In the B2B technology ecosystem, the race for differentiation goes beyond the product. In a scenario where most SaaS platforms offer similar features, customer service has gained prominence as one of the main strategic assets for retention and loyalty.
According to the Zendesk CX Trends 2024, 81% of consumers state that a positive customer service experience increases the chances of repeat purchases. The Brazilian company GestãoClick, for example, has proven this trend with above-average industry results.
With a 94% CSAT (Customer Satisfaction Score)—a metric that measures customer satisfaction after an interaction or journey stage—GestãoClick demonstrates how putting the customer at the center can generate real competitive advantages. This number significantly surpasses the industry average, which ranges between 75% and 85% for software-as-a-service companies, according to benchmarks from HubSpot and CX Network.
“CSAT is more than a metric. It shows us in real time what needs adjustment and where we’re succeeding. This enables us to act swiftly yet thoroughly, always listening to who matters most: the customer,” explains Lucas Tomyo Oliveira Mitsuichi, Customer Service Manager at GestãoClick.
From functional service to relationship-driven experience
While many ERPs follow a logic of technical efficiency, there is a quiet shift underway: customer service, traditionally seen as a support function, is being redesigned to act as an extension of the brand strategy and value proposition.
In mature customer service operations like GestãoClick’s, the process starts with integrated multichannel support (chat, WhatsApp, phone, and email) and is built on an operational culture of empathy and quick resolution. Metrics like below-average AWT (Average Wait Time), soft skills training, and constant audits complete the picture.
“Customers want speed, yes, but they also want to be understood. In our industry, this holds more value than any current buzzword,” says Mitsuichi.
Culture and technology: a possible alliance
Behind the scenes, the operation reveals a combination of factors: alongside processes and technology, there’s a strong emphasis on culture. Continuous training, an updated knowledge base, and internal recognition programs ensure the customer experience is genuinely sustainable.
For upcoming cycles, the company plans investments in Artificial Intelligence and smart automation to enable teams to focus on more strategic and less operational service tasks. Data-driven personalization is also expected to gain traction.
Satisfaction as a driver of retention and growth
In the SaaS context, where the revenue model depends on recurrence, satisfied customers stay longer, generate lower churn, and even become active brand promoters. In this sense, CSAT evolves from a tactical indicator to a growth vector.
“Loyalty today starts with the first conversation and is cemented post-sale. Those who neglect this are, quite literally, losing revenue every day,” concludes the executive.
