How to Build Effective Customer relationships in SaaS

How to build effective customer relationships with SaaS customers

Businesses are no longer the way they used to be some twenty years ago or so. Nowadays businesses must establish a long-term relationship with their customers. As far as a continuous subscription service like SaaS is concerned, it is important to keep the customers upgrading their subscriptions. This apart from helping a brand to create a long-term relationship with its customers can also enable it to acquire better revenue and drive its growth.

Building Effective Customer Relationships in SaaS

1) Communication

Communication is one of the most important tools that could pave the way to effective customer relationships. Effective communication and comprehending the voice of customers is what leads to promoting a business.

Prompt communication and follow-up are some of the underlying foundation blocks for building and fostering an effective relationship with the customers. For instance, if you were to receive a customer support ticket that requires in-depth assistance or say you are overburdened with the day-to-day chores of operations that you do not find time to reply to the customers, you can at least acknowledge them and inform them that you would get back to them as early as possible.

Effective and timebound communication can instill confidence and faith in your customers and more likely they will express loyalty to the brand.

2) Imbibing Trust in Your Customers

To foster a long-term relationship with the customers a brand needs to imbibe trust in them. This can happen only if you are reaching out to the customers regularly and getting to know about their problems and offering effective solutions that can address their concerns.

This can help a brand to make a psychological connection with its customers. Merely reaching out to the customers does not suffice. It should also be accompanied by a plan of action that involves delivering on the promises made to the customers.

3) Ensure that the Users are Engaged

An organization needs to keep its customers engaged. To offer good engagement to the customers it should be ensured that the customer agents are properly trained that lets them address the customers in the right manner.

The deployment of automated solutions like chatbots, automatic voice assistants, etc can enable an organization to address its customers round the clock. Such solutions help a business to engage with the customers even if they were reaching out during non-business hours.

Automated solutions can also help an organization to de-stress their customer agents as such solutions can handle customers without the need for any human intervention. As part of your customer engagement initiatives, you can consider providing them weekly or monthly newsletters that highlight all the products and services that you offer. This may entice some of your customers, especially the happy and satisfied ones to try out your other products.

3) Personalize the Customer Relationships

Personalizing the relationship with the customer is one of the best ways to build a long-term relationship. Personalized relationships pave the way to increased customer loyalty, higher customer lifetime value, higher customer conversion rates, etc. A one-size-fits-all personalization strategy may not serve the purpose.

Hence it is better to segment the customers and then employ personalized strategies to better reach out to the customers. Even though technology has made the operations of customer service much easier, most of the customers still prefer a live human interaction at least during some course of their customer journey if not for the entire journey.

4) Investing in Customer Success Software

Customer success software can be used to centralize and organize the customer data to present an all-around view of a customer. A customer success software enables customer teams to easily analyze, manage, educate, and onboard the customers.

A customer success software can be used for tracking the usage of the products, and how effective they are in engaging the customers. Customer success management software can help a SaaS enterprise in monitoring some of the crucial metrics like churn rate, customer lifetime value (CLTV), customer acquisition cost, monthly recurring value, etc. Investing in customer success software can also help an organization to plan the journey of a customer and the time frame that is associated with the completion of various milestones.

5) Customer Psychology

Understanding customer psychology is one of the most important ways to build an effective long-term and sustained relationship with the customers. Customers expect an organization to understand their problems and treat them with dignity and respect. Adopting a customer-centric approach can help an organization to build a loyal base of customers who can help the brand to create better brand advocacy.

Customers expect a brand to develop a personal relationship with them during the whole course of their journey. Customers also expect an empathetic approach from the customer service team whereby the customer agents get to know the pain points of the customers and their expectations from the brand.


Customer relationships are a critical factor in the success of any business. Effective communication, customer engagement, personalized customer relationships, etc can help a business to go a long way to help them build effective relationships with the customers.

Activelobby is a company that provides cloud-based services to customers. As part of our cloud products, we offer SaaS applications support solutions to the customers depending upon their specific use cases. We offer customer education services that help customers to get used to our products. Customers can reach out to us through live chats, emails, and help desks.


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