7 Common B2B SaaS Customer Success Mistakes

B2B SaaS Customer Success Mistakes


Customer success is a critical component of SaaS success. In fact, improving customer success is a priority for many businesses, with 72% of them reporting that it is at the top of their list.

After all, the manner in which you treat your customers will make or break them as long-term subscribers and ultimately determine the success of your business. 

This is why it’s essential to establish best practices for customer support and ensure that you are meeting customer expectations at every stage of their journey with your SaaS solution. 

While there are myriad approaches to achieving this goal, certain mistakes in customer success management seem to be more common than others among B2B SaaS Platforms.

In this post, we’ll outline some of these missteps, so that you can avoid them before they have a chance to impact the loyalty and satisfaction levels of customers using your service.


Importance of Customer Success in B2B SaaS Platforms


Customer success is a term used in B2B SaaS platforms to refer to strategies, processes, and principles that work towards creating successful customer outcomes.

It is often the responsibility of the customer success team to ensure customers are using their purchased services to their fullest potential and getting the most out of their investment.

Customer success can be seen as a series of interconnected activities such as onboarding, training, support, and communication tailored with the end goal being increasing satisfaction and loyalty amongst customers.

Furthermore, it also deals with problem-resolution throughout the customer journey.

In today’s competitive marketplaces where customer retention is heavily emphasized, it is important for SaaS platforms to focus on customer success to develop long-term relationships while maximizing profits. 

In fact, data show if your business can improve customer retention by just 5%, its profits could potentially increase by up to 95%.


Common Mistakes Made in B2B SaaS Customer Success


While customer success may be extremely important, it is not without its challenges. Here are some of the most common mistakes made in B2B SaaS customer success:


1. Not Having a Customer Success Strategy in Place


A customer success strategy is a roadmap that outlines the activities and processes used to deliver successful outcomes for customers.

Without a comprehensive plan in place, your team may lack direction and end up wasting time on irrelevant tasks.

A strong B2B SaaS customer success strategy should focus on creating satisfied customers by understanding their needs, providing personalized consultation and support, and delivering products and services that add long-term value. To ensure customer success, you should leverage data-driven feedback loops and user testing.

Successful onboarding principles such as progressive engagement via tutorials, one-on-one demonstrations, consultative leads, and trustworthy partners are essential for sustainable customer success.

Examples of successful customer success strategies are wide in range, from delivering personalized onboarding experiences tailored to the individual needs of the customer and providing quick access to expert support teams that can help with any technical issues, to proactive outreach by knowledgeable people who can anticipate problems and prevent them from happening.

It’s also important for businesses to develop regular feedback loops into their customer interactions so that customers have an opportunity to give their input and have it acted upon. Taking all of this into account will ensure overall satisfaction and retention rates.


2. Lack of Proactive Communication


Poor communication can quickly lead to problems with customer success in a B2B SaaS environment. Without proactive dialogue between product teams and customers, misunderstandings can arise about product features, expectations for onboarding, and technical insights.

This lack of proactivity leaves customers feeling neglected because of the potentially long waits for answers to important questions.

In turn, not having those quick exchanges of information puts strain on customer satisfaction rates due to having their requests ignored or unacknowledged. Consequently, organizations that don’t prioritize frequent communication will experience below-average customer success and struggle to be competitive in the B2B SaaS market.

Examples of B2B SaaS companies with highly successful proactive communication strategies in their customer success initiatives are ChurnZero, Zendesk, and Intercom. The integration of agile customer service practices through regular communication has allowed these companies to provide an extraordinary level of support to their customers.

ChurnZero focuses on providing data-driven insights to its customers through its predictive churn management software. This allows issues to be quickly identified and addressed with a proactive approach. With live chat capabilities, Zendesk enables customers to receive real-time assistance for any technical questions or inquiries.

Lastly, Intercom provides personalized messaging services for users, which are heavily integrated into the company’s automated customer onboarding program, helping ensure long-term customer loyalty.


3. Focusing Too Much on Customer Acquisition


Customer acquisition should never be the sole focus of a B2B SaaS customer success strategy.

You must not only prioritize the process of acquiring customers but also focus on building relationships with existing customers, customizing experiences for each customer, and ensuring customer satisfaction and loyalty are maintained over time. This will enable you to create long-term value and achieve better customer retention rates.

You can also benefit from greater insights into your customer’s needs, enabling you to tailor product and service offerings accordingly. In addition, creating an overall positive customer experience will create goodwill with customers that can result in referrals that can drive even more business opportunities in the future.

Neglecting current customers in the B2B SaaS customer success landscape is highly detrimental — not only do existing customers represent a risk of churn but failing to engage with current customers can also mean missing out on upsell opportunities.

A study found that customer success teams dedicate 61% of their time to the after-sales phase, while 39% is spent on the pre-sales phase. This only means that decent customer success teams must dedicate a substantial portion of their time toward current customers and not just rely on the acquisition of new customers.

Inactivity signals apathy and negligence amongst stakeholders; this unease can often lead users to try competitors, who may be better equipped to handle their needs.

Additionally, by overlooking the experience of existing customers, you may miss out on valuable insights that could help optimize product features or improve onboarding strategies.

The quality of service offered to current customers should be a priority across all elements of the customer journey; anything less puts your business at risk of losing an integral part of your user base.

One of the most successful customer retention strategies comes in the form of providing highly personalized customer experiences.

An example of this approach can be seen in Uber Eats, which uses past order history and user preferences to create custom restaurant choices and tailored recommendations.

