Teamleader Blog Article

SaaStr 2018: How to create customer happiness according to 5 experts

Sofie Dewyn - Customer Onboarding Manager Sofie Dewyn - Customer Onboarding Manager on 16-Feb-2018 15:01:38 in

SaaStr 2018: How to create customer happiness according to 5 experts

Teamleader headed out to SaaStr Annual in San Francisco, February 6-8: the largest SaaS event in the world. The result: a backpack filled with business and technology insights. How can you use this knowledge to create more customer happiness? We gathered tips from 5 experts.

Why not use the expertise of 5 SaaS industry leaders to create more customer happiness? Use these insights and invest in better customer experience and more engagement with your business.

1. Show customers your expertise (Allie Janoch, CEO Mapistry)

To establish yourself as a thought leader and a trustworthy resource, pick a niche and make sure you’re the only source of information people can consult about certain topics. You should give customers tactical advice and solve real, tangible problems - even if you don’t sell ready-made solutions.  

Example: Nike is first and foremost a sports brand. They’re also aware of the environmental impact of all the available materials their designer could use and they share that knowledge in an app for designers. This fits with their identity and establishes their brand as a thought leader and innovator in sportswear.

Whatever you’re offering, you should understand your customer’s day-to-day problems and put all your effort in solving them.

  • Educate your audience with content: share your expertise with a large audience with content such as webinars, emails and blogs.
  • Get to know your customers at events: when hosting a conference or event, take time for Q&A. This is your moment to show your attendees you know what you’re talking about and you know them better than anyone else. People need to trust you and your expertise.

Build a trustworthy brand that people see as a source of information and support your customers with your vast knowledge.

2. Build on customer empathy (Tom Klein, CMO MailChimp) 

Show your customers you’re human. To establish an emotional connection with your audience, tell them a story, but be humble and creative about it. Tell them about your failures, instead of your success. Your story should highlight you make mistakes too, but also show how you fix them.

Focus on the emotional aspect when talking about the benefit of your offer. Of course, your product or service is useful too, but what’s more important is that people understand which positive effects it will have on their lives, like saving time, building their career or feeling better about themselves. Invest in customer empathy to build a much stronger brand instead of one that’s solely build on functionality.

3. Create stuff your customers need (Des Traynor, co-founder Intercom)

To increase your company’s longevity, create products or services that are feasible, viable and desirable. You shouldn’t solve small and rare problems, because your target audience won’t be big enough - meaning they won’t provide enough business revenue.

Also, if you want to create a real need for your offer, you should know where to start and stop in the user journey. Which needs do people have and when should your product or service solve it? Similarly, when do you want it to end? For instance, there might be market leaders you don’t intend to fight or taking next steps are just too complicated. Whatever you do, you should only create stuff your target audience really needs.

4. Use email to drive growth and engagement (Scott Heimes, CMO Sendgrid)

Email marketing is one of the most important marketing tactics and in the upcoming years, it looks like that’s not going to change. That’s why you should invest in really good emails. If your customers like them, those emails keep them engaged. On top of that, it’s an easy way to reach a large audience at a low cost.

Focus especially on design, copy and contextualisation.


  • Think of a main call-to-action and the structure of your email before you start writing copy
  • Reinforce your brand using similar colours and images. Make sure your logo is the first thing people see in your email. 


  • Keep it short: three words win out.

  • Use your preheader or preview text to your advantage. A lot of email clients such as Gmail or Outlook display it in your customers’ inbox, and together with your headline, it’s often what stands between deleting or opening an email.


  • Remember the purpose of your email (event invite, survey request, repeat purchase fostering, … ) and make that very clear. You can only use one call-to-action.
  • Be hyper personal. Send emails that are timely, relevant and regional to increase open rates. There’s even more: use triggered emails based on prior actions taken by the recipients to ensure hyper personalisation. For instance, if someone visited a certain product page, send them recommendations related to that product.

Think about your email strategy. How are you going to stand out from the crowd? If you start crafting great emails, you’ll drastically increase your chances on driving growth and engagement.

5. Think about “the first mile” (Scott Belsky, Chief Product Officer Adobe)

“The first mile” consists of the first interactions leads or customers have with your product or service: first impressions are everything. Unfortunately, the first mile of a product is often neglected over time, despite becoming more important as your business matures. Instead, this first experience should constantly get better and must consistently change, because it will define if customers will continue to do business with you. In the first mile, the following three things should already be crystal clear to customers:

  • Why they’re there (the reason why they chose your product or service in the first place)
  • What they can accomplish with your product or service (which need will you help solve?)
  • What to do next (what can people do with your product or service after the initial encounter?)

The best way to make these things clear is not by showing them how, but just by doing, for example through offering ready-made templates. This gets your customers on the path to success, even if they’re not fully educated on your offer yet.

Teamleader at SaaStr

As a Software-as-a-Service company, we really couldn't stay away from the biggest SaaS event on the planet. New to our company? Then check out our Product Tour page to find out what Teamleader is all about.

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