SaaS Customer Success: Start with Quick Wins

SaaS Customer Success - Start with Quick WinsSaaS Customer Success starts by orchestrating “Quick Wins” for your customers, helping them bypass their natural tendency to seek out reasons not to use your service!

I was in Silicon Valley recently and I found myself talking about this idea of “Quick Wins” several times within the context of SaaS Customer Success and I wanted to share this idea with you, too.

This idea of “Quick Wins” is really just an evolution of the Common Conversion Activity (CCA) metric, but adapted for use beyond Free Trials and presented in a way that’s more palatable to… just about everyone, really.

Kickstart SaaS Customer Success with Quick Wins

So the “Quick Wins” idea is a simple concept, but like most simple concepts, it isn’t easy to figure out how it – or in many cases even that it – applies to you.

The need for “Quick Wins” is predicated on the idea that you need to get your (prospective) customer to realize value from your SaaS as quickly as possible, whether it’s their post-sales initial use or during the Free Trial.

To do that, think about “Quick Wins” – positive results – that your customers can quickly achieve by using your SaaS.

You’ll probably struggle with the idea of “Quick Wins” at first, as you grapple with just how much your SaaS can do, and how much onboarding, seeding of data, or integration is required for full adoption across the client enterprise.

The first thing to note is that “Quick” is a relative term, so if it normally takes 2-months before your customer gets a “Win” what could you do to get them a “Win” in the relatively “Quick” time of 2-weeks? If it takes 2 days normally, what could they do in 2 hours?

SaaS Customer Success from the Customer POV

So, as you think about how to come up with “Quick Wins” do so from the customer standpoint – not yours or your product’s. Using this perspective, you should be able to come up with a few bite-sized actions your customers can take that will result in a fast, positive outcome for them.

For instance, do you really need end-to-end adoption out of the gate or can you activate usage of just one module and give them immediate value? And think about this even if they bought the whole package; this isn’t about how little you can sell them!

Or, perhaps your SaaS can integrate with and pull data from their on-premises ERP to produce forecasts for the next 7 years. That’s great, and probably what is needed long-term, but could you get an immediately positive result by using a small, user-generated dataset instead?

The Psychology of SaaS Customer Success

To come up with these “Quick Wins,” think about customer segments based on different use cases, buyer personas, or even pricing levels.

Leveraging the Principles of Persuasion to improve SaaS Customer Success

Lincoln Murphy and Dr. Robert Cialdini at a Principles of Persuasion Workshop in Arizona (March 2013)

We know all customers aren’t created equal, so the “Quick Wins” for one customer segment might be different than for other segments.

And of course, once they get one win, you move them to another, then another until they’re fully engaged… it’s a process and you should ensure it is fully orchestrated.

There is some real psychology involved with this “Quick Wins” method, including the activation of several of the Principles of Persuasion put forth by Dr. Robert Cialdini: Reciprocity, Liking, and Consistency.

But where Psychology is the reason to employ this “Quick Wins” strategy, the data should be the catalyst, as it generally shows that customers who realize value quickly are the ones that stick around the longest.

Let’s Optimize your SaaS Marketing Funnel

For immediate consultation and advice on optimizing your Marketing and Sales Funnel as well as your on-boarding / engagement process, schedule at least a 15-minute meeting with me via Clarity. If you feel a more involved engagement is required for me to help you, email me with the specifics of your situation (as much detail as you’re comfortable giving) and we’ll setup a meeting to work through the particulars.

Lincoln

About Lincoln Murphy

I am a Customer Success-driven Growth Consultant. I wrote the Customer Success book which you can buy at Amazon. If you need help growing your SaaS, request at least a 15-minute call with me via Clarity. Be sure to join my mailing list - I send awesome stuff to the list every week or so. Also, connect with me on LinkedIn or follow me on Twitter.

Comments

  1. Love this concept and it’s something I’ve used intuitively on our SaaS startup since we launched. In my experience, it takes some initiative to identify a quick win. It won’t usually be something that the customer knows you can do for them to ask for it. E.g. this week I had a customer who wasn’t looking like activating, until I helped her with a problem she had – but the clincher was I offered to help her register a better domain name for her business and point that to her Timely website. It was outside of our actual offering, but was a quick win that the customer immediately attributed as value WE were providing with our SaaS.

    Love this stuff – nice article.

Trackbacks

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  4. […] early stages of on-boarding your new customer, getting them to that “Wow!” moment — or getting quick “wins” — is great and should be your […]

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