Subscribe
Share
Share
Embed
Gain firsthand insight into how auction professionals can overcome growth barriers and use technology built by auction people for auction people, without losing the personal touch.
Brandon Giella: Today we have special
guest, Tracy Lane, the customer success
manager at Innova, who also happens
to be employee of the year 2025.
Tracy, so great to have you.
Tracy Lane: Thank you for having me.
Brandon Giella: Today we're talking
about customer success and what
that means to you and why that is
valuable for companies to focus
on, particularly auction companies.
And, um, thinking about what is customer
success and the value that that provides.
So.
Talk to me first.
What does customer success mean to you?
And I know there's maybe
different definitions.
There's customer experience or customer
support, or what do you, what do you
think about that and why is that valuable?
Tracy Lane: Um, I think with a lot of
tech companies, you think about customer
support and you know who answers when
you call and, uh, you know, have a
question or need help with something.
And really that's.
I guess for any company, um, you wanna
know who's answering the phone and
who's gonna be there for you when you
have a question or need something.
Uh, I think it's an important
distinguishing, um, piece that we
intentionally call our department
customer success and it's.
It's more than just answering questions.
It's, it's really more about being
invested in the success of our co
customers and finding solutions for
them, um, whether it's through technology
or just, you know, being proactive and
trying to anticipate their needs more than
just reactive and answering questions.
Brandon Giella: Hmm.
That's good.
Okay.
I have a couple things on that.
First, does um, somebody
need to answer the phone?
I mean, can an AI chat bot just handle
all of the issues on the planet?
Tracy Lane: Um, I don't know
if you've used AI chatbots, but
Brandon Giella: Maybe.
Tracy Lane: they're, they're
getting better, but an AI chatbot
is not invested in the answer.
They're just trying to answer a
question and get off the phone.
Um, they're not really listening.
They, they may not have all the
context or really understand
where I'm getting, and sometimes,
sometimes you ask a question because.
You know what you know, and so you
ask a question with your knowledge,
but there might be more to it.
So if someone really understands
your problem and where you're
trying to get, then your solution
is could be very different.
Uh, you may think you need
to know just a, but there's.
A, B, C, d, E, that, um, that's really
the answer, a better answer for you.
And we could just answer your question,
but what if we could get you the whole
solution, you know, and really being
invested in the customer's, um, issue,
their problem, whatever, whatever they
need, really digging in and figuring
out what is it that they actually need.
They say they need this, but is that
all of it or is there more here?
Brandon Giella: Interesting.
Tracy Lane: AI can do that very well yet.
Brandon Giella: Yeah, I was gonna
say it can't anticipate your needs,
which is the, the point of, of trying
to find a solution and, and feeling
that kind of sense of partnership.
My wife, by the way, tells me
I need to anticipate her needs.
So that is a phrase that
is burned into my mind.
Um, but yeah, no, I mean, great
customer success, customer
experience is that anticipation
and that holistic view of like.
You have an issue, a problem, uh,
we have a solution, but it might not
be what you're thinking or it might
have implications or consequences
over here for these people.
So it's thinking through a lot
of different things at once.
Is that a fair summary?
Tracy Lane: I agree.
I totally
Brandon Giella: Okay.
Okay.
Well, so for, to do that, talk to me
a little bit about your day-to-day.
You know, uh, your role, the kind of
activities that you undertake, like what
does that look like in a practical view?
If somebody is like, okay, I want to
improve my customer success at my company.
I need to be thinking, you know,
anticipating the needs of my customers.
What does that look like
on the ground for you?
Like every day?
What are the kind of
things that you're doing?
Tracy Lane: Uh, well our
customer success here, um.
I love it because it's different
every day and there's always a new
challenge, and I look at it as a puzzle.
You, you know, what are, how do
we put this together in the best
way and get the best result?
So for me, that's answering calls,
um, or emails from customers if
they have questions about, maybe
it's just how to do something in
our software or a question about.
Hey, what is this feature?
Could we improve something this way?
Tell me more about this.
