How to improve customer experience as a SaaS company
A software-as-a-service (SaaS) company wanted to improve its customer experience across multiple acquired brands.
The Challenge
Measuring customer experience across multiple brands
A SaaS company was growing its market share by acquiring several software brands. The company knew its net promoter score for the specific products of these sub-brands. However, it needed help from a B2B market research agency to measure its overall B2B customer experience and performance based on key metrics.
This was not easy because the B2B customer journey and needs varied by sub-brand and product. The study needed to establish a common point of truth without losing track of important nuances. It called for an agency with experience in IT industry market research to design an effective customer experience program.
Our Approach
Comprehensive customer experience program for a SaaS company
Werk Insight, a B2B market research company, created a study to measure the overall customer experience of the SaaS company. We used several key metrics, like net promoter score (NPS), customer satisfaction score (CSAT), and ease of doing business.
We started with an in-person customer journey mapping workshop at the SaaS company’s headquarters in the UK. Two of our directors, Nik Werk and Adam Jones, led this workshop. It explored areas of customer value and mapped all the steps and touchpoints along the customer journey.
From the insights we gained in the workshop, we created a questionnaire. This questionnaire looked at:
The importance of all touchpoints along the B2B customer journey
Customer satisfaction with these touchpoints
Customer needs, including those that were not being met
More than 500 of the SaaS company’s customers completed the questionnaire online and steps were taken to ensure that the data was representative of the customer population.
The data showed how the SaaS company performed in customer experience delivery using several metrics, like NPS, CSAT, and ease of doing business. A regression analysis of the data determined the relationship between different attributes and the important customer experience KPIs. It also told us which factors would have the greatest impact on improving the customer experience. We presented our findings to the executive team.
The Insight
Clear strategy for improving SaaS customer experience
Our final report captured feedback on the SaaS company’s customer experience based on its NPS, customer satisfaction and ease-of-doing business scores. It looked closely at which customer profiles were the most and least satisfied and why. This helped the SaaS company focus its resources to improve the customer experience overall, but also tailor strategies for its sub-brands.
We also recommended which factors were the most important for moving the needle on customer experience. Using these metrics, the SaaS company set realistic targets for improvements in its customer experience on a 12-month basis.