CUSTOMER
Success PL

20 November 2024

The Customer's Voice as the Organization's Compass! – Tips from an Expert

Watch the interview on YouTube [Polish with English subtitles]

Diana Karpowicz, a leader in Sales and Customer Success, shared her experience in building a CS department from scratch. In the interview, Diana provides valuable insights that can help any CSM, Account Manager, or SaaS company founder create an organization that actively listens to and implements customer feedback. Find out how to do it!

First Steps in Building a CS Department

Diana emphasizes that the most important thing at the beginning is to thoroughly understand the company and its product. Only this way can you grasp customer needs and frustrations.

Her first three steps were:

  • Conducting individual sessions with team members to understand what works and what doesn’t.

  • Gaining in-depth knowledge of the product, even if it’s highly technical. Despite not being a programmer, Diana spent time testing in a sandbox to better understand how customers use the product.

  • Participating in onboarding sessions as a "neutral observer," allowing her to objectively assess the process and identify areas for improvement.

 

What to Avoid?

Diana highlights common mistakes that can hinder building a CS department:

  • Lack of communication: Prolonged silence after a sale can frustrate the customer.

  • Poor CRM notes: Inadequate interaction history makes it difficult to understand customer needs and issues.

  • Lack of cross-departmental collaboration: CS isn’t an isolated team but a methodology that the whole company should adopt.

  • Reactive instead of proactive action: Instead of waiting for problems to arise, they should be anticipated and prevented.

 

Customer Advisory Board – CS’s Secret Weapon?

Diana shares her experience in creating a Customer Advisory Board – a group of clients that aids in product development and company strategy.

How did she select members for the board?

  • She looked for engaged individuals willing to share their opinions.

  • Diversity was key: the board included clients from Enterprise, Middle Market, and even small businesses.

  • It was important for board members to be honest, even if their opinions were difficult to hear.

The board meetings, held quarterly, had clear goals and rules. Clients provided input on product development plans, and their feedback was taken seriously.

Collecting and Analyzing Feedback

Diana stresses the importance of qualitative feedback analysis rather than focusing solely on statistics.

Regular QBRs (Quarterly Business Reviews with key stakeholders – traditionally held quarterly but not always) were her key tool for gathering customer insights. During QBRs, Diana asked clients about:

  • What’s working well.

  • Changes in their operations since adopting the product.

  • Problems they are facing.

  • Features they’d like to see in the future.

Identifying recurring patterns in customer feedback helped Diana pinpoint critical areas for improvement.

Open communication with the product team and even redesigning the roadmap based on customer feedback demonstrates how crucial the customer’s voice is to Diana.

Identifying “Misfit” Customers

Diana notes that sometimes, tough decisions must be made to part ways with customers who don’t fit the company’s profile.

This often stems from overpromises made by the sales team, which focuses on transactions rather than long-term relationships. In such cases, Diana relied on honesty, openly communicating to the customer that the product wasn’t a good fit for them.

Paradoxically, this approach often led to referrals from former customers who appreciated her candor.

Positive Attitude as a Key to Success?

Diana shares her experiences searching for a job during a challenging time of mass layoffs. Despite sending out 750 CVs since March, Diana remains optimistic and encourages perseverance.

Her tips for those in a similar situation are:

  • Tailor your CV to each dream job. Have a “master CV,” but customize it for the most exciting job postings to match the key job requirements.

  • Don’t take negative responses personally, especially automated ones.

  • Be active in networking but also nurture existing relationships. Make a lasting impression so you don’t surprise someone negatively when asking for help later.

 

Effective Customer Communication

Diana also shares her communication strategies that proved effective in building customer relationships:

  • Automation: Regular messages to customers, such as webinar reminders, help maintain engagement.

  • Catchy email subjects: Intriguing subject lines increase the likelihood of customers opening and reading the email – polish your marketing communication skills.

  • Diana emphasizes that creative approaches and the ability to stand out are crucial in customer communication.

 

Want to Know More? Watch the Full Interview! [Polish with subtitles]

Diana’s conversation is an inspiration and a source of practical knowledge for anyone looking to take their first steps in gathering honest customer feedback and building an organization using the customer success methodology. Her story shows that success in CS results from a combination of passion, skills, and a positive attitude.

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