This interview was conducted by Professor Joe Kevens, who yo can find @ @Joe.
This was Joe’s first interview is with Leona Leong, VP Customer Success at Coconut Software. Let’s see how she views reviews.
Leona is the VP of Customer Experience at Coconut Software, the leading provider of appointment scheduling and lobby management solutions for financial institutions. She has over ten years of experience in customer success for B2B SaaS vendors such as Achievers, Topia, and Influitive.
Leona and I worked together at Influitive, the category creator of advocate marketing.
Having worked with Leona, I saw firsthand why she was entrusted with the success of Influitive’s biggest customers. Sharp, focused, and curious, she won an Influitive Hero Award because she’s known as:
- “A force of nature—it’s like she doesn’t stop.”
- “A driven and smart performer full of grit.”
- “Leona is amazing! She can do it all…her customer-centric approach and commitment to our success made her an extended member of our team!”
- “Leona is clear and honest…any company would be lucky to have Leona.”
We’re lucky to have Leona provide her views on reviews in B2B software.
1. How did you get into B2B SaaS?
2. What drew you to a career in Customer Success?
3. Let’s get to reviews. You’re in Customer Success. Your colleagues in Marketing typically own user reviews, yet they probably rely on you and your team to get reviews. What does Customer Success want from Marketing when it comes to reviews?
4. Which review sites have you asked your customers to provide reviews on? Any differences on the review sites to note?
5. When do you ask a customer for a review?
6. What helps customers write reviews?
7. You’ve been asking customers to write reviews for 5+ years now. What have been some of the common responses from your customers on the review request?
8. What advice do you have for B2B SaaS vendors who want to get more reviews?
9. How do you think CS could use buyer intent data from review sites?
10. Are you seeing any change with where you or your CS peers go for user reviews? i.e. not to review sites, but to your own personal network directly, or to peer networks (like in the CS in Focus Slack Community, do people ask about software in there? E.g. “Hey, I’m looking into to Acme Software. Has anyone used it? Would love your take” and then people reply in a thread?)
11. Who do you consider an expert in reviews (i.e. who would you recommend people turn to with questions on reviews for a B2B SaaS vendor)?
- Marketers, share your review strategy with Customer Success to help them understand how it will help make the organization more successful. Also, share which business software review sites you’re prioritizing and why.
- Ask for a review after you and your customer share a positive experience, such as an executive business review that went well or a fun customer event.
- Follow up once or twice if you don’t get a response to your review request.
- CSMs, ask your Marketing team if and how you can leverage review site buyer intent data to keep a pulse on your accounts with upsell and cross-sell opportunities or churn risk.
- Reviews can help increase sales, improve retention, and feed product development.
- Set reviews as a corporate goal and tie it into the team’s OKRs. This elevates it to the leadership level, and creates a sense of camaraderie and ownership across the board.
To contact Leona, please message her on LinkedIn.
This article was originally published on B2Bsaasreviews.com