Driving Customer Expansions

CSG’s AI-driven go-to-market engine

Cloud Software Group (CSG) recently shifted from selling individual products to selling a unified platform at the enterprise level.

As a result, revenue is no longer just about closing deals. Rather, growth is about driving value across the entire customer lifecycle, with a greater focus on renewals and expansion.

That shift requires an extremely deep understanding of the customer at every stage.

To achieve this, Andy Nallappan, President and COO of CSG, set a clear goal: run a ticketless, frictionless operation where every employee has what they need to make the right decision quickly.

The “AI evolution has given a lot of hope to completely run the operations in a way which wouldn’t have been possible in the past year”

The challenge: making decisions without complete information

As the business evolved, Andy saw a consistent issue. People were being asked to make important decisions without having all the information they needed.

The data existed, but it was spread across many different systems. Teams had to pull together contract terms, customer history, product usage, and engagement details manually. This took time and created unnecessary friction.

“A lot of people needed more information to make the call. They had to open tickets, do research, and that slowed everything down.”

This led to a few clear problems:

• decisions were delayed

• teams depended on others to gather information

• in some cases, decisions were made without fully understanding the customer

“A lot of times we make decisions without understanding the customer. That’s where friction happens.”

Why CSG partnered with Rox

Rather than building internally, Andy made a deliberate decision to partner, as he’s “a big believer in leveraging expertise and value.”

For Andy, AI is about domain expertise. 

“More than technology, domain expertise - the last mile - is the differentiator. If I build it myself, I’m limited by what I know.”

Instead of reinventing the solution, CSG partnered with Rox to bring together both technology and deep go-to-market expertise.

“They understand how the market works. I can focus on outcomes and leave the technology and domain expertise to them.”

What changed

With Rox, CSG is changing how decisions get made.

Instead of relying on manual research and back-and-forth, teams can now access the full context they need in one place, whether they are reviewing a deal, preparing for a renewal, or engaging with a customer.

The impact Andy is looking forward to:

• faster decisions with the right information available immediately

• fewer escalations because teams can make decisions on their own

• better outcomes based on a deeper understanding of the customer

• stronger relationships with customers over time

“We want every individual to have the full information and make the right decision quickly.”

Looking ahead

With AI and a complete view of the customer, CSG is working toward a model where teams are more informed, decisions are faster, and customers see consistent value.

“If you want to have a positive impact on your revenue quickly, I think you should go for Rox, because Rox really rocks.”