Customer Retention

How To Improve Customer Satisfaction in a SaaS Business

Having trouble retaining customers for your SaaS business? Here's what you can do.


With most businesses rapidly gravitating towards SaaS models, it is evident that the industry is advancing rapidly. Research has shown that  80% of companies plan to make all their systems SaaS by 2025, indicating that this trend is here to stay.

The amazing benefits and features SaaS companies provide are enough to attract most customers, but keeping them satisfied in the long run requires a strategic approach to customer service.

As Michael LeBoeuf, a renowned business writer, author, and speaker said, “Every company’s greatest assets are its customers because, without customers, there is no company.” So to keep your company healthy and clients happy, we've prepared this guide on how to improve customer satisfaction.

How to improve customer satisfaction

96% of customers say customer service is important in their choice of loyalty to a brand, so you definitely don’t want to fall short in your customer service. Here are a few tips to help you do that.

1. Improve customer service 

Your customer service is the main connection between your business and your clients. If it's poor, your customers will not want to do repeat business with you, resulting in churn. Meanwhile, excellent customer service will satisfy, delight, and keep your customers coming back for more.

To provide great customer service, you must ensure your agents are always on their best behavior, ready to listen, answer questions and solve customers' problems. 65% of customers said they have changed to a different brand because of a poor experience. If that's not enough motivation for you, nothing will be.

2. Gather feedback from your customers 

You can improve something which you don't currently understand. So the first thing you should do is gather feedback and assess your current level of customer satisfaction. Try to focus on people who can, and want to offer valuable insights.

One of the best ways of doing that is through surveys. They're short, simple, and straight to the point, so they don't waste your customers' time. Provide your team with the necessary tools to collect feedback and give them employee tracking apps to boost your workforce’s productivity.You can start with a basic Google Sheets table to keep track of your records. Use drop-down lists to segment the users based on their responses.

3. Personalize your care 

81% of customers want brands to understand and engage with them.  A major mistake SaaS companies make is automating their processes to the point where they lose the human connection required to keep customers satisfied.

Automation helps you save time and resources, but personalization is the way to go when it comes to customer service. Your customers have specific needs at different points. Excellent customer service comes down to meeting these needs when necessary, be it through providing services, products, or unique customer experiences.

Here are a few easy ways to add personalization to your customer interactions:

  • Address people by their names
  • Reach out to congratulate them on special occasions like anniversaries and birthdays
  • Provide personalized discounts, promotions, and services

These steps go a long way to show your customers that they're your priority, boosting their satisfaction in the long run.

4. Provide Omni-channel support 

Omni-channel support means helping your customers across multiple channels, like call center software, social media, email, live chat, etc. This is an excellent way of catering to your customers' preferences just by being present on their favorite platforms. The best CRM software enables you to manage all of these channels from one place, keeping a record of each point of contact with each customer. 

Companies that employ omnichannel strategies have a 23 times higher customer satisfaction rate. This is because customers can reach them as quickly as possible to resolve their issues.

Here is some more information on the various customer service channels:

  • Phone: The help desk is the first thing most customers reach for when they encounter a problem. Your customer service should be easily reachable through the help desk or phone.
  • Social media: Facebook, Twitter, Instagram, and Linkedin are all social media platforms where you should be present. This keeps you updated on conversations surrounding your brand and keeps you close to your customers.
  • Email: Newsletters and product information are just a few of the things that can be communicated to your customers via mail. However, email should be a two-way street, so your customers can reach you to solve their problems too.
  • Live Chat: The most efficient channel support option because it lets customers connect with your brand in real-time. They ask questions and receive answers as quickly as possible.

    5. Offer a free trial 

As the name suggests, a “free trial” is a period during which customers can use your service for free. Some companies only offer the most basic features, while others let people access their premium tools to try and upsell them in the future.

Regardless of your approach, free trials are an excellent way to build trust with customers by showing them that they're not buying a “cat in a bag”. It gives them time to make up their mind and helps avoid unsatisfied customers or negative reviews.

6. Reward loyal customers 

Your customers have many other options to choose from and should be rewarded for choosing you. But nowadays, a pre-record “thank you” won't cut it. 

Instead, show people you really care by offering them gifts, additional services, personalized discounts, and best wishes for every special occasion they share with you.

How to measure customer satisfaction

As we mentioned earlier, to improve customer satisfaction, you first need to know how your clients feel about you right now. To find out, you can use one, or all of the metrics detailed below:

1. Net Promoter Score (NPS) 

Your Net Promoter Score measures how eager your customers are to refer your business to friends and family. A high NPS number suggests a high level of customer satisfaction.

2. Surveys 

Setting up surveys is key to measuring your customers' feelings regarding your business. To make the most of them, ensure you know about your customers as much as possible: their occupation, preferences, pain points, etc. This will help you to structure your surveys properly and ensure you get the right feedback.

3. Customer effort score 

The customer effort score measures the effort your customers have to put in before they can reach you. Improving customer satisfaction in your business requires that your customers can reach you easily — the better your contact channels, the lower the customer effort score.

3. Social media listening

Social media is an amazing platform where you can advertise, educate, and inform a wider audience about your business and the services you offer. This also makes social media an effective tool for measuring customer satisfaction. 

4. CSAT Score 

Ensure you always keep an eye on the conversation concerning your brand, the comments, replies, and the general attitude of your customers towards your online presence. 

The CSAT measures how satisfied your customers are with your business. Regardless of how amazing your products look to you, if your customers don't feel the same, they'll be gone in no time. 

This is why you should always employ techniques that enable you to get unbiased feedback from your customers. To analyze and understand customer feedback data you can convert raw data to CSAT Score Survey Chart.

If they like what your business offers, they'll always keep coming back. If not…well, get ready for churn.

Remember, your customer is the boss. Your aim is to keep them satisfied and retain them for as long as possible.


Improving customer satisfaction as a SaaS business is crucial to the growth of your business because you only get to retain customers who are excited about your brand.

Employing the right strategies will not only improve your customer satisfaction, but It’ll also improve the overall image of your business and help you stand out from the competition.


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