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SaaS Therapy
By BrainStormBusiness
SaaS Therapy episodes
- The shift from reactive to proactive customer success with Greg Daines, CEO @ChurnRX
Enjoy this special episode from last week's live podcast recording event hosted at Silicon Slopes! In this episode, Todd Kirk talks with our guest, Greg Daines, who shares his research and industry knowledge on the importance of shifting from a reactive to a proactive mindset in customer success. Greg emphasizes that customer results, rather than customer satisfaction, drive retention. Their conversation highlights the need to focus on the key activities that drive customer behavior change and deliver measurable results.
Takeaways
- Shift from a reactive to a proactive mindset in customer success
- Focus on the key activities that drive customer behavior change and deliver measurable results
- Scale and automate customer success processes
- Measure customer results to build trust and improve retention
Content
- 00:00 Getting to Know Greg
- 04:49 Shift from Reactive to Proactive Customer Success
- 25:02 Measuring Customer Results for Improved Retention
- 35:00 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
37 min - Surviving the SaaS startup rollercoaster with Kat Kennedy, General Partner @ Kickstart Fund
Todd and Casey are joined by Kat Kennedy, a General Partner at Kickstart Fund to discuss growth, challenges, and opportunities in the SaaS industry. Kat reminds listeners of the importance of staying committed to a vision and surrounding yourself with the right people.
Kat Kennedy discusses the different stages of a startup and the types of people needed at each stage. She emphasizes the importance of understanding and embracing the different phases of a startup's evolution.
Takeaways
- The SaaS industry is still in its infancy, which leads to a high level of employee turnover as people search for the next big opportunity.
- The key to success in the SaaS world is staying committed to a vision and believing in the potential of what you're building.
- Surrounding yourself with the right people, both in terms of skills and mindset, is crucial for navigating the ups and downs of startup life.
- Taking care of your mental and emotional well-being is essential for making sound decisions and staying motivated during challenging times.
- Each stage of company growth in the SaaS industry presents unique challenges and requires different strategies and skill sets. Different stages of a startup require different types of people.
- From zero to one, adventurers who love the jungle are needed. From one to five, pattern recognition and hypothesis testing are important. From five to ten, the focus shifts to process and preparing for growth.
- From ten million to fifty million, the company scales up and requires people who are good at process. Beyond fifty million, the company becomes more like a standard business.
Content
- 00:00 Introduction and Guest Bio
- 11:12 Kat's Journey at DeGreed
- 26:08 Process and Growth: From Five to Ten
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
50 min - Check-in: The power of saying no
Join Todd Kirk as he recaps Tuesday's episode on the importance of data in building and maintaining customer relationships. He explores the different perspectives on bad data and how it can be used to inform decision-making and drive growth. There is power in saying 'no' and value in negative feedback in both personal and professional development.
Takeaways
- Be intentional about delivering and receiving bad news
- Create a collaborative environment with customers
- Empower customers to achieve success
- Negative feedback is valuable for personal and professional growth
Content
- 00:00 Introduction
- 06:32 Creating a Collaborative Environment with Customers
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 - Why bad client results are actually a good thing
Have you heard the story of how negative feedback transformed Instagram from a gaming app to a photo-sharing platform? Todd and Casey discuss how bad data can sometimes be good. Negative feedback can be valuable in shaping successful products. They emphasize the need for honest feedback in building effective business relationships and the role of data in driving improvement.
Takeaways
- Data, whether positive or negative, is valuable and can be used to drive action and improvement.
- Honest feedback is essential for building effective business relationships and driving customer success.
- Delivering negative feedback in a timely manner is crucial for course correction and maintaining transparency.
- Avoid the roles of villain, victim, or hero in customer success and focus on being a trusted advisor and partner.
Contents
- 00:00 Introduction and Importance of Data
- 04:24 The Power of No and Honest Feedback
- 12:59 Data as a Touch Point in the Journey
- 30:11 Homework Assignment: Fact or Story?
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 - Check-In: Start a conversation using NPS
Todd Kirk reviews a conversation with Dave Blake, CEO of ClientSuccess.com, about the importance of embracing vocal customers and the value of Net Promoter Score (NPS). Todd emphasizes that NPS can be a valuable tool when used correctly to understand customer sentiment and experience. He advises against using NPS for individual performance evaluation and suggests having the survey come from someone other than the customer's CSM.
Listen to explore strategies to encourage customer feedback and engagement, including reaching out personally and finding creative ways to connect. Today's key takeaway is to embrace vocal customers and use their feedback to improve.
Takeaways
- Net Promoter Score (NPS) can be a valuable tool when used correctly to understand customer sentiment and experience.
- Avoid using NPS for individual performance evaluation and have the survey come from someone other than the customer's CSM.
- Embrace vocal customers and use their feedback to improve.
- Find creative ways to encourage customer feedback and engagement, such as reaching out personally or using different channels.
- Engagement is a strong signal of success in any partnership, so focus on strategies to engage customers who are not responding or ghosting.
Contents
- 00:00 Introduction & Overview
- 05:45 Encouraging Customer Participation & Engagement
- 10:39 Conclusion & Call to Action
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 - Getting more from NPS than feedback with Dave Blake, CEO @Client Success
What role does the Net Promoter Score (NPS) play in customer success? Join Dave Blake, the founder and CEO of Client Success, as he shares how NPS can be used as a tool to understand the customer experience, rather than the sole predictor of customer retention or churn.
