We’ve been exploring the new Scaled CX paradigm, thinking about how you can scale white-glove interactions across your user base and how to use experimentation to find the best possible customer journey for each of your personas.  

Let’s ignore the automation for a second – we all definitely need a break from AI – and talk about high-impact, high-value services. You can use our simple process and examples to increase retention and unlock revenue from new sources. 

Workshop: Identifying High-Impact Services

To determine which additional services will provide the most value to your customers, it's important to start with an audit of the existing information you have about them. Assemble the same working group you would gather to revise your customer journey maps; you’ll probably want 1-2 contributors from the customer success, marketing, sales, and product teams. 

Step 1: Map the Customer Journey

If you don’t have them already, create detailed customer journey maps for every persona in your user base. Make sure to identify every touch point from awareness to evangelism. Flag where customers are experiencing the most friction and where they’re deriving the most value. 

We have an amazing customer journey mapping workshop template in the Praction platform if you need help with this part. 

Step 2: Identify Common Pain Points

Analyze the journey maps to identify common pain points across different persona segments. Look for recurring themes such as onboarding challenges, support issues, or feature requests that could be addressed with additional services (ex: I want more advanced analytics that your platform isn’t capable of).

Step 3: Prioritize Service Opportunities

Based on the identified pain points, identify potential services that could alleviate these issues. Prioritize these service opportunities by evaluating their feasibility (can we do this?), potential impact on customer satisfaction (why would we do this?), and alignment with your business goals (should we do this?). 

Step 4: Develop a Service Roadmap

Create a basic roadmap for implementing the prioritized services. This roadmap should include timelines, resource requirements, and 1-2 success metrics to assess each service. Your success metrics should explicitly tie to your broader business goals. 

Step 5: Pilot and Iterate

Start with a pilot program for one or two high-priority services. Gather feedback from customers and iterate on the service offerings to refine and improve them before a broader rollout.

Check out our basic CS experimentation guide if you don’t know how to start refining your programs. 

Value-Added Services Examples

1. Consulting and Implementation Services

One of the most effective ways to increase customer value is by offering consulting and implementation services. Customers often struggle with fully integrating new software into their existing workflows. By providing hands-on support during the onboarding process, your company can ensure a smooth transition and quicker time-to-value.

Example: Salesforce offers extensive consulting services through its Salesforce Professional Services arm, helping businesses tailor the CRM to their unique needs and achieve better outcomes faster.

Monetization: These services can be directly monetized through consulting fees, charged hourly or per project. They also tie into revenue goals by accelerating customer adoption and increasing customer lifetime value (CLV) through improved satisfaction and retention.

Implementation Ideas:

• Customized Onboarding: Offer tailored onboarding experiences that address the specific needs and workflows of each customer.
• Industry-Specific Insights: Provide consulting services that include industry-specific best practices and insights to help customers optimize their use of your software.
• Continuous Improvement: Implement a feedback loop to continuously refine and improve consulting services based on customer feedback.

2. Training and Certification Programs

Offering structured training programs can dramatically improve customer retention. By educating users on how to effectively use your software, you empower them to extract maximum value, which in turn enhances their satisfaction and loyalty. Additionally, the transferable skills gained from these programs increase the overall value proposition. When customers invest time in learning and certification, they form a deeper relationship with your company and become more committed users.

Example: HubSpot Academy provides a range of certification courses that teach users how to use HubSpot’s and also enhance their marketing and sales skills. This dual benefit makes the software indispensable to its users.

Monetization: Training programs can be monetized by charging fees for courses, certifications, and workshops. They also support revenue goals by increasing user proficiency, which leads to higher usage rates and reduced churn.

Implementation Ideas:

• Online Courses: Develop a series of online courses covering beginner to advanced levels of software usage. Include interactive elements such as quizzes and practical tasks to reinforce learning.
• Webinars: Host regular live webinars where users can ask questions and receive real-time answers from experts. Record these sessions and make them available on-demand.
• Workshops: Offer in-person or virtual workshops tailored to specific industries or use cases. These can provide deeper insights and personalized guidance.

3. Advanced Analytics and Reporting

Providing advanced analytics and reporting services can help customers understand the impact of your software on their business. This not only reinforces the value of your product but also opens opportunities for upselling and cross-selling.

Example: Tableau offers extensive analytics services that enable users to gain deeper insights into their data, thereby increasing the overall value derived from the software.

Monetization: Charge for analytics services through subscription models or as add-ons to existing plans. They directly tie into revenue goals by demonstrating the ROI of your software, encouraging renewals, and opening up additional revenue streams through upsells.

Implementation Ideas:

• Custom Reports: Create custom reports that align with customers’ key performance indicators (KPIs).
• Dashboards: Develop interactive dashboards that provide real-time data and actionable insights.
• Consulting: Offer analytics consulting services to help customers interpret data and make data-driven decisions.

