How to optimize customer relations?
There are a number of best practices for managing customer relations. There are a number of key success factors to help you engage your users more effectively, with the aim of improving your economic efficiency.
Customer commitment: a determining factor
For any SaaS vendor, enablement is a key success factor. The key is to be able to quantify it correctly, and to 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 optimize an activity. Retention allows us to anticipate withdrawal movements and plan countermeasures to keep users. Churn, or the loss of customers and consequently revenue over a given period, can, on the contrary, have a significant impact on revenue.
A customer needs to know about the solution he's using, so that he can adopt new features (upselling). They will also be more likely to renew their trust in their publisher and their subscription. On the other hand, poor knowledge of the solution is likely to lead to greater demands on support, and generate additional costs.
Training: a crucial issue
Once the phase of growth and strong customer acquisition is over, management's attention can turn to building user loyalty. In this context, the need to train all professionals is crucial. Particularly when it comes to UX and user-friendliness.
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 from gaining priority access to support. This limits access to technical resources, while rewarding customers who are more committed.
Going a step further in their analysis of their own customer base, all TECH IN France's expert editors agree that working with personas is a good way to better engage customers.
A number of best practices therefore enable each publisher to position itself by means of variables such as churn anticipation, net promoter score...
However, the close relationship with one's own customers remains a real daily gamble, the fruits of which can only be harvested by adding a dose of reciprocal win-win social relationships.
Partner article. Expert contributors are authors independent of the appvizer editorial team. Their comments and positions are their own.
Article translated from French