Why customer experience is doubly important in tech.

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by Ryan Noakes, Customer Success Manager

Marketing brings in leads. Sales bring in customers.

But it’s the experience after these phases that drives loyalty, advocacy, and repeat business.


Hi, I’m Ryan, one of the Customer Success Managers here at CloudM. It’s my job to make sure that all of our customers are having the best possible experience with our products and services. And I believe that in the tech sector, especially SaaS, where it’s not uncommon to have zero human interaction throughout your entire experience with a product, it’s more important than ever to get this right.

I’ve spoken to so many people over the years that have said how great it is to get a proper onboarding experience, as most of the time with SaaS Platforms you don’t and it is very much self-help.

Creating the digital workplace of tomorrow, carefully.

Even before the pandemic, the world was on a one-way road towards digital. But COVID-19 lit a fire underneath a slow burn, and now we’re all ahead of ourselves. It’s time to stop and think about how to tweak our hastily-built digital workplaces so that they work for employers and employees alike. Or, in other words, how to nail customer experience.

The long-term effects of the digital workplace have the potential to be life-changing. Imagine a world in the not-so-distant future where life is back to normal, a new normal, where our working practices finally reflect our working preferences:

Google Meet has replaced commuting into the office.

Microsoft Azure
has solved access challenges.

Slack
has reduced time on the phone.

But the challenge of utilizing all of this technology is maintaining a good customer experience. Say what you will for all of those hours wasted on small talk, we all know the social protocols of conversation and we’re never going to avoid it because we don’t know how to do it. But if something goes wrong with the tech, or it’s not integrated into your daily working life in a way that makes you productive, there’s a good chance you’ll slip back into your old habits.

For me, and CloudM, that means being open with our customers about new features, updates, road maps, and on the rare occasion, things go wrong. I need to show my customers how to use the platform to its maximum otherwise they won’t get all of the benefits. If something’s wrong, they need to hear it from us first. If something is new, they need to find out before they see a new button and get confused.

Acknowledging, and solving, the knock-on effects.

Another challenge of the digital workplace and its reliance on SaaS is all of the data generated. Video records of meetings, chat logs, shared files - it all adds up very quickly. With traditional communication channels being taken online, a strong offboarding and archiving policy is key to making sure that valuable content is retained when employees move on. If a customer doesn’t know how to build in these safeguards, the frustrations of losing key information can nudge them back towards the ‘reliability’ of holding meetings and making notes again.

Or, less severely but just as frustrating, what’s the use in meetings being recorded if they’re not made available to everybody who was present? Or to those who missed out but were assigned actions?

Again, for me and CloudM, this means utilising Smart Teams effectively and automatically assigning access rights for those who need them. Set up properly, it requires no action from anybody. But it needs to be set up properly. And that’s where I come in!

An effort-to-reward ratio worth chasing.

When it comes to forming habits, psychology (and common sense) tells us that it’s infinitely easier to create them if they offer real benefits to the individual. That’s the whole purpose of technology and software, but in reality it’s not always the case. Sometimes the customer experience is disjointed or interrupted, and once a customer hits one of these barriers it starts a ticking time-bomb. Add to this the fact that they’re paying for the privilege of this frustration, and losing them becomes a real possibility.

But also, oh-so-avoidable.

Get your customer experience right and you will see a happy customer who pays their invoice on time, who renews their license every year, who recommends your product, and who becomes an advocate of your entire business. And all for the price of some good communication.

In a world of automation, chatbots, and machine learning - don’t forget to be human.

See what our customers have to say.

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