Customer success managers (CSMs) don’t have the ability to shadow all of their users on a daily basis, although surely they wish they could so they could answer questions like: How do people interact with our products? Which features are the most important to them? And at which stage do they usually get confused and need clarifications?
For SaaS companies, customer interactions primarily happen within applications. Often times, users sign in, use the product for a while and then leave without giving feedback. So how can businesses better understand their users if they are unable to analyze in-product behaviors? That’s the problem faced by CSMs who struggle to resolve customer pain points and map a smooth customer journey because they lack insights they can trust.
The good news is that customer intelligence tools are available to track interactions between users and features, collect behavioral insights, match those interactions to customer health, and facilitate customer growth. Those tools are imperative for customer success teams to increase the percentage of users reaching product-based milestones and ultimately make them advocates.
Let’s take a closer look at some concrete ways SaaS businesses, and customer success teams in particular, can benefit from user intelligence and become 2.6 times more likely to achieve significantly higher ROI compared to their competitors.
Identify customer frustrations within the product
Customers probably struggle in at least one area as they use your product. Perhaps they don’t know how to get started when they sign in for the first time as there are many features they could use but no suggested action flow to guide them. Or they need so much time to configure settings that they give up out of frustration. Or they might even be delighted by the product itself but don’t renew their subscription because the billing process involves too many steps.
Without user intelligence, your customer success team frankly doesn’t know. And customers suffer while CSMs are busy doing all types of guesswork trying to anticipate customer needs and eliminate pain points. In many cases, customer success finds themselves asking the product team for an understanding of what users are or aren’t doing inside the application and having to wait for answers. This is not conducive to a proactive customer growth strategy. A Customer Growth Platform™ is a means to record in-product activities and behaviors in real-time thanks to metrics including login activity and frequency, feature usage by user and by account, clicks, time spent on an engagement, and technical support tickets submitted. This information can help you spot any red flags before it’s too late when users no longer sign in, unresolved complaints accumulate, and most features are not being adopted as these are indicators of potential churn.
Recognize and learn from successful customers
Some customers are more successful than others, and those successful customers are likely to generate more revenue for you through expansion and advocacy. So you definitely want to know who they are and learn more about how they use your product. Do they combine features in a certain way? Are they interacting more with your engagements or customer success team? Do they come from a particular background or industry? And most importantly, how can you detect those users early to accelerate their progress and turn them into advocates?
Customer intelligence can help you answer those questions and map a data-driven, insight-oriented customer journey. It will allow you to monitor your users and track their characteristics so that you can identify high-potential segments and guide them at each step with targeted in-app communications like guided tours, feature callouts, and product training.
Additionally, with deeper insight into what makes a customer successful, you can uncover key strategies for modeling that behavior for all of your customers and ensure each user is set up for success from the very beginning.
Get a high-level view of all accounts
Customer Success Managers face a significant challenge before they can accurately and proactively keep track of their customer’s health and understand user needs: getting data in an insightful and readily usable way. 75% of CS teams do not have a dedicated CS management tool and must rely on the disparate pieces of information from other departments. Those sources are likely not designed for measuring customer success, so CS teams end up spending a considerable amount of time filling in the blanks. This forces teams to spend more time fighting fires and waiting on information and less time proactively strategizing about how to achieve customer growth.
The hassle goes away with a Customer Growth Platform that gives a real-time panoramic view of CS performance and immediate alerts whenever something goes wrong from a user perspective – for example as new features are launched or a different interface is being tested. It can also enable you to look back and analyze how you’ve been improving over the past weeks and months.
Customer success teams without adequate, real-time data operate in the dark and struggle to do their jobs effectively. They spend a lot of time doing all types of guesswork, cannot identify successful users and are unable to build a frictionless customer journey for them. That’s why customer intelligence tools are an enabler of more data-driven customer success, as they track interactions between users and products to identify pain points, recognize high-potential segments, and get a high-level view of customer health to monitor and review overall performance.
Would you like to learn more about how UserIQ’s Customer Growth Platform enables data-driven customer success? Schedule a demo with UserIQ and see how your organization can benefit from meaningful user intelligence.