# Reporting on Outcomes: Connecting CSM Work to Measurable Results

**Company:** Hook
**Timeline:** 2026
**Contributions:** Product design, product management, product strategy, user research

> Designing Hook's reporting system from scratch – the stopgap that revealed what proper needed to look like, the buy-vs-build decision, and how customer research shifted the framing from activity metrics to outcomes. Case study coming soon.

Canonical: https://www.iamtomwhite.co.uk/work/hook-reporting

Hook had a reporting gap for a long time. The stopgap was a set of Grafana dashboards built privately and shared with a handful of customers – useful, but never intended as a real solution. With reporting needs growing across email campaigns, agents, and CSM performance, it was time to step back and think about what a full reporting system should actually do.

This case study covers the decision to build from scratch over off-the-shelf, research with three customers that reshaped the scope, and the design of a reporting system built around outcome attribution – not just activity metrics.

Coming soon....

[Video: A reporting system](https://www.iamtomwhite.co.uk/images/hook-reporting-home-mov.mp4)