Canceling a subscription to your SaaS support is not a difficult decision for your customers.
Sadly, many SaaS companies find themselves in this situation and bear with cancellations more frequently than what they are prepared for. While cancellations are something that every company deals with, if you don’t know why your customers are canceling on you, it can lead to frustration. If you’ve not heard good feedback on your plans, you are left wondering what the problem is.
To figure out the crux behind these left and right cancellations, companies must define customer success for their SaaS model. You have to ensure customers reach all their business goals to see and measure value and success by using your app. An essential part of customer success is how you manage customer support.
Let’s take a look at some key elements of effective customer support strategies for SaaS.
1. Make Sure the Support Is Easy to Find
Now, your SaaS might offer some distinguished and impressive features in your category. Still, if your customers cannot find ways to get help from you, your excellent SaaS program is of no great use for the company.
This may sound basic, but you’d be amazed to know just how so many SaaS build a beautiful website but finding help on it is not obvious at all. For instance, if your customers have to painfully scroll to the bottom of the page and search through multiple footer menus for getting help, it’s not helpful.
When thinking about website design, try to put yourself in the customer’s mindset and then think deeply about all the in-app support features or any other support you wish to provide. You can also have a third party test out the website for you. Keep in mind that a customer looking for support may already be frustrated, so they want a quick and easy solution.
Consequently, silent customers make things more difficult for you than the ones who complain loudly. The silent customers cancel your SaaS support.
2. Make Self-Service Options Available
Your customers will often have different preferences when it comes to how they want your customer support. While there are people who actually like to get on the phone or send across an email inquiry, there are plenty of people who simply want to look up the answer by themselves easily.
Efficient SaaS technology provides quality self-service options for customers who are seeking support. This can be in the form of an FAQ page or even a resource library that stores content on “how-to” videos. A few SaaS websites can also include a community platform for members to enrich their knowledge by asking and answering important questions related to the trending technology.
Customers often expect an omnichannel customer support experience along with self-service options to resolve their problems. You may be under the notion that your customer service line or email response is so good, it doesn’t require self-service. But keep in mind that having valuable self-service options is not enough and you still need customer support to flourish your business.
3. Stay on Top of Regular Requests
This point is all about proactively making improvements to your service. It is not possible to cater to every feature request or suggestion. However, you can pay close attention to what is regularly coming up from customers.
As a good practice, assess the support requests you get and see if you can spot an underlying issue. So if you’ve multiple requests for the same reason, you know what you need to dig in. Meanwhile, don’t forget to look at your one-off complaints, suggestions, or requests.
4. You Can Also Have Customer Success Staff
Despite sounding similar, are there clear differences between customer support and customer success?
Customer support is termed as a reactive, day-to-day response to customer requests. On the other hand, customer success is present to take a proactive role.
The biggest goal of customer success is to keep customers engaged with the product. The job is to remain in touch with SaaS and highlight value from the software. Customer success will help you identify all the milestones your customers need to hit for understanding “success”, which is often subjective to each customer.
If you are wondering what this has to do with support, we’ve got you an answer?
With a dedicated team in place, you can rest assured because customer success will reduce the load on customer support. From a business perspective, it is better to get in early and ensure that all your customers are achieving what they’d expect with the product.
5. Have Published Standards for Support Teams
You may feel you have the best customer service people in place, but the golden rule says i“never assume they will uphold the same standards.” You have to inform them about a set of published standards to enhance your customer’s experience.
For you to have a great customer service team, you need to have clear guidelines.
Consider standards such as follows:
- How quickly customers receive a response
- Ways to track requests and make sure nothing slips through the cracks
- All standards about how to respond to specific situations
- Discretions that staff can have for refunds or to “make things right” before anything gets escalated
- How to greet the customers
- How and when to follow up with customers
Publishing standards for your customer support team will help your support team and also encourage customers to see you formally have Service Level Agreements (SLAs) in place. The agreement can entail what is your standard for dealing with any downtime and how quickly you agree to respond to customer queries.
6. Always be Transparent
Customers are often suspicious about SaaS. As per a study conducted by Gartner, the “big data” industry often creates uncertainty about the security of information.
Therefore, a lot of people may feel that SaaS is charging a lot of money for something which isn’t costing them so much.
Your customer support team should be able to reduce or better eliminate any suspicion by staying fully transparent about your policies, pricing, and any other issues which may be going on.
Kissmetrics recommends you to follow these practices for reducing skepticism among customers:
- Always notify users when there’s downtime.
- Ensure to give customers advance notice if you plan to implement changes related to pricing or contract.
- Explain to your customers where their money is going.
- Answer any questions that prospective customers have.
- Make it easy for customers to cancel service.
The main point is not to make your customers jump through hoops to get their answers. Always be proactive and try to stay on top of issues that can lead to suspicion.
Here are a few stats to reinstate the importance of customer support strategy:
- As per Accenture, “57% of consumers spend more on brands to which they are loyal.”
- Harvard Business Review explains in detail about the loyalty economy. The study states that “Loyalty leaders grow revenues roughly 2.5x as fast as other companies in their industries.”
- “39% of loyal customers will spend more on a product, even if there are other less-expensive options available,” publishes Yotpo.
- Microsoft further reveals, “96% of consumers say that customer service is an important factor in their choice of loyalty to a brand.”
If you deliver quality customer support to your clientele, your customers will stick with your SaaS for a longer period. Some SaaS still miss on providing a great level of customer support. Which leads to them paying the price in the form of SaaS cancellation from the customers.
Apart from quality software, the experience your customers have with your SaaS is a determining factor in whether or not they will stick with you for long. Offer your customers quality support in the form of self-service options. This shows you are proactively looking to resolve issues and maintain transparency.