How to Improve Customer Acquisition and Retention with Slack and Thena

Content Writer
November 29, 2023

Customer retention is the ultimate differentiator between organizations that thrive and those that fail.

The stakes are particularly high for B2B companies, as losing even a single customer could result in significant revenue loss. Nobody wants to be in this situation, so they hire customer success managers who are tasked to keep customers happy and increase their lifetime value.

And although there are numerous methods to earn customer loyalty, Slack is one of the most effective ones.

Interested in learning more? Keep reading this article where we discuss how Slack’s capabilities can help you improve customer acquisition and retention.

Understanding customer acquisition and retention

Customer acquisition and retention are two key factors that often dictate a company’s success. But before we jump into the nitty-gritty, let’s take a step back and break down what new customer acquisition and retention really mean:

  • Acquiring new customers: This is the first step in growing your business. It involves attracting potential customers and converting them into actual clients. However, with so many options available, customers can afford to be choosy. Your strategies must not only attract attention but also convincingly communicate the value of your offerings.
  • Retaining existing customers: Retention is about keeping your current customers engaged and satisfied. It's crucial because retained customers often translate into repeat sales and referrals. Plus, retaining an existing customer is generally more cost-effective than acquiring a new one.

Challenges in today’s market

Acquiring and retaining customers is tough for two primary reasons—customer expectations and intense competition.

Evolving customer expectations

Times are changing, and so are customer expectations. In this digital era, people are looking for quick, tailored experiences that make their lives easier. A study by Northbridge Group found that most customers will switch to a competing brand after one bad experience.

The online marketplace: A battlefield for loyalty

The digital world has ramped up the competition. Now, it's easier than ever for customers to find alternatives, which makes it essential for businesses to keep innovating and engaging.

Simply offering a better price or product isn't enough anymore. What makes a difference is creating a 'wow' experience in a market brimming with commoditized products and services. It’s about standing out, not just in what you offer, but in how you make your customers feel.

That said, customer acquisition and retention in B2B markets are especially tricky, posing unique challenges.

How B2B markets differ

Acquiring and retaining customers in B2B markets involves numerous hurdles, primarily because of the unique nature of client relationships and transaction values.

To begin, each B2B client tends to hold significantly more value than in B2C markets. This is because B2B environments typically feature a smaller pool of buyers, yet these buyers are associated with higher-value accounts. Consequently, the loss of even a handful of such clients can have a disproportionately large impact on a company’s revenue and overall stability.

Moreover, the cost of acquiring new B2B customers often far exceeds that in B2C markets. For instance, a glance at various industries reveals the substantial investment required for inorganic (paid marketing) customer acquisition costs (CAC):

Industry Cost of Inorganic CAC
1 Higher Education & College $1,985
2 Law (Business & Commercial) $1,245
3 Financial Services $1,202
4 Luxury Real Estate $1,185
5 Oil & Gas $1,003


This data underscores a crucial point: acquiring a new B2B customer is typically more expensive than retaining an existing one. Therefore, B2B businesses must focus on maintaining engagement with their current clientele.

Another vital aspect is the opportunity for upselling new products and upgrades to existing customers. Clients who have already engaged with your brand are 50% more likely to try new offerings, making them a key target for growing your business.

In summary, the stakes are higher in B2B than in B2C when it comes to losing clients, given their higher value and limited numbers. Additionally, acquiring new clients is often a more costly endeavor than nurturing existing relationships.

So, what’s the solution? For B2B business, it’s Slack!

3 ways Slack can improve customer acquisition and retention

If you're in the B2B SaaS industry, chances are you and your team are already communicating through Slack. Your customers are probably doing the same. 

Thus, opting to use Slack for customer support can be a great step toward improving your customer acquisition and retention strategy.

Here are three ways how:

1. A key tool for customer feedback and retention

Responding to customer feedback is key to keeping strong relationships, especially when selling complex B2B products. Traditional methods like email feedback forms don't always do the trick. Instead, using Slack can make a big difference in keeping customers.

Slack allows for quick, real-time chats with your customers. This setup makes it easier for them to share what they think and feel about your product or service more casually.

Unlike typical customer surveys, talking on Slack helps you build real, personal connections through honest conversations. Customers feel more relaxed and open to talking about what they like and don't like.

