Unchurned - The No. 1 podcast for Customer Success Proactive Customer Engagement & the Evolving Role of CSMs ft. Tatiana Ferreira (Launchmetrics)
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Dec 11, 2024 Tatiana Ferreira sheds light on the complexities of mergers and acquisitions and their impact on customer communication. The discussion reveals the shift towards proactive outreach and the challenges of multi-CSM interactions. AI's emerging role in predicting customer risks is a hot topic, along with the balance between specialized and general customer support. The importance of clear communication and aligning motivations during organizational changes is emphasized, ensuring teams can navigate transitions smoothly and enhance customer success.
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Launchmetrics' History of Mergers and Acquisitions
- Launchmetrics started as a merger between Fashion GPS and Augure, with Tatiana Ferreira initially wearing multiple hats due to its small size.
- After several acquisitions and a recent acquisition by Lectra, Launchmetrics now has over 100 employees in the post-sales organization.
Navigating Organizational Change
- Communicate openly and honestly with your team during organizational changes, acknowledging that you may not have all the answers.
- Find alignment by understanding employee motivations and addressing concerns about potential role changes.
Specialized CSM Model
- Launchmetrics' customer success team is now specialized by product grouping rather than by individual products.
- This allows CSMs to develop deeper product knowledge and provide better advice, but can lead to customer confusion about whom to contact.