SaaS companies naturally sell software, but did you know they also sell a customer experience (CX)? It sounds obvious, but customers need to have a positive experience with your product to become satisfied and loyal. Anyone can replicate a product, but no one can steal the exceptional experience that you provide for your customers.
That being said, it can be very hard to control every customer interaction with your product. For a truly seamless SaaS customer experience in SaaS, you need to coordinate every customer-facing team to arrive at consistency. You need to make sure your sales team isn’t promising one thing while your success team is delivering another, for example.
To build great customer experiences for your brand, the customer needs to be at the heart of everything that you do. No decision can be taken without first considering how it might impact the customer and what impression this might create in their eyes.
What is CX?
Customer experience, or CX, is the overall perceptions and impressions that customers have of your brand, which form the foundation of their relationship with you. It includes any interaction that a customer may have with your business, whether that’s logging into and using your app, speaking to customer support, or watching a marketing video.
A positive customer experience spells good news for your SaaS company. A negative customer experience leads to dark times and, potentially, the dreaded churn. You must keep CX under control and proactively shape the experiences that customers have with your brand.
Why is SaaS Customer Experience Important?
There are several reasons why you might want to prioritize customer experience within your SaaS company.
#1 Increase customer satisfaction and loyalty
Customers who have a positive experience with your product are more likely to feel satisfied and loyal. They will feel appreciated and looked after by your brand, so they are encouraged to develop a feeling of commitment.
#2 Increase customer retention
Customer retention is another critical metric for SaaS success, and customers stick around for longer when they have a good experience with your company. When you eliminate sources of friction and make it easy for customers to achieve their goals, hence increase customer retention. When customers like their experience, they want to log into your app and keep using it.
#3 Increase Customer lifetime value
A positive customer experience leads to an increase in customer lifetime value as customers become open to renewals, cross-sells, and upsells. In short, they spend more with your company as their experience motivates them to want what your product has to offer. Customers know that when they make purchases with your SaaS they will be rewarded with a great experience.
#4 Create brand ambassadors who will promote your company and its products or services
When customers are satisfied with their experience, they are compelled to share your product with family, friends and colleagues. Organic promotions are essential for generating referrals which help your SaaS business grow by attracting new customers. Referrals from trusted parties are one of the best forms of new leads for business.
How to Create a Seamless SaaS Customer Experience
Now, you might wonder how to create a seamless customer experience for your SaaS company? What are customers looking for when interacting with your SaaS brand?
Ask your customers what they’re looking for
Asking for feedback is one of the fastest and most reliable ways to create a better customer experience. If given the chance, customers will often tell you exactly what they want, which can lead your business to make better decisions. A customer experience that has been designed without consulting the SaaS customer is destined to fail. Take customer opinions and desires into account when creating your CX.
Eliminate silos within your company
Customer experience won’t be effective if you have teams within your company pulling in different directions. It’s very difficult to decide whether one team should “own” customer experience when everyone should take responsibility for at least a part of the experience. It’s all about having a customer success mindset within the company. Regularly checking in with each team about CX is key to creating seamless SaaS customer experiences.
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Consider every touchpoint a customer has
CX works best when you look at it from the perspective of your customers and consider every touchpoint. Some aspects of your brand can easily be forgotten, such as what a SaaS customer experiences when they cancel their subscription, but the little things can make all the difference. Plugging in the gaps, even if they are slightly uncomfortable moments, help customers to feel better about your brand.
Aim for consistency rather than perfection
When creating a seamless customer experience, try to make each interaction consistent rather than perfect. Customers will forgive certain lapses in service as long as they are on board with your brand and believe in your mission. SaaS companies should arrive at decisions about their brand values and stick to them when delivering the customer experience.
A seamless SaaS customer experience leads to numerous benefits for your business. Customers are happier and more likely to stick around with your business, making repeat purchases and recommending your product to others. While a great product is essential for SaaS success, paying attention to the overall experience is just as important when considering customer retention, loyalty and satisfaction.