Marketing Marine

4 Effective Strategies for Improving SaaS Customer Experience

SaaS Customer Experience – If you’re in the software-as-a-service industry, you know there is a high demand for SaaS products. However, there is also a lot of competition and you can only outperform your competitors if you treat your customer right. This is why customer experience is so important.

Improving customer experience is crucial if you want to grow your business or even if you want to know how to sell SaaS business assets later on. Both customers and potential buyers will be intrigued by a SaaS business that keeps everyone happy.

Without further ado, let’s get into the different strategies you can implement to improve customer experience.

Use a CXM tool

While there are a lot of things you can do by yourself to take customer experience to the next level, you should still take advantage of the tools at your disposal. This is where customer experience management (CXM) tools come into play.

If you use a CXM tool, you will be able to handle all customer requests and issues efficiently and effectively. You will also be able to accurately evaluate different pain points your customers have and find ways to improve the customer journey.

There are many other features you will get with a CXM tool. Just to name a few, you will have access to advanced reporting, ticket regulation, team collaboration, feedback management, and analytics. All of these features will be essential on your journey of improving the customer experience.

A good customer experience management platform will increase engagement rates, bring you higher retention rates, and significantly reduce marketing costs. When you provide a good experience, nearly every other aspect of your business improves as well.

Ask for customer feedbackSaaS Customer Experience

Nobody knows what your customers want to see better than your customers themselves. Instead of relying on guesswork, ask for customer feedback which you can use to grow your business and improve the experience you provide.

Thanks to feedback, you can create a scalable and repeatable way to ensure your customers feel heard and appreciated.

When it comes to collecting feedback for SaaS customers, you have a couple of options to choose from. You can send out long form-based surveys via email or perform phone call surveys. However, the best option would be to do in-app surveys with just a few questions.

With in-app surveys, your customers won’t feel overwhelmed with a lot of questions and they can provide valuable insight about using your product while they are in the process of using it.

Not only is gathering feedback an important step in improving customer experience, but it’s also a way you can attract repeat customers, so there is really no reason for you not to ask for feedback.

Make your onboarding process as effective as possible

Some companies believe that once they sell their service to the customer, their work is done. But the truth is far from it. Getting the product in the customer’s hands is only half the work. The other half is making sure the customer is satisfied with their purchase.

To make sure that every single client is satisfied with the service they purchased, you need to create a great onboarding process. However, nearly 60% of companies say they are not satisfied with their current user onboarding experience for their product.

Take a closer look at how you onboard customers and whether that process is good enough to provide them with all the information and knowledge they need. 

If you’ve answered no to the above questions, you need to make some changes, otherwise, you will confuse and frustrate customers and they will most probably never come back to your business.

Additionally, aside from creating an effective onboarding process, you should allow your customers to find out additional information by themselves. You can do this by including an FAQ page, training materials, and a knowledge base on your website.

Understand the importance of customer support

Even though there are a lot of aspects to creating a good customer experience, most of your clients will form their opinion of your business based on their interactions with it. And as you already know, most customer interactions happen with your support team.

So it shouldn’t come as a surprise that 93% of customers say they are more likely to purchase again from companies that provide excellent customer service. Great customer service translates to happy customers who are also repeat customers.

This is why your goal should be to improve the support experience as much as possible. One way to do that is to ensure your support team has access to centralized knowledge. Ideally, this should be in a searchable knowledge management platform your team can access at any time.

Finally, don’t forget to train your agents to know how to handle any issue while showing compassion and patience towards a customer.


There are so many SaaS companies customers can choose from, so making sure your business is noticed can be an uphill battle at times. That is why nowadays, it’s not enough to have an amazing product. You also need to have a customer experience your clients will be drawn to. And if you apply the strategies you just read about, that is exactly what you will achieve.

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