Electric utility companies promoting power conservation programs discovered that simply informing consumers of their electricity usage relative to their neighbors lowered overall consumption. This type of normative social comparison has produced the same effects in other domains. Why does this … Continued
Conventional wisdom in Customer Success says that customers renew or expand their subscriptions based on the value they obtain from their software, such as cost savings or productivity gains. But neuroscience suggests there’s more to it. Individuals make decisions based … Continued
As a consultant helping SaaS companies battle customer defections, I recently experienced firsthand the view from the buyer’s side of the table. After a year of frustrations, we canceled a contract with a PEO and moved our business elsewhere. My … Continued
Software customers must learn how to use their new products before they can achieve their goals. Most companies, however, do a poor job of managing the customer’s natural learning curve. How we acquired driving skills years ago is a more … Continued
Neuroscientists say we tend to remember the meaning and forget the details. When the time comes to make a decision, we naturally rely on our general impressions gained through experience. Because of this, doing essentials right is all that really … Continued
You need just enough to keep the machine humming, but add too much and you have a hot mess. That’s the advice I give my clients when we map their customer journeys. During our sessions, cross-functional teams define ideal customer … Continued
Neuroscience offers new insights on what causes customer retention. Experimenters have recently studied the brain activity involved when positive experiences sway the decision to stick with one option rather than switch to another. Since subscription-based companies must keep their customers … Continued
Leading companies plant seeds of trust Bombarded by thousands of product claims each day, we’ve become jaded. While we consider genuine those recommendations we get from people we know, most of us don’t believe ads and find salespeople only moderately … Continued
A tale of two Lufthansa managers “So here’s the problem,” the young manager said after looking at his computer screen. “We see the leg from Frankfurt to Denver but we don’t see the leg from St. Petersburg to Frankfurt.” … Continued
In the subscription economy, the level of trust companies accumulate with customers is a primary driver of retention and loyalty. But what is trust and what should cloud computing executives be mindful of in their day-to-day operations? This business of … Continued