One thing I find very fascinating is that for a lot of startups there seems to be an almost inverse relationship between the energy put into acquiring and onboarding customers versus the energy put into keeping them as happy customers for the long term.
Of course most startups do customer satisfaction surveys, NPS scores etc, but how often do you actually reach out to some of your customers to engage in a real conversation about how it’s going, how they use your product and what challenges they are experiencing?
The challenge tends to become more complex the more you’re driven by SaaS-metrics like MRR and ARR. Yes, it is vital that you understand these, but what difference will it make, if in essence you have very little understanding of what is going on behind the scenes, in the heads and minds of your customers?
One of many reasons that Amazon has become so extremely successful over the years is that they have always been extremely customer obsessed. They have always been looking towards understanding the customer, the journey and experience better and better in order to develop their many offerings.
And they have been remarkably successful to say the least.
You will most probably not be the next Amazon, but that doesn’t mean you shouldn’t steal a page our of their playbook and become totally customer obsessed.
Lesson one in that course is to start treating an existing customer and the relationship you have and want to expand with that one over time with the same amount of energy, you put into acquiring new customers.