Advancements and other developments in cloud technology have opened doors for software as a service (SaaS) companies to grow across different industries. It has increasingly become a common delivery model for ‘on-demand software’ involving various business applications that can be easily accessed online. This kind of convenience is one of the key factors that’s been driving its growth in the global market.
A report by Market Research Future (MRFR) shows that the SaaS market is predicted to grow exponentially in the coming years. In fact, it’s set to hit a 21% compound annual growth rate within the forecast period and reach a value of US$ 117 billion by 2022.
The kind of subscription model offered by software companies has revolutionized the adoption of technology in every business sector. This has presented a growing dependency, which has been fueling the demand for more cost-effective SaaS solutions, further boosting the growth of the SaaS market.
As a SaaS provider, it’s important to recognize the fact that you’re not actually selling software as a product, but a service that’s focused on customer success. This is where SaaS customer support plays a crucial role in the success of your company because software alone isn’t enough. You’ll have to be invested in a culture of service that delivers not only top-notch software performance but also the kind of work that ensures the success of your customers.
To keep you up-to-date with the most effective tactics in delivering awesome customer support, here are 10 you’d want to apply to your SaaS business:
Proven Customer Support Strategies for SaaS Companies
Offering in-app support
It can be frustrating for customers when they aren’t able to effectively use your software due to its complexity or because a bug’s been messing up its functionality. To ease their suffering, it’s a good idea to offer in-app support via a link or a widget that directs them to the help they need.
In-app support also means they won’t have to reach out via an external channel, which makes for a better customer experience.
Live chat that’s available 24/7
It’s pretty much standard for SaaS companies to provide support via email and phone, but customers have high expectations from a technical support provider so you’ll need to go the extra mile. One of the best ways to exceed to do this is to provide 24/7 live chat that delivers answers in real time. This kind of on-demand support is what will set you apart from the competition.
Building a knowledge base for self-service customer support
A survey by Zendesk showed that a massive 91% of customers said they would use a knowledge base if it could address their needs. This is proof that you need to create an FAQ page that has in-depth content that could answer any question your customer might have. The self-service nature of knowledge bases also means freeing up your customer support reps to focus on adding value, not solving problems.
Continuous improvement of the support process
There is always room for improvement, so make sure your support process constantly evolves to maximize customer satisfaction and the overall experience. You can establish a customer feedback system to help you determine which areas of the service that you need to improve on.
Have a centralized database for customer support data
Since it’s always a good idea to have multiple channels in which your customers can reach you, they expect you to be able to track their conversations with your support team across all platforms. Failure to do so may lead to frustrated customers that are likely to be upset when they have to repeat themselves just to follow up on their concerns.
A centralized database with a structured ticketing system can help you handle all customer concerns across all available channels. This will also make it easier to track unresolved issues for an easier method to follow up.
Hire awesome support staff with great ‘soft’ skills
Having the wrong people in your team always poses a huge challenge to your company regardless of the nature of your business. But when it comes to customer service, having the right people working for you matters more since it takes a person with great soft skills to have the ability to handle even the toughest customers.
Stay on top of service requests that appear frequently
You should be proactively working on making improvements, so you’ll need to pay attention to repeated support requests that have similar requirements. Repeat support issues is a good sign that your software needs attention and you’ll have an easier time to investigate any underlying issues if you’re getting feedback from a range of customers with first-hand experiences.
Establish a systematic process
An effective process is crucial in making sure you handle your customers well. This boosts efficiency while saving time and effort in handling concerns. Your main customer service KPIs should always include response time and time to resolution. Both of which can be optimized with a systematic process in place.
Of course, you’ll need to be open in making improvements to streamline your workflow and make your customers happier with their decision in purchasing your software.
Publish your company’s standards
Some of the best customer service teams in the world have a strict set of guidelines they adhere to, which is the reason why they are considered great in the first place.
Having published standards for your customer support team ensures they work hard to reach them while encouraging your customers to go over them so they know what to expect.
Provide a service that revolves around transparency
Doubt and suspicion about your software can always lead to unhappy customers, particularly in the current ‘big data’ industry that creates uncertainty revolving around security and pricing. Your customer support service should aim to reduce and even eliminate any suspicion through transparency in your policies, pricing, and all other aspects of your SaaS company.
Conclusion
Always keep in mind that SaaS is a service-based operating model. To help your brand achieve a considerable level of success, you’ll have to be focused on delivering exceptional customer service to augment the functionality of your software to stand out from the competition. Remember, it’s not only about the quality of your product, but also the people who use your product that matter.
Did you know that outsourcing customer support can drastically reduce overhead costs for businesses? Contact us to find out more!