3 Reasons Why Your SaaS-Based Product Needs a Client Manager

January 25, 2019
Brock Jones

Think of the different software and apps you use on a daily basis: Microsoft Word, Gmail, Facebook. Now think back to when you first started using these programs. Do you remember the exact moment where they became an indispensable part of your everyday life? Probably not.

Companies like Facebook are so successful because they have created products for which millions have developed internal triggers – checking Facebook when you are lonely, or feeling the need to capture a fleeting moment in a picture on Instagram. It is companies like these that have created an addictive product that people have made part of their daily routines without even realizing it. According to Nir Eyal, author of “Hooked: How to Build Habit-Forming Practices”, habits are formed through external and internal triggers. While an external trigger is easily tangible, such as an email or a web link, the internal trigger is an automatic behavior through repeated conditioning.

In order to ensure the success of new software in your organization, a dedicated client manager is key to making the software a go-to resource that people integrate into their daily routines without even realizing it. Through training, marketing, and ensuring the voice of the customer is being shared across the organization, the client manager is a vital contributor to the success of any SaaS-based product.

1. Training/Support

The biggest barrier to using a new product is not knowing how to use it properly. Having a client manager conduct training sessions can help to ensure that your new users are educated on how the product works, especially more complex features like data analysis. If the product is not quick and easy to use, thus providing value to users, the likelihood that customers will use the product again is very low. It is equally important that new users are introduced to all of the available features of the product, as well. Through marketing campaigns and frequent communication with you and your team, the client manager can ensure that all users are up to date on new product features.

2. Driving Adoption

One of the most important responsibilities of the client manager is to ensure that customers are actually using the product. It is extremely important that the client manager is frequently keeping in touch with you and your team, be it through weekly meetings with the key client contact or a variety of marketing emails to users. For software like KnowledgeHound that is not a consumer-based product, it is even more imperative that there be an internal champion for each client that encourages members of the organization to frequently use the product. As a champion, you can assist in communicating testimonials and feedback from your organization.

3. Voice of the Customer

It is extremely important that feedback is constantly being collected from customers. Many of the innovations that have occurred in the six months that I have been with KnowledgeHound have been new features that we have heard are necessities from our current and prospective clients. Having a resource dedicated to hearing what the customer has to say about the product, and reporting that back to the development team is critical in ensuring that the product stays relevant and useful for your organization.

So ask yourself: When was the last time you connected with your go-to product’s client manager?

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