FluuaPortuguês

A product and technology case study

A cockpit for Customer Success teams that had outgrown the spreadsheet.

Customer accounts, risk signals, surveys, contracts and playbooks in one workspace. Fluua was developed to organise the daily work of Customer Success teams.

Fluua is no longer in operation. This case study presents the vision, decisions and technology behind the product.

Customer portfolio in the Fluua cockpit.
Customer portfolio in the Fluua cockpit.

The problem

As the customer base grows, context gets lost

Spreadsheets let teams start with limited resources. As the customer base grows, keeping contacts, contracts, surveys and tasks up to date requires more manual work.

Information spread across files and tools makes follow-up harder. A contract may approach renewal while a drop in usage or a negative survey response remains somewhere else.

Fluua brought that data together with the team's actions: review the history, understand an account and record the next step in the same workflow.

carteira.xlsx
ClienteNPS
Acme Logística8
Vortex Tech7
Nordeste S.4
……
Fluua
agora

Acme Logística

Carteira ativa · em adoção

Health

78

NPS

8

MRR

4k

Próximo passo · sex
Illustration of the portfolio import and organisation workflow.

The thesis

The table at the centre, everything else around it

The customer table was the starting point. Filters, indicators and actions shared the same portfolio; account details opened in a side panel, preserving the user's working position.

The table as primary interface

The entire book of business on one dense surface, with configurable columns, grouping, saved filters and views shareable by URL.

Context without leaving the route

The customer 360 opened in a drawer over the table. The CSM could go deep and come back without losing the queue they were working.

Signal before symptom

A first-party health score combining product indicators, support metrics and survey results, so risk surfaced before it became a cancellation request.

Execution in the same place

Tasks, interactions, surveys and playbooks could be initiated in the context of an account.

From vision to execution

A product built end to end.

As Fluua's founder, Daniel Kafruni led business, product and technology: from defining the problem and user experience to architecture, development and commercial operations. The decisions in this case study are part of that journey.

Founder · Daniel Kafruni

  1. Business strategy
  2. Product vision
  3. Architecture and engineering
  4. Execution and operations

What shipped

Delivered scope

Features developed to monitor accounts, organise work and act on customer needs. The visuals illustrate workflows using example data.

Book of business

The whole book, prioritised by risk

The table was the centre of the operation. Every account arrived with health score, stage, revenue, next renewal date and last contact, grouped by whichever dimension the CSM chose.

  • Five lenses over the same book: portfolio, scorecard, tasks, revenue and signals
  • Configurable columns, grouping, sorting and density stored per user
  • Saved views shareable by URL — a reload preserved the entire context

Carteira total

32contas

Carteira segmentadapor health
  • Risco4

    Acme · Nordeste · +2

  • Atenção9

    Vortex · Loja Verde · +7

  • Saudável19

    Norte SaaS · Nova Co · +17

4 pedem ação hojeordenado por risco

Customer 360

Deep context without leaving the queue

The drawer opened over the table with the whole account across five tabs. The CSM could investigate, act, and return to the queue without losing their place.

  • Overview, activity, delivery, revenue and account on a single surface
  • Direct actions: create a task, log an interaction, send a survey, fire a playbook
  • State preserved in the URL — the account link reopened the exact same context

Uso · 30 dias

22%

Vortex Tech

Padrão

vortex.com · HealthTech · Pequeno

Ao vivo

Saúde

6,2

Atenção

NPS

7

passivo

CSAT

4,1

de 5

Renovação

28d

a vencer

Tickets

2

abertos

Atividade

5d

atrás

Visão geralAtividadeEntregaReceitaConta
Resumo do caso

Risco de renovação: uso caiu 22% e renova em 28 dias. Priorize um contato esta semana.

Criar tarefaLançar surveyAcionar playbookRegistrar interação

Health score

Customer health with a visible breakdown

The health score combined account dimensions with weights and history. The team could inspect its composition and follow changes over time.

  • Configurable dimensions and weights for account indicators
  • Per-account history with a daily series for trend reading
  • Book-wide distribution by health band, comparable across segments

Health Score

Acme Logística

78/100
Saudável · subindo
Uso do produto28
NPS18
Contrato15
Contato10
Suporte7

Signals

Usage, support and surveys as account signals

Usage, support and survey signals landed in the same operating queue. A drop in adoption, a key user gone quiet, or a new feature adopted became events with context and an owner.

  • Product signals, support metrics and survey results consolidated
  • Per-signal targets checked daily, raising an event on breach
  • A breached target could fire the associated playbook automatically

Sinais hoje

27eventos

Sinais do produto
ao vivo

  • Uso da feature core caiu 38%

    Acme · há 2min

  • Usuário-chave sem login há 9 dias

    Nordeste S. · há 1h

  • Novo usuário ativado

    Vortex Tech · há 3h

  • Feature de relatórios adotada

    Norte SaaS · há 5h

Vira tarefa no playbooksem time técnico

Risk

Risk visible while there was still time to act

The cockpit brought account risk factors together, including lower adoption, negative survey responses and approaching renewals, to support contact prioritisation.

