Creativity & customer awareness in a Saas continuous beta world.

To maintain their place & outpace competitors, Saas companies have turned themselves in customer centric organizations in order to align with competitors’ culture, answer their early birds’ needs & scale.

Understanding that keeping an existing customer satisfied — never say happy — they’re coming back at you — is cheaper than acquiring a new one, their focus have turned towards both analytical & reactive but also emotionally intelligent & creative persons in order to maintain their existing users bases and expand them.

But we’re already a step forward in the process. Let’s rewind for a second.

1. From design thinking to continuous beta mode

Your revolutionary idea has now a ground to flourish but it isn’t 100% mature yet. This step can be divided in three basic ones : design, test & debug.

It’s only three words but it’s a long process.

A bug is never just a mistake. It represents something bigger. An error of thinking…That makes you who you are — Elliot Alderson/Mr. Robot

2. Keep your feet on the accelerator

The product is now live. Having it down has the same consequences than having it not used: bankruptcy.

But at this stage, there is something more important that the path & speed of customers’ growth, it is the loop designed in between the persons and departments.

3. Closing the loop becomes vital

While sales & marketing representatives analyze the market and its opportunities (turning outside), the customer agents are the ones able to dispatch the feedback & requests of their customers (turning in) to the appropriate teams of your company : marketing, product management & development

4. Create pivot members : design, branding, customer relationship & future features adding value

The understanding and competencies of these ‘in-between’ are most of the time plural and mix at least two core skills of the companies. They are the ones accelerating the information transmission speed.

In a poker game, you play with cards — they are the ones dealing them.

5. Empathize & learn from within and in between the company team members

There is no creativity without learning.

In other terms, if a business wants to keep adding value and is willing to continue doing so on the long term, it has to value and respect the foundation work of those dealing with customer experience on a daily basis, whether it is in support, marketing and/or product design.

Value these persons & put them first. Always.

Long time neglected, it appears now as crucial as developing a great digital product that the people supporting its use are the one with the best perspective on what is functioning and what is not, and consequently the ones passing the word to the rest of the organization as quickly as possible.

In addition, by doing so, it is also possible to acknowledge the space in which creative ideas and data science collide. Controlling this space is not only beautiful, it is also extremely powerful.

Below a few examples of how to increase your creativity, reactivity & awareness:

· Sleep more than a few hours/night & dream

· Meditate — if you have time, 10 mins per day. If you don’t, one hour.

· Download Brainsparkler & Degreed apps

· Read Matthew Kern’s recent “Post Agile Software Development” article for more on culture & organization evolutions