“The process that we go through is doing customer research to understand that end-to-end customer experience — understanding of customers so that you can identify your biggest opportunities for growth across the customer journey.”

In this episode of Inside the Process, hosts Mallory and Shawn chat with Georgiana Laudi, co-founder of Forget the Funnel, about rethinking customer experience through a customer-led growth framework. With decades of experience in SaaS growth, Georgiana breaks down how companies can stop guessing what works for their customers and instead align their strategies to real customer needs, mapping out experiences that drive long-term success.

She discusses her approach to understanding customers beyond traditional journey mapping, diving into each phase of the customer experience, and shares how the Jobs to be Done framework helps uncover what customers truly want, creating a foundation for building loyal, satisfied users who champion a brand.

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Key Takeaways:

• Break down the customer journey into distinct phases, from pre-acquisition struggles to post-onboarding growth. Identify critical milestones where you can optimize experiences and guide customers to the next step.
• Instead of focusing solely on demographics, shift your perspective to what customers are trying to achieve with your product. Use this framework to align your messaging and onboarding with the real “jobs” your customers want done.
• Recognize that customer experience doesn’t end at acquisition — continuously engage customers to deliver ongoing value as they grow with your product. This approach can increase retention and foster a loyal customer base.
• Rather than relying on generic best practices, tailor your processes to fit the unique needs and behaviors of your ideal customers. Be flexible and data-driven, adjusting your approach based on customer feedback and actual engagement.

Chapter Markers:

[0:06] Processes vs. Best Practices: Why it matters and how teams misuse them.

[0:12] Frameworks That Flex: Adapting frameworks to fit unique customer needs.

[2:18] Customer Journey Mapping: Real-world approaches for business growth.

[6:02] Struggle Phase: Recognizing when customers need a change and seek solutions.

[9:55] Creating Milestones: Key points that drive customer success.

[22:06] Breaking Down Silos: Aligning teams for a unified customer experience.

[31:00] Using KPIs: Measuring impact through meaningful customer experience indicators.

[38:09] Avoiding Best Practice Pitfalls: Why not all best practices serve your team.

Resources:

Want more resources from this episode? We’ve got an episode recap, replay and every template, process, and resource we covered right here: https://hubs.li/Q02C6rhq0

Trainual

Inside The Process provides solutions for every aspect of the business — from process headaches and system improvement to self-management and leveling up as a leader.

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Mallory Glessner and Shawn Jensen sit down with some of the brightest business minds and unpack their specialized insights to help you improve and level up the work you’re doing.

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This is one of a few podcasts from Trainual, a software platform that helps businesses build playbooks to train and grow their team. You can check out the rest of our shows here: https://trainual.com/insidetheprocess

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