How Customer Success Can Have a Voice in Pricing and Packaging (w/ Andrew Michael of Churn.FM)

No one understands customer needs and product value better than Customer Success teams. Involving them in pricing discussions is a fast-track solution to more impactful pricing models that increase customer satisfaction, retention, and success.

In this episode, Andrew Michael, entrepreneur and host of the Churn.FM podcast, highlights the importance of giving Customer Success teams a voice in these critical decisions. He shares advice for adopting a mindset that treats pricing and packaging as a dynamic part of the product, and his strategies for a smooth transition when rolling out new pricing models.

About Andrew:

Andrew is an entrepreneur with 12 years of experience in digital growth companies as a founder or senior manager with a focus on customer retention, product development, strategic planning, and marketing. He is also the host of Churn.FM, the podcast for subscription economy pros to learn how the world's fastest-growing companies are tackling churn and using retention to fuel their growth.

Guest Quote:
“The best way to think about pricing and packaging is that it’s just another part of your product—it’s a feature of your product. As you would experiment and feel comfortable with changing your onboarding experience or updating a feature, you should be comfortable with making changes to pricing and packaging. The first thing is getting your mindset changed and realizing, ‘Okay, this is a part of what we do as a product, our product evolves, our value evolves, and so should our pricing and packaging with it.’”

Timestamps:

*(02:30) - Deep Dive into Pricing and Packaging Strategies

*(11:00) - The Importance of Customer Success in Pricing Decisions

*(16:05) - Rolling Out New Pricing Models: Strategies and Challenges

*(20:05) - Quick Hits

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Links & Resources:

• Connect with Taylor Johnston on LinkedIn
• Connect with Andrew Michael on LinkedIn
• Learn more about Vitally
• Listen to Andrew’s podcast, Churn.FM
• Take our season 1 survey