Customer support needs to be easy to find
One of the key fundamentals of great customer support is the ease of customers being able to connect with the support team. Imagine a customer who is looking for a solution to their problem and does not know how to reach your support team. A simple litmus test to your customer support set up would be the answer to whether your customers have to scroll to the footer of your website and search for support menus. To counter this situation, SaaS companies can start offering in-app customer support (support within their applications) which usually involves an integration with a live chat tool.
Focus on retention proactively
SaaS companies typically operate on a subscription model and customer retention is critical. We know what it costs to acquire a customer, and makes more sense to give as much importance to retaining them. The longer the customer stays with your organization, the higher your revenue per user (RPU). For example, if a customer stays with your organization for 18 months than for 6 months, it means the revenue is 3 times per user without any addition to your customer acquisition cost.
Set up customer success teams to take care of your customers proactively. Proactively focus on effectively supporting customers when they are signing up for your product, during onboarding and consistently being helpful to them throughout their customer life-cycle. In fact, it opens up opportunities for you to upsell and cross-sell to them.
Route conversations to the right teams
Customer support is a game of inches and one bad experience can result in customer churn. You don’t want a customer having a billing issue talking to a sales person. You need to set up intelligent systems to route customer conversations to the right support representatives based on what the customer is looking and on the expertise of the support agent. Similarly, you also need to set up thresholds for the number of conversation a particular support agent is handling at any given point in time and distribute the conversations to other agents.