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How to Deliver Consistently Great Service

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How to Deliver Consistently Great Service

The global Software-as-a-Service market will be valued at $307.3 Billion by 2026. With several SaaS companies fighting to leverage the huge market — competition in any niche is unavoidable. But, there is a direct correlation between poor customer service and a loss of 67% of users.

This means that standing out from the rest in such a highly competitive market requires you to deliver quality customer service consistently.

But how can your SaaS firm assure a hassle-free sales and customer retention equilibrium?

The answer is — SaaS customer support.

What is SaaS Customer Support

Customer support for SaaS includes any action taken to help users achieve their desired results while using the software. Ideally, it should overcome software challenges and simplify the same for users.

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Customer support includes live chat, chatbot, email, user communities, leveraging customer service software like Hiver, providing phone call assistance, etc. It involves quickly addressing customer queries and helping them get the best out of your SaaS product.

Improving your customer service for SaaS requires you to strategize your activities in these key customer service channels that ultimately help enhance the customer experience.

Here are some tips to get you started in the right direction.

#1. Emphasize your self-service options

A report suggests that 81% of customers want self-service options while only 15% are highly satisfied with the current self-service options. You can tap in this area.

Self-service for SaaS would include creating an updated frequently asked questions (FAQ) page, a self-help knowledge base with how-to guides and videos,a website chatbot that answers basic queries, etc. Such resources help by shortening the turnaround time and providing faster resolution.

Leverage a comprehensive knowledge management system like Document360 that integrates with Google Analytics to help identify search terms your customers frequently use to get the information they need. Also, your support team can contribute with recurring queries, addressing any latest bug, etc., to collectively address those with self-service.

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For instance, Vimeo’s help center on their website provides a precise structure to aid users in finding the information they need.

#2. Customer feedback to improve your product

A consistent customer support service helps the product development team to continually roll out new features and implement UI changes by providing immediate feedback. Top SaaS customer support service includes going beyond the binary answers on whether they like the product.

Instead, try getting the reasons for their dissatisfaction as that is the only way to improve aspects that don’t work. This involves sending emails, getting on a call, sending surveys, etc.

Collect quantitative data to identify your user’s most pressing requirements and issues by leveraging different feedback methods mentioned below:

  • Customer Effort Score (CES) after a customer support interaction
  • Customer Satisfaction Score (CSAT) during product use
  • Net Promoter Score (NPS) for users who have used your product for a while
  • Involve social media listening as a proactive feedback method

Another aspect to include in your SaaS customer support service includes being pervasive in connecting with your customers. This means offering multiple support channels.

#3. Multiple options for customer support

Your SaaS customers may find it difficult to reach you for fast, effective customer service. It may take a lot of time, especially for first-time users. For instance, if a new customer needs live chat support, they might need to go to the contact us page to find the live chat button.

Therefore, it is best to offer multiple options for customer support — reaching out from the product itself is one way. And, if customers are on a website, provide chat options for immediate assistance. If possible, offer direct calling options within business hours.

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This example shows how Recurly shows a “Support” option within the software UI for customers to connect with the customer support team. A user simply needs to click, and they will have a list of available help channels at a single, convenient spot.

A customer may have a different expectation for how quickly they will hear back from you depending on the channel they use to contact you. For instance, they expect a faster response to a social media message than a support ticket or email.

This highlights the need to include self-service and omnichannel customer service into your SaaS’s customer support model. Use a frequently asked questions (FAQ) website, chatbot, or online knowledge base to divert some queries from your help desk crew if clients are dissatisfied with lengthy wait/response time.

#4. Offer your team with necessary tools

Your SaaS business may need a range of customer service technologies like chat, knowledge base, customer service, etc. When your business grows, you will be catering to a larger number of users, necessitating the need for robust customer service tools to drive efficiency.

In all, the tools will help support the team in the following ways:

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  • Support agents can access and validate profiles for most customers to provide customized help.
  • An online resolution needs remote access to consumers’ devices. For this, they may need multiple screens to refer to the troubleshooting steps and perform the same at the customer’s end.
  • Users need faster resolution. Therefore, powerful systems coupled with smooth customer service software are necessary.
  • Access to social listening software can go a long way in providing timely service to customers.

Even when building a FAQ forum, the most basic form of customer service, you need tools — a knowledge management system and technical documentation software like Robohelp, MadCap Flare, etc.

Wrapping up

The best customer service takes care of users throughout the SaaS product’s lifecycle. Following the tips mentioned above can help deliver the same, compelling customers to keep renewing their subscription to your product.

Outstanding customer service in the SaaS space helps nurture relationships that increase customer satisfaction and brand loyalty, with customers promoting your product to others in their network.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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