Psychology of Customer Success

Hosted by Rachel Provan

Business Management Science

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Latest episode

Feb 2026

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EN-US

About the show

Humans don’t think and act like computers. So why are you setting your CS strategy based solely on logic? Join Customer Success Expert turned Brain-based CS Leadership and Strategy Coach, Rachel Provan, each Wednesday as she pulls back the curtain on how to use Cognitive, Behavioral, and Evolutionary psychology to create positive influence with your customers, and your internal teams. So if you want to unlock customer-led growth, get buy-in from the C-suite, and skyrocket your career - this show is for you.

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28 recent

February 4, 2026Episode 241 min

The Human Problem with Customer Success

Wouldn't it be nice if customers would just do what we tell them to do so they can get what they say they want?Unfortunately, humans don't work that way. For better and worse, we're much more complicated. Dive into the fascinating fields of behavioral economics, neuroscience, and cognitive behavioral psychology to understand why people do the things they do, what motivates them, and how to use that to create positive outcomes for your customers, your company, and yourself.BY THE TIME YOU FINISH LISTENING, YOU’LL KNOW: Why your customers can't absorb all the information you're giving themThe reason many Founder/CEOs struggle to understand the value of Customer Success. How to drive adoption by understanding Dopamine and Habit FormationOTHER LINKS MENTIONED IN THIS EPISODE: Mini Habits - Steven GuiseAtomic Habits - James ClearThe Power of Habit - Charles Duhigg++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com

December 4, 2025Episode 627 min

Let's Talk Failure - and why you need it!

Failure happens to all of us. In this episode, we'll delve into the often-feared concept of failure and discover its hidden potential for growth and learning. We'll explore the essential role of mindset, how to differentiate between a fixed mindset and a growth mindset, and uncover sneaky signs that a fixed mindset holding you back in both your personal and professional life. Embrace a fresh perspective on failure, seeing it not as a setback, but as a vital stepping stone to success. Come learn to approach challenges with curiosity, openness to new experiences, and resilience against setbacks. This episode also highlights the crucial distinction between your self-worth and your failures, empowering you to define your worth independently of your setbacks. By the end, you'll be equipped to view failures as valuable experiments and embrace change as a key driver of growth.Takeaways for You:Understand how shifting your view of failure can unlock opportunities for learning and growth.Learn to identify and overcome your limitations using curiosity.Recognize the symptoms of a fixed mindset and how they might be impeding your progress.Discover how to separate your self-worth from your failures, establishing a resilient sense of self.Transform your approach to challenges, viewing failure as an experimental learning opportunity and change as a catalyst for personal and professional growth.OTHER LINKS MENTIONED IN THIS EPISODE:Mindset - Carol Dweck++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com

June 30, 2025Episode 147 min

From Junk Drawer to Revenue Engine: How Psychology Transforms CS Teams

Tired of being treated like the company's junk drawer? Frustrated that executives don't see the strategic value of your CS team? Struggling to get buy-in for the resources and respect you deserve? Rob Zambito, founder of Success Scaled Consulting and three-time VP of Customer Success, joins us to reveal how behavioral psychology transforms CS teams from reactive everything departments into proactive revenue-generating engines. With his unique background in consumer psychology and behavioral economics, Rob shares the secrets to what separates successful CS leaders from those stuck on every QBR.BY THE TIME YOU FINISH LISTENING, YOU'LL DISCOVER: Why customer decisions are driven by cognitive biases (not logic) and how to leverage this for better outcomesThe difference between being "strategic" and having a clear team charter that executives actually understandHow to translate CS work into executive language that gets you a seat at the leadership tableThe forecasting approach that proves CS is a revenue function, not just a "happiness department.Why CS teams need different personas and the 5 key types every CS leader should recognizeThe research methodology mindset that helps you test assumptions and avoid infinite loopsHow to stop being the company junk drawer by establishing clear boundaries and focusWhy asking customers directly often beats complex health score algorithmsStop letting your team be everyone's dumping ground and start getting the executive respect you've been fighting for.++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com

