Posted on October 8, 2013 by
According to a recent report released by Enterprise Strategy Group, many customers are satisfied with the value that they get from product. However, majority of the companies perform considerably poor when it comes to customer satisfaction. Failure to offer excellent support leads to poor retention rates and lower customer satisfaction.
Is building a superior product more important than offering customer support?
SaaS companies are usually obsessed with making their application relevant to their consumers. The need for innovation and ensuring a smoothly running app keeps founders and developers on their toes. This is understandable given the tough competition and constant possibility that a rival provider may come up with a better app than yours.
However, is product innovation the core of your success? What about customer service?
To be successful, having a great software alone is not enough. You have to invest in a culture of service, software architecture ready to handle multi-tenant implementation and end user support. Successful companies not only have great software, but also have customer support built into their core processes.
What leads to revenues? An awesome service or satisfied customers? While both product and customer service go together, failing to take care of the customers can leave you with an awesome service that no one is paying for.
Moreover, it’s the customers who generate revenues. Without them, your startup will not be a business. It will just be something that you do for fun.
Make Customers Your Business
Taking care of customers involves more than just offering support. You need to address the needs of your customers from the time they come in contact with you, up all through during their lifetime usage. Here are some ways:
1. Website functionality
The first interaction users may come with your company is through your website. Make your website easy to use for your customers. Having good navigation structure with non-destructive page elements is important. Go for a clean design that makes it easy for users to get the information they want. Here are some more take-outs about your website:
- Be clear on what you do.
- Link to the main content that customers may want to see
- Have an easy sign up and checking out process
- Use a minimalist design that correctly brings out your brand
Make it easy for customers to interact with your team. Provide a range of options including email, social media, and phone numbers through which users can reach you. Also, be swift with your responses. A general rule of thumb is that all questions should be answered within 24 hours. The faster you respond to your users, the more likely you will close a sale and win their hearts.
Customer support can build or break your business. When it comes to product vs. service, the latter is more important. Customers want to know that there is someone they can rely on when they have problems. Apart from this, they want the support to be offered satisfactorily and fast.
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