“We’re good at finding happy customers. We’re not good at understanding what makes them successful.”
It’s a quote from an MD of one of my customers that intrigued me yesterday – and here’s why:
Failing to understand this undermines your ability to
- keep competitors out
- attract look-alikes
- upsell to them
- be resourceful
Happy customers are great, but only if you get why.
So how should you go about it?
Often the answers are right in front of us – it just requires a slight change in our behavior: Ask different questions
- Ask more ‘Why?’
- Ask what moments your SaaS helps them make the biggest difference
- Ask them how that makes them feel
People try to be polite. It’s easy to say ‘I am happy’ – whether they are… or not.
- If they are – they’ll be happy to tell you why. The reflection itself works like magic. It will make them proud.
- If they say they’re happy but really are not so much – that’s your opportunity to find out and do something about it.
Finding out what makes your customers successful is pure gold. It helps sharpen everything – your marketing, sales, customer success – even R&D.
That builds momentum.
Question for you to reflect upon
What makes the people that use your SaaS product successful? What if you’d leverage that more?
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