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Understanding Customer Experience in SaaS
When most people talk about customer experience, they think about customer service, customer satisfaction, customer success, customer engagement or customer interactions.
But customer experience is also much more. On the most granular level, customer experience is about the perception each customer has of your company, brand, and product. This perception is based on all the touchpoints, interactions and engagements a customer has with your employees, brand, messages, and product across every channel and device.
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Touchpoint, interaction, engagement
- Touchpoint → exposure. That moment a customer comes in contact with a company's brand, product, employees or message. When a customer walks into a store and gets exposed to products and brand messages, that's a touchpoint.
- Customer interaction → a two-way com...
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Touchpoints of SaaS and software-first companies
- Exposure to a digital or physical ad
- Seeing a company’s social media post in the feed
- Recognizing a corporate logo at the conference
- Reading a press release, annual reports, blog posts
- Receiving and opening email
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Engagement of SaaS and software-first companies
- Signing up to a free trial or freemium
- Signing up to attend a webinar
- Agreeing to a call with a sales rep
- Buying a product or service
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Interactions of SaaS and software-first companies
- Commenting on a company’s social media post
- Messaging with a company’s customer support
- Chatting with an employee at an industry conference
- Sharing a company’s article or social media post
- Visiting the company’s website
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1. It’s not just about UX. It’s also about customer experience
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