Customers drive your SaaS business or any business for that matter. This is why investing your time and effort in improving customer experience is as important as your product or service.
Not to mention, competition is increasing in the SaaS market as we speak, and you need to excel in both the arenas – the quality of your offerings and customer experience through their journey. It’s because quality products attract customers, but a great customer experience sustains them.
Furthermore, you can avail many benefits if you work on enhancing your customer experience, such as:
- Increased adoption, upsells, and renewal rates
- More customers through referrals
- Fewer churn rates to impact your ROI
- More satisfied customers to continue using your product or service
- Brand recognition, loyalty, and trust, giving the customers an impression that their problems are addressed and valued.
All of these benefits indicate that improving customer experience is vital. So. Let’s understand how to do that.
1) Maintain a customer-friendly website
Your website is the pure reflection of your SaaS business and a medium where your potential customers visit to get information about you. Even if your products and services are phenomenal, being online is key in the present scenario.
This is why you need to have an excellent website, showing all the relevant information about the business, your products/services, contact information, helpful resources, and other data. You can also build a mobile application, set up a professional email, and increase your social media presence to be available 24/7 and dwell in your customers’ minds whenever they think of a product or service you provide.
Furthermore, emphasize optimizing your website in terms of loading speed, SEO, content, navigation, etc., to be easily visible online so customers won’t find trouble reaching out to you. Also, centralize customer support resources like customer knowledge base, FAQs, blogs, and other resources to offer them self-help in case of common issues or doubts.
2) Understand your customers
To boost customer experience in your SaaS business, you need to understand your customers. When your website is ready and you have set up your social channels, the next is to put out content to serve your customers. It is possible only if you clearly understand who your customers are, their needs and expectations, and how to meet their demands.
You need to establish a deeper emotional connection with them and empathize with them. For this, you can create different segments based on customer personas, interests, age group, etc. You can conduct surveys in your social channels to map their behavior and expectations and act accordingly to solve their issues and present a better solution. You can also train your customer support to help customers based on the segments to offer a personalized experience.
3) Work on customer feedback
Are your customers happy with your products/services?
If no then, it’s time you take customer feedback seriously. Asking for feedback is a great way to improve the customer experience for your SaaS business. As the previous section explains, you can gather feedback by conducting surveys and using social channels and emails. Collect all the feedback, analyze it, and find out how you can solve the problems.
Moreover, you can also use the data to improve your products/services. In turn, it helps strengthen your customer relationships and builds trust between your SaaS business and customers as you are considering their problems and are willing to solve them.
4) Make an effective customer onboarding plan
Having a solid onboarding plan is crucial because everyone desires a hassle-free process to start. Once they have purchased your product/service, delight them with a smooth onboarding plan. You can offer comprehensive and easy training, so they can get an idea of how to use your product/service effectively without any doubt.
In fact, studies show that customers are more likely to continue using a product/service if they have a positive onboarding experience. It’s because teaching everything to every customer is not practically possible. This is why offering them additional information can equip them to help themselves. You can include these materials on your knowledge base software, how-to guides, and tutorials.
5) Measure the metrics
Measuring metrics such as customer satisfaction, sales, revenue, adoption rate, etc., can help you understand whether your customers are happy with your products/services. It also gives you an idea of whether your SaaS business strategies are working or not. Hence, evaluate these metrics periodically to improve customer experience.
One way of doing that is by mapping the entire customer journey from when they found your SaaS business to achieve the desired outcome from your product/service. It will help you understand all the challenges they face during the journey so you can solve them and ensure they get what they desire.
As a result, your customer experience not only improves but also leads to increasing the adoption rates, expansion, and renewal rates.
6) Manage your team smartly
In addition to providing outstanding products and services, you also need to make sure your team is handled properly to improve customer experience. Different departments in your SaaS company, from sales, marketing, and support, to development, are directly or indirectly associated with the customers. Your customers interact with your representatives whenever they have some doubts or clarification required.
Hence, all of them must align to the same goal. And it needs powerful management and allocation of roles. You must coordinate your teams effectively across multiple departments. Distribute roles properly, for example, hiring a team manager to administrative support activities.
Furthermore, prioritize the tasks according to the needs and demands. Focus attention on the things that matter the most and slowly go ahead with other goals.
Customer satisfaction is the key to a successful SaaS business. Hence, it would be best if you did everything you can to make sure they are happy in their entire customer lifecycle, from when they find you to when they are satisfied with your product/service.
Thus, keep in mind the points mentioned above and optimize your strategies to boost customer experience in your SaaS business.