Use Loss Aversion to Influence Decisions

We explore how to build customer success from scratch and make it visible to executives by speaking in outcomes, not activities. We lean on psychology to drive adoption, create champions, and pre‑pave ethical expansions while AI takes the busywork.

• CS built in stages with outcome targets appropriate to company maturity
• Why executives don’t “get” CS and how to lead with numbers and loss avoidance
• Hyperbolic discounting and presenting near‑term impact to secure support
• Onboarding that triggers dopamine via tiny steps and quick wins
• Make champions the hero by tying work to promotions and visible wins
• From usage to impact: show revenue protection, productivity gains, and margin
• Pre‑paving expansions at 75 percent progress to honor momentum
• Focus on the job that matters, not every feature in the product
• Practical scripts, story banks, and aligning with ICP to ease sales and CS handoffs
• Recommended reads: Kahneman, Gladwell, Cialdini, Voss; Rachel’s site resources

If you got some value from this conversation, hit subscribe, leave a rating or review, and share it with someone who's also out there trying to build a better customer success or go-to-market strategy, even if it's messy along the way
Check out JoeDoesTechTouch.com and subscribe to our newsletter. That link is in the description
 🎙️ Guest: Rachel Provan
Founder & CEO, Provan Success

📣 Find Rachel:
Website: provansuccess.com
Podcast: Psychology of Customer Success
LinkedIn: https://www.linkedin.com/in/rachelhprovan/ 

🔥 Topics Covered:
🟣 Building a CS department from scratch — lessons learned as a player-coach and scrappy early-stage leader
🟣 Communicating with the C-suite — “Be brief, be right, bring charts, be gone”
🟣 Understanding executive psychology — why focusing on “what’s in it for me?” drives better outcomes
🟣 Using loss aversion to influence decision-making and drive customer adoption
🟣 Onboarding with dopamine — tiny wins and positive reinforcement for habit-building
🟣 Making the customer the hero — focusing on outcomes, not features
🟣 Practical strategies for demonstrating business impact in measurable terms (ROI, productivity, retention)
🟣 Balancing automation and AI with human connection — why non-human tasks free up CS to deliver real value
🟣 Continuous learning for CS leaders — resources, books, and frameworks to level up

🌐 Website
https://www.joedoestechtouch.com/

📰 Subscribe to the JDTT Newsletter –
 Get raw insights, no-fluff frameworks, and tech touch tactics straight to your inbox: https://www.joedoestechtouch.com/jdttnewsletter
🎙️ Be a Guest on the Podcast
Have a CS horror story or digital-first strategy worth sharing? Submit to be a guest:https://www.joedoestechtouch.com/podcast 

🔗 Connect with Joe on LinkedIn
https://www.linkedin.com/in/josephdigrande

📺 Watch Full Episodes on YouTube: https://www.youtube.com/channel/UCaH58ojbaWym4ej_PedQ4Fw

_______________________________

Tools:

Logitech Creators Blue Yeti USB Microphone: https://amzn.to/4nHOFDN

Logitech Brio 4K Webcam: https://amzn.to/3GtKsmx

Sony WH-1000XM4 Noise Cancelling Wireless Headphones: https://amzn.to/44Q0xv4

Apple 2024 MacBook Pro Laptop: https://amzn.to/4lH6u3W