Intelligence-driven, scalable insights for onboarding, adoption, retention, and revenue growth.
Understand your customers interactions with your product and make informed product success decisions.
Bring efficiency, add scale, and connect user behavior to personalized actions.
Define and track onboarding by phase, user progress, account, and portfolios.
Identify, monitor, and execute timely account expansions with real-time reports and indicators.
Proactively identify at-risk customers and prevent churn using automation, early warning insights, and more!
Optimize product usage by monitoring in-depth user data and receiving actionable insights
Improve decision making and actions for enhanced outcomes.
Get a complete view of your customer and all their moving parts.
Create the right scoring system for your organization.
Deliver consistent customer experiences and repeatable success.
Increase your productivity real-time, automated alerts.
Create groups across accounts and users.
Drive adoption, upsell and cross-sell using extensive product data.
Reach out to groups of customers when you need to.
Create surveys to get timely feedback from your customers.
Automate your actions, alerts, surveys, and more.
Create and track tasks across teams.
Create alert rules that are flexible.
Manage, analyze, and optimize your customer interactions.
Proactively uncover key insights and receive data-driven recommendations for your team.
Transcribe your calls and catch key phrases used by customers to trigger actions.
Get status updates, warnings, and extensive reports at the right time so you can make effective decisions.
Create, monitor, and automate comprehensive Playbooks for every scenario.
We aren’t just any Customer Success platform. We have the insights, imagination, and technology that others don’t.
Our core values, team, and community
Come work with us!
Get in touch anytime.
Employee success drives customer success.
Don’t miss an episode of the Customer Success Intelligence Podcast
Our annual survey captures the current state of CS Intelligence and automation.
Resources for new and seasoned Customer Success teams.
Features and SDKs you can integrate into your apps.
Calculate the potential ROI you could achieve with SmartKarrot CS.
In B2B SaaS or any other business per se, the competitive advantage is an attribute that allows a company to outperform its competitors. It can come from any part of the business. For example, access to low-cost resources, highly skilled employees, exceptional product, first-mover advantage, and
In B2B SaaS or any other business per se, the competitive advantage is an attribute that allows a company to outperform its competitors. It can come from any part of the business. For example, access to low-cost resources, highly skilled employees, exceptional product, first-mover advantage, and so on.
There can be a multitude of ways you can gain a competitive advantage for your firm. However, customer success is proving out to be one of the main for the B2B SaaS business model.
The most prominent and obvious advantage of customer success which is a prime need of any SaaS business is customer retention. Most of the SaaS businesses already understand this and have been adopting the CS function and strategies at a rapid pace.
But that’s just scratching the surface. Customer success is a much bigger wave in the evolution of business that is yet to attain its prime impact.
So to understand the impact of customer success as a competitive advantage, we will discuss it w.r.t. three forms of generic competitive strategy.
Michael Porter, who is a Harvard graduate and a prolific writer, wrote a book called Competitive Advantage in 1985. It is considered as the ninth most influential management book written in the 20th century.
In his book, Porter describes basically three forms of strategies through which companies can gain competitive advantage.
This is a form of competitive advantage when you produce the same quality product at a lesser cost than your competitors. The cost-benefit of the company can be transferred to the customers which adds value to them.
So the main question that arises is this:
Well, it does in a progressive manner. Initially, when you launch your MVP, customer success doesn’t even exist. So, the production cost at this stage is higher than in the succeeding stages. I will explain why. Stay with me.
As the company grows and acquires more customers, customer success comes into being. The more customers you acquire, the more applicable becomes the customer success function.
After one point of time, customer success grows to such a level where it can create an impact in the B2B SaaS product management strategies.
Based on the customer’s feedback, you start refining your product in a more strategic way. You would stop spending time and costs on building the features, or related products, which customers don’t care about.
So, in a way, when product development becomes customer-centric, the production cost gets more focused on customer outcomes. And that shrinks down the cost of experimenting on unimportant, non-customer-centric features.
A differential competitive advantage is an attribute of a product that differentiates it from its competitors. To gain this advantage you need to build a product which makes it stand out from other products built by your competitors.
One of the key aspects of customer success is to provide bespoke solutions to the clients. Through strategic discussions with them, the CSM must be able to identify their evolving needs.
They must communicate these evolving needs to the product owner. Then a product owner must perform a proof of concept on those needs to check if they are viable through an advanced version of the product.
If yes, then this translates into the functional design of the product after which the product is made and delivered to the customer. And once a customer finds it more suitable for their business, they would stick with you forever. Why? Because this is the solution which they would never find from your other competitors.
Focus strategy allows you to target a specific market rather than targeting everyone. It is more relevant in B2B SaaS companies than anywhere else. The product-market fit is one of the widely used parameters before any company ventures into building a new product.
Customer segmentation is one of the best strategies for customer success. When building your sales and marketing strategies, if you consider customer success inputs, you would achieve better results.
The most important input for the B2B SaaS marketing and sales teams from customer success is to target right-fit customers. These are the customers who stick with you for the long-term which is the most prominent need of a SaaS business.
Through customer success, account-based marketing has proved out to be most beneficial for B2B SaaS startups. By running personalized and specifically targeted marketing campaigns, you can convert high-value potential customers.
A more CS qualified sales executive would know how to set the initial expectations of the customers from your service. This would ensure they avoid making false promises to the clients which is the initial step towards building transparent and long-lasting relationships.
Apart from Porter’s generic competitive strategies, there are few more advantages that customer success avails. They can be in the form of:
Conducting customer loyalty programs regularly is one of the main responsibilities of a CCO’s in CS matured organization. Through these programs, companies reward customers for continuing their business with them. They regularly dole out points or perks to the customers which keeps them motivated towards the company.
Benefits can include price discounts, coupons, or insider perks like early access to a new launch of a product. Customer loyalty programs keep the relationship intact and prevent them from fleeing to competitors.
There cannot be a more impactful competitive advantage than when your customer base joins you in your mission. When your loyal customers turn into your brand advocates, the impact magnifies immensely. They would not only be immune to any competitor risk but would help you spread that immunity to other customers as well.
Hence, top B2B SaaS companies invest heavily in turning their customers into brand advocates.
Customer success has an impact on both the internal and external strategies of a company. All the business functions have something to learn from customer success. They must keep a collaborative approach with customer success.
When applied in both the internal product management or the customer-facing marketing and sales strategies, customer success helps you generate a powerful pack that is hard to beat by any other competitor.
For any growing B2B company, they have to be always on their toes towards understanding customer needs and challenges. With that, a continuous improvement in serving the client becomes indispensable.31
And if you are a customer-centric organization and are always prepared to give the best value to the customer, you would find no gaps in outperforming your competitors.
Shoeb lives and breathes Customer Success and SaaS. He has a passion to research on the latest innovations happening in SaaS and Customer Success. Shoeb hails from a Software Architecture background where he worked for many years with Indian Tech Giants like Wipro and ITC building software solutions for their MNC clients in the UK and Denmark.
Published 18 Sep 2020, Updated 18 Sep 2020
What changes do you need to incorporate into your customer success/acc...
27 Sep, 2022
Customer success teams always try hard to improve customer health scor...
23 Sep, 2022
Here is a list of free NPS software and NPS calculators that are avail...
22 Sep, 2022
Sign up for SmartKarrot’s newsletter.
See how SmartKarrot can help you deliverwinning customer outcomes at scale.