For many companies, the most popular strategy for achieving customer success is focusing on customer value, specifically by aligning the product with customers needs.
As a B2B SaaS company, we understand the value of working closely with our customers, ensuring we build the product they need and enabling them to get maximum value from it.
To facilitate this we use our own product, an online community, to support and collaborate with our customers at scale and create a central place for all communication.
Let me explain a bit further.
How we improved customer experience using our community
One of the first steps in onboarding a customer, is welcoming their team to our online community. Here they can access our knowledge base, connect with other customers and ask questions. For them, our community becomes the first point of contact, before they reach out to us, which reduces the load on our project team and support desk, as well as making onboarding run smoothly.
Since we launched our community, we’ve seen support tickets decrease dramatically. This is especially true for generic questions that are mostly covered in the How-To’s section, which functions as our knowledge base. We can refer people to existing topics whenever a similar question comes up via the support desk.
We also integrate valuable content into the most relevant places in our website, as well as the our software platform. This way, customers (and prospects) can benefit from community content while using the product and without having to disrupt their user journey.
All customer success managers at inSided share interesting knowledge, tips and best practices via the community, which makes customer contact more scalable and drives community success.
Higher product adoption, less churn
We align our roadmap with customer needs and desires, whilst gathering continuous feedback on the product and features that have already been delivered. Our community is the ideal place for this.
Customers can suggest features, on which other customers can vote. We’ll look at every contribution, but the more votes the more chance we’ll add it to our roadmap.
New features are tested with a smaller pilot group. We gather all feedback in a community board and develop the feature before it’s launched for all our customers. This increases product adoption which leads to happy customers, and therefore, less churn.
As one of our customer managers put it:
"The inSpired community allows me to collect my client product feedback in a central place. As they are in direct contact with other customers and other departments from inSided, feedback is way more precise and also it is easier to follow-up with."
If you see value in a customer community and would like to learn if and how it would work for your company, get in touch. We’d be happy to help. Drop us a line at firstname.lastname@example.org and we’ll get back to you within two working days.
By Denise Maaskant
Marketing Manager at inSided, responsible for events, webinars and content strategy Connect on Linkedin