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SaaS Therapy
By BrainStormBusiness
SaaS Therapy episodes
- Recovering from a customer breach of trust with Debra Wilson, VP of Marketing @BrainStorm
Debra Wilson, head of BrainStorm's marketing team, joins Todd Kirk and Casey Trujillo to discuss how to handle difficult conversations and recover from a breach of trust with customers.
Learn about how to master these difficult relationship dynamics by better focusing on the customer, handling emotional feedback well, and working through challenging situations together.
Debra shares strategies for determining the best course of action when remediation is needed, including assuming accountability, over-communicating, and involving the customer in the resolution process.
Takeaways:
- Empathy and understanding the pain points of all parties involved is crucial in handling difficult conversations and recovering from a breach of trust.
- Setting aside personal desires and focusing on the outcome for the customer is key to resolving complex situations.
- Soft skills such as active listening, asking questions, and learning from each situation are important in stabilizing and resolving difficult conversations.
- Categorize feedback into lashing feedback, limited feedback, and productive feedback.
- Address each type of feedback appropriately, either by ignoring, explaining, or taking ownership.
- When remediation is needed, assume accountability, over-communicate, and involve the customer in the resolution process.
Contents:
- 00:00 Introduction
- 02:53 Approaching Difficult Situations & Complex Customer Issues
- 08:26 Fictional Scenario: Handling a Breach of Trust
- 10:18 Setting Aside Personal Desires for the Customer's Outcome
- 14:00 Empowering Teams and Creating a Safe Environment for Problem-Solving
- 19:22 Handling Emotional Feedback
- 26:26 Entering the Room as a 10
- 32:57 Turning Around Customer Relationships
- 44:54 Study Your Own Response
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 - Check-In: Overcoming the fear of AI in the workplace
In this SaaS Therapy short, Casey discusses the power of AI and shares a case study of a manufacturing organization that wanted to make their employees aware of AI. Casey emphasizes the importance of setting proper expectations about AI and communicating its benefits to users.
Takeaways:
- AI is only going to get better, so it's important to let customers know that the current use cases are just the beginning.
- Many employees have never utilized AI before and may feel scared or uncertain about it, so it's crucial to educate and make them feel comfortable.
- Setting proper expectations about AI and communicating its benefits can increase user confidence and curiosity.
- 71% of employees believed that AI would help them at work, highlighting the value of AI in improving productivity.
Contents:
- 00:00 Introduction
- 00:50 Case Study: Manufacturing Organization & AI
- 03:44 Increasing User Confidence in AI
- 04:14 Setting Expectations and Communicating Benefits
- 05:12 Conclusion
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
6 min - Using AI to enhance customer relationships with Guy Galon, VP of CS @Obrela
How will AI impact customer success? Hear from Casey, Todd and guest Guy Galon, a seasoned customer success executive and strategic advisor about the role of AI in CS automation, onboarding, and support. Join the discussion on the importance of finding the right balance between human and AI capabilities.
They also discuss the potential of AI in generating content and improving customer engagement. The conversation concludes with the importance of being open-minded, curious, and setting realistic expectations when it comes to AI.
Takeaways:
- AI has the potential to greatly impact customer success by automating processes, improving onboarding, and enhancing support.
- Finding the right balance between human and AI capabilities is crucial to ensure effective customer engagement.
- AI can assist in generating content and providing recommendations, but human judgment and personalization are still essential.
- Curiosity, adaptability, and a willingness to step out of the comfort zone are important qualities for professionals in the age of AI.
- Customer success managers should be critical and judgmental of AI recommendations to define their limits and ensure they enhance their own capabilities.
- AI has the potential to enhance customer relationships by providing insights and helping manage relationships more effectively.
- Risks associated with AI include biased data and potential impacts on intellectual property.
Contents:
- 00:00 Introduction
- 04:17 The Current State of AI
- 07:08 Managing AI Expectations in CS
- 12:32 AI's Impact on Customer Success
- 20:11 The Role of Humans in the Age of AI
- 26:07 Balancing AI and Human Touch
- 30:18 Enhancing Customer Relationships with AI
- 36:52 Understanding the Risks of AI
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
47 min - Building confidence in customer education with Vicky Kennedy, CEO @Echtus
Todd and Casey are joined by Vicky Kennedy, an expert in customer education. They discuss the shift in market and the needs of companies when it comes to customer education. They also explore the challenges faced by both customers and SaaS vendors in providing effective education.
