SaaS customer support: 6 essential elements & best practices

When it comes to customer service, SaaS products are in a league of their own. Because customers pay on a recurring basis, often use your product daily, and have to learn new features as the product evolves, having good customer support is cash-burn-rate-friendly—and integral to the success of any SaaS product. 

Of course, some of the challenges that come with SaaS customer support represent an opportunity as well—especially with a small team. 

After all, in a business where customers use your product regularly over time or are just getting to know your product, customer support offers a chance to build a relationship and even glean insights that help the entire company. Not to mention they’re literally the life-blood of startups—as a rule, the goal should be to retain as many customers as possible. (And yes, often that means real-time 24/7 support.)

And that relationship building? That’s also the thing that will get you great reviews and referrals, and keep customers subscribed and make you more money month after month.

So, how can you be sure you’re getting customer support right for your SaaS product? It’s not as hard as it seems—with the right strategy and some simple best practices, your customer support can be the kind that turns customers into raving fans.

As a company that helps customer service teams communicate and collaborate every day, we know how important support is to small SaaS businesses like yours. That’s why today we’re sharing the best insights that will help you help your customers. 

🤝 Is your tech startup’s team collaborating as effectively as it can to provide good customer service?🌟 Download the checklist to find out


3 essential components of a SaaS customer support strategy

When it comes to creating a SaaS support model that works for your company, you need to start with a few foundational components. 

Having a good team, the right tools, and solid customer resources will make sure that your support team is set up from the beginning to provide the best possible customer service.

In the next section, we’ll talk more specifically about best practices for your support agents, but first, it’s all about getting the right framework to build your support strategy on. 

Ready? Let’s start with how to hire the right agents.

Great agents

Many larger companies work on a tiered system, with levels of agents handling progressively more complex questions that come in. But for a smaller business, you may have a team as small as one person handling customer support. 

That’s why hiring the right people is the most important investment you can make in your SaaS support model.

A great SaaS support agent should be, above all else, curious and ready to learn. 

Ultimately, the best agents will know your product inside and out—but usually, nobody will know your product that well yet off the bat. 

That’s why investigative skills and an ability to learn and solve problems are absolutely crucial in a SaaS support hire—because those skills will ensure that they learn quickly.

Depending on your product’s complexity, technical skills are important too so that they can handle more in-depth tech questions that may come in. 

And, of course, they should also be personable and professional, so you know you can trust them with customer-facing communications.💡 Pro-tip: 

After you’ve found and trained the best agent possible, trust them! Give them freedom to do well and they’ll deliver exceptional customer service.

If it sounds like this person is a unicorn, you aren’t wrong. In fact, good support agents are so crucial to a customer support model that you may consider opening your search to remote agents to find the best talent. 

That’s not the only benefit, though—a remote support team will set your digital product up with a competitive advantage over time. As you hire agents in different places, you can offer support around the clock. 

Hiring remote support agents might sound intimidating or complicated, but it doesn’t need to be. The right communication tools will allow your team to stay connected to each other and to communicate with customers from anywhere around the world. Which brings us to our next point.

The right tools

As a SaaS company, you probably already know the importance of having the right technology at your disposal, and when it comes to customer support, it’s no different. The right support software empowers your agents to do their best work in real time. 

The most important resource for your agents will be the one they use to actually speak to customers—your support software.

Because of the technical nature of a SaaS product, it’s important to be sure that video conferencing and screen sharing are available options on your customer support platform. For example, RingCentral‘s desktop and mobile app both have screen sharing and video calling options—along with team messaging and phone call functionality too:

But as you’re shopping for tools, don’t lose sight of the fact that your goal should be to help customers solve their problems on the first call or contact.

Screen sharing empowers your team to walk advanced (or just hopelessly lost) customers through even the most technical questions easily. Just imagine a highly technical back-and-forth chat session on a phone call and how much time you could save by being able to see someone’s screen: – Read more

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