empower customers, I built out a library of help guides, FAQs, and internal troubleshooting documentation. This allowed customers to resolve common issues independently and freed the support team to focus on higher-complexity cases.
I introduced a process for capturing, categorizing, and escalating customer feedback internally. Recurring issues and feature requests were regularly shared with Product and Engineering teams, ensuring the customer voice had a seat at the table in development decisions.
Coast's growth from 170 to 1,018 customers and from $234K to $4.6M ARR between February 2023 and today reflects a cross-functional effort across CS, Sales, and Product. Within that, the systems my team built directly supported:
This experience reflects my ability to operate as both a builder and a leader -- stepping into ambiguity, designing systems from zero, and then scaling a team to run them. I'm most effective in environments where customer success is still being defined, and where there's an opportunity to make it a true driver of retention and growth -- not just a reactive support function.