For SaaS companies, the focus shouldn’t always be on generating new leads and customers—it should also be on keeping the customers you already have. Not only will you spend less on maintaining customers than acquiring new ones, but you’re also more likely to make a sale to a consumer with whom you have an existing relationship. And unlike other businesses, that initial first sale can mean years of continued revenue.
So, how do you make sure those customers stay committed to your company and hungry for more? Follow these five SaaS marketing tips to delight customers and improve customer relationships.
5 Expert SaaS Marketing Tips to Boost Customer Retention
1. Reward Loyalty
You want to remind customers that you value their business, so what better way to show you care than by creating a loyalty program? The key is not to go overboard, just to let your customers know you appreciate them. Periodic discounts and special promotions are perfect for driving customers to make a new purchase and for making them feel valued.
2. Give Customers What They Pay For
As a SaaS company, you’re providing both a product and a service. While your software may be essential, your users are still paying for your continued service. An excellent practice is to send updates around the time of billing – whether of new features or tips to maximize use – that will make users feel like the price they pay is well worth it.
3. Keep Improving
It goes without saying that to make sure customers feel like they are getting the most out of working with you, you’ll want to ensure that the experience of using your product is the best it can be. Give them reasons to stick with your software. Stay in tune with what customers are saying during service requests about your interface, features, pricing, and any other factors that can help you improve their experiences.
4. Be There From Start To Finish
Seeing a problem through from start to finish is a customer service must, and personalized follow-ups after a problem is resolved can show customers just how much you care about their satisfaction. Send an email a week or two after the resolution; checking in to make sure the customer is satisfied and to inquire about other needs shows a willingness to go above and beyond.
5. Monitor Your Billing
For services with auto-billing, monitor payment methods like credit cards for expiration dates and cancellations. You don’t want to find out a card is expired after you’ve tried to charge it; now you have to contact the customer directly so they can update their methods, which only means further delays. If you stay on top of this info, you can pro-actively let customers know when a card is expiring, giving them the opportunity to update info at their leisure without causing delays.
Now, go forth and use these SaaS marketing tips to delight and retain your customer base!