To satisfy and retain their customers, brands and companies rely heavily on the service and support teams. Today, the role of these departments becomes even more important as customer expectations keep on growing.
No wonder that help desks and other support technologies are steadily evolving to meet those growing expectations. AI, various automation and other business tools help the support agents provide effective, speedy and overall stellar service.
Nevertheless, even the most advanced help desk platform does not guarantee excellent customer support. Without a clear strategy, all investments into customer support might be wasted.
Do SaaS companies underestimate customer support?
We can all agree that customer support plays a vital role in business regardless of the area and industry. However, the exact functions differ for eCommerce stores and B2B services. Plus, its functionalities vary in each business model. A customer support team has its unique value for every brand, and SaaS companies aren’t an exception.
For most businesses, customer support is aimed at resolving the issues that occur after the purchase. In SaaS, however, things are a little bit different. Support reps are involved in the processes of acquiring, guiding and retaining the customer. Obviously, the performance of the support team at each of these stages has a direct impact upon the company growth and revenue. So your strategy should be built with these ins and outs in mind.
For instance, for some industries listing their support phone number and email address is just enough to meet the needs of their customers. However, it doesn’t work for SaaS customers. In SaaS, you have to make sure that your support team is available through as many channels as possible to address any customer concerns and questions. This is very important to help with product activation and usage.
Most SaaS businesses rely upon recurring subscriptions. That’s why the value of your product for a customer and the quality of your support have a direct impact on both prospects and existing clients.
Now that we know the whys, let’s take a look at hows. Here are 5 SaaS support practices to help you achieve the above-mentioned goals.
#1 Welcome your clients aboard
Let’s say, your support agents wait for customers requests to assist them with the product or solve their issue. This isn’t best practice anymore. Instead of waiting for a client to reach out, take a proactive approach and help them to use the most of your product. The sooner they get the value, the more likely they will keep on using the product and maybe opt for a recurring subscription.
This proactive approach isn’t a rocket science. It can be as simple as an onboarding email. Provide some useful tips in it, for example how to sync the customer account with their social media or a smartphone. In other words, provide some useful tips that will disclose more functions of your product and show your customers the value they get nearly right away.
The point lies in trying some additional features and receiving more value from the purchased product. And this is the path for building customer loyalty, and possibly further subscription upgrades.
#2 Offer multiple ways of getting in touch
To meet the expectations of customers, you also can add more channels for reaching your support team. That’s why you need to define the channels customers prefer and allow them to choose among them. So, be ready to provide not only email and phone support, but also live chat, and even social media support.
Once you have defined the channels of preference for your target audience, ensure that your support agents can handle them. Definitely, one or two efficient support channels are much better than many disorganized ones. Equip your support team so they can easily meet clients expectations on every channel and deliver the highest level of SaaS customer support.
#3 Implement omnichannel support
When you are developing your support strategy and plan to add multiple support channels, you also should consider the advantages of omnichannel support. With omnichannel support, you can keep records of all customer interactions from all channels.
Once they are delivered into a single place, your agents can follow-up and continue the conversation the way your customer prefers it, without any losses of their history, so that any support agent can continue to provide help there and then.
This makes your support much more efficient and eliminates the risk of frustrating the customer with repeated questions about their issues.
#4 Provide an accessible in-app support
Easily accessible customer support provides more value to customers and more points of loyalty to the company. Your SaaS customers quite often need some help while using your product. To save them from disappointment and leaving your product, offer them support right away within the app.
You can add a button “Need help?” and prevent the client from navigating away from the app. That button can point to the knowledge base with tutorials or to a chatbot with quick answers to your clients’ questions or suggest chatting to a support agent. The route this button offers depends solely on your SaaS support strategy.
#5 Add more value with self-service resources
Generally, the idea of self-service resources may seem to be not quite suitable for SaaS companies. However, the short but in-depth tips will help your customers get more value out of your product and save your support agents’ time for answering the same questions over and over again.
The tutorials offered at the self-help platform may be a mere set of articles. The content provided there should be intuitive and user-friendly. Besides, make sure the customer can easily find the necessary information using the search bar. Sometimes, your clients may be unsure as what exactly to look for or how to word their search enquiry. Take it into account when writing your tutorials so that they could find the answer within a couple of minutes.
Building an effective customer support strategy is challenging for any company, and SaaS brands aren’t an exception. Thus, once the importance of using the right approach in your customer service is taken into account, it becomes a bit clearer on how to deliver the quality help.
Definitely, the tactics you are going to use depend solely on your business goals and needs. But these five best practices for SaaS support will help you develop the strategy that meets your customers' requirements without missing out on revenue because of your customer service shortcomings.