Earning and keeping customers is one of the most important goals of any organization, and one of the most difficult.

The probability of converting a new prospect is just 5–20% percent, while the probability of growing an existing customer is only 60–70% (Marketing Metrics). Compounding this, 80% of a company’s future profits come from 20% of their existing customers (Gartner).

Outstanding Customer Experiences Involve Everyone At Your Organization

Stellar businesses invest time and effort defining and optimizing a customer’s journey, from awareness, consideration, purchasing, and onboarding, through retention. Each stage should enhance the customer’s experience and create a lasting relationship with you.

To optimize the customer journey at each step, teams are increasingly turning to cloud and SaaS applications. But, while helping to improve productivity and communication within a single team, these tools inadvertently create silos as different parts of the organization—marketing, sales, support, product development, etc.—each have their own cloud and SaaS applications of choice. This creates a real problem around information-sharing and processes, causing a tangibly negative impact on an organization’s ability to deliver a world-class customer experience.

“If an organization increases their customer retention rate by just 5%, it can increase a company’s profits by 25–95%.” (Bain & Company)

The reality is that the customer experience and journey matters to the bottom line of a well-run business. Organizations that can connect internal cloud and SaaS applications across disparate teams can streamline processes and ensure success along the entire customer path. Here’s how:

4 Tips To Stop Losing Customers: Connecting Your SaaS Apps


Guarantee a Stellar Pre-Sales Experience

In most cases, the customer journey begins by visiting your website. Understanding what’s working and what’s not is key to establishing a good first impression. Is a page or form broken? Is traffic spiking on a certain page? By monitoring Google Analytics metrics with Azuqua, your marketing team can be notified real-time if your website starts experiencing traffic anomalies or response time issues via apps like Slack or HipChat. That information can be compared to other baselines and, if it deviates, stakeholders can instantly get notifications via the apps they’re already using on a daily (or hourly, or even more frequent) basis, instead of getting lost in overcrowded email inboxes.

This type of agility is key to making an amazing first impression that can drive a stellar pre-sales experience.

Respond to New Customers Faster

The first minutes or hours after a customer expresses interest are vital in the pre-sales process. Properly nurturing a customer with the correct information quickly can be the difference between closing a sale or losing it. Azuqua connects key applications and goes beyond simple data sync to provide a process that enables you to build triggers. For example, if a potential customer signs up for a demo or webinar (recorded in a tool such as Marketo), a flow can be created that automatically contacts the right salesperson in Salesforce (or Oracle, Hubspot, etc.). Sales can then engage while the customer’s attention is already focused on the brand.

Seamlessly Onboard Customers

Once a customer has purchased, it’s critical that they be brought up to speed quickly with a seamless handoff from the sales team to the customer success team. Typically, there’s a series of tasks that need to be orchestrated to accomplish this, and Azuqua can serve as the trigger to get those pieces moving.

For example, if the record is updated or closed in Salesforce, it can trigger actions in Wrike or other project management applications, or even in an issue-tracking app like JIRA if further custom work is required for deployment. Once the immediate tasks are in process, other teams can be notified of the success in Slack, Zendesk, or related applications.

Retaining & Keeping Customers Happy After Purchase

Once up to speed, how do you ensure long-term customer success and retention? Does your organization take your customers for granted, or do you act swiftly at the first sign of trouble? With Azuqua, whether you use Zendesk, ServiceNow, or other customer success applications, you can streamline direct communications via SMS in a telephony services like Twilio.

Keeping Customers with Azuqua

These are just a few examples of how Azuqua can help you craft a great customer experience tailored to your customer’s journey and your business.

Ultimately, it all comes down to your organization being able to integrate your SaaS applications to create a dynamic workflow and processes. No one makes this easier than Azuqua.

Hundreds of the world’s smartest companies trust Azuqua to connect their key cloud applications, including GE, Dun & Bradstreet, P&G, Charles Schwab, and more. To learn more and see what’s possible, head over to schedule a demo.