Customer experience is more than a fast response time.

We can’t count all the times when companies were so closed off that the only reason to call them was fixing an issue. There was no personality, and there was no experience.

There are just the product and not much else that would make us feel like we’re a part of something bigger.

Fortunately, a lot of SaaS companies today have pivoted. They give more: from ordering pizza for their hungry customers while resolving their issues, to simply being a delight to hear from.

Because a good product is not enough to make your customers want to stay.

For that, you need a meaningful customer experience.

And here are the 7 SaaS companies leading by example.

1. Buffer Excels at Customer Experience


Buffer provides its customers with an all-around great experience. Aside from the founder’s transparent method with its employees and customers, Buffer understands the value of top-notch experience keeps its customer base sticking around.

Additional Value as the Key to Customer Experience

When their customers have questions or complaints, Buffer’s got customer advocates ready to listen, resolve the problem, and offer additional advice.

Yes, this takes time, but it also gives Buffer the much-needed insight into how customers are using their product. If they notice a lot of similar complaints coming in, they’ll change it.

A major part of this approach is Buffer’s values. Buffer doesn’t treat their customer advocates as second-class employees. This is why it’s no coincidence that Buffer customer advocates’ responses have been known to leave customers feeling fuzzy and warm (and switch to Buffer from competing products).

There’s no lack of personality in communication, either, because people love feeling connected to brands on a personal level.

After all, they’re communicating with real people about real problems. Cookie-cutter responses just aren’t going to… well, cut it.

Omnichannel Support

Sometimes we just can’t be forced to type out an email to customer support. Buffer gets that, so they resolve customer problems through Twitter, as well.

And they’ve also been known to engage in small talk with their users on social media, offering advice and memes.

Customer Experience Takeaways:

  • Give your customer support representatives the time they need to dive into a client’s problem and consult them in depth (instead of just fixing it).
  • Use customer insight to adjust your product.
  • Templates are useful but don’t forget about personality in communication.
  • Be where your customers need you to be.

2. DoubleDutch’s Customer Success Process


DoubleDutch help their customers plan and organize events with an app. However, each app is customized to fit individual clients’ needs.

This is a lot of work, but it doesn’t seem like it.


Because DoubleDutch has an extensive and very successful onboarding process.

Learn More to Serve Better

The DoubleDutch team shows they’re genuinely interested in helping their customers get the most out of the event planning app they’ve ordered.

This starts with the discovery call and continues by sending valuable resources on using the app.

This way, customers don’t have to go through the basics with representatives who’ll soon get in touch with them. Instead, they can focus their questions on using the advanced capabilities of the app and making the most out of their DoubleDutch experience.

Going the Extra Mile

DoubleDutch could call it quits after they’ve produced the app, but they don’t.

Their goal is helping their customers succeed, which is why they have (sometimes multiple) strategy calls with their clients.

Finally, since this is an event app which may be used only occasionally by their customers, DoubleDutch makes sure to retain their clients by providing them with resources on marketing in general.

So when they’re ready to launch another event, DoubleDutch will be waiting for them.

Customer Experience Takeaways:

  • Onboard right by learning what each customer needs out of your product.
  • Turn your customers into pros at using your product by educating them.
  • Follow-up (always).

3. HubSpot’s No Pressure Approach to Customer Experience


HubSpot software is good – but the customer experience they’re offering is even better.

No customer is pressured into subscribing to a paid plan. They can stay on freemium for as long as they’d like (even though there are limits) while receiving great customer support all the while.

However, the additional resources are what makes HubSpot take the cake.

More Value = Less Customer Experience Problems

From tutorials, courses, and articles, to relevant research, customers and other individuals alike can improve their businesses.

All of this shows how invested they are in helping their clients run their businesses. Their software is just 1% of their offer; the experience is the other 99%.

If agencies using their software want to get HubSpot certified in a variety of areas, they can also get listed on HubSpot’s Certified Agencies page.

So not only are they offering knowledge, but they’re also offering a promotion to their customers!

They believe in what they’re laying down, and their clients are certainly picking it up.

Customer Experience Takeaways:

  • Don’t pressure into paid plans with stingy limits; pressure with the idea of even bigger success.
  • Educate your customers beyond your product.
  • Go the extra mile to show you believe in your customers.