Other companies that have successfully implemented customer retention strategies include Salesforce, which offers regular product updates, educational publications, and seminars; Slack, which offers increased levels of collaboration between company teams; and Dropbox, which incentivizes users with bonuses and rewards for staying loyal to their service.

By implementing these types of strategies, B2B SaaS companies can ensure that their customers remain loyal for years to come.


4. Not Properly Onboarding Customers


Customer onboarding is an essential part of customer success in B2B SaaS. It allows businesses to establish a strong relationship with the customer while offering a comprehensive understanding of the software they are purchasing.

This ensures that both the business and the customer are on the same page, reducing mistakes and helping to streamline the process. Good onboarding also helps customers efficiently use their purchased software, setting them up for success and increasing customer satisfaction.

With customer onboarding, businesses can have peace of mind knowing that their customers have a productive and positive experience with their software.

When it comes to customer onboarding for a B2B SaaS customer success, both parties should set out their expectations and review what has been agreed upon.

The onboarding process should include communication across multiple channels, access to online resources, explanations, webinars and introductory offers, and on-site training. The goal should be to achieve a full understanding of product usage and expected outcomes within a realistic timeline.

Dropbox is a great example of a B2B SaaS company that has adapted its onboarding strategies to meet customer needs and increase user engagement.

By introducing customers to helpful features with interactive walkthroughs, offering a library of guides and resources for collaboration, and utilizing personalized product tours, Dropbox has been able to provide an exceptional onboarding experience for its users.

Other companies that have demonstrated success in this area include HubSpot and Microsoft Teams. These platforms have created accessible and efficient customer onboarding systems that make it easy for customers to get started and keep them actively engaged throughout their experience.

HubSpot, for example, provides customers with step-by-step tutorials and self-serve options to make the onboarding process easier. Microsoft Teams also offers an intuitive onboarding experience that allows customers to customize their workspace and quickly get up and running with the platform.


5. Not Collecting Customer Feedback


Gathering customer feedback helps you gain an understanding of the factors that motivate your customers and identify areas for improvement.

Collecting customer feedback also helps you identify problems and troubleshoot issues quickly, as well as be proactive in addressing common customer concerns before they become larger issues. Taking the time to listen to customers and meaningfully address any concerns that arise ultimately creates a long-term positive customer relationship.

Lack of customer feedback can significantly reduce the efficacy of a B2B SaaS customer success strategy. Without real-time feedback from customers, teams cannot accurately gauge how to optimize user experiences or identify new strategies.

This can lead to unchecked customer churn, so it is essential to engage customers proactively through surveys, feedback forums, and more to understand their needs and build trust and loyalty over the long term.

Many companies are turning to B2B SaaS platforms for their customer feedback collection needs. These companies understand that an accurate understanding of their customer’s experience is essential for success in today’s ever-evolving market.

Two great examples of B2B SaaS companies with successful customer feedback collection solutions are SurveyMonkey and Wootric. By using a powerful combination of survey tools, analytics, and reporting functions, SurveyMonkey provides users with fast insights so they can make data-driven decisions quickly and effectively.

Meanwhile, Wootric offers automated surveys that guarantee maximum engagement from customers and reveal trends in data that help inform the direction of product development. Both companies have helped countless organizations to get the most out of their customer feedback-gathering processes by making sure they’re always able to spot key insights at a glance.


6. Not Investing in Training


Customer success teams need to be properly trained in order to be effective. This training should cover topics such as product knowledge, communication skills, and problem-solving skills.

Additionally, it is important to invest in ongoing training so that your team can stay up-to-date on new features or changes within your product or service. Without adequate training, customer success teams will not be able to provide the highest quality of service possible.

Investing in proper training and development can have a direct impact on customer retention rates, as well as overall customer satisfaction.

Companies such as Intercom and Zendesk have invested heavily in training and onboarding for their customer success teams. This has allowed them to provide their customers with an excellent customer experience and consistently exceed expectations.

Another great example is Salesforce, which provides comprehensive training resources to its customer success teams. These include certification programs, webinars, and ebooks that cover everything from product basics to customer service best practices.

By providing their employees with the right resources and training, Salesforce has been able to create a team of customer success experts who are dedicated to helping their customers get the most out of their product and services.


7. Not Defining or Measuring Customer Success


Without a clear understanding of what customer success looks like, it’s impossible to know if you’re actually achieving it. Additionally, without measurable goals, it’s difficult to track progress and identify areas for improvement.

Therefore, it’s essential to define customer success in terms of tangible metrics and then measure progress against those objectives.

This should include tracking key performance indicators (KPIs), such as customer satisfaction scores, customer churn rate, Net Promoter Score (NPS), and more. Additionally, by tracking usage data, you can gain insights into how customers are using your product and identify potential areas for improvement.

For example, Zendesk has a suite of customer success tools that enable users to measure customer satisfaction and usage data in real-time.

The platform also provides access to powerful analytics that help teams understand how customers interact with their products and services so they can make meaningful changes accordingly.

By taking the time to define and measure customer success, companies can ensure that they’re providing customers with the best possible experience and making strategic decisions accordingly.


Final Thoughts


Customer success is a key component to the success of any B2B SaaS business. Common mistakes include not creating an onboarding process, not measuring the success of customers, and not creating customized strategies for each customer.

To prevent these mistakes, it is important to have a team of personnel dedicated to monitoring customer metrics and understanding the behavior of their customers.

Customer satisfaction should remain the top priority in order to ensure long-term success. With this knowledge, you can start crafting strategies tailored toward all customers’ needs in order to keep them satisfied with your services. For additional advice on growing your business, visit our blog for more tips.


Get fresh updates in your inbox 👇

Ken Moo