How can you optimise your customer relations?
There are a number of best practices for managing customer relations. There are a number of key success factors that can help you to engage your users as effectively as possible, with the aim of improving your economic efficiency.
Customer engagement, a determining factor
For any SaaS vendor, enablement is a key success factor. The key is to be able to quantify it correctly and monitor all the milestones that will enable you to support it over the long term. The key idea is to create a virtuous circle so that every user gets the best possible ROI from a service.
Clearly identifiable metrics such as churn rate and retention rate can be used to quantify and optimise an activity. Retention allows you to anticipate withdrawal movements and plan countermeasures to keep users. Churn, or the loss of customers and consequently of revenue over a given period, on the other hand, can have a significant impact on revenue.
Customers need to know about the solution they are using so that they can adopt new features (upselling). They will also be more likely to renew their confidence in their publisher and their subscription. Conversely, poor knowledge of the solution is likely to result in greater demands being made on support, and will generate additional costs.
Training, a crucial issue
Once the phase of growth and strong customer acquisition is over, managers can turn their attention to building user loyalty. In this context, the need to train all professionals is crucial. Particularly when it comes to UX and the ease of use of the tools.
Pedagogy can play a major role in facilitating the user experience. Trainers can take refresher courses to offer training on the latest tools in use. Other mechanisms can also be put in place, such as preventing customers who do not take training courses from having priority access to support. This would limit access to technical resources and reward customers who are more committed.
Going a step further in the analysis of its own customer base, all the publisher experts who are members of TECH IN France agree on the fact that publishing personas is a good method for better engaging its customer base.
A number of best practices therefore enable each publisher to position itself using variables such as churn anticipation, the net promoter score, etc.
However, maintaining a close relationship with your own customers remains a real daily challenge, the rewards of which can only be reaped by adding a dose of reciprocal win-win social relations.
Partner article. The expert contributors are authors independent of the appvizer editorial team. Their comments and positions are their own.
Article translated from French