Building Your Customer Experience from the Ground Up with Robin Laine, Co-Founder & CEO of Transect
11/17/21 • 26 min
This episode features an interview with Robin Laine, CEO and Co-Founder of Transect, a SaaS company providing automated environmental compliance solutions for the built world. Robin talks about advocating for the customer, making a product 10 X better than the competition, and the life cycle of a startup.
Quotes
*“We really should be the guide along a customer's journey, not the hero of their journey. Like they are the hero, right. We're just here to make their lives better. And so much of it is listening to their pain points, listening to what brings them joy, listening to the words that they say, and then writing them down and then saying them back to them. I mean, that's literally what we do. We do a lot of case studies with our customers and we'll take the exact words that our customers say about why they like Transect, some feature that's helpful for them, and we'll regurgitate it in a marketing campaign because we know that that's what their peers are used to hearing.”
*“We make money to control our destiny as a startup. The more that we can control our revenue, the more we have choice over who our future investors are, among other things. We're making money so that we can all continue to enjoy this really awesome culture that we've built and continue to build what we want to build and do what we want to do on our own timeline.”
Time Stamps
*[0:07] The Case
*[1:20] Introducing Robin Laine, Founder and CEO at Transect
*[5:08] Evidence #1: Mis-identifying the target customer
*[12:27] Evidence #2: Solving for the wrong problem
*[19:12] Evidence #3: Product is too similar to others on the market
*[21:30] Debrief
*[22:30] The HGS Pub
Bio
Robin Laine is the CEO and Co-founder of Transect.com. She has spent over 15 years managing natural resources compliance and permitting projects across the U.S. Along with navigating federal, state, and local permits for her clients, Robin established in-house natural resource compliance processes for oil and gas companies and gave presentations across the U.S. educating various industries on how to best manage federal and state environmental regulations.
Thank you 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.
Links:
Connect with Robin on LinkedIn
This episode features an interview with Robin Laine, CEO and Co-Founder of Transect, a SaaS company providing automated environmental compliance solutions for the built world. Robin talks about advocating for the customer, making a product 10 X better than the competition, and the life cycle of a startup.
Quotes
*“We really should be the guide along a customer's journey, not the hero of their journey. Like they are the hero, right. We're just here to make their lives better. And so much of it is listening to their pain points, listening to what brings them joy, listening to the words that they say, and then writing them down and then saying them back to them. I mean, that's literally what we do. We do a lot of case studies with our customers and we'll take the exact words that our customers say about why they like Transect, some feature that's helpful for them, and we'll regurgitate it in a marketing campaign because we know that that's what their peers are used to hearing.”
*“We make money to control our destiny as a startup. The more that we can control our revenue, the more we have choice over who our future investors are, among other things. We're making money so that we can all continue to enjoy this really awesome culture that we've built and continue to build what we want to build and do what we want to do on our own timeline.”
Time Stamps
*[0:07] The Case
*[1:20] Introducing Robin Laine, Founder and CEO at Transect
*[5:08] Evidence #1: Mis-identifying the target customer
*[12:27] Evidence #2: Solving for the wrong problem
*[19:12] Evidence #3: Product is too similar to others on the market
*[21:30] Debrief
*[22:30] The HGS Pub
Bio
Robin Laine is the CEO and Co-founder of Transect.com. She has spent over 15 years managing natural resources compliance and permitting projects across the U.S. Along with navigating federal, state, and local permits for her clients, Robin established in-house natural resource compliance processes for oil and gas companies and gave presentations across the U.S. educating various industries on how to best manage federal and state environmental regulations.
Thank you 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.
Links:
Connect with Robin on LinkedIn
Previous Episode
Welcome to CX Detectives
Creating a great customer experience can feel like solving a mystery. How do you listen to your customers? What are their pain points? What do you do with the feedback they give you? From analytics to automation, how do you deploy the proper technology to get the right insights?
Luckily, you’ve come to the right place. Welcome to CX Detectives. A podcast dedicated to cracking the case on your toughest CX challenges.
In each episode, your host Lyssa Myska Allen teams up with a customer experience expert to discuss the most compelling CX challenges and how to solve them. You’ll hear insights from Fortune 500 executives and top CX leaders–the pioneers and visionaries who have reinvented industries and continue to blaze a new path forward. We’ll also explore how to be a more effective CX leader, the future of digitally-led customer experience, and much more.
This show is for CXOs, CIOs, COOs, and anyone looking to improve the way they serve customers. So hit follow, put your feet up and get ready to help us create the future of modern customer experience. Welcome to CX Detectives. Presented by HGS Digital.
Next Episode
Getting Inside Your Customer’s Head with Tim Ash, Founder of TimAsh.com & PrimalBrain.com
This episode features an interview with Tim Ash, Founder of TimAsh.com & PrimalBrain.com. Tim talks about getting inside your customer’s head and creating an intuitive website that feels familiar and drives sales.
Quotes
*“You need to have focus and say no to 98% of audience expansion tactics. And then you have to have a super clear origin myth that almost acts like a magnet. A brand is not that visual styling you put on at the end. It's your brand voice and your attitude and your very reason for being. It's the mission. And that's what millennials and others will get attracted to. Nobody wants some generic corporate thing. It's very forgettable. So you have to have a narrow focus and a clear appeal to those people based on a deep understanding of their needs and their larger context. You may be just a small, transactional part of their life, but if you want to attract them, you should still resonate for them.”
Time Stamps
*[0:07] The Case: The poorly designed landing page
*[0:34] Introducing Tim Ash, Founder of TimAsh.com & PrimalBrain.com
*[5:34] Evidence #1: Low conversion rates
*[11:13] Evidence #2: Site has no clear visual hierarchy
*[25:01] Evidence #3: Landing page uses unfamiliar elements
*[27:23] Debrief
*[28:23] HGS Pub
Bio
Tim Ash is the Founder of TimAsh.com and PrimalBrain.com, and author of the bestselling book Landing Page Optimization. A computer scientist and cognitive scientist by education, Tim has developed an expertise in user-centered design, persuasion, and understanding of online behavior, and landing page testing. In the mid-1990s, he became one of the early pioneers in the discipline of website conversion rate optimization.
Thank you 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.
Links:
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