Outside of your circle of long standing customers it can sometimes be really hard to get solid actionable feedback that can help improve our businesses. Yet, one of the best ways to get quick wins in business is to be able to quickly and proactively respond to constructive feedback before it turns into an escalation that also needs damage repair. It’s also important to not fall into the trap of only listening to the squeaky wheel.
Maybe I’m simplifying things to say that for the Enterprise, the biggest change that Software as a Service brings is a matter of technical delivery. In that I mean it removes the task to install and maintain the software itself. But I believe that even if you are offering a SaaS solution, the need remains to understand business flow and integration with other systems in the enterprise.
If you run any type of repeat or subscriber business, where you have an existing contract or agreed price, then your deals and marketing efforts to acquire new customers, can sometimes be perceived as negative marketing to existing customers if they aren’t offered any deals at all. Especially, if they are not happy or at risk of churn.
how do we know if our Customers are realizing these benefits? Do our Customers know they are achieving these benefits? And more importantly – do our Customers agree that these are the key benefits they want from our offering? To answer these questions we need to make the Value Proposition more than just a marketing statement. We need to make it a living breathing part of the business.
When analyzing usage statistics for information to help with retention, I believe you need to look at usage by segment. Identify your Super Users as outliers – and segment them accordingly. You do want to keep them – they help you innovate, but look at them separately so that their behavior doesn’t impact thinking about the other segment of users. Then look at what the majority of the people are doing on the system. Try to make what they are doing as easy as possible. Though either the product or service solutions.