How to Turn New SaaS Customers into Lifelong Advocates?

Software as a Service (SaaS) companies are constantly striving to attract new customers. However, customer acquisition is only one part of puzzle. real goal is to turn these new customers into lifelong advocates who not only continue to use your product but also recommend it to others. In this article, we'll explore some tips and strategies for turning new SaaS customers into lifelong advocates.

What is Lifelong Advocates?

"Lifelong Advocates" refers to individuals or customers who are deeply loyal and passionate about a particular brand or company, and continue to advocate for it throughout their lifetime. These advocates are not just one-time customers or occasional supporters, but rather long-term, committed fans who consistently promote the brand, its products or services, and its values to others.

Here we have discussed 5 well know strategies to convert SaaS customers into lifelong advocates:

1. Provide Exceptional Onboarding Experience

Providing an exceptional onboarding experience is critical for turning new SaaS customers into lifelong advocates. onboarding process is your chance to make a great first impression and set tone for rest of customer journey. Here are some tips for creating an exceptional onboarding experience:

Keep it Simple

The onboarding process should be easy to understand and navigate. Avoid overwhelming new customers with too much information or too many options .Keep it simple and focused on essential features that will help customers achieve their goals

Show Value

Customers need to understand value of your product and how it can help them achieve their goals. Use onboarding process to showcase most important features and demonstrate how they can help customers get most out of your product.

Provide Guidance

Provide clear guidance and instructions throughout onboarding process. Use visual aids like videos or screenshots to help customers understand how to use your product.

Personalize Experience

Personalization is key to creating a great onboarding experience. Tailor onboarding process to specific needs and preferences of each customer. For example, you could offer different onboarding paths based on customer's industry or job role

Follow up

Follow up with customers after onboarding process to ensure that they are getting value from your product. Use this opportunity to ask for feedback and address any concerns or issues.

By providing an exceptional onboarding experience, you can set stage for a long and successful relationship with your customers.

For example, Slack's onboarding process is designed to get new users set up in less than five minutes. process includes a short video tutorial and a guided tour of platform's key features.

2. Offer Excellent Customer Support

Offering excellent customer support is crucial for turning new SaaS customers into lifelong advocates. Customers want to know that they can rely on yourcompany for help when they need it, and providing top-notch support can help build trust and loyalty. Here are some tips for offering excellent customer support:

Be Responsive

Respond to customer inquiries and support requests promptly. Aim to reply to all inquiries within 24 hours, if not sooner. If a customer has a pressing issue, prioritize their request and try to resolve it as quickly as possible.

Be Empathetic

Show empathy and understanding when communicating with customers. Acknowledge their concerns and frustrations and offer genuine support and solutions. A little empathy can go a long way in building trust and loyalty

Offer Multiple Channels

Provide multiple channels for customers to reach out for support, such as email, phone, live chat, and social media. This allows customers to choose channel that works best for them.

Provide Resources

Offer a comprehensive knowledge base or FAQ section on your website to help customers find answers to common questions. This can save them time and reduce need for them to contact customer support.

Continuously Improve

Use customer feedback to continuously improve your support processes and resources. Ask for feedback after each interaction and use this information to make improvements that will benefit all customers.

By offering excellent customer support, you can help customers feel confident in using your product and build a long-term relationship with them.

For example, Intercom offers 24/7 support through live chat, email, and phone. They also provide a comprehensive knowledge base that customers can access to find answers to common questions.

3. Personalize Your Communications

Personalizing your communications with customers is a powerful way to turn new SaaS customers into lifelong advocates. Personalization helps customers feel valued and understood, and it can make a big difference in building trust and loyalty. Here are some tips for personalizing your communications:

Use Customer Data

Use customer data to personalize your communications. For example, you could use their name, location, or purchase history to tailor your messages to their specific needs and interests.

Segment Your Audience

Segment your audience into smaller groups based on demographics, behavior, or interests. This allows you to send targeted messages that are more relevant and engaging for each group.

Use Personalized Recommendations

Use data and machine learning to make personalized recommendations based on customer behavior. For example, you could recommend new features or products based on their usage history

Customize Your Messaging

Customize your messaging to match the customer's stage in the customer journey. For example, you could send a welcome email to new customers, or a loyalty reward to long-term customers.

Show Appreciation

Show customers that you appreciate their business by sending personalized thank-you messages, birthday greetings, or special offers.

Personalizing your communications with customers can help build strong relationships and turn them into lifelong advocates.

For example, Netflix uses personalized recommendations to suggest new content to users based on their viewing history. This helps to keep customers engaged and coming back for more.

4. Reward Loyalty

Rewarding loyalty is a powerful way to turn new SaaS customers into lifelong advocates. By rewarding loyal customers, you show them that you value their business and appreciate their support. Here are some tips for rewarding loyalty:

Offer Discounts or Rewards

Offer loyal customers discounts, free upgrades, or other rewards for their continued business. For example, you could offer a discount on an annual subscription for customers who have been with you for a year or more.

Create a Loyalty Program

Create a loyalty program that rewards customers for their ongoing support. This could include points that can be redeemed for rewards, exclusive access to new features, or special promotions.

Provide Early Access

Give loyal customers early access to new features or products before they are released to general public. This can make them feel valued and provide a sense of exclusivity

Recognize Achievements

Recognize customers for their achievements and milestones. For example, you could send a personalized message congratulating them on their one-year anniversary with your company.

Ask for Feedback

Ask loyal customers for feedback on how you can improve your product or service. This shows that you value their opinion and are committed to providing best possible experience for them.

By rewarding loyalty, you can show customers that you value their ongoing support and are committed to their success.

For example, Dropbox rewards customers with extra storage space for referring new users. This not only helps to attract new customers but also rewards existing customers for their loyalty.

5. Continuously Improve Your Product

Finally, it's important to continuously improve your product to meet evolving needs of your customers. By listening to customer feedback and making improvements, you can create a product that customers love and are more likely to recommend to others.

For example, Airbnb regularly updates its platform based on customer feedback. They use customer reviews to identify areas for improvement and make changes that enhance user experience.


In conclusion, turning new SaaS customers into lifelong advocates requires a combination of great onboarding, excellent customer support, personalized communications, loyalty programs, and continuous product improvement. By following these tips and strategies, you can create a customer experience that keeps customers coming back for more and turns them into lifelong advocates.

Updated on: 09-May-2023


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