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SaaS Therapy
By BrainStormBusiness
SaaS Therapy episodes
- We're grateful for CSMs! With Tyler Rogers, Sr CSM @BrainStorm
Happy Thanksgiving week!
Host Todd Kirk and guest Tyler Rogers express gratitude for the often-overlooked role of CSMs, who bridge the gap between product and customer needs, manage renewals, and enhance the customer journey.
Tyler shares insights from his 15 years of experience as a CSM, emphasizing the balance of relationship management and expertise required to succeed in this role.
Takeaways
- Customer success is about building strong relationships.
- CSMs must balance empathy with product advocacy.
- Renewals are crucial for long-term customer retention.
- Effective CSMs are organized and proactive.
- The customer journey involves multiple touchpoints.
- CSMs play a key role in onboarding and support.
- Gratitude can enhance workplace relationships.
- CSMs need to be both scientists and artists.
- Transforming customers into champions is vital.
- A fulfilling CSM role contributes to a better world.
Contents
- 00:00 Introduction and Gratitude for Customer Success
- 09:43 Navigating Paperwork and Renewals
- 16:05 The Customer Journey and CSM's Role
- 21:12 Transforming Customers into Champions
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
28 min - Check-In: Learn from Tesla about customer engagement
Casey Trujillo discusses insights from Maria Manning-Chapman's episode that focuses on customer education and engagement metrics.
The conversation highlights the importance of understanding how many users are interacting with educational resources and the impact of these interactions on software adoption and customer experience. Learn how customer engagement strategies relates to Tesla's approach to making electric vehicles.
Takeaways
- Consider the percentage of your organization interacting with education resources.
- Engagement metrics can reveal gaps in customer experience.
- Less than 5% of total license users may be engaging with education.
- Understanding user engagement is crucial for ROI.
- Customer experience should be appealing and engaging.
- Ask why customers are not engaging with your services.
- Improving engagement can lead to better renewals and upsells.
- Tesla's success came from making EVs cool and desirable.
- Identify core reasons for low engagement to solve problems.
- Customer education is vital for software adoption and success.
Contents
- 00:00 Introduction to Customer Education Insights
- 02:46 Understanding Engagement Metrics
- 06:00 The Importance of Customer Experience
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
7 min - The LMS dilemma & why it fails with Maria Manning-Chapman @TSIA
Todd Kirk and Casey Trujillo chat with Maria Manning-Chapman, VP of Education Services Research at TSIA. The conversation explores the challenges and misconceptions surrounding Learning Management Systems (LMS) in customer education, the importance of analytics, and the disconnect between stated objectives and actual practices in education organizations.
Maria emphasizes the need for data-driven strategies to enhance product adoption and the critical role of understanding metrics in measuring training effectiveness.
Takeaways
- Flexibility is crucial in learning management systems.
- Analytics are essential for making informed business decisions.
- Many LMSs are not designed for customer-facing training.
- Organizations often add features to LMSs without a clear strategy.
- The disconnect between objectives and practices is prevalent in education organizations.
- Free training does not guarantee adoption or engagement.
- Understanding metrics is vital for measuring training success.
- Active consumption strategies are necessary for effective training.
- Organizations need to track who is consuming training content.
- Benchmarking can reveal gaps in education practices. Customer education is essential for driving renewals.
- Education should be viewed as a business, not a program.
Contents
- 00:00 Introduction to SaaS Therapy and Guests
- 01:43 Would You Rather: Learning Management Systems
- 04:41 The Importance of Analytics in Education
- 06:28 The Disconnect with Learning Management Systems
- 12:30 Understanding TSIA and Its Role
- 15:24 Objectives vs. Practices in Customer Education
- 19:24 The Misconception of Training and Adoption
- 22:32 Metrics for Measuring Training Effectiveness
- 25:40 The Importance of Customer Education
- 29:30 Education as a Business, Not a Program
- 35:43 Building Relationships and Leveraging Data
- 41:34 Real-World Applications and Success Stories
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
53 min - Why EQ is important in SaaS with Jenelle Friday, Founder @LionHeartCS
Today features a conversation with Jenelle Friday, founder of LionheartCS, to explore the significance of emotional intelligence (EQ) in the SaaS industry. Jenelle shares her personal journey towards understanding EQ, emphasizing the importance of self-awareness and how it impacts both personal and professional relationships.
Listen to learn practical strategies for enhancing emotional intelligence, the role of empathy in customer success, and the necessity of taking personal accountability. Jenelle encourages listeners to reflect on their identities beyond job titles and to actively manage their emotional well-being.
Takeaways
- Emotional intelligence is crucial in SaaS.
- Self-awareness is the foundation of emotional intelligence.
- Understanding your triggers is key to managing emotions.
- Empathy enhances customer relationships and success.