Um, so it's really being connected
to the customer and really listening,
I think, to what their needs are and
trying to anticipate, okay, if this is
their goal, where are they trying to
get, you know, and it diving deeper than
just the initial question sometimes.
Um, but here that also looks like.
Our customer success team is very
involved with our product team and
our, our dev team, because we're all
right here together in the same office.
And, um, so it's
communicating with them too.
You know, we're trying to build
a product that really helps our
customers run their business.
And so what are those
business needs, you know?
Our development team, you know,
we're not all auctioneers.
You know, Jody understands auctions.
Um, and we've learned so much, but really
we learn by listening to our customers.
And so I kind of get to be the go
between, you know, and the translator.
So I get to talk to our product
team and tell them, okay, this
is, this is what's happening.
Here's the scenario.
This is why they're saying they need this.
Um, and then that can become, you
know, new features in our product or,
um, new workflows, that kind of thing.
But just listening to the customer
and trying to translate what they
need and explain that down the line
so that, because we're all invested
here in, in our customer's success.
Brandon Giella: Hmm.
So folks listening might.
Be thinking if they have a tech
background, um, about like product
management, that, that's kind
of that role of like, hey, I'm
in, um, here's what is going on.
Here's what, you know, feature is
being upvoted by these phone calls.
And then you need to translate
that into the product team
to actually build the thing.
'cause they're engineers, they're thinking
through, you know, a different lens in
different mechanics and they're, yeah.
So that makes sense to me.
So, so with doing that by, you
know, anticipating needs through
active listening, if you will.
Thinking about a holistic or
comprehensive solution, um,
engaging with the product team.
What is something where, or, or maybe
a story you have in mind where you
have done that for a customer and
it really feels like you've gone the
extra mile and they were just totally
delighted, satisfied with that outcome?
Like, what was that like?
Tracy Lane: Um, I think some of our new
customers, maybe when they, when they
first, you know, sign with us and, and
are getting started, I think sometimes
I feel like I hear a lot from them.
They, they apologize
to us for calling and,
Brandon Giella: Huh.
Tracy Lane: uh.
You know, Laura and I have laughed about
that because we're both former teachers
and we've said, no, just keep calling
because that's job security for us.
Uh, we don't, we can't
go back to teaching.
We're not, we're not trying to go
Brandon Giella: That's right.
Tracy Lane: Um, no, but.
I think their surprise will one,
that they just get somebody and
the same people when they call.
Um, it's nice to hear a familiar voice
and I think we build that trust with them.
But as far as going above and beyond.
I think compared to other s you know,
support or customer service that I get
at other places, I get frustrated when
you're, when it's something you do,
you expect more out of other people.
So I feel like in general, a lot of, we're
kinda let down these days by customer.
You know, service in general.
Um, so I think anything kind of qualifies.
I think the bar's kind of low.
Uh, it's kind of low, um, sadly, but
it really makes me happy when people,
um, appreciate that we're just, we're
trying to solve their problem, you know?
And it may not be something
with our software.
I had a, a new customer tell
me the other day, um, they were
having trouble with something else.
It was related to their setup with
us, but with a, a partner, something
that they could log in and that they
could go through their service and, and
try to get their questions, answers.
And she just, she was having trouble,
couldn't figure out how to do it.
And so she asked me, I was like, oh, let,
let me help you, you know, and she's like,
I know this isn't your even your problem.
You know, this isn't your software.
Um.
But I feel like if we can
help, why wouldn't we?
You know, if it's our customer, then
kind of their problem is our problem if
it's, even if it's not our software.
Um, I've never liked that, that
saying, well, that's not my job.
That frustrates me a lot.
Um, I feel like if you can help
somebody, help them, you know, even
if it's not in your job description.
Brandon Giella: Yeah.
Similarly, when you get shuffled off
to different departments, that's always
a hard thing and you gotta re-explain
the story to the next three people as
you're, you know, going down the line.
That's always hard.
Tracy Lane: Nobody likes that.
You know, I, I like for them to
call and have a point of contact.
They know if, if they talked to
Tracy before they talked to Laura
before, you know, or someone else
on our team, they know who they're
getting and they know our faces.
Building that trust, I
think is, is a big deal.
