May 23, 2022

Transparency in the SaaS space: A Major Factor in Customer Experience

SaaS applications can streamline operations and CX team workflow; transparency across platforms helps you understand how. 

Why is Transparency in the SaaS Space Important?

An Opportunity for Excellent Customer Experiences 

Thanks to the Cloud, which makes software development easier than ever, we’ve seen the Software as a Service (SaaS) space has grown exponentially over the last couple of years. This has proved revolutionary for many companies, who now have a specialist SaaS application for every function of their customer journey. Using a combination of SaaS platforms, the customer experience can be accelerated, streamlined, and optimized. This also presents multiple opportunities to modify your operations. But it’s crucial for the continual development of the customer experience that you understand where and why these changes are occurring. 

Let’s say you’ve updated three SaaS applications in the last month. Since then, your Average Handling Times (AHTs) have decreased, which in turn, has improved your Customer Satisfaction Rating (CSR). This is a brilliant result for you and your company – one you want to recreate – but do you know what exactly made the difference? It could have been any one of those three apps, or maybe a specific combination of two of them. It might even be the case that you can improve your AHTs further if you stopped using the other one, but without total transparency across all your SaaS applications, you won’t know. 

The customer experience may have improved, but if you don’t understand how or why, you won’t be able to replicate or improve upon it. True transparency is required to take your customer experience to the next level. 

A More Accurate Understanding of Reporting and Potential Issues

The more SaaS applications your agents use as part of your CX workflow, the higher the chances are that a problem will occur. Research shows that customer operations leaders in large organizations rely on an average of 175 different SaaS applications to manage their workflows remotely – which means there’s 175 opportunities for something to go wrong. 

Transparency across your SaaS applications allows you to identify where the issue is before it becomes critical. For example, if you have a broken link in your knowledge base, agents will have to take a longer route to get to the information they need. But with greater transparency, this broken link can be reported and mended more quickly, saving you on valuable time and money. It may sound like a small issue, but actually, ten agents losing twenty seconds of productive time three times a day adds up to a loss of hundreds of hours over the course of the year. 

Make Employees Feel Valued 

The concept of online service applications (which inspired early SaaS companies) first came about in the early 1960s, but it’s only recently that companies have extended the use of these platforms to their CX and operations teams. 

One of the biggest advantages of SaaS is that it makes software accessible to anyone, anywhere, at any time, on any device. You no longer need to spend hundreds of hours or thousands of dollars developing a new software from scratch. You can simply subscribe to the application(s) you need and get started. 

It’s important to talk to your teams and train them on new processes and technology. Not only will this lead to better AHTs and happier customers, but also happier and more confident representatives. Transparency fosters trust – and when employees trust their managers, they are more likely to follow instructions and embrace new processes.

Transparency also gives your employees a degree of ownership over the change management process. Instead of being told what to do, managers sharing their insights from their SaaS application monitoring will make employees feel like they’re part of the discussion, which in turn lets them know they are valued and respected by the company. 

Demystify Change

People don’t like change, and introducing new processes and technology may cause more problems than it solves in the beginning, if your agents are resistant to or worried about the new way of doing things. This is especially true in teams made up of veteran representatives who are used to doing things a certain way. E.g., many contact centers are still operating on analog systems. When a call comes in, the agent who picks it up must manually direct the caller onto a representative who can assist them.

Younger CX managers and customer operations leaders may assume that everyone is as comfortable using new forms of technology and communication as they are. But that isn’t always the case. However, when you get your agents involved, and share the insights from across the platforms you’re using to show why you’re making these changes, that may help reassure your operatives and get them on board with your new processes. 

How Fin can help

Our Work Insights Platform reveals how agents work across SaaS applications, enabling better coaching, processes, and technology, leading to more empowered teams that delight customers. 

Book your demo today to find out how transparency across your organization’s SaaS applications can transform your workflows for greater customer and employee satisfaction, increased productivity, and better CX outcomes. 

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