- Personal accountability is essential for professional growth.
- Comparison is the thief of joy; focus on your journey.
- You can't draw water from an empty bucket; care for yourself first.
- Filling your emotional bucket requires intentionality and self-care.
- Mindfulness helps in recognizing emotional states.
- Ask yourself, 'Who are you?' to discover your true self.
Contents
- 00:00 Introduction to Emotional Intelligence in SaaS
- 03:04 Jenelle's Journey to Emotional Intelligence
- 06:05 The Importance of Self-Awareness
- 08:54 Connecting Personal Life to Work
- 12:03 The Role of Empathy in Customer Success
- 15:12 Understanding Emotional Triggers
- 17:52 Filling the Emotional Bucket
- 21:11 Practical Steps for Emotional Intelligence
- 23:45 Final Thoughts and Homework Assignment
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
52 min - Check-In: Why SaaS companies struggle with CX
In this episode of SaaS Therapy, Todd Kirk discusses the critical aspects of customer experience that Andrew talked about in Tuesday's episode.
Explore the definition of customer experience, the importance of understanding customer journeys, and the need for data-driven insights to enhance customer satisfaction.
Takeaways
- Customer experience is the delivery of the brand promise.
- Many SaaS companies struggle with customer experience.
- Understanding customer journeys is crucial for success.
- Data collection is essential for improving customer experience.
- Customers prefer a digital-first experience.
- Human interaction remains important for customer satisfaction.
- Organizations need to present the right information at the right time.
- Cohesive experiences can be achieved through consolidation.
- Identifying customer drop-off points is vital.
- Collaboration across teams is necessary for enhancing customer experience.
Contents
- 00:00 Understanding Customer Experience
- 02:49 The Importance of Data in Customer Experience
- 05:32 Creating a Cohesive Customer Journey
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
7 min - The role of brand promise in CX with Andrew Carothers, CX Leader @Cisco
Todd Kirk and Casey Trujillo engage with Andrew Carothers, a senior customer experience leader, to explore the multifaceted world of customer experience (CX). They discuss the definition of CX, the importance of aligning it with brand promises, and the necessity of a data-driven approach to enhance customer interactions.
Andrew shares insights on building a customer-centric experience, measuring success, and overcoming organizational challenges. The conversation emphasizes the shift towards a digital-first experience while maintaining human connections.
Takeaways
- Customer experience is the delivery of a brand's promise.
- Organizations need a dedicated CX leader to align teams.
- Data is essential for understanding customer needs.
- A digital-first approach enhances customer experience.
- Simplifying processes can improve customer satisfaction.
- Customer feedback is crucial for refining experiences.
- Organizational silos hinder effective CX implementation.
- Understanding the customer journey is key to success.
- Companies must adapt to the age of the customer.
- Effective communication and transparency build trust with teams.
Contents
- 00:00 Introduction to Customer Experience Leadership
- 04:02 Defining Customer Experience
- 09:58 The Importance of Brand Promise
- 13:50 Building a Customer-Centric Experience
- 19:47 Data-Driven Customer Experience
- 26:01Measuring Customer Experience Success
- 31:58 Navigating Organizational Challenges
- 40:14 Final Thoughts and Homework Assignment
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
49 min - Spooky insights: What we learned from surveying CSMs
Happy Halloween week!
Todd Kirk and Casey Trujillo discuss spooky insights from a live survey conducted at the ZERO-IN 2024 conference, focusing on the evolving role of Customer Success Managers (CSMs). Learn how CSMs define their roles, the challenges they face in managing multiple accounts, and the effectiveness of training methods.
It's clear from the survey results that there's a disconnect between CSMs' perceptions of their roles and the actual needs for driving customer renewals, emphasizing the importance of better customer education and data-driven approaches.
Takeaways
- Customer success is a growing field with evolving roles.
- Many CSMs see themselves primarily as relationship managers.
- Over 50% of CSMs manage 50 or more accounts, complicating relationship building.
- Training time is often prioritized over relationship management.
- There is a significant gap in measuring the effectiveness of training.
- 63% of CSMs struggle to find time to complete their tasks.
- Aligning customer needs with company goals is a major challenge.
- Providing better customer education is seen as crucial for renewals.
- The majority of CSMs rely heavily on instructor-led training.
- A digital experience is preferred for customer education.
Contents
- 00:00 Introduction to Customer Success Insights
- 02:13 Survey Results: Defining Customer Success Roles
- 05:37 Managing Customer Accounts: The Relationship Dilemma
- 09:37 Training Time vs. Relationship Building
- 11:20 Effectiveness of Training Methods
- 15:43 Challenges in Customer Success Management
- 18:53 Focusing on Key Aspects for Renewals
- 26:19 The Need for Better Customer Education
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
32 min - Metrics, KPIs & health scores with Matthew Collier, former CCO @Pluralsight
In this episode of SaaS Therapy, Todd Kirk and Casey Trujillo talk with Matt Collier, a seasoned customer success leader, to explore the intricacies of customer success metrics, KPIs, and the evolving role of customer success managers.
