In the latest episode of Ahead of the Heard Podcast, Chris sat down with Ben Terrell, VP of Customer Success at Brex. This conversation is a must-listen for anyone involved in customer success or sales. Watch the full episode here.
Ben shares his extensive experience in customer success, diving deep into how the role has evolved over the years, the impact of technology, and some of the key lessons he’s learned along the way. If you’re looking to optimize your customer success strategies or simply want to understand the interplay between customer success and tech, this episode is packed with insights.
The Evolution of Customer Success
Customer success has come a long way since Ben started in the industry. As he recalls, the term “customer success” didn’t even exist when he began. It was initially about client services, focusing heavily on implementation and support. However, as the SaaS industry grew, so did the understanding that retaining customers is just as important as acquiring them.
Ben discussed how customer success roles have become more specialized over time. Initially, small teams wore multiple hats, handling everything from support to implementation to sales. But as companies grow, these roles become more defined, leading to the development of customer success platforms and the rise of CS Ops.
The Role of Technology in Customer Success
One of the key topics discussed was the role of technology in customer success. While tools like Gainsight and Gong have revolutionized the industry, Ben emphasized that technology should enhance, not replace, the human touch. According to Ben, the best customer success teams use technology to gather insights and streamline processes, allowing them to focus more on building relationships and delivering value.
Ben noted that while automation and AI are making strides, the personal connection between a CSM and a customer is irreplaceable. “Customers never want to speak to a salesperson, but they almost always want to speak to a person when they’ve bought something,” Ben remarked, highlighting the importance of human interaction in customer success.
The Challenges of Implementing Tech
Ben shared some candid stories about the challenges of implementing new technology in customer success. One of the most common pitfalls he mentioned was underestimating the resources needed for a successful implementation. “Poorly executed tech is much worse than no tech at all,” Ben warned. He stressed the importance of proper planning, stakeholder buy-in, and adequate resources to ensure that new tools are integrated smoothly into existing workflows.
“Poorly executed tech is much worse than no tech at all,”
He also pointed out that the responsibility for a successful implementation doesn’t rest solely on the customer. Vendors need to set realistic expectations and provide the necessary support to help their clients succeed. This mutual responsibility is crucial for long-term success and satisfaction.
Keeping It Simple
Throughout the episode, a recurring theme was the importance of keeping things simple. Ben prefers a streamlined tech stack, focusing on core tools like CRM, CSPs, and call recording software. He believes that while new tools can offer valuable insights, they should not complicate the process. The goal is to empower CSMs to focus on their primary job: helping customers succeed.
The Human Element
As Ben and Chris wrapped up their conversation, it became clear that while technology plays a significant role in customer success, it’s the human element that truly makes the difference. Whether it’s through organic touch points or personalized support, the best customer success teams are those that combine the power of technology with the irreplaceable value of human connection.
If you’re interested in learning more about how to balance tech and the human touch in customer success, make sure to listen to the full episode. You’ll gain valuable insights that can help you optimize your customer success strategies and build stronger relationships with your clients.
