SaaS Companies: Stop Putting Support in a Silo

I get it – you’re busy. I’m busy. We’re all busy. We can all spend too much time praying at the altar of hustle. 

Here’s a quick tip from me to you: take ten minutes, stop reading the top stories on Hacker News or Growth Hackers. Stop scrolling through Quora questions. They’re all going to tell you the same thing:

Listen to your customers.

This message might come in different shapes and flavors:

“Find product market fit.”

“Conduct customer interviews.”

“Get out of the office.”

It all boils down to one simple necessity for any software company – but especially for recurring revenue Saas companies.  That necessity is this: gaining and maintaining a deep understanding of your customers, their problems in the world, and their problems with your product.

Don’t hire a consultant to do this for you.

You already have this understanding in your company, and it is entirely likely that you’re sitting on a gold mine of potential information. What’s blocking you from that information, that almost-guaranteed revenue boost, is not financial or technological.

It’s cultural.

When was the last time one of your Product folks sat down and asked your support team about their work?

You have an entire team of people who talk with your customers all day, every day.

It doesn’t have to be a formal process. It doesn’t have to be some sort of support veteran embedded in your Product teams  – although I’d recommend that.

Just go talk to them. Go ask them what customers are struggling with. They won’t necessarily be able to solve your problems, but I promise you they’re going to reveal to you points of friction, trouble areas, and parts of your product that aren’t even on your radar as costing you customers.

Because the fact of the matter is, if you have a large enough customer base, and you’re relying on them for recurring revenue, even small problems, small sticking points, semi-irritating workarounds, these are going to cause churn. Maybe not a lot of churn – but some. Imagine eliminating all of those tiny pain points. They add up.

First, you have to find them.

The good news is, someone in your company already has. Go ask them about it.


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