Personas and Metrics – Understanding Your Customer with Karen Tang of Prezi

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Jaspar Weir

President and Founder
January 23, 2018

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Karen Tang is the Vice President of Customer Success and Support at Prezi, a company which makes software for beautiful presentations. Prior to joining Prezi, Karen graduated from Wharton Business School and worked at a number of high-profile companies such as GE, Target, and Google, and has now been at Prezi for four years, where she focuses on the post-sales team to ensure that customers get the maximum value out of the product.

Karen and I discuss customer success and the way businesses engage with their customers to ensure they’re using the product in the best way possible from the B2B standpoint as well as the B2C standpoint. Karen highlights the importance of creating customer personas and mapping their customer experience journey in order to better understand and create value for customers, as well as to foresee and address problems that may arise in the future. Tune in to this episode to also get useful insights on the role of metrics and data in ensuring that the company prioritizes customer demands!

 

Key Takeaways:

[:26] Jaspar introduces his guest for this episode – Karen Tang.

[3:18] What is Prezi? It’s a presentation software tool, and a platform that helps presenters build better stories and moving stories.

[5:10] Powerpoint has not changed in decades! That’s why Prezi is so groundbreaking, in that it revolutionizes how people think about presentations.

[6:10] What does Karen do at Prezi? Karen focuses on the post-sales team, specifically Customer Success, Support, and Learned Content online, to ensure customers get value out of the product.

[6:59] Prezi has 85 million customers! When people contact support, why are they doing it? Payment issues, how to use the product, account management, and design questions are some of the reasons that customers get in touch with support.

[7:59] The line between customer support and success is becoming more blurred, but Customer Success focuses on business customers that Prezi wants to grow and expand with time and onboarding customers. Customer Support is more of a first line of defense for anything that comes in reactively from the field. Customer Success and Customer Support are two different teams, but are interlinked in their processes.

[9:39] There is plenty of room for career progression within Prezi, as individuals are free to move between different teams in the organization.

[10:33] What metrics does Karen consider to assess if the Customer Success team is doing a good job? Karen highlights some of the indicators of success. One of the key points Karen focuses on is the initial onboarding period to ensure customers are using the product to the fullest of its ability.

[13:36] Karen has a very impressive background. How did she end up at Prezi in her current role? After trying out roles in engineering and finance, she landed a job at Google where she explored various aspects of customer-facing teams. Prezi was a unique opportunity for her to tap on all of her previous experiences in a role spanning the entire customer journey.

[15:50] How does Karen prioritize the voice of the customer internally to drive product changes and to prioritize and put the customer as part of the DNA of the company? Deciding to build a product for the B2B space gave Karen, who was closest to the customer, the biggest advantage to influence the team and how they think about the customer voice in the DNA of the company. Prezi has also developed detailed buyer personas to better understand their customers.

[19:00] How can other companies create buyer personas? Talk to your customers, and involve them in the process of creating buyer personas and in the product development stage. Communication within the company is also crucial – Prezi has integrated their personas into the workflow of the company to help everyone get and stay on the same page.

[22:31] Karen explains how having detailed hypotheses about the different personas has allowed Prezi to adapt and modify not just their product, but also maximize the customer experience for different personas across the entire customer journey. These different personas also drive the metrics for assessing success of the different users across the company.

[25:57] What systems does Prezi use to track these metrics? Standard systems are complemented by homegrown systems at Prezi.

[26:50] What else does Karen do to make sure that the executive team is paying attention to the customer? Customer wins-and-losses meetings involving the leadership team, as well as quantitative reports, help everyone stay focused on the customer and create empathy for the customer.

[29:37] How does Prezi use the information they’re getting to improve the product and drive product changes? Compiling incoming data into an action matrix helps various teams across the company prioritize customer demands with regard to the product.

[34:22] What’s next for Prezi? What will customer experience look like in 2020? Karen is excited to be experimenting with some new technology that’s coming out with her Success and Support teams and also improving the customer experience across the whole company in helping customers to use the product and be successful.

[36:18] How could AI affect Prezi in the next few years? Karen foresees AI helping with the first line of defense in terms of customer support, and ensuring that personalized content is being delivered at scale to the right persona.

[37:44] Find out more about Prezi on their website or social media, or contact Karen directly!

 

Resources Mentioned in This Episode:

TaskUs Podcast

Prezi

Prezi on Facebook

Prezi  on Twitter

Karen Tang on LinkedIn

Email Karen Tang

Salesforce

ZenDesk