Vicky emphasizes the importance of developing an education strategy before choosing a learning management system (LMS) and shares insights on building a modular curriculum. Learn how to measure success in customer education and the role of confidence-building in education programs.
Takeaways:
- The needs of companies for customer education have shifted due to rapid innovation and the lack of industry-specific education in traditional programs.
- Companies need to take ownership of educating their user base and provide accessible and digestible education that is tailored to the customer's experience.
- When partnering with SaaS vendors, it is important to align on education strategies and find ways to avoid duplicative content.
- Before choosing an LMS, organizations should define their education strategy, program content, and target audience to ensure effective delivery.
- Measure the success of customer education programs by aligning them with business goals.
- Build confidence in customer education by focusing on outcomes and results.
- Align education programs with business strategy and develop business acumen in L&D professionals.
Contents
- 00:00 Introduction
- 09:00 Challenges in Customer Education
- 11:10 Balancing Customer Education and SaaS Vendor Policies
- 13:33 Importance of Education Strategy Before Choosing an LMS
- 23:33 Measuring Success in Customer Education
- 24:24 Building Confidence in Customer Education
- 28:42 Common Misconceptions in L&D
- 31:38 The Importance of Strategy in Education Programs
- 38:13 Aligning Teams for Education Strategy
- 44:37 Analyzing the Impact of Education Programs
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 - Meeting end users where they are
Let's talk about the challenge of reaching the end users of a SaaS application and ensuring they are using it effectively. Casey Trujillo shares a personal experience of running a challenging race as a metaphor for the difficulty of reaching the last mile.
The main takeaways include the importance of understanding end users' needs and goals, simplifying the adoption process, and leveraging data to drive adoption.
Takeaways:
- Understand the needs and goals of end users to effectively reach them
- Simplify the adoption process by providing targeted resources
- Engage users during customer education to gather valuable data and insights
- Leverage data to drive adoption and identify areas for improvement
Contents:
- 00:00 The Challenge of Reaching the Last Mile
- 02:02 Meeting End Users Where They Are
- 03:18 Engaging Users During Customer Education
- 04:34 Driving Adoption Through Data-Driven Insights
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
6 min - Who owns the value in a SaaS relationship?
Value ownership in a SaaS relationship is a shared responsibility between the customer and the SaaS vendor. Listen to Todd Kirk and Casey Trujillo while they discuss the challenges of customer churn and explore the concept of value ownership, including how it shifts throughout the customer journey.
They identify three main challenges that SaaS vendors face in empowering customers to achieve their own business value: overwhelm, lack of proper tools, and lack of expertise.
Takeaways
- Value ownership in a SaaS relationship is a shared responsibility between the customer and the SaaS vendor.
- Customers often face challenges in realizing the value of their software, including overwhelm, lack of proper tools, and lack of expertise.
- CSMs should focus on equipping customers with the right resources and knowledge to drive adoption and success.
- Customers need support in change management, developing business acumen, marketing the software internally, and training their teams.
- CSMs should strive to make the customer's life easier and empower them to achieve their goals.
Contents
- 00:00 Introduction
- 1:47 Who Owns the Value?
- 06:29 The Problem of Solving the Customer's Problem
- 14:54 Challenges in Empowering Customers
- 26:51 Equipping Customers for Success
- 30:13 Conclusion 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
31 min - The value of coaching in the workplace with Mark Stagi, VP of CS @Avoma
Todd and Casey are joined by Mark, a customer success leader with over 20 years of experience. They discuss the importance of coaching in the workplace and how it translates to supporting customers and employees. Mark shares his approach to coaching, which includes game tape playback, team meetings, and peer-to-peer coaching.