Their conversation dives into the importance of measuring the right outcomes rather than just activity, the balance between customer satisfaction and commercial success, and the need for adaptability in leadership. Matt shares insights on common pitfalls in customer success metrics and emphasizes the significance of focusing on key milestones that drive customer objectives.
Takeaways
- Customer success metrics should focus on outcomes, not just activity.
- Establish a baseline of KPIs early in the business.
- Health scores can create frustration if overly complex.
- Prioritization is key in customer success roles.
- CSMs should understand how their work drives strategic objectives.
- The role of CCO is crucial for cross-functional alignment.
- Don't overwhelm with too many metrics; focus on a few key ones.
- Adaptability in leadership is essential for success.
- Customer success is evolving into a revenue-generating function.
- Engagement models should be based on customer needs and outcomes.
Contents
- 00:00 Introduction
- 05:54 Understanding Customer Success Metrics
- 10:40 The Importance of KPIs in Customer Success
- 20:27 Balancing Customer Success & Commercial Outcomes
- 25:13 Defining the Role of CSMs
- 32:12 Common Pitfalls in Customer Success Metrics
- 39:56 Leadership & Adaptability in Customer Success
- 43:34 Final Thoughts & Homework
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
45 min - Effective training: Why 80% of users prefer to watch a video
Join co-hosts Todd Kirk and Casey Trujillo to talk about the critical aspects of customer education, including focusing on the importance of micro learning and the preferred methods users have for learning. There is a need in corporate training for engaging video content that is concise and user-friendly.
Learn from our co-host some of the best practices for creating educational content, effective communication strategies, and understanding user needs to enhance learning experiences.
Takeaways
- Micro learning is essential for effective training.
- Users prefer short videos over long articles.
- Learning in the flow of work is often misunderstood.
- Video length significantly impacts user engagement.
- Creating engaging content requires understanding user needs.
- Start with a clear 'what's in it for me' message.
- Use active language to engage viewers immediately.
- Videos should be self-contained and informative.
- Incorporate user feedback throughout the learning process.
- Focus on quality over quantity in educational resources.
Contents
- 00:00 Introduction to Customer Education
- 02:44 The Importance of Micro Learning
- 05:52 Preferred Learning Methods for Users
- 09:03 Challenges in Corporate Training
- 12:05 Video Length and Engagement
- 14:59 Best Practices for Creating Educational Content
- 17:52 Effective Communication in Training Videos
- 21:07 Building a Course: Key Components
- 23:55 User-Centric Learning Experiences
- 26:53 Homework Assignment
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
37 min - CX is the delivery of your brand with Dwayne Grant, VP of CX @ Evercommerce
Welcome Dwayne Grant, VP of Customer Experience at Evercommerce to SaaS Therapy. This conversation with Todd, Casey, and Dwayne delves into the intricacies of customer experience in the B2B space.
Dwayne emphasizes the importance of brand trust, effective onboarding, and the need for businesses to be data informed rather than data led. Hear Dwayne share insights on navigating customer relationships, avoiding common pitfalls, and listening to customer feedback.
Takeaways
- Customer experience starts before a customer becomes a customer.
- Building trust is essential in customer relationships.
- Onboarding should be quick and value-driven.
- Listening to customer feedback is crucial for improvement.
- Avoid rigid definitions of ideal customer profiles.
- Be adaptable to the changing needs of customers.
- Provide multiple engagement options for customers.
- Data should inform decisions, not dictate them.
- Creating a partnership with customers enhances value.
- Success stories can inspire and guide future strategies.
Contents
- 00:00 Introduction to Guest Dwayne Grant
- 05:02 Understanding Customer Experience in B2B
- 09:56 The Role of Brand and Trust in Customer Relationships
- 14:55 Navigating Customer Onboarding and Engagement
- 20:12 Avoiding Common Pitfalls in Customer Experience
- 25:11 The Importance of Listening and Adapting to Customers
- 29:50 Success Stories and Lessons Learned
- 34:58 Homework
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred
46 min
About SaaS Therapy
From the publisher's feed
Get comfy. It's time for "SaaS Therapy," with industry veterans Todd Kirk and Casey Trujillo – the podcast for customer-facing teams in SaaS. Casey and Todd leverage their experience working between…
software vendors and their clients to help you master your SaaS customer relationships. They dig into the complexities of client relationships, offer expert insights, and share proven strategies for overcoming common challenges. It's not just a podcast—it's a masterclass in nurturing and enhancing your SaaS customer connections.