In Brief
10
percentage point increase on GRR in a newly created scaled segment.
GWI, a leading consumer insights platform, faced a familiar growth problem: as their customer base expanded, their customer success team was stretched thin. Lower-value accounts were being neglected, and simply adding more headcount wasn't a viable path forward. They needed a smarter way to scale.
By using Hook, GWI was able to build a new scaled segment, fully automating proactive customer success for this low-touch tier while delivering real engagement: from renewal reminders to at-risk alerts to self-serve onboarding. The results speak for themselves: 10 percentage point increase in renewal rates, 25% drop in inactive accounts, 200 users onboarded automatically, all while saving CSMs 460 hours of manual work over 3 months.
"If someone's really serious about scaling their customer success team without compromising their customer experience or burning out the team, Hook is a no brainer."
Lucrezia Keane, Global SVP, Customer Success, GWI
In Full
About GWI
GWI runs one of the world's largest consumer research platforms, with audience data covering billions of people across more than 50 markets. Their customer base ranges from fast-growing brands to global enterprises, all using GWI to inform strategy and decision-making. Serving such a varied and expanding customer base is what makes scalable customer success not just a nice-to-have for GWI, but an operational necessity.
Challenge
As GWI's customer base grew, so did the pressure on their customer success team. Without clear signals to identify where to focus, prioritisation became guesswork, and the default response of hiring more people wasn’t feasible. On paper, lower-spending accounts did have dedicated CSMs, but those CSMs were so overstretched that these accounts were, in practice, being deprioritised. GWI was looking for a scalable motion that could serve every customer without requiring an ever-growing team to do so.
Solution
GWI made a strategic decision to move their lower-spending accounts to a fully managed scale model, and Hook became the engine that made it possible. They implemented a suite of automated workflows covering the full customer lifecycle: renewal reminders, expansion and engagement cadences, at-risk account alerts, and inactive user outreach. Forecasting for the entire scale segment was handled in Hook too, removing hours of manual work from the team's plate.
Impact
Crucially, the automation didn't feel automated to customers. Proactive outreach, even at scale, drove a significant uplift in engagement for customers who would have otherwise gone quiet. In three months since implementing Hook, the CS team reclaimed over 460 hours previously lost to manual work, while inactive accounts dropped by 25%. Renewal rates on the scale segment improved by 10 percentage points, and nearly 200 users completed onboarding entirely through automated flows, without any negative impact on monthly active usage. The learnings from GWIs scale team are now being rolled out across additional customer segments in 2026, turning what started as a fix for one tier into a company-wide approach to customer success.