Software Sales Tips by Matt Wolach

Scale Your SaaS

How Amazing Customer Support Leads to Great Growth – with Greg Rich


In this week’s episode of Scale Your SaaS, Greg Rich, the CEO and Co-founder of Vivantio, shared valuable insights into the world of customer service, the evolution of his company, and the pivotal role of customer experience in driving business success. 

Join host and B2B SaaS Sales Coach Matt Wolach, learn how almost 20 years of experience led Greg’s journey into a tapestry woven with inspiration, ambition, and a deep love for customer service. 


Podcast: Scale Your SaaS with Matt Wolach

Episode: Episode No. 290, “How Amazing Customer Support Leads to Great Growth – with Greg Rich”

Host: Matt Wolach, a B2B SaaS Sales Coach, Entrepreneur, and Investor

Guest: Greg Rich, CEO & Co-Founder at Vivantio


Resilience Amidst Change: Navigating Challenges

Greg highlighted the importance of having a support system and the role of organizations like Vistage, a CEO peer-to-peer networking group, in providing mentorship and guidance during such transitions. After the departure of his business partner in 2017.

Building Customer-Centric Organizations: Key to Success

Greg emphasized the transformative power of customer service and experience in driving software business benefits. Customer success and service, viewed as reactive and proactive components, contribute to customer loyalty, retention, and revenue growth. Happy customers become loyal advocates, influencing renewals and attracting new business through testimonials and reviews.

Common Mistakes in Customer Support for Software Companies

Reflecting on challenges faced by organizations approaching Vivantio, Greg highlighted the common mistake of insufficient data utilization. Many SaaS companies need help understanding and analyzing data effectively. Greg stressed the importance of having a robust service management platform that allows for categorization, capturing, and analysis of customer interactions to drive continuous service improvements.


The Continuous Evolution of Vivantio

Vivantio, under Greg’s leadership, has been at the forefront of developing innovative products designed to organize, automate, and measure customer service, service desks, and ITSM operations. Recently, the company has been focusing on enhancing user interface (UI) and user experience (UX) to ensure the software is easy to navigate for those spending long hours providing service and support.

Greg highlighted the increasing importance of generative AI in the service and support arena. He sees an opportunity for AI to assist agents and customers through self-service technologies, consolidating information and providing quicker responses. The company is dedicated to improving the agent and customer experience, aiming to deliver information promptly.

Looking ahead, Vivantio plans to focus on the product’s back end, particularly revamping the admin area. Greg emphasized the unique selling point of Vivantio, its configurability, and the company’s commitment to maintaining a platform that users can manage without relying on engineers.

The Origin Story: A Journey Rooted in Experience and Technology

Greg’s journey in the tech industry began over 20 years ago, inspired by his family’s business in residential care for the elderly. Exposure to customer care in that environment and the rapid evolution of technology fueled Greg’s passion for the industry. In the early 2000s, amidst the rise of SaaS and on-demand solutions, Greg and his co-founder Russ identified a gap in the market for simple, easy-to-use software for service teams.

Nuggets of Wisdom for Emerging Software Leaders

Greg shared valuable tips for software leaders navigating the early stages of growth:

  1. Build a Trusted Advisory Board: Surround yourself with trusted advisors who can challenge and mentor you.
  2. Understand Your Strengths and Weaknesses: Recognize your strengths and weaknesses early on and seek ways to fill gaps through partnerships or hiring.
  3. Engage Customers Actively: Involve customers in product development, listen to their feedback, and co-create value. Customer relationships should be viewed as a two-way street where both parties benefit.
  4. Invest in UI/UX: Prioritize user interface and experience, as the ease of navigation directly impacts those spending extensive hours on your platform.
  5. View Customers as Growth Engines: Consider your customers as buyers and potential growth engines. Cultivate relationships that mutually benefit both your organization and your customers.

In conclusion, Greg’s journey with Vivantio exemplifies the importance of resilience, adaptability, and customer-centricity in building a successful software company. As the landscape continues to evolve, the lessons shared by Greg serve as a guide for emerging leaders in the SaaS industry.


Greg Rich

[5:11] “I do think in the service and support arena, there is an opportunity for generative AI to really help an agent and even the customer through self-service technologies.”

[14:43] “Think about how you can manage that relationship so that you both get something from it.”

Matt Wolach

[18:59] “That’s a really important part in terms of how you think about retaining your customers and how you can, I wouldn’t say leverage the relationship, because we call it a co-creation of value.”


To learn more about Vivantio, visit: 

You can also find Greg Rich on LinkedIn: 

For more about how host Matt Wolach helps software companies achieve maximum growth, visit