Why Every SaaS Company Must Invest in Customer Training?

This blog discusses how SaaS Customer Training Programs can transform the dynamics of their current revenue system and enhance customer retention.

As a SaaS company, you've introduced a new product feature. Your marketing team is already working on promotional offers to capture customer attention.

Your customer success team is managing customer support during the launch, while sales teams are overwhelmed with information that requires a unified communication channel.

If you're experiencing these growing challenges as a SaaS company, this blog is designed specifically for you.

Global Software as a Service (SaaS) market size is estimated to grow at a CAGR of 11% with USD 99.9 billion during the forecast period 2021-2025.

Key Tip # 1: Understanding Customer Training.

Customer Training, in practical terms, means that your organization learns about the specific needs of customers, suggest products to meet their required outcome, and instruct them on how to use your product efficiently to accomplish their desired outcome.

3-Step Process to Successful Customer Training Program.

1. Identifying Customer’s Specific Needs.

2. Suggesting Apt Product & Services to Customers.

3. Instructing Your Customers About ‘How-To’ Use Your Products.

   
   

As a SaaS company, you may have noticed that customers who are more engaged with your product tend to be more brand loyal and integral compared to those who have short-term usage goals with your brand.

Therefore, to build a long-term relationship with customers, it's important to develop a more inclusive training program that seamlessly integrates your product into their lifestyles. Additionally, this will allow you to highlight your product's additional features.

Let's reflect on what customers expect from their buying and implementation experience.

We live in an era where social media applications are used naturally. And why not? They are user-friendly, make it easy to connect with familiar faces, and evoke nostalgia.

Similarly, SaaS training programs should be a familiar experience for your customers. If it's new to them, it should be a platform that's easy to navigate and progress through.

Key Tip # 2: How Are SaaS Companies Training Their Customers Now?

Numerous training programs are available as a variety of options for SaaS companies to improve customer retention. Simply implementing programs to achieve a specific goal does not ensure customer success.

Your SaaS customer training program must be effective in understanding, providing for, resolving issues, and evolving with customers' expectations of your products.

In return, your customers will reward you with long-term loyalty. Discover how these leading companies are currently training SaaS customers:

Slack Gives You the Basics.

Slack is a software-as-a-service (SaaS) company that informs customers about additional product features through the user experience. They minimized minor customer inconveniences and developed a strong product that provides training to simplify the understanding of complex business software.

 Slack focused on three main categories of training materials:

1. Training for New Users.

2. Introduction to Slack Training.

3. Admin Training – Guiding Slack administrators through both basic and advanced features.

HubSpot

HubSpot is a well-known platform in the Digital Marketing realm, catering to both start-ups and established brands to help them expand their business. Their Inbound Marketing Strategy has revolutionized the industry by making customer education a key focus of their marketing efforts.

Survey Monkey

Survey Monkey is a top online tool for creating surveys, aiding in data analysis and presentation. They have launched training resources that offer customers a step-by-step instructional guide to complete their customer satisfaction surveys. Additionally, it teaches customers how to assess and track survey templates, creating a genuinely inclusive and personalized experience for their users.

Key Tip # 3: Getting Started with Customer Training.

5 Must Think Reasons – Why SaaS Companies Invest in Customer Training?

1.  Lucrative for Subscription-Based Business Model.

Easily understandable & smooth customer experience with your brand means they are more likely to come back to renew their subscription. Because providing enough resources to them leads them in such an experience like they’re pursuing their own desired outcome is freedom.

And, once your customer chooses their expected value from your product, reduced churn rate becomes a consequence of the learning environment they are experiencing as a buyer.

2.  SaaS is Booming in B2B & B2C Industry.

Current Market Trends suggests that in post-covid situations, global markets are likely to choose SaaS products as their customer deliverables & would mark their marketing strategies according to regional market response.

That’s why most SaaS Companies are deploying customer training programs, realizing the immensity of future impacts they will have once the customer gets educated about their products & services.

3.  Adds Resources to Customer’s Specific Needs.

Providing resources like – Learning eBooks, Video Learnings, Live Sessions, and ‘How-to’ Modules or Guides adds an ongoing edge in customer’s awareness about your product.

Moreover, adding gamification & certifications results in a competitive self-analysis environment. The customer acknowledges the pace of learning progress.

4.  Reduced Customer’s Churn: Effective Approach.

Once your customers are evolving their buyer’s persona in the learning environment, it gets easy for them to understand and implement your product more efficiently.

So, any raised customer query or request for a follow-up automatically resolves during their learning stage – Reliable Customer Support.

5.  Feedbacks & Surveys: High Responsive Rate.

SaaS companies depend on sustained and long-term relationships with their customers for revenue. To facilitate smooth interactions throughout the customer's journey with your brand, it's crucial that your feedback is specific to the customer's current stage rather than being broad.

By segmenting customers according to their needs and soliciting feedback through quizzes or puzzles, you can better understand how customers engage with your learning content.

Key Tip # 4: Importance of Customer Training For SaaS Companies.

1. Give Your Customer Success Team a Wingman During a New Product Launch.

SaaS companies acknowledge that their customer success teams are not adequately prepared or trained to onboard customers regarding product features at launch.

As a result, customers may either leave or lose interest due to being overwhelmed by too many technical details at once.

Offering pre-launch tutorials or explanatory videos about product technicalities provides your customer success team with valuable informational support.

2. Your marketing team will possess a clear understanding of the timing and methods for promoting offers. (New Product Features)

Imagine your product's new feature requires promotion—your marketing team creates offers and engaging content to attract customer interest to this specific feature.

However, is that sufficient to fully capture customer attention? Regardless of how appealing your offers are, customers still perceive it as business.

Therefore, once your marketing team understands the specific needs of customers and their learning stage, you can plan your offers accordingly—this is a more effective approach than simply adding an extra feature.

3. It Bridges a Communication Info Network for Your Sales Team.

As a SaaS company, you may have noticed that information can become distorted during internal communication between the customer support and sales teams, leading to costly mistakes with deals.

The effectiveness of your sales team depends on their resourcefulness and how easily they communicate internally with other customer engagement teams.

Customer Training provides your sales teams with updated information to process and communicate, preventing minor errors or glitches.

SaaS start-ups, in particular, often experience miscommunications in the early stages due to meeting deadlines, managing information, guiding employees, deploying customer support, and handling promotions.

It gets daunting to share detailed information without any mishaps. Here, investing in Learning Management System is a perfect solution for SaaS Start-ups to create a head-on-manageable platform & AI support to enhance & expand simultaneously.

How is LMS – a perfect solution for SaaS Startups?

• An Intuitive AI Support for your L&D Teams.

• Very Cost-Effective & Lucrative Tool.

• It helps in Fresh & Creative Marketing Ideas Strategies.

• Technological Solution to understand your Customer Specific Needs.

Result of Successful Customer Training on Employees & Customers.

• Organizations with highly engaged employees can achieve a 21% increase in revenue.

  
  

• Reduced Product Training time by 70% spent on customers during onboarding about product knowledge: TypeForm.

  
  

• 84% of employees can meet the required training outcome in Best Performing Organizations.

Conclusion:

Merely implementing a customer training program does not necessarily result in increased customer retention rates. It is essential to focus on identifying, advising, and guiding your customers once onboarding has been successfully implemented.

As a SaaS company, you have the insights and considerations for your whiteboard session reflecting on investing in customer education.

So, once you discuss it over later coffee nights  – Here’s Your Starting Point.

A quick pep-talk to our expertise. Welcome Aboard!