When handoffs fail, trust fails: Fixing the customer journey

A customer gets pinged by an SDR, handed off to an AE, and then shuffled to post-sales. 

At every step, they get asked the same questions — “Why did you buy? What problem are you solving?” And by the time they’re in the hands of the customer success  team, the customer feels like they’re stuck in a corporate version of the game “Telephone.” 

The result? Frustration, broken trust, and — too often — a failed relationship. This is the reality of poorly executed handoffs.

It’s bad for the customer, it’s bad for your team, and it’s bad for your business. And the stakes couldn’t be higher. SaaS companies live and die by customer lifetime value and retention. In fact, Bain & Company has found that raising customer retention rates by just 5% can boost profits by 25% to 95%. So companies can’t afford to stumble out of the gate here.

At its core, the problem comes down to insights and action.

Customers expect you to understand their business, their pain points, and the outcomes they’re chasing. But too often, those details get lost between teams. 

Here’s a common scenario: An AE makes a promise —“Of course, our product can do that, no professional services required!”— only to hand the deal off to post-sales, who has no idea why the customer bought. The post-sales team implements a generic solution. The customer’s goals are forgotten. And that promised outcome goes undelivered. Everyone’s left wondering what went wrong.

Now imagine a different scenario: Every team member — from SDR to AE to CS — is anchored on the same business outcomes. They leverage AI insights that enable quick action. The customer’s story flows seamlessly across teams, guided by a single thread: What are we solving, and how do we deliver value?

Luckily, modern AI technology, like what we offer at Gong, is making seamless customer handoffs like this a reality. 

How?

First, every handoff starts and ends with the customer’s words. No more translating or reinterpreting. What the customer says they need — their exact goals — carry through every interaction.

Second, every function brings its unique expertise to the table. SDRs cultivate interest. AEs refine pain points. Post-sales teams implement solutions. And everyone operates from the same playbook, centered on the customer’s desired outcomes.

This is where AI is a game-changer. 

Using features like Gong’s Ask Me Anything, teams can create a thread that connects every touchpoint. An AE hands off a deal, and with one click, the post-sales team gets a complete, AI-generated summary of the account — goals, pain points, promised outcomes. No more templates, inconsistent and static CRMs, and no more hours spent compiling notes. 

And intelligent solutions like this also enable executives to step in at critical moments — whether it’s a check-in or an escalation, leaders can quickly get up to speed on the customer’s journey and make informed decisions in an instant. That’s a massive advantage in building trust and solving problems early and fast.

Handoffs aren’t just a procedural step. They’re a critical moment of truth for your customer and your business. Get it right, and you’ll set the foundation for a long, successful relationship. Get it wrong, and you risk losing trust before you even get started.

For more on seamless handoffs, check out this complete guide by Gong.