Driving Great Customer Experiences In The SaaS Ecosystem

@kerrybodine kerrybodine.com March 19, 2014

From reactive to proactive customer experiences…

Source:  IDEO  

“the ability to understand and share the feelings of another”

Source:  IDEO  

Source:  IDEO  

Source:  IDEO  

Source:  IDEO  

@kerrybodine  

Source:  rose5a.com  /  adamhcohen.com  

Source:  rose5a.com  /  adamhcohen.com  

@kerrybodine  

awareness

consideration

conversion

loyalty

advocacy

Sorry. That’s not going to cut it.

@kerrybodine  

Source:  Intuit  

Source:  Intuit  

Source:  Intuit  

Source:  Adap>ve  Path  

Source:  Bridgeable  

Source:  Bridgeable  

Source:  Bridgeable  

Source:  Bridgeable  

Source:  Bridgeable  

Source:  Bridgeable  

Source:  Bridgeable  

Source:  Bridgeable  

Source:  Bridgeable  

line  of  visibility  

Source:  Bridgeable  

Source:  Bridgeable  

Source:  Bridgeable  

Source: Bridgeable

Source: Bridgeable

Some SaaS company.

Some SaaS company. Yours?

@kerrybodine

marketing

customer success boss

sales rep

waits

training admin

web designer

trainer

receives follow up

phone call

receives email about

training

hesitantly uses

software

is told he needs to use new software

web developer

marketing templates

x

email

attends training

x product

manager

gets login info

logs in and looks

around

gets confused & vents

co-worker

legal

WHY should you proactively design your SaaS ecosystem?

People’s expectations are increasing every day.

Hands  

Head  Heart  

Customer experience will help you thrive.

Source:  American  Customer  Sa>sfac>on  Index  

Source:  American  Customer  Sa>sfac>on  Index  

Source:  IDEO  

Source:  Design  Management  Ins>tute  

81% of consumers are willing to pay more for a better customer experience.

Source:  Oracle  

81% of consumers are willing to pay more for a better customer experience. 70% have stopped buying goods or services from a company after experiencing poor customer service.

Source:  Oracle  

81% of consumers are willing to pay more for a better customer experience. 70% have stopped buying goods or services from a company after experiencing poor customer service. 64% have made future purchases from a company’s competitors after experiencing poor customer service.

Source:  Oracle  

#1: USAA

#1: USAA

15% year-over-year increase in completed auto loans

Source:  Forrester  Research  

98% customer retention

Source:  Forrester  Research  

HOW can you proactively design the SaaS ecosystem?

Number 1: Develop deep empathy.

@kerrybodine  

Number 2: Map your customers’ journeys and map your ecosystem.

@kerrybodine  

Source:  delightability.com  

Source:  planet.globalservicejam.org  

Number 3: Bring your customers into the design process.

@kerrybodine  

Source:  IDEO  

Thank you!

@kerrybodine kerrybodine.com