It's more of a relationship, more
of a partnership than just, um.
Somebody we call and some
random person that answers.
So, um, but as far as above
and beyond, I, I feel like just
never saying, that's not my job.
You know, I've stepped in when we've
been on site helping, uh, customers
before when they're getting started
or, you know, being at their auction.
You know, we travel to their auctions.
We, um, not all of them, but it's
nice to be there because it's.
Helps us get a sense of what
does their everyday look like.
You know, the, it's just more
understanding And, um, I've, I've
clerked things at auctions before.
I'm not an auction clerk.
I'm a software technically, you know,
like tech support or whatever, but
I, whatever it takes, you know, I
mean, if it's, um, filling in for
somebody for a minute or, um, I'll do
whatever, whatever it takes really.
Brandon Giella: Hmm.
That kind of leads me to my next question.
When, when thinking about, uh,
what you think Innova's support
and, and even more generally, like
what really excellent support looks
like versus what you typically get?
We've talked about that a bit and you
kind of answered it there, where it's,
it is really that listening and, and
not, not making the customer feel like.
That's not my job.
Or you called me about the
wrong thing, or I'm not the
person to answer your question.
Or, um, is there anything else that
comes to mind where you're like, this,
this has been a standard that either
we've held ourselves to or that you've
experienced with other really great
customer support, uh, customer success,
I mean, anything like that that's like,
this is a standard that you should pay
attention to or something to think through
at least when thinking about creating a
good customer success environment or team.
Tracy Lane: Um, I think really being.
Invested in the problem and
the solution and seeing it to
the end, kind of owning it.
I think it's that ownership.
Um, you know, your problem is my
problem and let's figure this out.
You know, let's, let's
get to the bottom of it.
Let's get you the solution that you are
really gonna be happy with, not just
yes, no answer your question, you know?
Um.
It's a little more, it's, it's more
invested than that and invested in the
longer, longer run partnership and the
longer solution for the customer, rather
than just answer something upfront.
I think.
Brandon Giella: Hmm,
Tracy Lane: I think everybody, you
feel that when you get good support,
good, um, you can feel that someone
is invested in a solution for you.
Um, I, I think we all appreciate that.
Brandon Giella: If you were to give
advice to a leader at a company and
thinking about how to set a culture or
a process for doing this really well
at this level, what would you say?
And the reason I'm asking is that
it's one thing to have a person that.
Is, let's say they're a really
good customer success manager.
You know, they just
have that knack for it.
They have that ability, they've
got that kind of personality,
whatever that might be.
But they're in a culture that they
also have to be supported within, or
they've gotta have processes in place.
So kind of backing above, like that
initial experience and thinking
holistically at an organizational level.
How would you recommend thinking about
that kind of culture and trying to
establish those, those values, those
principles, those processes, in order for
customer success to really be successful?
Tracy Lane: That's a good question.
Uh, I think, I feel like Jodi and Nathan
have done a really good job of that here.
And if you ask them, um.
People look at our culture a lot
here and really appreciate it,
and we all love working here.
And
Brandon Giella: Hmm.
Tracy Lane: Jody will tell you it's,
it's the people and I think she's right.
So I think you can, you can put
in processes, you can put in
all of these things, but what it
really comes down to is people.
And so when you.
You can teach people to do things,
you know, you can teach those skills,
but there's, but some people are
just, um, more wired, I feel like,
to, to have that servant, servant
leadership attitude, you know?
And, and, and really.
Invested, just intrinsically invested
in the success of the business, your
customers, um, the people around you.
And I, I think that is
a big difference here.
Um, you know, I was a.
I was a basketball player my whole
life, played through college.
Um, team is a big deal to me, and
I think you, you get so much from a
team, there's so many positive things.
Um, you've got somebody there
that's got your back all the time.
Um.
And you're just working
towards a common goal.
I, I really like that team feel, and
that's something that has been built here
and it really comes down to the people
and they're just all really invested.
We're invested in each other.
We're invested in this
product, we're invested in the
business and our customers.
You know, it's that common goal.
Um, it, it makes all
the difference and the.