4. Lua Thinks about the Details


Lua is an instant messaging SaaS for healthcare providers.

While using third-party tools for sensitive information means untangling a lot of complications related to HIPAA, Lua makes it easy.

And then they take it a step further by providing their customers with an all-around great experience.

They help managers tell their employees to use the app, create customized materials like PDFs and webinars, and keep in touch to see how they can help their clients.

In short: they think about all the little details of onboarding a lot of people to a new app from the perspective of the manager responsible for this change.

Getting Their Hands Dirty

There are always barriers to adoption, but the Lua team cooperate with project managers in charge of the implementation and tailor their process to every individual team.

Customer Experience Takeaways:

  • Think about the little details and how you can make them easier for your customers.
  • Cooperate with big teams implementing your product.
  • Think about how you can create processes and supporting materials to help increase company adoption of your product.

5. Tease & Please like Vero


Sometimes we catch ourselves looking at pretty emails like AirBnB’s. They’re personalized, visually flawless, and totally out of our league.

Wait, sorry, this isn’t a rom-com. At least it’s not with Vero, an email marketing SaaS.

They make personalization and great customer experience look so easy.

Fueling Ambition with Content

Vero uses content to make its customers strive from more.

First, they show customers how to recreate successful email personalization efforts like AirBnB’s with the help of their platform.

Then, they follow up with numerous how-to guides. Not all of their users are great at tech, but that doesn’t mean they should be losing out on profits.

So in an era when we’re increasingly told that the key to SaaS growth is personalization, Vero’s one of the rare companies helping us do it.

Even if we don’t know the first thing about triggers and integrations.

Customer Experience Takeaways:

  • Inspire your customers.
  • Help your customers create what big brands have created (provide step-by-step tutorials).
  • We live in a world where it’s all about personalization.

6. WalkMe ‘Round ‘Round, Baby Right Round.


When we think about having to up-end our entire system to install new software, we want to run away to Mexico and change our names.

WalkMe, a SaaS that helps businesses improve digital adoption, makes things a lot easier.

Barriers to Adoption

Restructuring workflows usually require extensive training and quite a few obstacles to overcome before getting the promised results.

Things don’t work that way with WalkMe. They’re tutors, guides, and friends to their customers.

After all, there’s nothing like helping our customers succeed with our product and our people.

Among other customer experience projects, they also create events where their clients can network and share their tips, as well as success stories.

They’re even doing something for their partners. Every WalkMe partner gets training and a personal coach to help them set the right foundations for success.

Customer Experience Takeaways:

  • Connect your customers with one another.
  • Understand the individual needs of your customers and adjust the process.
  • How can you ‘coach’ your customers to more success with your product?

7. Calendly taking Customer Happiness to a Whole new level


Sales are at the heart of every business.

And increasing them is sometimes as simple as having a reliable partner for booking appointments.

That’s exactly why Calendly calls their customer experience team the Customer Happiness Team.

The Brand Image

The first step to providing the customers with a great experience is the image of your brand. Calendly seems approachable to most people, and it’s not a coincidence.

They use language their customers can identify with, communicate casually on Twitter, and even interview their team members on favorite jokes.

After all, there’s no better way to reach your goals than with a little help from humor.

Understanding the Prospects’ Needs

The customer experience starts before they’ve turned into customers.

The Calendly team never skip the discovery call meeting to learn more about their prospects’ goals and decide if their product is the right fit.

Sometimes, as their sales manager admits herself, the timing is wrong.

But the down-to-earth approach makes for a great introduction to the experience that awaits.

Soon enough, every objection fades and customers dive straight in.

Customer Experience Takeaways:

  • Draw in prospects with the promise of a great experience.
  • Find the right tone that makes your customers want to have as many conversations with you as possible.
  • Discovery calls are no joke.

Wrapping Up

This article touches on all the elements of good customer experience. One that consumers have come to expect in today’s online world. It’s important to think through what customer success looks like for your brand or product.

Every SaaS product or service is unique. From your brand tone, your product offering, your target customer, etc. Take these examples as inspiration to create something unique for your customers.

Doing so puts the focus on retention vs. acquisition. So instead of chasing customers you don’t have, focus on your existing ones.