Understanding What Customers Really Want

Podcast
Written By Andrea Tam

Part of the TECHtonic: Trends in Technology and Services by TSIA Series

How can B2B SaaS companies understand what their customers really want and need?

Conversational interviews with customers are one of the best ways to do that. In this Apple podcast, IcebergIQ CEO Natasha Narayan shares some best practices for establishing a win/loss or churn analysis program with Thomas Lah of TSIA (Technology & Services Industry Association):

  • Getting buy-in for the program

  • Aligning stakeholders

  • Recruiting and interviewing

  • Making the insights actionable

Natasha and Thomas also chat about how some of the surprising findings that turn up in conversational interviews, and the shifts that are happening in how customers make technology purchases.

Andrea Tam
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What B2B SaaS Customers Want and Need: Findings From Our Research
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Leveraging Churn Analysis for Competitive Insights