World-class customer service is how five-star SaaS companies drive growth and achieve eternal — and profitable –customer fealty. In this VB Live event, find out how Asana’s dedicated customer experience team earns the devotion of customers like Intel.
[aditude-amp id="flyingcarpet" targeting='{"env":"staging","page_type":"article","post_id":1953217,"post_type":"vblive","post_chan":"none","tags":null,"ai":false,"category":"none","all_categories":"business,","session":"C"}']“Our teams are working with customers, those customers are doing better, and customers doing better turns into more money for the company,” says Brian Boroff, head of customer success and user operations at Asana.
The fast-growing company that makes a popular work tracking app for teams, and has garnered a devoted following among names like Intel, Dropbox, Airbnb, and Uber, is shaped by a user research team devoted to developing user profiles, as well as identifying pathways and how their use of the product changes over time.
“That group reports into the product side, but that research is a really big driver for the way we think about customer education and adoption and customer success,” says Boroff. “That’s something we’re constantly tying back into the work that we’re doing.”
That input, joined with his team’s breadth of experience with customers, enables them to continually revisit and revise the customer experience, and then ensure those learnings are surfaced both on the product side also on their education side. “They give us practical, actionable things to do with the information,” Boroff adds.
As an example, he notes that the research team dug deep into the journey of users who are in the funnel — but who aren’t very excited about learning and incorporating another software program into an already crowded toolset. The kind of customer, in other words, who abandons ship all too easily if they become frustrated or confused.
The customer success team found that translating Asana terminology into real-world, practical examples of how the product can transform basic tasks is what resonated with these users.
“The benefit of having my success teams and support teams really promoting and explaining new features and new functionality,” says Boroff, “is that it makes a great impact in terms of adoption.”
“Most of our largest and most successful product releases have been heavily shaped by our customer-facing team,” Boroff adds. “That influence extends from helping to define a viable product to personally connecting with the customer base to introduce that functionality.”
[aditude-amp id="medium1" targeting='{"env":"staging","page_type":"article","post_id":1953217,"post_type":"vblive","post_chan":"none","tags":null,"ai":false,"category":"none","all_categories":"business,","session":"C"}']
Optimizing the customer experience has significant impact on the ongoing success of the company as well. The team continually works to prioritize the broader product road map based on their interactions with customers.
“It’s built in there, and that’s helping the long-term trajectory of the company,” Boroff says. “We’re really helping to make sure we’re heading in the right direction so that people are getting what they need the most.”
To learn more about how customer service is tied to long-term success and revenue velocity, join Boroff as well as Nimble’s CEO & Founder Jon Ferra and VB’s Stewart Rogers.
Don’t miss out!
[aditude-amp id="medium2" targeting='{"env":"staging","page_type":"article","post_id":1953217,"post_type":"vblive","post_chan":"none","tags":null,"ai":false,"category":"none","all_categories":"business,","session":"C"}']
In this webinar you’ll:
- Understand customer wants and needs throughout the product lifecycle.
- Rethink the role of customer service within the organization
- Learn how employees can create a top tier customer experience
- Identify the obstacles that cause customer attrition
Speakers:
- Stewart Rogers, Director of Marketing Technology, VentureBeat
- Brian Boroff, Head of Customer Success and User Operations, Asana
- Jon Ferrara, CEO/ Founder, Nimble
This post is sponsored by Desk.com.