The Value Of Immediacy In Customer Response Time

Oct 12, 2022 | productivity

Our instant-gratification world of technology has created a huge hurdle for brands: the need for immediacy. And one area this is very apparent is in expected customer response time.

Customers generally expect a response within 30 minutes of contacting a brand.

Depending on the size of your brand and audience, this can be a daunting task. Whether you’re a SaaS startup, SMB, or enterprise, it’s time to prioritize customer response time, communication, and the customer experience.

SaaS customers want to hear from you—now

Before the iPhone era, brands could get away with releasing bullet point features about their software. However, today it’s about building a relationship with your customer based on value and transparency. And a fast response time won’t hurt you, either.

The problem is that SaaS brands aren’t prioritizing quick replies. Whether you’re too small to provide an immediate answer or feel you’re putting out other fires, brands don’t view response speed as an important KPI.

But if you want to be relevant to your software customers, it’s time to embrace immediacy in your communication, from the first marketing message to closing the deal.

Immediate communication in customer response time has three benefits for SaaS companies.

1. Meeting customer expectations

Customers expect to hear back from you within half an hour. Whether that’s fair to you or not isn’t their concern. What matters is that, if you don’t live up to their expectations, they’re going elsewhere—and often to a competitor.

Immediacy means you’re able to meet customer expectations by giving them the information they want, and quickly.

2. Minimizing your workload

If you fail to reply to a customer within 30 minutes, it takes them just one hour before they’ll try reaching you in a different way. That means you’re receiving duplicate messages and expending more resources to answer them.

By embracing immediacy, you’re able to streamline the communication process for your team, saving time, money, and sanity.

3. Growing your business

When you quickly answer a customer’s query, they’re much more likely to continue their SaaS subscription because you’ve met their expectations. This alone will build brand loyalty, increasing your LTV per customer.

The Bottom Line

Communication and care are the future of marketing. It’s time to take the guesswork out of growing your SaaS business. Embrace processes and tools that make immediate communication a reality, whether you’re a startup or a legacy enterprise. Invest in your customer relationships with immediate action and they’ll invest in you.

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