Unchurned - The No. 1 podcast for Customer Success

Proactive Customer Engagement & the Evolving Role of CSMs ft. Tatiana Ferreira (Launchmetrics)

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.

37:34

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Episode notes

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Quick takeaways

Effective communication and clear pathways to support are essential to improve client experience during complex organizational changes.

Leveraging automation and data analysis tools is crucial for proactive customer engagement and refining strategies in rapidly evolving markets.

Deep dives

Client Confusion and Experience

Client confusion can significantly impact the overall customer experience in service-oriented businesses. It's important to provide clients with clear pathways to the right point of contact rather than requiring them to navigate a complex system. For instance, simply CCing multiple team members in communication can alleviate pressure on clients, ensuring they receive timely responses without the hassle of figuring out whom to reach out to. This approach emphasizes prioritizing the customer's experience over internal processes and efficiency.

Intro

2min

Branding in Luxury Markets

7min

Leading Change: Strategies for Team Engagement

6min

Navigating Customer Success Team Dynamics

5min

Navigating Customer Success Dynamics

17min

#updateai #customersuccess #saas #business

Tatiana Ferreira (CCO, Launchmetrics) joins the hosts ⁠⁠Kristi Faltorusso (CCO, Client Success)⁠⁠, ⁠⁠Jon Johnson (Principal CSM, User Testing)⁠⁠ & ⁠⁠Josh Schachter⁠⁠ (Founder & CEO, UpdateAI). They discuss the complexities of mergers and acquisitions, the shift towards proactive customer outreach, the challenges of communication in multi-CSM models, the emerging role of AI in predicting risk within customer success, the balance between specialized and generalized customer support, and the imperative of clear communication during organizational changes.

Timestamps

0:00 - Preview, BS, Intros

3:50 - Overview of Launchmetrics

9:20 - Aligning motivations & communicating post-merger integration

13:26 - OKRs and employee engagement

15:50 - Mixed roles in CS and professional services

18:27 - Challenges in customer interaction and communication clarity

25:00 - Automation and tech stack

27:35 - Enablement and evolving skill sets for CSMs

30:00 - Need for understanding data and being proactive

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👉 Follow the podcast

Youtube: https://youtu.be/JprAz-o-dWk

Apple Podcast: https://apple.co/3dfWXmD

Spotify: https://spoti.fi/3KD3Ehl

👉 Connect with the guest

Tatiana Ferreira: https://www.linkedin.com/in/tatianarferreira/

👉 Connect with hosts

Jon Johnson: https://www.linkedin.com/in/jonwilliamjohnson/

Kristi Faltorusso: https://www.linkedin.com/in/kristiserrano/

Josh Schachter: https://www.linkedin.com/in/jschachter/

👉 Sign up for ⁠UpdateAI⁠ - the only Zoom virtual assistant for customer-facing teams.

👉 Be the first to know when a new episode of Unchurned is dropped. Sign up for our newsletter at ⁠https://blog.update.ai/⁠

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Unchurned is presented by UpdateAI

About UpdateAI

At UpdateAI our mission is to empower CS teams to build great customer relationships. We work with early & growth-stage B2B SaaS companies to help them scale CS outcomes. Everything we do is devoted to removing the overwhelm of back-to-back customer meetings so that CSMs can focus on the bigger picture: building relationships.

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