Customer Engagement and Customer Success

November 15, 2021

According to Thomas Kulbyté, 86% of the buyers are willing to pay more for a better customer experience. Businesses today are making considerable progress when it comes to delighting customers through customer engagement. If you manage customer success and want to effectively manage customer engagement, you have come to the right place.

“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” saied Steve Jobs. Customer engagement has become the most important factor for driving revenue and sales as we live in the age of the customer.  

What Is Customer Engagement?

Customer engagement refers to all the interactions between the customer and the company. It is the most important factor in the subscription economy as it depends on the revenue of customers over their lifetime. Customer engagement is a continuous process because customers do not get convinced with a one-off experience.

Every successful SaaS company has a customer engagement strategy that focuses on establishing healthy and productive customer relationships. It monitors customer engagement metrics, which are key factors for driving sales and revenue. It enables you to better understand how your audience responds to your marketing content.

Why Customer Engagement Is Important For Your Customer Success Team?

There are many reasons why customer engagement is extremely important for customer success teams. When you want to adopt a long-term relationship with your customers, a positive customer engagement is necessary for securing loyalty. It will help you achieve the following.

  • Improve your customer retention.
  • Improve sales and marketing.
  • Increase brand loyalty.
  • Maximize customer value.

Metrics You Should Take Into Account to Measure It

When it comes to measuring customer engagement, you need to monitor certain metrics. Some metrics are more important than others for a CS team. These are mentioned below.

  • Product Usage and number of Downloads: One of the key metrics that you must continuously monitor is product usage and the number of downloads. It allows you to find out how often your product is used and how many downloads are made. The greater value you provide the more people use it. Usage is measured by the number of times each customer uses your service.  
  • Monthly Active Users: This metric provides you with an approximate aggregate number of active users your service receives every month.
  • NPS (Net Promoter Score): It measures how likely your customers are to promote your service. The higher the score the more customers you can target.  
  • Number of Tickets: The metric is commonly used for upselling and cross-selling. It takes a close look at how you can better serve customers.
  • Your Interactions on Social Media with Your Customers: Social media plays a huge role in customer engagement. This is why you need to monitor your interactions with customers on the platform.

By analyzing the above metrics, you can keep track of customer engagement and customer success. The insights you obtain can be used for preparing the best strategies for B2B SaaS.

Top Strategies to Improve Customer Engagement for B2B SaaS

Now that you know more about customer engagement, here are some of the best strategies that you can adopt.  

Want to know more?

1. Understand Your Customers and Create Personalized Interactions

One of the most effective strategies to improve customer engagement is gaining a better understanding of your customers to create personalized interactions. When you incorporate personalization, you get to increase customer engagement. It is important that you address your customers by their names and incorporate customer data based on their behavior.

You must also analyze customer data to segment your customers. It will help boost customer engagement. It is a good idea to opt for automation to increase personalization. Make sure you personalize every touchpoint throughout the customer success journey map to succeed.

If you want to learn more about Customer Success journey map, go check our article:

2. Optimizing Self-Service Tools Help Customers Be More Independent

Customers today prefer to do things on their own. This is why it is important that you leverage self-service tools to help customers to take on the work. Create an online self-serve application to provide an amazing user experience to help customers achieve customer success.

As there are plenty of self-service tools, you must use a tool that your customers will prefer using. The last thing you want is to pay for a self-service tool that is inconvenient and fails to satisfy your customers. Ask customers about user experience to determine which tool to use and make necessary changes.  

3. Ask for Customer Feedback and Create Content for the Most Asked Questions

The importance of asking for feedback from customers cannot be stressed enough. It offers a simple way to increase engagement. Find out more about customers through feedback. Ask them to share their opinions and evaluate their needs to create content that caters to those needs. It is possible to elicit feedback at strategic points throughout the customer journey from surveys like CES, CSAT, and NPS. Even a customized survey will prove useful. By asking customers for feedback, you get to increase engagement and obtain vital information for creating content that answers their most urgent questions.

4. Always Try To Improve Your Support

A great way to improve customer engagement is by continuously improving customer support. In addition to addressing support questions by providing excellent content, you can also improve support to increase engagement. For instance, adding interactive voice responses and chatbots allows you to offer quick solutions to customers. Automation allows you to improve support by adopting a more proactive approach. The better the support the more likely customers are to make a purchase from you.

5. Reward Loyalty

Finally, you should also reward loyalty to increase customer engagement. When you show customers that you truly value their loyalty, they are more than likely to view your business positively. Offer loyalty rewards to personally engage customers. These engage and incentivize customers. Thus, you can expect greater loyalty and higher customer retention. Offering discounts during renewal will help increase engagement. You can also provide incentives for early-bird subscriptions, referrals, bonuses, and more. There is a lot that you can do to reward loyalty. As long as you show customers that you appreciate their loyalty, you will be able to improve customer engagement in no time.

Finally, to gain ground on the competition, you must know your customers. You need to bond with them strong enough that they trust you. By treating them well and knowing their needs, you will build loyalty. Never forget that it is your customers who make your business, treat them accordingly.

Nalia's team
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