5 Tips for SaaS Companies to Improve Customer Engagement

Education has never played a more important part in customer success than in a cloud-based organization.” – Wayne McCulloch, Senior Vice President of Salesforce University For SaaS companies, customer success is directly proportional to their own success. Statistics reveal that the cost of acquiring a new customer is three times higher than retaining an existing one. The effort expended to acquire a new customer goes to waste if the company is not able to retain one. It is because of this that almost 55% of SaaS companies rate Customer Retention Cost as one of the key metrics to measure. Given that SaaS customers now are becoming more value-driven and can switch for even the smallest reason, companies now have to ensure they have to deliver such elevated product experiences that the product becomes a customers’ habit. While having a great product is essential for this, what happens if the customers do not get the right and contextual support when they need it? Clearly, training (and by that, we do not just mean customer onboarding), is a powerful arrow in the SaaS quiver. Here are a few ways that SaaS companies can use tools like learning videos and enablement content to boost customer engagement.

Just-in-Time Training

The kind of content you have plays a defining role in driving customer engagement. Long and heavily detailed content leads to cognitive overload and often result in disengagement. Why? Simply because a customer wants to use a product fast. She does not have the time to read and go through detailed text that may or may not have the answer to her question. The objective of customer enablement initiatives is to help the users with that ‘aha’ moment in their product usage journey. For this, easy readability of learning content is essential. Content should be so flexible that it can be delivered in smaller, bite-sized nuggets to enable knowledge acquisition and retention to drive to the results that the customers desire. SaaS companies should leverage ‘Just-in-time content’ that allows all this and also use analytics to measure if the enablement content is leading to behavioral change and consequently recalibrate the content, if needed, to drive customer engagement.

Focus on the context

Context is king. Those who do not follow this mantra are doomed to perish in this hyper-contextual world. SaaS training programs have to create a sense of purpose with the user. And how can you create a sense of purpose without context? Learning content for an entry-level executive cannot be the same as a senior employee, can it? SaaS product enablement, thus, has to be provided by assessing the pain points and learning needs of the user. Even the onboarding experience cannot take a ‘one-size-fits-all’ approach any longer. As we move deeper into the age of personalization, customer engagement is created by taking into account the little details such as job roles, organizational role, etc. In the SaaS universe, customer enablement also goes beyond product training and product guidance and extends up to process training as well. These organizations, especially SME’s, have to possess the bandwidth to create such learning material fast and easily – clearly, the standard walkthroughs and case studies will not work. Contextual training makes the product more meaningful. It allows users to understand how the SaaS product aids them in better performance. It assists them in areas that they need help.

Intelligent customer engagement

SaaS companies need to keep their finger on the pulse of the customer at all times. Measuring how the customer is using the product, what are the ‘drop off’ points, what kind of product support is she seeking, what kind of information does she need to perform better…SaaS companies need deep insights into the behavioral statistics of the users to identify what kind of learning assistance they need and deliver that proactively within the product. These initiatives drive intelligent Customer Engagement. To increase customer engagement, companies also have to give their customer success teams the leverage to use existing resources such as PDF’s, PowerPoint presentations, Whitepapers etc. to create rich and interactive enablement content and learning videos. It helps in quick dissemination of content to guide the product users in the right direction. By gaining access to user data, the customer success teams should be able to create meaningful training experiences employing easy-to-use templates for different user segments, post and publish the content in-app and in the manner that they want to, without IT intervention.

Have a central information repository

In the age of self-service should enablement content be left behind? All learning material is information, and information is knowledge. SaaS companies have to leverage self-service in training and learning initiatives as well and make it effortless for the users. Built-in search features that display suggestions as the users’ type is one way to go. It is also important to control content visibility to ensure that the right content/data is displayed to the right user. Maintaining a central information repository that can be accessed by the user even when training programs are over make these programs more relevant, ensure better knowledge retention. This consequently boosts customer engagement as the customer does not have to leave the product in search of information.

Anywhere/Anytime access

The world is moving toward convenience. Whether it is retail, banking, or healthcare – industries are moving towards mobility to unlock this convenience. Guidance for SaaS products is no different. In 2019, the number of smartphone users across the globe is expected to cross 3.8 billion by 2021. Smartphones and tablets are a great resource for the enterprise today, especially with the rise in the number of mobile workers and the millennial workforce that puts convenience over everything else. For greater customer engagement, thus, SaaS companies have to ensure that not only do they curate stellar learning experiences but also, they deliver the same, anywhere, anytime, in a device agnostic manner. Clearly, SaaS companies need to put a greater focus on learning and intelligent enablement rather than just training. Training by nature is merely prescriptive in nature. Intelligent enablement focuses on identifying how to help the customer use the product. It helps in reaching that ‘aha’ moment. A high level of customer engagement then just becomes an imminent outcome. Check out Flype to see how you can deliver highly engaging personalized learning experience to guide users in the right direction.