In the today’s world of SaaS products, it’s more important than ever to deliver a product and service that is meeting customer needs. Subscription based products and services require us to win our customers over and over again, monthly by month, or year by year. If we fail to deliver what our customers need, they can move on to a competitor. Keep in mind, it’s much easier to retain customers than it is to acquire new ones.

Meeting customer needs

With this in mind, here are some tips for meeting customer needs, so that you can retain more customers.

Meeting Customer Needs

We must understand our customers’ needs before we can work to meet them. Once we understand our customers’ needs, delivering solutions that meet their needs takes a lot of effort, empathy, and creative thinking. In this blog we’re going to look at ways you can understand and meet customer needs.

Identifying Customer Needs

First, you need to get an understanding of customer needs. To do this, you must always have an ear to the customer. You need to work to get to know the customer.

Make time to meet with and talk to customers on a regular basis. Jump into the support queue once in a while and interact with your customers there. These conversations will uncover a ton of insights (feature requests, common pain-points). In addition to customer conversations, monitor social media. What are people saying about your product or organization on the web?

Surveys are great ways to ask questions in a systematic way. Embed surveys strategically in key areas of your app. For example, if your product is subscription based, prompt the user to answer a few questions before they cancel their subscription. A few simple questions can provide a lot of valuable data over time, which can help influence changes further down the road.

Conduct user testing to get a microscopic view of customer needs. User testing is a great way to validate feature ideas, and make sure you hit the mark for your customers.

Finally, attend conferences and meet-ups to get face-time with your customers. This is a great way to get one-on-one time with customers outside of a conference call or stuffy meeting room.

Distribute The Learnings & Take Action

As you gain an understanding of your customer needs, you need to disperse this information amongst your team. If you use a team chat tool, create a feedback room where you can drop in insights, or automatically pipe in survey responses. Run regular reports from your customer facing teams and use this qualitative and quantitative data to influence your roadmap.

Setting Expectations With Customers

Understanding customer needs is an on-going practice. It never ends, because customers needs constantly change. As you gain an understanding of customer needs, it’s important to set expectation with your customers. Setting expectations with your customers will help build trust, and your customer need to be able to trust you. If your customers don’t trust you, they’ll find someone else they can trust.

Communicate clearly with your customers no matter what the circumstance is. Through emails, in-app messages, blogs, support tickets. Follow up on feature requests, communicate quickly when things go wrong, and don’t give any empty promises. It’s impossible to meet every customers’ needs – just be open and honest.


Our customers are our business. The trick to meeting customer needs is figuring out how to make the biggest impact. Hitting the mark for the majority of your customers will have positive results. By understanding your customers needs, sharing the learnings & taking action, and setting expectations, you’ll maintain trust with your customers.