November 15, 2024Episode 2645 min

Mind Games: Using Psychology to Boost Customer Success

Have you ever wondered why your customers say they want a result - and then don’t do ANY of the things you tell them to?No, it’s not that they’re lazy or bad-fit customers…You're just not speaking to the way human brains actually work!Join Rachel ProvanJoin Rachel Provan to learn the secrets of how people really make decisions, and how you can use this knowledge to help your customers succeed with your product.BY THE TIME YOU FINISH LISTENING, YOU'LL DISCOVER:Why humans don't operate logically (and what that means for getting buy-in)The one question that transforms every customer interactionHow to use loss aversion to frame renewal conversations more effectivelySimple psychological tricks that can increase perceived valueThe ethical difference between influence and manipulation Stop wasting time with logical tactics that don’t work. Learn how to talk to customers in ways that make them take action and get the results they came for.++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com

October 9, 2024Episode 2534 min

When You’re Promoted Above Your Peers

Just got that big promotion and now you're leading your former peers? Feeling overwhelmed by the sudden shift in responsibilities and relationships? It's time to equip yourself with the leadership skills you need to excel in your new role!In this episode, we break down the crucial lessons every new leader needs to learn when transitioning from peer to manager. Drawing from real-world experiences and psychological insights, we'll guide you through the dos and don'ts of this challenging career move.BY THE TIME YOU FINISH LISTENING, YOU'LL DISCOVER:- The critical difference between being a top performer and being an effective leader- How to establish your authority without alienating your team- The art of delegation and why it's essential for your success (and sanity)- Strategies for handling difficult conversations and giving constructive feedback to former peers- The importance of building alliances with other managers and departments- Why playing to your team members' strengths is key to overall success- How to balance nurturing your team with meeting company objectives- The power of admitting mistakes and showing vulnerability as a leaderDon't stumble through your first leadership role - arm yourself with the knowledge and strategies you need to become the leader your team deserves. Tune in and take the first step towards leadership excellence!++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com

August 28, 2024Episode 2446 min

Helping Sells - Mastering the Art of Consultative Customer Success

Have you ever struggled to get customers to see things your way, even when you know you're right?The problem might be that you're up against some powerful cognitive biases that impact how people process information and make decisions.In this eye-opening episode, Rachel chats with Dan Smaida, author of "The Psychology of Advice" and an expert in using behavioral science to drive better communication and influence.BY THE TIME YOU'LL FINISH LISTENING, YOU'LL DISCOVER:The key cognitive biases that undermine your ability to sell and how to counteract themWhy asking the right questions at the right time is so much more powerful than just telling people what to doThe 3-step "consultative sequence" that builds trust and gets customers invested in your advicePractical tips for proving the value of customer success to skeptical executivesDon't let cognitive biases sabotage your efforts to help customers. Tune in to learn how to leverage the science of influence for powerful results.*********This episode was sponsored by Vitally.io********* 🎬 This content was edited by Lifetime Value Media. Learn more at: https://www.lifetimevaluemedia.com ++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com

August 14, 2024Episode 2338 min

Onboard Yourself Like a Leader - The Ultimate 30-day Checklist

Are you starting a new CS leadership role and feeling overwhelmed?Do you want to make a great first impression but don't know where to start?Jump into this episode to discover a step-by-step guide for onboarding yourself in a new CS Leadership role. Learn how to prioritize tasks, build relationships, and how to set yourself up for long-term success while scoring some quick wins.BY THE TIME YOU FINISH LISTENING, YOU'LL DISCOVER:The critical actions to take before your first day to start strongHow to structure your first week for maximum impact and relationship-buildingThe key data points and metrics you need to master in your first monthStrategies for effective communication with your team and cross-functional partnersHow to identify and execute quick wins without sacrificing long-term strategyThe art of creating and presenting a compelling 30-day insights reportWhy reflection and flexibility are crucial to your onboarding successDon't leave your success to chance. Tune in to learn how to take control of your onboarding process and set the stage for a thriving career at your new Company!DOWNLOAD THE CHECKLIST HERE*********This episode was sponsored by Vitally.io********* 🎬 This content was edited by Lifetime Value Media. Learn more at: https://www.lifetimevaluemedia.com ++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com

