
First, I am really talking about SaaS companies that have high-touch services that require ongoing involvement of the vendor with the customer. If your company has many customers and the relationship post-sale is low-touch, this probably doesn't apply nearly as much. In this case the "face" of the company is the indirect interactions such as your email pushes and texts. It also includes all the interactions where the customer contacts you for things such as customer support, re-orders, etc. To the extent you can personalize that, the better. So, for example, I interact with a person when I have an issue and I have a phone call or a chat session with the company and I talk with "Joe" or "Mary" from customer support.
In a high-touch SaaS company it is different. From the customer's point of view, multiple vendor people/functions interact with them and the customer should never have to think about who they are dealing with - Customer Success Manager, Sales Exec, Customer Support. Each should be handling the need of the customer flawlessly. That should be the goal of a SaaS company, so the question is not what does the customer need; the question what does the SaaS company need to be most successful. If the Sales Exec doesn't hear about a potential need in the customer's organization, will an incremental sale be made, or will it be passed up? If the Sales team owns the relationship, will the customer go to them first when they should be going to a Customer Success Manager?
I have some thoughts on this that I will post as a follow up. What are your thoughts on this? How should the customer relationship be managed in a high-touch, SaaS company? What should the responsibilities be? What technology can be used as part of the solution?
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