Fiona Macrae
Fiona spent a decade inside UK customer-success teams before moving to Glencruittein. She leads interviews and the live briefing, and she will postpone a session rather than present boards the account team has not seen.
About the practice
A small table in Glencruittein, and the CS rooms we travel to.
Service Fieldbase is a commissioned practice. We draw visual briefings on product adoption and account health, then leave. We are not building a product for you to inhabit.
Why this exists
Fiona Macrae left an in-house customer-success role after too many forecast calls that used a colour grid nobody could defend. The numbers existed — seats, last actions, renewal dates — but the room could not walk them in an order that finance, product, and CSMs shared. The first briefings were unpaid favours for former colleagues in Manchester and Edinburgh. The studio in Glencruittein followed when the work would no longer fit in the evenings.
United Kingdom B2B SaaS teams remain the people we know how to sit with: mid-market books, named enterprise accounts, onboarding leads arguing about first login. We decline consumer apps and anything that needs a hosted score.
How we work
Interviews before charts. Draft boards to the people who live in the accounts before leadership. A fixed order in the live briefing so the conversation cannot skip the unused seats. A follow-up six weeks later for the flagship engagement, then we stop unless you commission the next piece.
We will postpone rather than brief into a spectator gallery. We will keep a watch-list at twelve names. We will not colour an account unless someone can say the next human action that colour requires.
People
James Okonkwo
James draws the boards and the first-fortnight maps. He used to produce investor packs; he now refuses decorative axes. If a number cannot be checked against an export you already have, it does not get a colour.
Priya Nair
Priya runs the watch-list clinics and sits in when a commercial lead will be in the briefing room. She came from account management, not from a visualisation studio, which is why the lists stay short enough to read aloud.