  • Combined risk factors: NPS, adoption, contract and contact recency
  • At-risk queue at the top of the daily operation
  • Revenue and renewal dates available to support prioritisation
Risco hoje

3 clientes

Sinais antecipados
há 1h

Nordeste Saúde

Cliente desde 2024 · MRR R$ 4.800

  • NPS = 4 (detrator)
  • Uso ↓ 60% em 14 dias
  • Contrato vence em 45d
  • Sem contato há 3 semanas
Playbook de retenção ativo45d até renovar

Playbooks

The standard response, executed and recorded

Playbooks turned the team's best practice into executable steps: tasks, surveys, notifications and interactions, recorded per account with execution tracking.

  • Fired by signal trigger or manually by the CSM
  • Steps with owner, due date and per-account execution state
  • Auditable execution history inside the customer drawer

Disparados hoje

12playbooks

Gatilho

NPS ≤ 6 + uso ↓ 30% em 7 dias

Criar tarefa

atribuir pra CSM

1

Enviar NPS

follow-up de 7d

2

Notificar time

Teams + email

3
Roda no automáticoRegistrado na visão 360

Revenue

Contracts and renewals tracked in the portfolio

Contracts, amendments and renewal dates fed a revenue timeline, with ARR and MRR calculated and the book's financial risk made visible.

  • Contracts with amendments, ARR and MRR calculation and change history
  • Renewal pipeline by expiry window
  • Expansion and financial risk read at book level

MRR em renovação

R$ 38k/90d

Próximas renovações9 em 30d
  • 8dias
    Acme LogísticaR$ 4.2k
    uso caiu · risco
  • 21dias
    Vortex TechR$ 6.0k
    QBR agendado
  • 34dias
    Norte SaaSR$ 2.8k
    expansão sinalizada
1 renovação em riscoplaybook aos 30d

Onboarding

From kickoff to value, with the stage in plain sight

Implementation was tracked through journey stages, project milestones and tasks. Owners and due dates helped the team identify outstanding work.

  • Journey stages with milestones, owner and due dates
  • Tasks and counters for each portfolio view
  • Tracking of overdue tasks and milestones

Time-to-Value

24dde 30 alvo

Em Onboardingdia 18 de 30

Vortex Tech

ICP enterprise · ativada em 3 de 5 etapas

  • Kickoff
  • Setup
  • Adoção
  • Value
  • Ativado
Próximo passo programadoMaria · sex

Voice of the customer

NPS and CSAT on the same operating surface

NPS and CSAT were sent for an account or a campaign. Invitations, responses and reminders had their own tracking, connected to the product's communications layer.

  • NPS and CSAT sent per account or per segment
  • Promoter, passive and detractor distribution, sliceable by segment
  • Survey responses available as playbook triggers

CSAT médio

4.6/5

NPS da carteira

30 respostas · trimestre

47NPS
  • Promotores1860%
  • Neutros827%
  • Detratores413%

“Não consegui o relatório que precisava.”

Nordeste S. · detrator · vira pauta

Resposta vira tarefa

Day to day

The CSM's week fit on one screen

The cockpit brought tasks, deadlines and account signals together to support the CSM's daily work. Actions and shortcuts kept the workflow close to the account context.

  • Daily queue composed from risk, upcoming renewals and overdue tasks
  • Command palette to navigate and act without leaving the keyboard
  • Portuguese and English support, with light and dark themes

Carteira

32contas

Minha semana · CSM2 de 4 feitas
  • SEG

    Acme Logística

    Call de renovação

  • TER

    Vortex Tech

    Revisar adoção

  • QUA

    Nordeste S.

    Risco · NPS caiu

  • QUI

    Norte SaaS

    QBR trimestral

Priorizado por riscoMaria · CSM

Intelligence in the workflow

An agent with context to support decisions.

Flow connected the user's intent to account data. It queried product tools, gathered evidence and returned an analysis with references and next steps, within the CSM's working context.

Flow architecture · from intent to recommendation

  1. Intent

    A question about an account or the operation.

  2. Context

    Tools queried account data and records.

  3. Synthesis

    The analysis connected signals and source references.

  4. Decision

    The user reviewed and followed up on recommendations.

Tools with contracts

A tool catalogue, input validation and execution limits connected the model to the operations available in the product.

Contextual memory

Analyses were scoped to company, customer and date, with context fingerprints and recommendation tracking.

Evidence and traceability

Executions recorded tool calls, references, latency and token usage. Each synthesis retained links to the records consulted.

The foundation

How it was built

A multi-tenant architecture with company context in the data access layer.

NestJS backend with Drizzle over PostgreSQL, a per-domain TTL cache layer and in-flight request deduplication

JWT authentication with refresh tokens and tenant-scoped data access

React frontend with tiered server-state caching and a single bootstrap request to assemble the cockpit

A separate analytics warehouse with a partitioned daily snapshot table for history and sparklines

A CSS-token design system with automated visual consistency checks

Repository scripts for type checking, linting, tests and interface rules

Recognition

Fluua at Web Summit Lisbon 2025

In November 2025, Daniel Kafruni presented Fluua at Web Summit in Lisbon, bringing the product and its approach to conversations with the market.

Participation record

The conversation continues

See something you connect with?

If Fluua's vision resonates with you, let's talk. About the product, the technology or the possibilities of taking the project forward.

Direct contact

Let's talkdaniel.kafruni@icloud.com

Learn more

The vision, the decisions and what was built.

Explore possibilities

The technology and its use in new contexts.

Take it forward

A conversation about taking over and developing the project.

Operations have ended. Conversations about the project's future remain welcome.