SaaS Marketing Strategies: Have a Strong Customer Service

Geri Mileva on SaaS Marketing

If you’re in the SaaS business, you’d have to expect some tight competition. Although some would say that their product is excellent and can sell itself, in reality, that’s not enough. To completely succeed in this business, SaaS companies need to have excellent customer service as well.   

The Role of Customer Service in the SaaS Industry

Customer service is all about providing assistance and answering the needs of the customers before and after they buy a product or service. Its main goal is to give customers an overall pleasant experience.

The growth of a company lies on customer acquisition and customer retention. To be able to achieve both, SaaS companies need to have a strong customer service arm that can answer customer needs in the most efficient manner possible.

Why is excellent customer service important?

Excellent customer service results in repeat customers.

Before, purchasing decisions were mainly determined by the price or the quality of the product or services. However, over time, brands discovered that these are just half of the equation to sway customers’ purchasing decisions.

Now, the quality of the customer experience greatly impacts the success of SaaS businesses. In fact, 79% of consumers consider a purchase only after seeing that a brands genuinely cares for them. 86% of buyers also pay a lot more for a great brand experience, with repeat customers spending 33% more compared to new customers.

Customer service can make or break your company name. 

The Internet has created a culture of sharing of information, which fueled the need to have everything posted online for everyone to see. For SaaS businesses, this means bad customer service would be instantly broadcasted online. People are now quicker to share their negative experience online, where they can immediately reach a huge audience.

According to a study, 13% of consumers will tell 20 people about their bad experience with a business. More than 1 million people also view tweets that describe customers’ experiences with different businesses, and 80% of those tweets are negative.

People give high value for customer service.

When it comes to getting good service, consumers are willing to spend more to get it. 33% of the US market will actually consider switching to a different brand after a single bad experience. US companies also lose over $62 billion every year because of poor customer service.

Assessing the Quality of Your Company’s Customer Service

Now that you have a better understanding of how much impact customer service really has on your business, the next thing to do is find out what constitutes excellence in the customer service arena. Here are some of the biggest driving factors in delivering strong customer service.  

Promptness and responsiveness    

Your customer’s time has unbelievable value. Each second is precious and each passing minute counts. Notice how impatient people are when they’re in line? This is enough to tell you that making your customers wait is a surefire way to lose them. Be quick in giving a response or action on customer concerns.

Questions you can ask to assess promptness and responsiveness:

  • Does your company deliver product or services on time?
  • Is your company able to foresee and prevent product delivery delays and cancellations?
  • Are you able to respond quickly when customers make an inquiry?
  • Are you able to answer promptly when customers have concerns or clarifications?
  • Are you able to immediately give support when customers encounter problems?

Courtesy and politeness in dealing with customers

In this day and age, politeness is often overlooked. However, people need to understand that being courteous goes a long way in the book of customer service. A genuine greeting, the correct manner of addressing customers, and good manners, in general, mean a lot.

Questions you can ask to assess courtesy and politeness:   

  • Do you welcome and greet your customers politely and genuinely? 
  • Do you address your customers properly?
  • Do you say things like “sorry, “thank you”, and “you’re welcome” when dealing with customers?
  • Do you use a courteous tone whether or not the customer purchases?
  • Do you remain polite despite your customers’ negative feedback or tone?

Professionalism and knowledge

Take the time to train a professional and knowledgeable support team. Customers trust your customer service associates to give answers to their questions. It’s frustrating for them when they end up talking to someone who does not know the product and does not seem to care. Investing in a great support team is always more than worth it.

Questions you can ask to assess the team’s knowledge and professionalism:

  • Does your customer support team know the product?
  • Did they receive the proper product training and customer service training?
  • Are they monitored regularly?
  • Are they able to effectively handle customer concerns?

A touch of personalization

Everything is now automated and SaaS companies have contributed greatly into making the world what it is today. However, nobody really wants to have a conversation with a machine. Automation platforms are a great alternative to manual work, but it is also important to squeeze in some personalization every chance you get.

Adding a personal touch when using automation platforms will amp up your customer service rating. You can add personality to the way you communicate with your customers not only through emails or calls, but even through the chatbots you use. This could be done by using your customers’ first names in email messages or training your customer service agents how to converse more fluidly with customers when resolving issues.     

Questions you can ask to assess if your customers are getting that personal treatment:

  • Do you use a personal tone when dealing with your customers? 
  • Are your automated messages personalized or is everything based on general templates?
  • Do your customer support associates show empathy?

Availability and accessibility

Basic customer support setups usually involve email and phone communication. But in today;s world, those alone aren’t enough. Live chat is a great way to boost the quality of your customer service because it offers real-time solutions in an accessible manner. The use of social media and messaging platforms also makes you more accessible to a digital audience.

Aside from these, pay attention to how your FAQs are made. Remember that today’s audience prefers to do research on their own. By making relevant information accessible to them through your pages, you give them the impression that their convenience is important to you.

Questions you can ask to assess the quality of your customer service:

  • What customer service channels do you provide?
  • Is your FAQ page helpful in answering common customer concerns?
  • Do you post on social media regularly with the objective to provide support for customers?

The Value of a Great Customer Experience

Saying that customer service can greatly impact your business is an understatement. With consumers being highly social and mobile, they put greater value in the experience they have with a certain brand. Take a closer look into how you do customer service and find ways to improve as much as you can. One good experience could mean a sale or two, but an excellent customer experience would mean sealing their loyalty for as long as you’re around.