7 strategies to achieve customer success in B2B and SaaS

Growing a SaaS business is all about high-value customers. Acquiring, retaining and increasing their value are all essential. Sales and marketing may reward themselves for a successful acquisition. Customer support may point to stats on feedback on support tickets.

Yet a database of entry-level customers will not grow the business. Worse still, another provider may tempt them to move on. We know it costs less to retain a client than to win a new one, so it’s worth putting the effort into building loyalty. How? Re-phasing more precisely, growing a SaaS business is all about customer success.

Here we look at 7 strategies to ensure that customer success will pervade the business.

1.         Choose the right talent

Recruit staff who want to work with customers and are genuinely interested in their success. It helps if they are experienced in the customers’ domain, but this can be taught. Their attitude is the most important quality.

2.         Be particularly attentive with new customers

“You only get one chance at a first impression”. It would very be disconcerting for a prospect, having been sold a vision by the salesperson, to have a negative initial experience with the product. Perhaps a delay in setting up user accounts, or customer support staff who weren’t ready. Develop a template plan for new customers to ensure that they achieve their initial outcomes.

3.         Make development messaging about customers, not products

Development staff pride themselves on well-structured, low maintenance code. It’s in their DNA. At product demonstrations, however, encourage them to show “how a customer would do this”. Write product bulletins in language that will engage and inspire customers.

4.         Develop an Ideal Customer Profile

Fully understanding the kinds of customers that align with the business’ objectives gives a clear target for marketing. Sales don’t spend time chasing prospects that want something you don’t have yet. Product management can develop solutions that fit their aspirations, turning them into successful, high-value customers.

5.         Articulate the value proposition

The ideal customer is facing a particular business challenge. Understand that challenge and define a value proposition that solves that challenge… precisely. This may require product enhancement, but it’s far better to win ideal customers with the right value proposition than to burn resources trying to win round an unhappy customer with the wrong expectations.

6.         Make everyone a customer advocate

Teams such as sales and customer support spend their lives working closely with customers. Including some customer contact in other job roles will deepen their understanding of pain points in the real world. This will also benefit the customer, who will get to see strength in depth.

7.         Ask for (representative) feedback

It’s easy to trigger a feedback request after a support ticket has been resolved. This doesn’t really represent how the customer feels the product is benefiting their business (or not). Make time to speak with contacts that understand how the product is being used and what might increase their loyalty [1].

Acquiring the right customers and converting them into high-value recurring revenue means recruiting and building the right talent. It’s one of the toughest challenges facing today’s management teams. Why not contact our team at Clifford Associates and see how we can help to resolve this resourcing challenge?

 

Don't just take our word for it

  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
  • Gareth Lofthouse, Founding Partner, Longitude.
    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
  • Johnny Meredith, Senior New Business Manager, The Bio Agency.
    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
    - Johnny Meredith, Senior New Business Manager, The Bio Agency.
    Johnny Meredith, Senior New Business Manager, The Bio Agency.
  • Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
  • Neil Kettleborough, CRO & Co Founder, Chalk Social
    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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