We’ve increasingly heard customer success and customer experience used interchangeably, but Heidi Lasker, SVP of Customer Success for the Americas and APAC at Bynder, believes that while they are interconnected, they hold different spaces within a company.

In this episode, Heidi and I discuss tools for customer success and how to integrate them within the lifecycle of your customer and user relationship.

In this episode, you’ll learn:

  • How Bynder excels at customer success
  • Why strong cross-functional collaboration is critical to CX
  • How to deliver the best possible experience through success programs

Key Highlights

  • [02:15] Heidi’s career journey
  • [04:49] The role of Bynder in today’s online world
  • [06:00] How trends in the market have influenced Bynder’s path
  • [07:38] Getting control of your asset management
  • [10:38] What “good” content operation looks like
  • [12:50] How Customer Success is defined today
  • [15:38] The interplay between Customer Experience and Customer Success
  • [18:20] Community’s role with users and customers
  • [21:17] Marketing’s role in Customer Success
  • [24:45] An experience that defines Heidi
  • [26:33] Heidi’s advice for her younger self
  • [27:18] What marketers should be learning more about
  • [28:46] Brands Heidi is fascinated by
  • [30:20] The biggest opportunity and threat for marketers today

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.