An Interview with PaySimple’s Director of Customer Success
Amanda Vrbas is the Director of Customer Success at PaySimple, where she leads a team of passionate business growth advocates. The Customer Success team at PaySimple helps businesses improve processes, save time and grow their businesses every day with one-on-one coaching and support. Outside of work, Amanda is passionate about her tiny house in the mountains of Colorado and anything pertaining to the sunshine in the Rockies.
Q: Why do you think it’s important for small businesses to implement tracking and reporting processes?
Amanda: We talk to people all the time who think they know all their customers—and when they’re still early on and small, they might. But as your business grows and you become more successful, you won’t know all your customers—and that’s a good thing!
It’s important to start implementing tracking and reporting procedures early so you have historical data on your customers. Even if you can’t use that data right now, it’s wise to ensure you can use that data later if the need arises.
Q: What’s your advice for small businesses who want to implement tracking and reporting but are limited by time and resources?
Amanda: I’d tell them ‘You have us at PaySimple!’
But in all seriousness, if your financial software is set up correctly and thoroughly from the beginning, you’ll automatically be collecting data, so down the road you can pull out key insights.
For example, you might notice that everyone in a certain neighborhood in your city has become a recurring customer, while everyone in a different neighborhood only made one purchase. What did you do differently? How can you apply that learning toward growing your business? You might have data right under your nose that can have a major impact on your bottom line.
Q: Can you talk through some of the strategies PaySimple’s Customer Success Managers use for helping merchants improve tracking and reporting?
Amanda: CSM’s can help brainstorm the types of data their merchants should be collecting from the beginning. They have worked with a ton of different types of businesses and industries, so they have a lot of ideas and know what works and what doesn’t. Things like, if you work for a gym maybe you should collect t-shirt sizes when a new member signs up.
On top of that, our CSM’s can teach merchants how to pull certain types of reports and start gaining insights from their data.
Q: What types of decisions can small businesses make with better data and reporting?
Amanda: Marketing is the number one thing small businesses say they feel unsure of. One of the most basic but critical insights we help our customers gain is an understanding of where their best customers come from. Simply suggesting that our merchants start recording how their customers hear about them can have a major impact. For example, if you find out all of your best customers heard about you from a friend, you can invest more resources in a referral program.
Q: Can you speak to a time in your career when tracking and reporting affected your own business decisions?
Amanda: Earlier this month, I was concerned with revenue being down and started to think about what could be causing it. In one month, we had been offering a promotional rate to a certain set of customers. Anecdotally, I figured this had to be contributing to the lower revenue I was seeing flow through. Instead of making an assumption, I knew I had to support the hypothesis with numbers and reports. After pulling a report of all the new customers that had come to us and received the discount, I actually found that those customers were the highest performers!
My hunch that providing a discount wasn’t creating convicted buyers turned out to be disproved by the numbers. This was another moment where I realized that tracking and reporting, no matter how in-tune you are with the day-to-day of the business, is essential for making sound business decisions.