4. Community and Networking Opportunities

Creating a vibrant user community can significantly enhance the customer experience. Communities provide a platform for users to share experiences, solve problems, and learn from each other.

Example: Atlassian’s community platform allows users of products like Jira and Confluence to connect, share tips, and offer support, which fosters a sense of belonging and loyalty.

Monetization: While typically a free service, strong communities increase customer loyalty and retention, driving long-term revenue. They also generate valuable user-generated content and feedback that can be used to improve the product and customer service offerings.

Implementation Ideas:

• Online Forums: Establish online forums where users can ask questions, share solutions, and discuss best practices.
• User Groups: Facilitate the formation of local or virtual user groups that can meet regularly to network and share experiences.
• Events: Host annual or bi-annual events, such as user conferences or meetups, to bring the community together and showcase new developments.

5. Co-Development and Innovation Partnerships

Engaging in co-development and innovation partnerships with customers can lead to more tailored solutions and foster a deeper relationship. This approach not only meets customers' specific needs but also positions your company as a forward-thinking and responsive partner.

Example: Microsoft’s Technology Adoption Program (TAP) involves customers early in the development process, allowing them to test new features and provide feedback, ensuring the final product better meets their needs.

Monetization: These partnerships can be monetized through co-development fees or shared revenue models. They also help achieve revenue goals by creating highly customized solutions that drive deeper customer engagement and long-term loyalty.

Implementation Ideas:

• Beta Programs: Invite select customers to participate in beta testing for new features and products.
• Feedback Loops: Establish continuous feedback loops to gather customer insights and iterate on products.
• Joint Ventures: Explore joint venture opportunities where customers can contribute to product development, ensuring it aligns closely with their business needs.

6. Strategic and Business Advisory Services

Providing strategic advisory services can help customers navigate broader business challenges and optimize their operations. This positions your company as a trusted advisor, beyond just a software provider.

Example: Oracle offers comprehensive business advisory services that help customers streamline their operations, reduce costs, and drive growth.

Monetization: Charge for advisory services through consulting fees. These services align with revenue goals by positioning your company as a key strategic partner, increasing the likelihood of long-term engagements and upsell opportunities.

Implementation Ideas:

• Business Audits: Conduct thorough audits of customers' business processes to identify areas for improvement.
• Financial Planning: Offer financial planning and budgeting services to help customers manage resources effectively.
• Strategic Consulting: Provide strategic consulting to guide customers through significant business decisions, such as mergers and acquisitions or market expansion.

7. Managed Services and Outsourcing

Offering managed services and outsourcing options can provide significant value, especially for customers who lack the internal resources to manage certain aspects of their operations. This can range from IT management to marketing services.

Example: Rackspace offers managed cloud services, allowing businesses to offload the complexity of cloud management to experts, thus freeing up internal resources to focus on core activities.

Monetization: Managed services can be monetized through subscription fees or as part of a managed services package. They tie into revenue goals by providing continuous engagement with customers, ensuring steady revenue streams.

Implementation Ideas:

• IT Management: Provide end-to-end IT management services, including infrastructure maintenance, security, and software updates.
• Marketing Services: Offer comprehensive marketing services, including content creation, SEO, and campaign management, to help customers reach their target audience effectively.
• Operational Support: Deliver operational support services such as HR management, finance, and accounting to streamline business processes.

8. Custom Development and Integration Services

Providing custom development and integration services can help customers maximize the value of your software by ensuring it fits seamlessly into their existing tech stack and meets their unique requirements.

Example: Shopify Plus offers custom development services to help larger enterprises tailor their e-commerce platforms to specific business needs, ensuring better performance and integration with other systems.

Monetization: Charge for custom development and integration projects. These services directly support revenue goals by addressing specific customer needs, leading to higher satisfaction, loyalty, and potential for long-term contracts.

Implementation Ideas:

• Custom Features: Develop custom features and functionalities that address specific customer needs not covered by the standard product.
• System Integration: Offer integration services to connect your software with other critical systems used by the customer, such as ERP, CRM, and marketing automation tools.
• Ongoing Development: Provide ongoing development and support to continuously enhance the software's capabilities and adapt to changing customer requirements.

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TL;DR

Adding high-impact services to your B2B SaaS offering can boost retention and define your customer experience. By addressing specific pain points and adding real value, you differentiate your company in a crowded market and build deeper, more resilient customer relationships. Start by evaluating which services align best with your customers' needs and gradually expand your offerings to ensure sustainable growth.

These strategies can help your company move beyond merely providing software and become an indispensable partner in your customers' success journey. BECOME UNFIRABLE 🔥

At Praction, we specialize in helping B2B businesses implement these strategies through our automated Chief Revenue Officer platform and consulting services. Our tailored solutions are designed to increase revenue, refine GTM operations, and enhance customer value, accelerating your path to an exit, acquisition, or IPO.

Ready to scale? We’d love to meet you.  

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