Many SaaS companies fail to retain customers because they aren’t delighting them. It’s about creating an experience for your customers that makes them want to keep coming back for more.
Delighting your customers is something you can do from the moment they stumble onto your website to long after they’ve made their first purchase.
Technology experts get a bad rap for not being the most personable or articulate. It’s important to think about getting the key things across to your customers. How is your software going to improve their business?
You need to be able to show them, in terms of their business and not through IT technical jargon, how you can help them. Ask yourself what this business is trying to improve on through the purchase of your software and how can you convince them that your software will handle do it the best.
Demonstrations work best for non-IT specialists. These include videos, free trials, and demos. If your communication skills need improvement, you can work on it by attending more industry events and taking on more public speaking engagements.
Marketing your SaaS is also about building rapport. If the choice between you another company comes down to how friendly you are, or how you handle conflict, your communication skills can make the decision clear.
The job doesn’t end when you’ve helped integrate the software with your client business and received your paycheck. It’s about your company continuing ongoing maintenance as a strong support team for your clients.
Train your customers so that they can use your software to benefit their business to highest level possible. Set up scheduled meetings to make sure everything is being rolled out according to their time schedule and goals.
Listen to your customers’ suggestions and complaints. Help maintain the quality of the software and work on improving it for your customers. This patience and attention to detail will lead to your customers promoting your business as one that cares beyond the money and you will receive more customers in return.
Another way to delight customers is to include them in special offers. Allow your most loyal customers to have access to new, exclusive features of your software before it is released.
This will also be a bonus for you because your software company can collect their usage as data, helping to fix any bugs or add any improvements before the official release. Offer rewards for your customers who discover even more creative ways to use the software to increase efficiency, improve quality, or save costs for their business.
Special content in itself can be just as beneficial for your software company as it is for your customers.