Podcast – CX Detectives | Season 2 – Episode 4

The case of the missing customer


An interview with Dutta Satadip, Chief Customer Officer at ActiveCampaign

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Episode Summary

This episode features an interview with Dutta Satadip, Chief Customer Officer at ActiveCampaign, a leading cloud software company offering a category-defining customer experience automation platform. Dutta is a tech industry veteran with over 20 years of experience, having held leadership roles at companies like Pinterest and Google. In this episode, Dutta talks about understanding the ins and outs of customer pain points, building mutual accountability with customers, and key automation techniques that help hook customers.

About The Guest

Dutta Satadip is the Chief Customer Officer at ActiveCampaign and is a tech industry veteran, thought leader and keynote speaker who specializes in customer strategy, customer acquisition, customer retention and scaling operations.

Dutta has more than 20 years of industry experience and has held various senior leadership roles in most key operating areas, including Pre-Sales, Business Operations, Product Strategy, Product Management, Product Marketing, Engineering as well as Consulting positions. He specializes in transforming organizations by identifying the right strategic levers to drive the business while minimizing risk. Dutta has operated extensively in both developed and emerging countries.

Key Quotes

*”One of the things we did was to start something called an accelerated onboarding.It’s not optional to attend it. We are gonna reserve spots for you. We give you a slot. That has been a good way for people to create a little bit of mutual accountability.”

*”Sometimes people are just putting stuff in [their] cart and are not gonna come back. In 2021, we did a study and customers had left over 76.4 million dollars of revenue in their shopping carts. So we’re talking about a [potential] customer who we haven’t recovered. [Our clients] have used automation to remind people, ‘Hey, you have left this in the cart. Here’s a little bit of a coupon.’ We see almost 14% recovery [with them]. As a business, if you’re not employing these automation techniques, you are leaving customers on the table and as a consequence, money on the table.”

*”Having a good top line mission and a leadership team that buys into that mission and vision is super important. Because at the end of the day, if something is not happening, it’s because it’s not getting prioritized. So ultimately I think a lot of the onus of making customers successful has to come from leadership.”

*”Product value is something that we really center ourselves on. And if you have product value, you will have bigger and bigger lifetime values.”

Time Stamps

*[0:07] The Case of the Missing Customer

*[0:32] Introducing Dutta Satadip, Chief Customer Officer at ActiveCampaign

*[0:54] Dutta’s Co-Detective Credentials

*[6:19] Evidence #1: Client doesn’t know their customers well

*[13:34] Evidence #2: Client has insufficient communication with their customers

*[17:40] Evidence #3: Lack of automation

*[25:10] Evidence #4: Client doesn’t know how to encourage customers to become lifetime
customers

*[39:46] Debrief

*[41:04] HGS Pub

Thanks to our friends

This podcast is brought to you by HGS. A global leader in optimizing the customer experience lifecycle, digital transformation, and business process management, HGS is helping its clients become more competitive every day. Learn more at hgs.cx

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