After spending a lot of time with two very different B2B SaaS startups recently, after being right in the middle of the trenches as developers and marketing go head to head on what to do https://www.acheterviagrafr24.com/viagra-definition/ next, there is one thing I learned about what startups need to acquire their next customer.
It doesn’t come down to the next AMAZING feature. It’s not about having 100 features and your competition only have ten.
To be frank, features are like commodities. They’re plenty and everyones got them.
So, as an early stage startup, or any business looking to grow, instead of thinking of the next feature to release – and be honest, that next feature that was supposed to be released last quarter still isn’t – think about providing the most exceptional customer service that your customer has ever received.
That might sound cliche and that’s probably so. But, I recently spent about two weeks with a fast growing B2B SaaS startup called When I Work.
They are a work scheduling, time and attendance application that services SMBs such as restaurants, coffee shops, and retail (essentially any business that has hourly workers).
Chad Havarlson, the CEO, sat down with me and told me the story of how he acquired his first 100 customers and why their very first customer, a restaurant chain in Canada, is still with them today – 6 years later.
For full transparency I am employed by When I Work. This is not a blog to promote the business. I’m writing this because of the value I believe businesses will receive from this message.
When When I Work had their first couple of customers, Chad would literally get support tickets forwarded to his email and respond within the first five minutes.
He woke up in the wee hours of the morning to get customers the answers they needed.
He would be on calls with customers holding their hands as they set up their accounts – taking calls from Canada, California and New York at 9pm.
That’s a lot of personal attention to give customers who, at the time, were only paying $19/month.
He would literally dedicate hours of support to every customer each week. Even ones that were still in trial and weren’t even paying.
Chad told me that because of the exceptional customer service that When I Work provided they were able to grow to their first 100 customers in the first year and to over 1,000 paying accounts after year two.
To learn more about what your customers want click here.
Here Are Actionable Tips To Acquire Customers Through Exceptional Customer Service
1. Utilize the element of surprise
Gregory Ciotti from Help Scout quotes psychologist Norbert Schwartz and tells us that an act of kindness leaves a bigger impact when it is unexpected. You can read more of his tips here.
2. Be as personalized as possible
It’s hard to be personable when you use automated responses while you scale. But these products make it easier to personalize messages.
3. Expand your FAQ section
The frequently asked questions section is one of the most under rated aspects of any company’s content marketing strategy.
Marcus Sheridan, the Sales Lion, wrote an amazing blog post about the importance of a company FAQ page. You can read up on the blog post here.
The one reason that stands out to me the most is that having a well crafted FAQ section solves customer’s problems faster and reduces the amount of time you, or your customer service team, have to waste dealing with simple customer questions that could have been solved online.
Bringing it all together…
In the online, fast paced, give it to me right now world we live in, it’s good to remember that everyone is still human and people still need to feel that “human touch” when dealing with companies.
That being said, concentrating on delivering exceptional customer support will drive ten times the results for your SaaS business then releasing another new shiny feature that someone can get anywhere else.