Takeaways:
- Leaders should focus on growing other leaders and nurturing individuals to achieve their goals
- Creating a culture of feedback and continuous learning is essential for success
- Coaching can take various forms, including game tape playback, team meetings, and peer-to-peer coaching
- Hiring individuals with a growth mindset and a hunger for learning is crucial
- Start small with giving feedback and create a culture of learning and coaching within your organization Create a safe and transparent environment for feedback
- Balance focusing on strengths and areas for improvement
- Hire people with a growth mindset and a hunger for learning
- Utilize strategies like game tape playback, team meetings, and one-on-one feedback sessions
- Align coaching efforts with business goals and drive better outcomes for customers
Content:
- 00:00 Introduction
- 06:21 The Importance of Coaching in the Workplace
- 11:45 Different Forms of Coaching
- 23:39 Aligning Skills with Roles & Responsibilities
- 32:53 Managing the Chaos & Craziness
- 38:25 Demonstrating the Value of Coaching to Leadership
- 45:03 Conclusion
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 - The power of building a customer community with Heather Wendt, community strategist @HigherLogic
Welcome to Season 2 of SaaS Therapy! Today, Todd Kirk interviews Heather Wendt, a community strategist at HigherLogic, about the importance of building a customer community. They discuss how a community can expand the reach of customer success teams, foster organic and transparent communication, and provide a space for customers to collaborate and share insights.
Heather emphasizes the difference between an audience and a community, highlighting the value of building relationships and empowering customers to contribute to the growth of the company. Join us for tips about creating a successful community and how you can make it valuable, easy to access, collaborative, aligned with company goals, and a tool for streamlining communication and support.
Takeaways
- A customer community allows customer success teams to expand their reach and communicate with customers in a more organic and transparent way.
- Building a community fosters collaboration, relationship building, and the sharing of insights among customers.
- A community provides a space for customers to contribute to the growth of the company and offer feedback on new features and use cases.
- The success of a community is measured by its ability to meet customer needs, drive engagement, and support organizational goals.
- To create a successful community, it should be valuable, easy to access, collaborative, aligned with company goals, and used as a tool for streamlining communication and support.
Contents
- 00:00 Introduction
- 02:53 Heather's Background in Community and the Rise of Community in CS
- 08:02 The Difference Between an Audience and a Community
- 11:20 The Value and Impact of a Community
- 35:22 When is the Right Time to Build a Community?
- 42:16 Homework Assignment: Reflect on Customer Engagement
- 42:44 Conclusion
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
44 min - End of Season 1: Highlights from our favorite episodes
Welcome to the last episode of Season 1! For today, Casey reviews the top five learnings from Season 1.
The learnings include the importance of having meaningful conversations with customers, hiring the right people at the right time, addressing the last mile problem in customer engagement, understanding the impact of executive usage on renewal, and the difference between a coach and a champion in customer relationships.
Join us for the start of Season 2 next week!
Takeaways
- Always have meaningful conversations with your customers.
- Hire the right people at the right time.
- Address the last mile problem in customer engagement.
- Understand the impact of executive usage on renewal.
- Differentiate between a coach and a champion in customer relationships.
Contents
- 00:00 The Importance of Meaningful Conversations with Customers
- 03:07 Hiring the Right People at the Right Time
- 04:50 Addressing the Last Mile Problem in Customer Engagement
- 06:32 Understanding the Impact of Executive Usage on Renewal
- 08:26 The Difference Between a Coach & a Champion in Customer Relationships
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
11 min - Don't settle: Solve the SaaS "last mile" problem
Today, Todd and Casey delve into the current challenges in the SaaS industry, focusing on the concept of the 'last mile' and its relevance to customer success and education. They tackle issues like customer churn and software underutilization, emphasizing the importance of innovative solutions in SaaS companies.
Takeaways:
- The last mile accounts for a significant portion of the overall cost of moving the product
- Many SaaS companies struggle to drive results for their customers, leading to low software utilization and high churn rates.
- Efforts should be made to connect the different stages of the customer journey and ensure a smooth transition from sales to utilization.
- Technology is improving the delivery industry by enabling better tracking and optimization.
- There is a fear of inconsistency and lack of control when outsourcing, but outsourcing can provide flexibility and adaptability in solving problems
- There are two approaches to empowering customers: involving them in the decision-making process and giving them the power to take action on their own.
- SaaS companies should not settle for suboptimal solutions and should strive to be innovators.
Content
- 00:00 Introduction
- 02:07 The Last Mile: A Key Concept in Solving Challenges
- 06:23 Connecting the Customer Journey
- 13:45 The Importance of Infrastructure and Innovative Solutions
- 20:42 Embracing Change and Innovation
- 23:58 The Impact of Technology on the Delivery Industry
- 27:10 Outsourcing vs. Optimization
- 31:26 Striving for Better
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
35 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.