This episode of The Monthly Sync (hosted by Tash Evans and KJ Close) tackles a topic that's often overshadowed by all the agentic AI hype: automations. Tash and KJ make the case that if you're still manually sending renewal reminders or nudging customers toward adoption one by one, you're leaving a huge opportunity on the table. They walk through how to think about automations properly, when to use them versus an agent, and how Hook itself built its own automation strategy from scratch, which help the team work towards real business outcomes.
What you'll learn:
What an automation actually is, and the three categories of automated tasks
How to decide when to use a rules-based automation versus deploying an agent
The two core building blocks of an automation strategy: customer lifecycle/journey mapping and signals & behaviors
A practical framework for mapping jobs-to-be-done across onboarding, adoption, and value/renewal, and deciding what to automate, what to hand to an agent, and what to reserve for a CSM
Real examples of Hook's own onboarding and stakeholder automation flows
How to work backward from an outcome (e.g. reducing churn, driving expansion) to identify the right automations to build
Tips for managing automation/agent frequency and guardrails to protect customer experience
Meet the Speakers
Tash Evans
VP, Customer Growth
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