B2B SaaS brands strive to ‘delight’ customers. In that attempt, brands do their best to create engaging products that put ease of use and customer experience delivery at the helm. No B2B SaaS brand would say they create anything less than delightful customer experience programs for their customers, but why isn’t it enough?
Peer-to-peer forums such as TrustRadius, Capterra, G2, and other product review platforms are the go-to guides for SaaS buyers and decision-makers. Why, despite the best intention to create powerful and meaningful customer experiences, many customer experience initiatives can fall flat?
The basics of CX
Customer experience goes far beyond customer service. It is not the sole responsibility of a customer support or success team. Successful B2B SaaS companies put customer experience at the forefront of product design and development. It defines how their end users feel about using their platform or application. It goes beyond customer support; in fact, it is inherently rooted in the way SaaS products are designed and developed.
Customers want to feel ‘empowered’ rather than ‘delighted’. Successful brands leverage technology to empower customers. Technology replaces and often augments the capabilities of B2B SaaS companies to create and impart customer experiences across several touchpoints throughout a product’s user journey. This means giving B2B buyers access to self-served platforms, instantaneous support, and top-notch customer experience delivery.
This blog post will show how different SaaS brands use technology to transform customer experience.
3 Ways to leverage technology to transform B2B SaaS customer experience (+Examples)
The three unique ways in which brands can make the most of technology to transform customer experience are:
- Product-led user onboarding
- AI-powered customer support
- Real-time knowledge bases and tutorials
Let’s get into the details.
Product-led user onboarding
Gone are the days when customer success executives required onboarding users through time-consuming web walkthrough meetings or hundreds of pages of product resources describing product features.
Product-led onboarding empowers users by sharing relevant tutorials, events, and interactive demos in the onboarding email. It allows users to learn and explore different features, use cases, and templates at their own pace. Users can also reach out to customer success teams with specific queries.
Here’s an example of Figma’s onboarding email that carefully lists down all onboarding tutorials and encourages the user to check support forums if they get stuck anywhere 👇
Source: Onboarding email from Figma
AI-powered customer support
SaaS brands are replacing traditional customer support platforms like emails and ticketing systems with AI-powered chatbots and assistants. According to HubSpot’s survey, 78% of customer service professionals say that AI helps them save more time on the important parts of their role.
AI-powered support tools like Zendesk easily integrate with workspace solutions like Slack. This helps support teams manage customers’ queries within Slack, notify them when tickets are closed, and deploy answer bots to automate repetitive queries without human involvement.
Real-time knowledge bases and tutorials
Don’t just limit customers with limited resources. Empower them with unlimited resources, knowledge bases, templates, and tutorials. These resources would help them push their boundaries, explore your product differently, and create their own use cases. Such experiences encourage customers to keep using your product and help you build a loyal customer base.
Miro has an extensive list of resources, including templates, a community, an academy, etc. No wonder this brand has become synonymous with the term ‘visual workspace’ despite competing with some of the strongest players in this market.
Conclusion
B2B SaaS is changing rapidly, and building user-first platforms centered around technology-driven customer experience can be overwhelming.
At NorthMetric, we build products, platforms, and experiences, one SaaS brand at a time.
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