Retention Starts with Relevance: How Customer Success Powers Growth in iGaming SaaS

In his second appearance on 15M Mastery, Dmitry Koldysheu, Head of Customer Success at Blask, returned to share how he’s scaling client relationships with precision. From onboarding tactics to churn detection, his approach reflects a deeper truth: retention is emotional before it’s operational.

Across this conversation, Dmitry offers a hands-on blueprint for building customer success programs that grow with your product, without losing the personal touch.

The Aha Moment Comes Early or Not at All

Onboarding isn’t just about showing how the product works. It’s about making it matter fast.

“I usually like to compare onboarding to the first hour of a well-designed video game,” Dmitry says. “If you don’t grab the player with solid mechanics and a bit of dopamine early on, they drop off before the first boss.”

Blask shortens the path between confusion and clarity by connecting directly to each client’s real-world goals.

“Are they expanding into Brazil? Searching for new partners? Tracking campaign performance? We open Blask and show them how the tool answers their specific questions.”

But software isn’t enough. Dmitry highlights the human factor.

“No 30-page tutorials. No submit-a-ticket buttons where you wait for days. Just a team that really cares.”

Engagement Isn’t a Phase, It’s a Strategy

Retention begins after setup ends.

“We see post-onboarding the same way operators see player retention. It’s not a phase – it’s a constant strategy.”

That means live workshops, success story sharing, and helping clients discover value they didn’t know to look for.

“Blask is about numbers,” he says. “But those numbers are stories with action points. We help clients connect the dots.”

And in today’s noisy iGaming market, he adds, timing matters more than features.

“Engagement isn’t about features anymore. It’s about relevance – and staying one step ahead of the competition.”

Churn Has Early Warning Signs If You Know Where to Look

Most user drop-off is predictable.

“Churn doesn’t happen overnight,” Dmitry says. “If you don’t track it regularly, you might not even notice someone’s already gone.”

At Blask, customer health is monitored through behavioural shifts. Login frequency, priority market usage, key feature activity – all of it tells a story.

But numbers only go so far.

“Churn is often emotional before it’s operational. A client might still be using your product, but if they’ve stopped seeing the value, that’s a red flag.”

That’s why Blask blends product signals with human signals.

“We check in when things feel off. ‘Hope they renew’ is not the energy we value.”

Scale What’s Predictable. Personalise What Matters.

How do you keep it personal at scale?

Like a good sportsbook, Dmitry says, “You don’t give the same odds to every player.”

“Some need VIP treatment. Others want fast results.”

So Blask automates what’s predictable – onboarding, reminders, updates – but applies a personal touch where it matters most: feedback, unusual usage patterns, new market entry.

Crucially, they don’t segment by size or revenue alone.

“A small brand entering a new market might need more care than a big one on autopilot.”

The goal is intentionality.

“Automation runs the system. Relationships build loyalty. Both should feel intentional to the client.”

Feedback Only Matters if You Act on It

Dmitry breaks feedback into a simple loop:

“First, you ask. Then you listen. Then you act visibly.”

Every client touchpoint becomes an insight source: onboarding, group chats, feature demos. But acting fast is key.

“If you don’t react fast, feedback loses value.”

“Don’t just say ‘Thanks for your input.’ Show them what you changed. Say: ‘This was your idea – here’s what we built.’ That builds more trust than anything.”

Define Success With Clients, Not For Them

For Blask, success isn’t a metric, it’s a shared goal.

“Success isn’t a modern oversized t-shirt that fits everyone,” Dmitry says.

So they ask every client: “What would make you say, three months from now, that Blask was a no-brainer?”

That answer becomes the metric.

“Because if you’re not aligned on what winning looks like, don’t be surprised when they quit.”

Dmitry’s approach is clear: real conversations, timely relevance, and shared wins.

Because great customer success doesn’t just retain, it builds advocates.