Marry your Customers -
Does that sound funny? Yes to retain the SaaS Customer we need to get used to their behavior, ( Not Changing Ourselves) get adjusted and understand their needs and nature.
Today the most painful stage of any business is Customer churn if you are in a cloud business. Cloud companies continue to struggle in sustaining long lasting relationships with their customers. There are multiple ways to retain customers those are not going with the next subscription. We all are aware that selling to the existing customers is much easier a sale than to acquire a new one. Finding out the reason is very important for us. We need to question ourselves whether they are looking for a Brand name ? Do they need any new feature? Are they not satisfied with the support.
But we do have a choice if we want to really retain the customer or win back the lost customer in short term or Long term. Here are some views listed below:
1) Reason why they left your organization
Understanding why your customer switched to your competitor will help you improve the quality of your product or service. May be initially, your customer was happy with the services you provided. However, due to inconsistency he preferred switching to another brand. In this case, talking things out with your customer service team, encouraging them to provide exceptional service, giving them proper training on customer management, etc. would help to a great extent.
2) Remember everybody likes attention
Firstly, your organization should not reach a stage, wherein it loses its customers to competitors. However, if such a scenario arises, we need to remember that everybody likes to be wanted. Try getting in touch with your lost customers, show them how much your organization values them, and show them that you miss working with them. How important the company and people are.
3) Regular Follow ups with Friendly Touch
Earlier letters had a long lasting impact on the minds of the readers. In today’s competitive business world, emails are widely used. Most of the times, since there are so many emails received per day, your customer may just miss reading the mail sent by you. It can also be lying in the junk/spam folder, unattended! In such a case, sending a personal SMS/Chat/what app will leave a lasting impact. Not necessary, your customer may come back to you, but again here you have the upper hand. Simply because, for the kind gesture you showed, the customer may continue referring you to friends and his circle. Engage customers through various Social networking sites like Facebook, Twitter, Linkedin etc.
4) You really want them back
Now, not necessary every customer that you work with will turn out to be profitable. May be you had a customer who expected a lot out of you and your executives and you just wanted to get rid of him, cause it was getting increasingly difficult to work with him. The best thing you can do at that point, is to make sure that they are leaving happy and that they will continue to refer you.
5) Offering what they want
After going through various discussions, you will definitely come across innumerable reasons your customer left your organization and switched to a competitor. However, taking ownership and responsibility is vital. You can always fix up a meeting with them or discuss things over phone that went wrong or visit their office for a quick chat. You can then, talk about all the measures the company is taking to sincerely improve on the areas, With this gesture may be the customer is convinced but he isn’t ready to come back. But, the good thing is that, he will continue referring you.
6) Focus on the Deserving Customers
Focusing the deserved customer is as important a effort you put on a sales closure. Definitely the deserved customer needs attention and appreciation in terms of throwing some free reports, highlighting the customer on our website. In a nutshell, the customer needs to feel the company cares and will go the extra mile to make the effort to retain. I read somewhere Customers don’t owe you their loyalty. You have to earn it — continually. Isn’t that true we all know that we have to put that extra effort to make them use the product for years.
7) Customer Service
One of the most important part that any business plays in the Saas world is the customer Service. Impel is always known for its dedicated support. In the Indian Scenario you must have noticed that people love to talk and needs support. Now that we have started spreading our wings internationally, am very sure and confident of our support services. Service needs a polite and lots of patience to deal with. some understand quick but there are people who are totally new to computers as such.
8) Functionalities and Features
Now you may figure out that customer is looking for some specific reports, feature or just a simple field that could help them reduce the time. In fact while your various conversation you figure out that they should have this for better management or better vision. To keep them happy and to avoid losing the company for a reason the user count being high, the company brand or the vertical.
One of the key component that we see other than the above mentioned points is the kind of users that use your system. Now you might want to keep calling all of them on regular basis and befriend them just to make the users comfortable. Will that solve the issue for you as a company? Yes & No. But if users are not using the system the company might look at it as an overhead. This is really something where your system is not the cause for the customer deciding to stop the usage. Think of a situation if the users are using the system and generating the same amount of business that they do without the system. Do you think the company will still see it as the value for the Management?
The discussion could go on and on but like we know every situation has pros and cons so does this.
Companies that understand the above said points can RETAIN BETTER, THOUGH they can’t just retain them forever and ever…