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 key strategic assets for retention and loyalty.
According to Zendesk CX Trends 2024, 81% of consumers say that a positive customer experience service increases the chances of repurchase. Brazilian company GestãoClick, for example, has proven this trend with results above the industry average.
With a 94% CSAT (Customer Satisfaction Score)—a metric that measures customer satisfaction after an interaction or stage of the journey—GestãoClick illustrates how putting the customer at the center can generate real competitive advantages. This number easily exceeds 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 to be adjusted and where we’re getting it right. This allows us to act quickly but also with depth, always listening to the people who matter most: the customer,” explains Lucas Tomyo Oliveira Mitsuichi, Customer Service Manager at GestãoClick.
From functional service to relationship experience
While many ERPs follow the logic of technical efficiency, there is a silent change underway: customer service, traditionally treated as a support area, is being redesigned to act as an extension of the brand strategy and the value proposition.
In mature customer service operations, like GestãoClick’s, the process begins with multiple integrated channels (chat, WhatsApp, phone, and email) and builds on an operational culture of empathy and rapid resolution. Indicators such as below-average average wait time (AWT), soft skills training, and ongoing audits complete the picture.
“Customers want speed, yes, but they also want to be understood. In our industry, that’s more important than any current buzzword,” says Mitsuichi.
Culture and technology: a possible alliance
Behind the scenes of the operation reveal a combination of factors: beyond processes and technology, there’s a strong emphasis on culture. Continuous training, an updated knowledge base, and internal recognition programs ensure that the customer experience is truly sustainable.
For the next cycles, the company plans to invest in Artificial Intelligence and intelligent automation to allow teams to focus on more strategic rather than operational services. Personalization based on usage data is also expected to gain traction.
Satisfaction as a driver of retention and growth
In the SaaS context, where the revenue model relies on recurring revenue, satisfied customers stick around longer, generate lower churn, and even become active brand promoters. CSAT, in this sense, ceases to be merely a tactical indicator and becomes a driver of growth.
“Loyalty today begins with the first conversation and is cemented after the sale. Those who neglect this are literally losing revenue every day,” concludes the executive.
