SaaS Customer Support Outsourcing: Common Pitfalls To Avoid
Most of article on how to outsource customer support provide generic, beginner-level advice that would be very obvious to the people searching for outsourcing. But after years of experience with our clients, we know that the things that offer are ignored is what NOT to do for successful SaaS customer support outsourcing.
So we wanted to provide a more detailed article with specifics mistakes to avoid, based on our customers’ case studies and internal expertise. (We already have the detailed step-by-step guide on how to outsource customer support if you need that).
Aside: If you're actually looking for a customer support outsourcing—i.e., including building a sustainable support ecosystem, swift tracking and solving of any customer tickets, comprehensive data analytics, and beyond—rather than just closing customer tickets, learn more about how EverHelp can help during a free consultation call).
Not investing resources into high-quality integration
Businesses often make the mistake of seeing outsourced customer support as a "set it and forget it" solution. Although it’s tempting to focus on other matters, neglecting to properly onboard the vendor, this is very risky.
The outsourced team initially lacks understanding of your customers, products, and support principles. Without proper onboarding, they may struggle to deliver the expected level of service.
However, by properly onboarding the vendor, you can create a strong partnership and empower them to become true ambassadors of your product, ultimately enhancing the customer loyalty.
✅ What to do instead:
1. Work actively to make the outsourced team passionate about your product:
2. Invest time in the integration period
3. Educate the vendor about your product, customers, and support expectations
4. Provide maximum access to all relevant information and resources, such as knowledge base and product demo (this could also involve success stories, and highlighting the impact your product has on its users)
Not informing in advance about product updates
While product plans are often confidential, neglecting to communicate scaling and new feature releases with the support team can lead to major problems. Consider a scenario where support handles 700 tickets monthly, unaware of an upcoming scaling that triples inquiries to 3,000. The unprepared team is then swamped by a significant backlog, compromising service quality and customer satisfaction.
Another common pitfall occurs when customers bombard the support team with questions about new features or products they haven't been informed about. As the frontline representing your product, the support team's lack of knowledge significantly damages its reputation.
✅ What to do instead: To avoid these issues, prioritize clear and timely communication with your support team. Inform them about upcoming scaling, product updates, and new features well in advance (at least 3 weeks before). Ensure the support team understand all the technical details. This ensures they are prepared to handle increased workload and can effectively answer customer inquiries.
No sufficient access to customer data
Product teams face a continual tug-of-war between data security and support efficiency. While limiting access to databases and customer information is crucial for security, it can significantly hinder the support team's ability to assist customers effectively.
✅ What to do instead:
1. Granting Limited Access: Instead of completely blocking access, consider providing limited access to specific information fields within the databases. This can be tailored to the specific needs of the support team, ensuring they have sufficient information to troubleshoot issues while minimizing security risks.
2. Empowering Second-Line Support: For complex requests requiring deeper access, a dedicated second-line support team can be established. This team would possess the necessary privileges to access sensitive data, allowing them to resolve intricate issues efficiently while keeping the first-line team streamlined for basic support.
Limited understanding of SaaS customer journey
Without knowledge of the customer journey, outsourced agents lack the context needed to understand what customers are going through, what their expectations are, and how to effectively address their concerns. This can lead to frustration and dissatisfaction for the customer.
✅ What to do instead:
1. Develop detailed training materials: Create comprehensive training materials that map the entire SaaS customer journey, including awareness stage, consideration stage, decision & onboarding, activation & engagement.
2. Organize interactive training sessions: Organize sessions where agents can learn through role-playing, case studies, and simulations that reflect real-life customer scenarios.
Delying negative feedback
While the initial stages of collaboration with an outsourced support team necessitate some understanding of their standards and perspectives, delaying negative feedback can ultimately hinder progress. Remember, synchronization is key for them to meet your expectations and deliver results you're satisfied with.
The support team will appreciate your proactive feedback and guidance on improvement areas. They may even suggest adjustments that address your concerns directly.