2. Enhancing customer service responsiveness

The loyalty of customers is often linked to how quickly a business responds to and resolves urgent support issues. Slack stands out by offering a streamlined and swift resolution process that impresses customers and encourages them to stay.

When a customer reports a problem or asks a question in a Slack Connect channel, the issue can be promptly addressed. This efficient handling of customer queries is crucial in setting high standards for your business, differentiating it from competitors, and fostering brand loyalty.

3. A collaborative tool for customer retention

Customer retention should be a collective goal within an organization, and Slack is an ideal platform for highlighting and addressing customer issues early on. It enables collaboration across different departments—customer service, product, technical, finance, and marketing. 

Everyone can contribute as needed, which leads to a more cohesive customer journey and a personalized approach. These elements are vital for a strong customer retention strategy.

However, to make the most of customer-facing Slack Connect channels, you need Thena—the ultimate B2B customer management tool in Slack.

How Thena improves customer acquisition and retention

Thena, an AI-powered tool integrated into Slack, is revolutionizing the way businesses handle customer acquisition and retention.

This innovative platform transforms customer support from a multi-platform challenge into a streamlined, efficient process all within Slack. Here’s why Thena is so great:

All-in-one customer support

Imagine having all your customer chats from Slack, emails, and website messages in one spot—Slack. That's what Thena does. It means your team doesn't have to jump between different apps to talk to customers. This makes things faster and simpler, and customers love getting quick, organized responses.

Smart help with AI

Thena uses AI to identify customer requests in Slack messages. Instead of digging through tons of messages, Thena highlights the important ones and even starts a support ticket for you. 

This cuts down on the time it takes to get back to customers, making them feel heard and valued. And when they feel positive about their interactions with your business, they are more likely to stay with your business for good.

Teamwork made easy

Thena is like a bridge connecting your team and tools like Zendesk, HubSpot, Jira, and others. This means when a customer asks for something, the right people in your team get the information without any hassle. Everyone stays on the same page, and customers get help from the right person faster.

All your marketing is done in Slack

Finally, Thena brings marketing into your Slack workspace, making it easier and more effective. 

Imagine launching a new product feature. Instead of the usual emails, you use Thena to send out invites for early access or beta testing directly through Slack. This feels more exclusive and personal to your clients, making them feel more involved.

Moreover, launching Slack marketing campaigns instead of sending standard emails tends to get better responses. So, you’re not just sending out campaigns; you're building lasting relationships with your customers, turning them into long-term partners.

Improving Customer Acquisition and Retention with in B2B SaaS Functionality
Customer AcquisitionIdentify High-Value Leads: Target the right accounts for your B2B SaaS product.* Analyze Slack conversations to understand prospect needs and buying signals. * Generate lead scoring based on engagement levels and specific keywords.
Personalize Outreach: Craft targeted messages that resonate with prospects.* Use sentiment analysis to tailor outreach based on prospect receptiveness. * Identify key decision-makers within target accounts through Slack interactions.
Streamline Lead Qualification: Quickly assess potential customers and prioritize outreach efforts.* Automate lead qualification based on pre-defined criteria derived from Slack conversations. * Integrate with your CRM to ensure seamless lead nurturing.
Customer RetentionProactive Customer Support: Address customer issues promptly and efficiently.* Leverage AI to identify support requests within Slack conversations. * Route inquiries to the appropriate team member and prioritize urgent issues.
Improved Customer Sentiment: Monitor customer satisfaction and identify areas for improvement.* Analyze sentiment in Slack conversations to understand customer feelings about your product. * Identify at-risk customers and proactively address their concerns.
Increase Customer Engagement: Foster stronger relationships and encourage product adoption.* Facilitate proactive outreach to answer customer questions and provide guidance. * Personalize user onboarding experiences based on customer interactions in Slack.


The bottom line

The golden rule for retaining customers and maximizing their loyalty is a customer-centric strategy across the entire organization. Slack can be your go-to platform to maximize customer engagement, satisfaction, and retention if used right.

‍Ready to take customer retention to the next level? Don’t delay—try Thena at no cost!


Acquire, Service & Grow customers in Slack
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