Cool news! "We're so proud of this prestigious award. It validates that there's a need for a more elegant customer support platform that provides the best modern technology has to offer end users, agents and supervisors." -Anand Janefalkar, CEO, UJET

Not just when you’re developing or marketing a product, but through every stage of the customer lifecycle. It sounds simple — but it’s not easy: talking with your customers through every stage of the customer lifecycle. There’s been a lot said about the value of talking to your customers before you build the product to ensure market fit, but very little said about continuing the conversation past marketing and past the sale. Why do I know talking with your customer is *the* very best predictor of, and contributor to, SaaS business growth? Because creating a constant flow of customer feedback, input, and conversation makes Customer Experience (CX) better. Multiple studies show that CX leads to revenue growth. CX also drives brand advocacy (aka. word of mouth), creating a virtual sales army, which leads to: Decreased cost-to-acquire. “Customers with the best past experiences spend 140% more than those with the poorest past experiences.” — Harvard Business Review Increased customer lifetime value. “Customers with the best past experiences have a 74% chance of remaining a member for at least another year.” — Harvard Business Review Plus, qualitative customer research leads to making data-informed decisions that streamline product management, ensure customer success, and make marketing and sales far more efficient. In short, as Laura Klein, author, VP of product, and co-founder of Users Know says, “User research saves time. Period. When you actually understand what your user needs before you build things, you have a much lower chance of having to go back and rebuild everything after shipping something that nobody uses.”

Value-based pricing - one of SaaS’s most favorite (and sustainable) pricing schools of thought. Conventional wisdom says that if you tie the price you charge for your product to a value metric that aligns with your product, then you're set for success. However, can any value metric that aligns with your value give you a healthy revenue model? Or do the revolutionary revenue models of Michelin, Google, et al. possess something more? How does this play out in SaaS pricing? If the core value of your SaaS is intangible (like better team collaboration, increased productivity, etc.) how do you tie back your pricing to that value? This post aims to answer all these questions and more.