How ContentSquare's CS team turned customer context into a competitive advantage

Customer success at a global SaaS company is fundamentally a context problem. The team managing an account needs a complete picture of that customer before every interaction: what they've contracted, how they're using the product, where the risks are, what conversations have happened, and what the right next action is.

In practice, that picture is rarely easy to assemble. Context sits across different systems owned by different teams, and pulling it together takes time that a CS team managing a large portfolio cannot always spare.

Jenna Lindberg, Senior Director of Customer Success at Contentsquare, set out to change that. Contentsquare is a digital experience analytics platform used by over 3,500 brands worldwide. Their CS team handles complex, high-value accounts where being prepared and proactive is the difference between a smooth renewal and a difficult one.

Jenna's team built a suite of agents in Dust, each targeting a specific workflow where context-gathering was creating friction. The common thread across all of them: the data existed. Getting to it quickly, in a useful form, was the problem to solve.

Before any customer interaction, Jenna's team needs a complete picture: what has been contracted, how the product is being used, recent conversations, open risks, and what action to take next. A single briefing agent pulls this from multiple data sources and produces a synthesised summary with key KPIs, highlights, and suggested next actions. For high-stakes meetings, the same foundation generates a full account summary, a SWOT analysis, and personalised talking points tailored to the specific executive in the room, all in about fifteen minutes.

Jenna's team built a portfolio review agent that gives each CSM a structured view of their full book in one place: consumption against contracted commitments, renewal timelines, open commercial opportunities, and health indicators across every account. Rather than relying on memory or manual digging, CSMs can see everything they own at once and make prioritisation decisions based on actual urgency.

The agent is particularly valuable during account transitions. When ownership changes due to restructuring, planned leave, or segment shifts, a CSM inheriting accounts arrives informed from day one.

The agent has since been rolled out globally.

Contentsquare's CS team works with a rich archive of recorded customer conversations and meeting transcripts built up over the life of each account. The strategic plan agent processes that material, identifies the themes and objectives that have appeared most consistently, and generates a structured plan with tactics and metrics aligned to what the customer actually cares about.

The gap between what customers say in conversation and what appears in their formal documentation is a well-known challenge in CS. Having an agent that reads across both gives Jenna's team a more accurate foundation for strategic planning. What previously required significant synthesis time now takes minutes to produce and refine.

"It's trained on Contentsquare data. It knows our customers' general objectives. It really creates that customised plan."

What distinguishes Contentsquare's approach is not just that individual CSMs are building agents. There's a dedicated AI optimisation team that reviews what people build and integrates the strongest work into the company-wide platform.

Jenna's portfolio review agent went through this process: submitted, reviewed for data source quality and business alignment, then folded into the broader go-to-market tooling the whole organisation uses.

"They keep up to date with our CIO and the data and privacy teams. That keeps it on track."

This model, distributed building with centralised governance, is how Contentsquare has scaled AI adoption across a large CS team without fragmentation or duplication.

The team's next milestone is a direct integration between Dust and Contentsquare's CS system of record, allowing agents to write plan outputs directly rather than requiring manual entry. Closing that loop would reduce admin overhead further and keep records current with less effort from the team.

Contentsquare's approach points to a model that works for any B2B CS team managing a complex book of accounts. The goal is not to replace the systems that already exist. It is to connect them, synthesise what they contain, and surface the right context at the right moment.

When preparation happens faster and the picture is more complete, the team can spend its energy on the relationships and decisions that actually move accounts forward. That is what Jenna's team has built and what they are continuing to extend.