No matter what the size of your business is, you need to be available to your customers. This is one of the most important things that can make or break not only your reputation but the sustainability of your B2B SaaS business. It should always be remembered that if you are not ready to show your loyalty to your relationship with your customers, your competitors are always ready to grab that opportunity. Any B2B SaaS company that is unwilling to go that extra mile to support their customers and being available to them will have a drastic impact on their business.
Since B2B SaaS businesses are dependent on the subscription model, retaining customers is imperative for their sustainability, leave alone growth. This is where customer responsiveness comes into the picture.
Definition of customer responsiveness
We know how important it is to understand the importance of customer responsiveness for your B2B SaaS business. But before that, you need to understand its meaning.
Customer responsiveness is the ‘speed and quality at which companies respond to their customers. However, saying that it is about responding to the customers would be limiting the concept.
The approach is also about the to perceive and responding (in time) to the changing needs and expectations of your customers. Quick customer responsiveness provides you with a competitive edge.
In today’s time of instant messaging, customers expect a very quick response. If a company keeps them waiting, they can switch to a competitors’ product with just a few clicks. So, in a global work environment where you serve customers in different time zones, you need to have a 24*7 active customer responsiveness team.
The concept of customer-focused engineering and its relevance in enhancing customer responsiveness
Customer-focused engineering is all about keeping customers at the nucleus of your plans and efforts. This ensures that customers’ expectations are met at every step including customer support. Customer-focused engineering begins with a product meeting customers’ expectations and ends at the end of the customer journey. Following the process also helps improve your customer responsiveness.
This concept is widely used in environments with a product-first approach. Additionally, it is also valuable in enhancing your customer responsiveness. A key reason for this is its focus on every action or interaction to help customers rather than the business.
By focusing more on customer satisfaction, SaaS companies can move towards growth and development. There is evidence that focusing on customers increases your pace of growth. Yet, if the focus is only on the result, there are chances to tumble down.
Why is customer responsiveness crucial for B2B SaaS businesses?
By now, it must be clear to you that customer responsiveness is crucial for your B2B SaaS business. Now, let us see why it is so important.
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Helps build great rapport with the customers
When you respond to your customers quickly you show them that you respect and value their time. By being available to your customers you make them feel valued and cared for. If this will not build your rapport what else will?
By focusing on customer responsiveness, you can quickly and effectively build a great rapport with customers. It builds the bond of trust between your brand and your customers. Additionally, great customer responsiveness reflects your brand’s mindfulness of customers’ issues. This way, it is possible for SaaS companies to retain existing customers and also to attract new ones. Thus, it provides more opportunities for growth and upscaling through word-of-mouth appreciation.
Builds customers for a lifetime
The best thing any brand can expect from their customer is their loyalty. Interestingly, the onus of being loyal to your brand does not lie on your customers’ shoulders; it is you who have to earn that loyalty. One of the best ways to earn customer loyalty is having great customer responsiveness.
When you have a good rapport and you show your customers that they are valued, you can earn their loyalty for a lifetime as a reward. Undoubtedly, building customer loyalty has become tougher than ever. But, once your customer becomes loyal to your brand, no amount of advertising from your competitors can snatch them away. And customer responsiveness helps you in achieving that position – customer loyalty for a lifetime.
Reduces the cost that needs to be incurred by the B2B SaaS company to market its product
As discussed earlier, building a good rapport with your customers directly means that you will have some good word-of-mouth advertising. Keeping your customers delighted with your product and services means having brand ambassadors who would be spreading your company’s name without charging any fee. And you must know that people tend to believe the words of customers much more than the words of marketers and advertisers.
So, if you work on improving and enhancing your customer responsiveness you will automatically reduce the marketing and advertising costs of your product. Not only will the cost be reduced but the percentage of return will increase. Word-of-mouth has the potential to drive returns much more than any planned marketing and advertising campaign; it is the cheapest and best mode of advertisement for any brand. When your customers work to attract new customers, you do not need to pay a hefty fee to influencers and celebrities to just name your brand on public platforms.
Reduces the level of risk in new product development by integrating customer requirements with new product strategy
Having great customer responsiveness means you are constantly in touch with your customers and hence you understand their changing needs, demands, and preferences. If you are on the right track of product development, you must know that knowing and understanding customer requirements is the most crucial information you need.
You can have all the technical expertise to build a SaaS product but if you do not understand customers’ needs your product is bound to fail. So, having great customer responsiveness can help you in planning your new product or product feature strategy. Already having an understanding of your customers increases the chances of success of your product to a great extent.
Even in case, your new product is not up to the mark, your loyal customers will help you improve it by providing their valuable feedback without spending an extra dime. So, your risk of failure or wasting of your time, resources, and energies reduces drastically if you have great customer responsiveness.
Helps measure the customer metrics that are crucial to getting customer responsiveness
Last but not least, having great customer responsiveness helps you measure the customer metrics that are crucial to getting customer responsiveness. These metrics will help you improve the customer support team and the responsiveness culture.
There are several customer metrics like customer satisfaction score, customer effort score, customer retention rate, customer churn, first response time, first call resolution rate, types of customer support tickets, etc. that are crucial for your business. Having an eye on these metrics can help you significantly increase your company’s performance and hence attract more new customers while retaining the existing ones.
In short, having good customer responsiveness makes your company enter into a virtuous cycle where it provides necessary metrics that in turn help make your customer responsiveness even better.
Customers are important to any business. But they are even more important for B2B SaaS businesses. This is because B2B SaaS companies operate in a subscription-based model. This model of operation makes it extremely important to keep existing more than attract new ones. Thus, by ensuring good customer responsiveness, these businesses can keep customers. Additionally, it also helps the business grow exponentially. Building customer responsiveness is not a tough game; you only need to have a proper understanding of your customers’ expectations as well as the factor that makes them tick. 27
B2B SaaS businesses need to understand the value of customer responsiveness because it does not only come up with present benefits but also promises for the future.
Shivani is a talented CS manager with the skillsets to elicit, scope and manage end-to-end B2B SaaS project delivery. She has a keen interest in depicting her learnings in customer success by writing resourceful blogs and articles.
Published March 22, 2022, Updated March 01, 2023