Klaus-M. has been an entrepreneur for 20 years in the software industry. He founded two companies, one of which was acquired by Atlassian, prior to joining Usersnap where he is a late co-founder of the company. He’s taken his learnings and experiences to continue building companies. Klaus-M.’s experience has mostly been in sales and marketing, with an interest in customer relationships. Even with a technical background, Klaus-M. is drawn to building relationships with teams, people and customers. He is also an investor and mentor for other startups and SaaS companies. Klaus-M. is not only an avid learner but strongly believes in giving that knowledge back.
He joined Usersnap two years ago. He’s always been drawn to marketing and how marketing influences customers. On the flipside, in sales, there are clear KPIs which you either meet or not. In marketing, those measurements are not always clear. About five years ago, Klaus-M. became interested in growth hacking. After reading about this topic, he decided to join a growth hacking company for a year where he had the opportunity to learn about those key metrics. As Usersnap’s Head of Growth, Klaus-M.’s responsibilities include marketing the product and finding the target audiences. It also includes understanding each persona, where they are, what are they doing there and what they are looking for. He also is responsible for driving numbers and aligns all of the marketing campaigns to meet these metrics. Klaus-M. also mentors the team. Although he’s generally against “managing”, he prefers to provide clear goals for people to meet.
Where is Usersnap today
Usersnap is a user feedback platform. It helps companies collect feedback from their users and customers, including their intentions and what they are looking for when interacting with your company allowing you to make actionable decisions based on key customer experiences. By doing so, it reduces the gap between the customer and your operational teams. Usersnap also integrates with other tools. It can be shared on Slack, Jira and Trello, for example. This gives your employees the direct feeling and message from the actual customer.
The result? Usersnap helps companies build better products by listening to their customers. A company using Usersnap can collect NPS and customer satisfaction metrics. It also collects qualitative feedback, the “golden nuggets” or micro feedback that a company’s customer provides along their journey. With each step, Usersnap is there collecting a variety of feedback and brings that directly to your employees and teams.
Usersnap recently surpassed 1,000 customers, some of which include Facebook, Microsoft and Canva. There are currently 20 employees working at Usersnap which doubled from last year. They onboard 100 new customers monthly.
Providing a customer feedback solution brings a strong awareness to the customer journey. Usersnap provides a lot of valuable insight and information to certain target groups by publishing articles and blogs. In addition, they started a “feedback tribe” community with 200 members. By bringing together people to share stories and experiences, it allows this community to leverage industry experts learning from one another. Everyone in the community has the same problems and this is a way for sharing how other companies are using user feedback and measuring the customer experience. This year, the feedback tribe held a virtual summit for its members.
Usersnap’s onboarding process includes personal contact. Klaus-M. believes customer success can be one of the main sources of conversion since you have the opportunity to really understand where your customers are stuck and where they need help. Through personal engagement, you can have a great customer perspective. Usersnap also leverages automation through the use of bots which help users navigate their website. At any point, a customer has the option of talking to a live person. They use the same process for email onboarding. Again, at any point in the process, a customer can receive a personal message in return (not a no reply email). In the event a customer does decide to leave Usersnap, they ask for feedback as well. This, according to Klaus-M., is the moment of honesty and provides valuable feedback. It’s impressive how much Usersnap is capturing valuable feedback and metrics throughout the customer journey.
Usersnap experienced a culture change once it focused its vision on customer feedback. Oftentimes feedback can be misconstrued as complaints or criticisms, so the leadership team works very closely with its employees to be more open and accepting of feedback. They initiated one on ones and ask everyone for feedback – including feedback on the management and leadership. There are monthly management meetings where the leadership team gets feedback from their peers and also employees have to gather feedback from their peers This now creates a culture where everyone personally experiences direct feedback and how it helps a person grow. By making feedback an inherent part of collaboration and allowing people to be more comfortable giving feedback, employees are proactively solving problems for Usersnap customers. The company uses Usersnap for its own employee experience feedback allowing it to develop new features into the product.
Klaus-M. loves building things. He sees building more value as a next step in Usersnap’s journey. Having a strong vision is so important for SaaS companies because it motivates you every morning. Usersnap’s vision is to become the go-to solution to grow people and customer centric companies with the magic power of feedback. The company is investigating a lot of user experience (UX) research, diving into personas such as UX researchers. They found some interesting research for product managers – more to come on that!
Digitalization has been a long, ongoing trend accelerated by Covid. More and more people are using online tools for shopping, working and collaborating remotely. This brings a new set of metrics as new feedback from various sources comes into your company. This is becoming more and more important for business decisions. Along with new metrics in the customer experience, Klaus-M. also sees new roles in customer experience being created. As more and more customer experience data comes in, we will see a trend into AI and automation to analyze this data. The final trend is the reduced distance between your customers and your operating teams. This is going to be key to understand the true voice of the customer in the purest form. Becoming customer centric and making that a company’s north star is something companies are only beginning to do.
My conversation with Klaus-M. was not only enjoyable but insightful. He has a morning routine that consists of running with his dog while listening to podcasts and audiobooks followed by weight training and yoga meditation. It helps him focus and internally reconnect before starting his work day.
If you are interested in joining the feedback tribe, please visit https://usersnap.com/feedback-tribe.
You can contact Klaus-M. on social media and Linkedin. For more information, please go to https://usersnap.com/