Angie Judge, CEO of a New Zealand-based cultural analytics platform Dexibit, recently sparked a conversation on LinkedIn about the need for SaaS vendors, including martech vendors, to engage year-round, not just at renewal time. Many organizations have voiced their dissatisfaction with the lack of ongoing communication and value-add from their vendors.
Fabian Peter, a software expert, disagreed with this sentiment, pointing out that customers shouldn’t be turning away from a tool that has been delivering value just because the company isn’t sending them ‘customer success spam’. Fintech AI specialist Mark McDaniel argued that full-service client success models often come with a higher price tag, as human help is expensive.
Tara Wrigley, an actual customer success representative, offered a different perspective. She said that customers are often so busy fighting fires that they only want to engage when they need support or at renewal time. She expressed her frustration at not receiving responses when she reaches out to customers each month.
This conversation is a reminder that SaaS vendors need to go above and beyond to provide value for their customers and establish meaningful relationships. As Judge said: “If this is how your team are doing SaaS success for mid market and you’re experiencing churn, look here first.” Marketers need to make their voices heard to vendors, and companies should consider whether the cost of full-service client success models suits their budget.
Originally reported by Martech: https://martech.org/martech-vendors-need-to-engage-year-round-not-just-at-renewal-time/
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