It's the people.
It comes down to the people,
Brandon Giella: Hmm.
It makes me think of that phrase that
people say or argument really, that
um, if you take care of your ex, your
employee experience, that will take
care of the cx, the customer or client
experience and, uh, or, uh, what is it?
Peter Drucker, I think is the one who
said that culture eats strategy for B.
So you gotta build that
culture, build into your people.
They'll take care of the customers.
Tracy Lane: Absolutely.
I think that's, I think that's a.
Maybe something that it's hard to quantify
and so I think it's sometimes missed,
but the culture is everything and it does
spill over into the customer experience.
Brandon Giella: right.
It's The vibes.
Tracy Lane: yeah, for
Brandon Giella: Yeah.
Yeah.
Yeah.
Tracy Lane: you know, and after last
year, um, it's been almost a year now,
but I was diagnosed with cancer last year
and this team really rallied around me
Brandon Giella: Wow.
Tracy Lane: and, um, it was.
It's amazing to be able to work
Brandon Giella: Hmm.
Tracy Lane: with people like that,
you know, and, um, always feeling
like they have your back and,
you know, always willing to
step in if you need something.
Um, fill in the gaps.
Um,
Never once did I hear that's not my job,
you know, they, everybody's so willing
to step in and do whatever it takes.
Um.
To help you out.
And they really carried
me through last year.
And I'm just super thankful for the people
here on my team because it feels like a
team and it feels like I have partners
here that are all we're working together.
You know?
It's great.
It's a great feeling.
And I do think that spills over into,
I think our customers can feel that.
Brandon Giella: I can tell
you're getting emotional.
This is like a, this is
like a personal thing to
Tracy Lane: It is, it is.
Um,
people ask me, you know how I kept working
through chemo treatments last year and
you know, I finished in October and they
Brandon Giella: Hmm.
Tracy Lane: ask how was work
and, oh, how did you do that?
And they just really.
My team helped me through, uh, they never
pressured me and they weren't demanding.
Um, in fact, they encouraged me
to take time and, you know, work
from home if you need to, don't get
sick, you know, that kind of thing.
They were looking out for me as a
person more than they were looking
out for themselves and what slack
they were gonna have to pick
up if I wasn't doing something.
But, um.
For me, it gave me something to
focus on too, outside of, you
know, what I was going through and
treatment and that kind of thing.
So it was, um, makes me extra bonded
to this team here and these people
because when it comes down to it, it
is the people and these are just when
great people that I get to work with.
And it's, um, it's a privilege to,
to be surrounded by people like that.
I just, I don't take it for granted.
Brandon Giella: Do you feel like
that experience gave you a new
perspective on what it means to be um.
Looking out for your customers.
And what I mean by that is, is like, um,
you know, people say like, you can't love
until you know what it means to be loved.
Like you have to be poured
into in order to pour out.
Is it, do you feel kind of like that in
your role and how you were supported?
Tracy Lane: I do.
Brandon Giella: Hmm.
Tracy Lane: You know, if you feel
like you're standing alone and, and
you're trying to help other people,
and you know, that's a, it's easy
to, to topple over, I guess, um, if
you're standing all by by yourself.
But if you've got all around
you, then it's different.
You feel so much stronger or
you feel like you can do so much
more, or you feel like you can.
You can really pass that on and support
others if you have that good foundation.
So I, I think that's true, um, in
work and in life, in everything.
Um, to have that support is
really meaningful and it does
give you a different perspective
when, when you're the person that
you don't ask for help and you.
Are independent and you, you
like to do things on your own.
Um, being humbled in a way where you need
the support and learning to accept the
support is, um, definitely changes things.
Brandon Giella: Hmm.
I love that.
There's a quote, I think it's by
Hendrik Ipsen, who's a playwright.
Uh, he said that laugh and the world
laughs with you weep, and you weep alone.
And I feel like your role is
when people are going through a
hard time, they have a problem.
You are there to be with them
because who else can help them?
You know?
So I, that's kind of a, a fascinating
perspective that you, that you, a
role that you fill in their lives.