Dave shares best practices for implementing NPS, including the frequency of surveys, the importance of genuine feedback, and the need to engage with customers who are not providing feedback. He also highlights the significance of embracing difficult conversations and using feedback to drive improvements in the customer journey.
Takeaways
- Net Promoter Score (NPS) should not be used as the sole predictor of customer retention or churn, but rather as a valuable tool to understand customer sentiment and the overall customer experience.
- NPS surveys should be conducted every three to four months to avoid survey fatigue and allow for meaningful feedback.
- Engaging with customers who are not providing feedback is crucial, and creative strategies should be employed to encourage their participation.
- Leaders should embrace difficult conversations with customers and use feedback to drive improvements in the customer journey.
- Building genuine relationships with customers and demonstrating care and competence are key to building trust and confidence.
Contents
- 00:00 Introduction and Background of Dave Blake
- 05:14 The Relevance of Net Promoter Score (NPS)
- 11:39 Best Practices for Implementing NPS
- 23:18 Using NPS to Drive Customer Success
- 28:26 Engaging Customers Who Are Not Providing Feedback
- 34:30 Building Genuine Relationships and Demonstrating Care and Competence
- 39:39 CS100 Summit and 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 - Check-in: Moving up the ladder from MAU metrics
In this Friday's recap, Casey Trujillo reminds us of the importance of moving beyond monthly active usage (MAU) as the sole indicator of customer success in the SaaS industry.
He shares the 'watermelon theory' concept and explains how you can use the ladder framework today to progressive from simple goals like education and adoption to better aligned software use with customer's goals.
Takeaways
- Monthly active usage is an important indicator of customer success in the SaaS industry, but it should not be the sole focus.
- The 'watermelon theory' highlights the importance of looking beyond surface-level indicators to assess customer satisfaction and likelihood of renewal.
- The ladder framework provides a roadmap for SaaS vendors to move from simple goals like education and adoption to more strategic goals tied to business outcomes.
- Aligning the use of the software with the customer's organizational goals is crucial for driving business value and ensuring long-term customer satisfaction.
Chapters
- 00:00 Introduction
- 00:52 The Watermelon Theory
- 06:08 Aligning Software Use with Organizational Goals
- 08:01 Conclusion and Call to Action
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
9 min - SaaS Metrics: Why MAU isn't the silver bullet and where to look instead
Is MAU really the best way to know if your customers are engaged? Join Todd Kirk and Casey Trujillo as they discuss the role of monthly active usage (MAU) in SaaS businesses. They explore how MAU, while important, is just one metric that tells the story of how well your customers are doing. The episode introduces the ‘ladder’ concept, linking adoption to behavior change and organizational impact. We end with a prompt for listeners to put the ‘ladder’ into practice.
Takeaways
- Monthly active usage (MAU) is an important metric in SaaS businesses, but it should not be viewed as the sole indicator of customer success and renewal.
- MAU should be considered in the context of the customer journey and tied to specific business outcomes.
- The ladder concept involves moving from adoption targets to behavior change to organizational impact.
- Understanding why users are using the software and how it is driving business results is crucial for long-term success.
- CSMs should ask why to move up the ladder and how to come back down when discussing MAU with customers.
Chapters
00:00 Introduction
01:43 The Importance of Monthly Active Usage
04:01 Understanding the Customer Journey
06:36 Moving from Speed to Breadth to Depth
10:50 Tying Software Usage to Business Outcomes
13:33 The Ladder Concept
19:17 Behavior Change and Organizational Impact
22:30 Connecting Utilization to Strategic Focus
24:38 MAU is Not the Pinnacle
28:34 Homework: Asking Why and How
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 - Check-in: Rethinking the Customer Education experience
Highlights of our conversation with Ashley DeKerlegand, Director of Customer Education @ Quickbase where we discuss the need for updated instructional design models and a focus on outcomes.
Chapters00:00 The Challenge of Educating Customers
01:06 Outdated Instructional Design Models
03:20 Customer Education and Adoption
04:13 Incorporating Feedback from Customers
05:11 Continuous Improvement and Customer Satisfaction
06:10 Effective Training Evaluation
07:07 Transferring Learning into Practice
08:31 Data Transparency and Customer Impact
09:50 Building Trust through Transparency
10:17 Focusing on Customer Outcomes
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
11 min - "Is it time for an LMS revolution?" with Ashley DeKerlegand, Director of Customer Education @ Quickbase
Summary
Do you like your LMS? In this episode of SaaS Therapy, Ashley DeKerlegand from Quickbase discusses the limitations of traditional learning and development (L&D) approaches in the SaaS industry. She highlights the challenges of using the ADDIE model and SCORM in a rapidly changing SaaS environment. Ashley emphasizes the importance of customer feedback and collaboration between L&D and customer success teams. She suggests using surveys to gather actionable insights and focusing on the customer's journey and desired outcomes. Ashley also recommends two books, 'Action Mapping' by Cathy Moore and 'Design Thinking for Training and Development' by Sharon Bowler, for those looking to improve their L&D practices in the SaaS industry.
Takeaways
- Traditional L&D approaches, such as the ADDIE model and SCORM, are not effective in the fast-paced SaaS industry.
- Collaboration between L&D and customer success teams is crucial for understanding customer needs and delivering effective training.
- Surveys with open-ended questions can provide valuable insights into customer satisfaction and areas for improvement.
- Transparency and data sharing with customers can build trust and improve the learning experience.
- Focusing on the customer's perspective and desired outcomes is key to successful training in the SaaS industry.
Resources
Connect with Casey
Connect with Todd
Visit the show page
Get to know BrainStorm
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
43 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.