✅ What to do instead: Maintain open lines of communication for regular feedback and updates. This helps in adjusting strategies, addressing any gaps in support, and reinforcing successful practices. Don't hesitate to voice your concerns, even if you haven't pinpointed the exact issue. Phrases like "Something feels off, but I'm not sure what" are perfectly acceptable.
Unclear expectations and KPIs
Companies new to outsourcing may not be aware of the importance of setting clear expectations and tracking performance. As a result, they neglect to clearly outline expectations and monitor performance with their outsourced support team. While understandable due to initial trust or a desire for a quick, hands-off solution, this approach can lead to misalignment and subpar customer service.
Just like in romantic relationships, we might assume the hired team understands the needs and can deliver without explicit understanding of what we want. But it doen’t work like this.
✅ What to do instead:
Implement relevant metrics and Key Performance Indicators (KPIs) to track the outsourced team's effectiveness. These might include: Customer Satisfaction Score (CSAT), First Contact Resolution (FCR) rate, Average Handling Time (AHT) Ticket Backlog, etc. By regularly reviewing these metrics, you can gain valuable insights, identify areas for improvement for the outsourced team, and make data-driven decisions about optimizing the support strategy.
No dedicated SaaS customer success manager
Businesses sometimes overlook the need for a dedicated SaaS Customer Success Manager (CSM) when outsourcing customer support. While cost savings might be tempting, this approach can have unintended consequences.
✅ What to do instead: Investing in a dedicated CSM, whether through negotiation with the outsourced provider, internal staff training, or technology solutions, can bridge the gap between basic support and strategic customer success. This ultimately leads to deeper customer relationships, maximized value, and enhanced growth opportunities in the long run.
Not realistic SaaS customer support costs
While cost reduction is a potential benefit of outsourcing, prioritizing it over quality can backfire.
Businesses often underestimate or fail to fully consider the long-term cost implications of providing excellent SaaS customer support. This can lead to setting unrealistic expectations for customer support outsourcing, potentially impacting your customer service and overall business strategy. Also, it’s a common mistake when businesses overlook additional expenses like tools, technology integrations, and potential outsourcing costs when calculating overall support costs.
✅ What to do instead:
1. Choose a provider based on their ability to deliver a positive customer experience, not just the lowest price.
2. Conduct thorough and accurate cost analysis: Factor in all aspects of support operations, including staffing, training, tools, technology, and potential fluctuations due to growth.
3. Plan for scalability: Establish budgets that account for future growth and potential additional needs.
Treating support team like a vendor rather than a partner
Treating support team as a mere service provider ignores their potential as valuable partners. It can discourage them from taking ownership of their work and going the extra mile. This can lead to a lack of engagement, resulting in a lower quality of service and decreased customer satisfaction.
✅ What to do instead:
1. Include the support team in product discussions and strategy planning
2. Encourage open communication and feedback exchange
3. Recognize and reward their contributions ( it significantly boost morale and motivation)
4. Share goals and expectations
Remember, viewing the support team as partners fosters a win-win situation, leading to a stronger team, improved customer service, and ultimately, increased business success.
One final thing to know about outsourcing customer support for SaaS companies
Building a sustainable support ecosystem and delivering exceptional customer experiences requires an ongoing, collaborative effort.
That's where EverHelp comes in. We offer a comprehensive approach to SaaS customer support outsourcing, going beyond just closing tickets. We:
- Empower your team: We provide extensive training and ongoing support to ensure your outsourced team becomes true product ambassadors.
- Prioritize seamless integration: We work closely with you to integrate seamlessly, ensuring smooth information flow and optimal performance.
- Embrace data-driven decision making: We utilize advanced analytics to identify areas for improvement and optimize your support strategy.
- Dedicate expertise: We provide a dedicated SaaS Customer Success Manager, ensuring your needs are met and your goals are exceeded.
Ready to experience the EverHelp difference? Contact us today for a free consultation and discover how we can elevate your customer support and drive your business growth.
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