New tools for growth and development: CSM Irina Smirnova created a unique portal for mobile app owners.

Mobile applications are becoming key drivers of company sales. Against this backdrop, an entire infrastructure is emerging to support the marketingstrategies pursued by app owners. In particular, traffic attribution and ad campaign monitoring are taking on an increasingly important role.

Irina Smirnova, Customer Success Manager at a major traffic attribution company, spearheaded the creation ofThe Hub— a unique online portal that consolidates all client account information and provides resources for faster onboarding. At the same time, the portal has become an indispensable tool for the company’s CSM team, streamlining routine processes and taking client-CSM interaction to a new level. Irina Smirnova shared insights into how this one-of-a-kind platform was developed and the key functions it serves.

—Irina, how did the idea for The Hub come about? What makes it unique?— Our company has been growingrapidly, and with it came a vast library of training resources — webinar archives, guides, and more. Previously, all these materials were stored separately. Clients who needed specific guides often had to request them directly from a CSM.

At first, communication between our managers and client representatives was handled through individual messenger chats. But as the client base expanded, it became clear that we needed a new interaction format.

I proposed the idea of creating a multilingual client portal to the executives. They supported the initiative and decided to integrate the portal directly into the service. The foundation was my project, where I outlined my vision for the interface, navigation, and set of widgets. As a result, clients received an intuitive space that brings together all account information and includes tool guides essential for solving attribution-related tasks.

Although intuitive navigation and helpful widgets enable the portal to let clients access most of the information they needon their own, CSM support has not only continued — it has reached a new level. In Customer Success Management, human interaction and proactivity are crucial. Many issues are so technically complex that resolving them often requires input from multiple teams. That’s why The Hub doesn’t replace direct communication with a CSM — instead, it makes it more efficient and productive.

— The principles you implemented in The Hub have essentially set a new standard for Customer Success. How did that happen?— All thetools in The Hub are designed to give clients the insights they need to drive growth and development. Specifically, the online portal presents tasks that show how to track user migration, perform subscription attribution, set up audiences, and evaluate the incremental impact of ad campaigns. There’s a wealth of such materials, which makes onboarding — the process of getting acquainted with the service — much easier. This is especially important for new clients and fast-growing companies, where teams are expanding and new specialists are joining. The Hub is integrated with the company’s sales services and CRM, and it includes features such as call recording, report generation, and access to updates. In other words, the portal helps clients fully leverage theattribution service, increasing transparency in their marketing strategies. With a clear understanding of which actions deliver the desired results, our clients can shape their future marketing policies, boost conversion rates, and achieve success.

The online portal in our EMEA & LATAM regions is available in English, Russian, Spanish, and Portuguese. This means that clients automatically receive all the necessary materials in their preferred language — a feature that is especially important given our global user base. All four language versions of the portal follow a unified structure, ensuring top-quality service and making it easier for clients to scale their business across countries and collaborate with international teams.

—After the launch of the client portal, the company’s CSM team gained the ability to implement one-to-many principles at a new level. How does this function behind the scenes?

— For CSMs, The Hub opens up extensive opportunities to segment clients across multiple criteria, allowingautomation while still maintaining a personalized approach. For example, clients receive targeted notifications about updates, webinar invitations, or personalized industry digests tailored to their specific sector.

Thanks to the automation tools within The Hub, routine CSM tasks have been reduced by more than 70%. This frees up managers to focus on more complex, high-effort tasks while continuing to provide a personalized touch and increasing the number of online calls.

The portal enables CSMs to manage hundreds of accounts simultaneously. For our company, this adds significant scalability potential. Clients who receive structured sections with the materials they need to promote their business can adopt the service faster, reach growth stages sooner, and ultimately increase their ARR.

Launched in 2022, The Hub received over 80% positive feedback even during its beta phase. Two years on, customer satisfaction (CSAT) has risen by 25%, while engagement has increased by more than 30%.

— You have unique CSM expertise recognized by leading global companies. What draws you to this field?

— For me, continuous learning and complete immersion in every detail are essential. I strive to understand every process, including technical ones, at a level that allows me to explain it clearly and simply to clients for effective implementation. Many companies that were startups when we first began working with them have now moved into the Enterprise segment. Every time a client reaches a major milestone, I feel genuine satisfaction, which confirms that guiding companies’ growth is my true vocation.