July 31, 2024Episode 2246 min

Gainsight's Easton Taylor on the Power of Human-First Leadership

Are you struggling to balance business results with employee well-being? Do you wonder how to create a high-performing team while treating them with humanity? It's time to explore the transformative impact of human-first leadership in customer success.Join Rachel Provan as she sits down with Easton Taylor, SVP of Customer Success at Gainsight, to uncover the secrets of creating a thriving, human-centric culture that drives business success.BY THE TIME YOU FINISH LISTENING, YOU'LL DISCOVER:What human-first leadership really means beyond the buzzwords, and why it's more critical now than ever in the challenging tech economyThe 8 key ingredients of human-first leadership, including empathy, authenticity, and personalized experiencesHow Gainsight's core values, including "childlike joy" and "Shoshin" (beginner's mind), shape their unique culturePractical strategies for new leaders to build trust and transparency with their teamsThe crucial role of psychology in developing effective leadership skillsHow to maintain a human-first approach while driving results in challenging timesDon't let the pressure to deliver results destroy your team's morale and effectiveness. Tune in to learn how human-first leadership can transform your customer success department, boost employee engagement, and ultimately drive better business outcomes.********* This episode was sponsored by Vitally.io********* 🎬 This content was edited by Lifetime Value Media. Learn more at: https://www.lifetimevaluemedia.com ++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com

July 17, 2024Episode 2140 min

Outsource Your Brain: Productivity Tools for Customer Success Professionals

More customer success leaders than ever report being overwhelmed by the never-ending demands of their careers. Are you? In this episode of Psychology of Customer Success, Rachel reveals her favorite tools designed to help CS leaders stay organized and efficient - even when things are coming at you a million miles an hour! Discover how to build faster knowledge centers, delegate tasks effortlessly, and leverage AI to ensure nothing slips through the cracks. Get practical insights on using tools like Fathom Notetaker and Anthropic’s Claude, offering you the keys to a more focused and productive workday for maximum efficiency. Tune in and learn how to outsource your brain for maximum efficiency! Chapters: 00:00:00 - Introduction 00:01:40 - My favorite tools 00:02:29 - Managing tasks 00:03:55 - Discovering Fathom Notetaker 00:08:24 - Superior AI with Claude 00:15:42 - Easy SOPs and knowledge center resources 00:23:34 - Outsource your brain with my favorite productivity tool00:26:22 - Immediate focus on demand with this music app00:27:39 - Wake up more easily and improve sleep quality00:29:11 - The app that will make you happier in 5 mins a day 00:34:51 - Reflecting with a bullet journal 00:39:27 - Continuous learning - when you have no time ********* If you like this content, please like or rate the show, and follow or subscribe so that you don't miss an episode! For more information about Provan Success and Rachel, visit https://provansuccess.com Find Rachel on LinkedIn: https://www.linkedin.com/in/rachelhprovan/ Mentioned in this episode: Fathom NotetakerClaude by AnthropicLoomScribeBrain.fmTrelloGoblin ToolsFive Minute Journal AppMind ToolsBullet Journal This episode was sponsored by Vitally.io********* 🎬 This content was edited by Lifetime Value Media. Learn more at: https://www.lifetimevaluemedia.com ++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com

June 26, 202426 min

The Hidden Cost of Task Switching

Do you struggle to stay productive amidst constant task switching? Join Rachel as she delves into the major issue of task and channel switching. Discover what task switching is, why it's a significant problem in the customer success industry, and learn practical tips to minimize its impact. From creating pockets of focus work to batch tasking and surprising tools, Rachel provides actionable strategies to help you achieve better results and feel less exhausted at the end of the day. Chapters: 00:00:00 - Welcome to Psychology of Customer Success 00:01:17 - The reality of task switching 00:02:30 - Consequences of multitasking 00:04:20 - Invisible impact of task switching 00:06:00 - The cognitive cost of switching tasks 00:07:09 - Productivity loss from task switching 00:08:18 - Battling email and Slack distractions 00:10:50 - Strategies for focused work 00:14:22 - Optimizing your workday 00:18:11 - Tools and tips for better focus ++++ATTENTION++++Ready to stop figuring out CS leadership the hard way? Get the CS frameworks, leadership techniques and psychology hacks you need to be seen as a strategic leader - and get promoted fast with:THE CS LEADERSHIP ACADEMY Applications are currently open for CS leaders looking to level up - but our cohorts fill up fast!CONNECT WITH RACHELFollow at: LinkedInYouTubeWEBSITEhttps://provansuccess.com