In this episode of SaaS Therapy, Todd Kirk and Sean Adams discuss the importance of customer relationships in the SaaS industry. They explore Sean's unique career path from contractor to VP of Revenue, the significance of measuring customer education impact, and the challenges of navigating customer expectations. The conversation emphasizes the need for SaaS companies to focus on delivering outcomes rather than just features, the importance of post-sale engagement, and practical advice for enhancing customer experience. Sean shares insights on understanding IT buyers and balancing organizational and individual needs, while also addressing churn challenges and providing actionable homework for listeners to improve their customer relationships.Takeaways

• The importance of having a visually appealing background during virtual calls.
• Understanding customer pain points is crucial for effective communication.
• Measuring the impact of customer education goes beyond just tracking views.
• SaaS companies must focus on the outcomes they deliver, not just the features.
• A strong opinion on what success looks like can help guide customers effectively.
• Post-sale engagement is essential for customer retention and satisfaction.
• IT buyers often feel overwhelmed and need support to help their end users.
• Understanding the individual needs of users is as important as organizational goals.
• Proactive communication can significantly enhance the customer experience.
• Creating non-asked outputs can wow customers and strengthen relationships.

Contents 00:00 Intro

8:15 Measuring Impact in Customer Education

11:56 Understanding SaaS Outcomes and Customer Expectations

19:21 Post-Sale Engagement and Customer Success Strategies

22:1 3 Understanding Customer Needs in SaaS

23:57 The Role of IT in SaaS Adoption

27:17 Navigating the IT Persona

29:19 Balancing Organizational and Individual Outcomes

31:23 The Challenge of User Education & Overcoming Churn

35:08 Reducing Friction in User Experience

37:21 Practical Advice for Customer Success

41:21 Homework for Enhancing Customer Relationships

Resources

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Credits

Show direction: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Debra Wilson⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Show design: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Kensie Smith⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Show manager: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jenna Mollinet