Tracy Lane: Yeah, I've, um, there's
a quote and it's somewhere said more
eloquently than this, but basically,
you know, if you, um, in like sad
times or hard times, if you have
someone there, then you're, um.
That pain or sadness
or whatever is divided.
Um, but when you have those
people with you in good times,
it's multiplied, you know?
And, uh, I love that about our team.
I do feel, I feel like that
kind of wraps up a team.
You know, people are there with you.
Um, you divide the hard things.
You divide the, the struggle
part of it, and then, but.
Man, when it's good and there's good times
and there's successes, it's multiplied.
You know, because you can do
those things on your own, but
who are you celebrating with?
You know?
And
Brandon Giella: Yeah.
Yeah, I know, I, I know that quote.
I, uh, I think it's joy, joy
shared is multiplied and, uh,
a burden shared is divided.
Something to that effect.
Yeah, yeah,
Tracy Lane: that's much
better than what I,
Brandon Giella: Yeah.
No, that's, that's great.
That's a great that, and that's, and
that's what you, you are in this role
of customer success is to be that I,
I'm dividing this burden that you have.
I am, I am supporting you as you
yourself, have been personally supported
with a great team around you, so
Tracy Lane: exactly.
Yeah.
And then it makes the successes so much
sweeter too, to be able to multiply
it and, and really share the success.
Brandon Giella: Amen.
Amen.
Uh, yeah, I love that.
That's great.
That's great.
Well, this took an unexpected turn,
but I, I really appreciate this
conversation, um, because I think I, I,
I, I, I'm glad it went there because.
Your role is so important, and
I think there's so many, um,
companies out there or teams that
undervalue this, um, this need.
Uh, and it's, it's such an important role.
And, um, yeah, it's, uh, there's this book
I'm reading by a, an advertising exec.
His name's Aurora Sutherland,
and he said that most marketing
teams should actually spend 10%
of their budget on a call center.
Because that is actually how you build
loyalty and, and kind of building a brand.
Um, and so spend 10% of your budget on
a call center because that one-to-one
human connection with a person on
the phone will change everything.
So
Tracy Lane: a big difference.
You know, you asked earlier about
an AI chat bot and uh, the podcast I
was listening to on the way into work
this morning was talking about AI jobs
and, uh, you know, who's AI coming
for, like what types of jobs and.
I think, um, and one of 'em a big
one was customer service roles.
And I thought, ugh, yeah, maybe.
But I mean, is that, is that really
where you want to cut corners?
Uh, I feel like, um, if you're really
invested in your customer's success and,
and solving their problems, then is that
really what you wanna offload to ai?
Brandon Giella: totally agree.
Totally
Tracy Lane: Do you wanna risk that,
that that human connection is important?
It's important.
Knowing that someone is there, that you
can call and they're gonna listen to you,
they're gonna understand, they're gonna
take the time to kind of divide that,
that hardship, whatever it is, you know,
Brandon Giella: that's
Tracy Lane: makes a difference.
Brandon Giella: That's right.
I am a big fan of ai, but
I don't buy all the hype.
Yeah,
Tracy Lane: love I AI too.
I do, there's definitely
a, a place for it, but.
Brandon Giella: that's right.
Tracy Lane: Hopefully not my job.
Brandon Giella: No, I
don't see that happening.
'cause people, it's that
personal relationship.
People want that.
They want that.
Tracy Lane: I think that sets
it, it sets companies apart.
The ones that are really
invested makes a difference.
Brandon Giella: We should do another
episode on ai, the, the pros and cons.
I think it'll be fun.
Tracy Lane: Yeah.
Yeah, definitely.
Brandon Giella: this is great.
Tracy.
Thank you so much for your time.
Uh, thank you for allowing
the conversation to go there.
'cause I think that gets at the
heart of what this role is and I
think it's, it's really important.
So I'm glad that you guys have the
culture and the team to support
each other that then allows you to
support your customers that I think
that's essential to doing this role.
Well.
So I'm glad to see it modeled.
Yeah.
Thank you.
Tracy Lane: Well, thank you for having me.
Brandon Giella: Well, for our
listeners, we will see you next time.