For fast-growing SaaS companies, it is easy to focus on new customers. When someone makes a purchase, it means the value of your product is resonating and your marketing and sales efforts are driving conversions.
But as much as new customers are rewarding, it is equally important to take care of existing customers. While it is easy to assume they will remain happy and loyal, it is a serious mistake to take customers for granted. In a competitive world, there are too many alternatives for customers who start to have doubts about their current provider.
The financial importance of existing customers is why companies need to make an investment in a customer success platform, a powerful tool that drives trial conversions, retention, loyalty and more product sales.
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