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Hosts Todd Kirk and Casey Trujillo are joined by UX and market researcher Lauren Oswald to explore the critical aspects of understanding customer needs in the SaaS industry. They discuss the importance of gathering context for data interpretation, overcoming internal biases, and the necessity of humility and trust in research. Lauren emphasizes the significance of user experience over mere functionality, especially in B2B SaaS, and advocates for regular customer engagement to keep insights fresh. They chat about the value of systems thinking as companies scale and the need to create memorable experiences before focusing on growth. Lauren challenges listeners to connect with their customers directly to gain valuable insights.
Takeaways
Understanding customer needs is crucial for SaaS success.
Many companies collect data but lack context for interpretation.
Internal biases can skew perceptions of customer satisfaction.
Humility and trust are essential for effective research.
Mapping customer journeys is just the beginning; experience matters too.
User experience should not be sacrificed for functionality.
B2B SaaS companies must prioritize customer experience to retain clients.
Engaging customers directly can uncover valuable insights.
Contents
0:00 Intro
1:10 Understanding Customer Needs in SaaS
3:26 The Importance of Usage Data in SaaS Products
6:50 Gathering Context for Data Interpretation
10:27 Overcoming Internal Bias in Research
14:54 Mapping Customer Journeys Beyond Basics
18:34 Expected Outcomes from Customer Experience Research
22:03 Balancing User Experience and Functionality
27:35 The Role of Experience in B2B SaaS
30:22 Implementing Systems Thinking in SaaS
39:10 Identifying Industries for Enhanced Customer Experience
41:37 Homework Assignment: Talk to Customers
Resources
Credits
Show direction: Debra Wilson
Show manager: Angela Allred
Show assistant: Jenna Mollinet
91 episodes
