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Estd 4.22.2023
Based on our saas pricing book, Price to Scale, there isn’t a one-size-fits-all answer – it really depends on your product’s value proposition, how your costs scale with usage, and customer expectations. Here are some key points to consider:
• Bundled vs. Unbundled Services:
In many early-stage setups, companies bundle support and customer success (along with implementation, onboarding, and training) as a way to ease adoption and reduce friction for customers. However, as your business matures and these services become more resource intensive, there’s a growing trend to unbundle these components and charge for them separately. This not only helps cover increased costs but also clearly communicates the value added by these services.
• Cost and Value Considerations:
If robust support or customer success services represent a significant cost or if they tangibly boost the customer's success with your product, charging for them can be a justified revenue stream. Our book discusses scenarios where what used to be “free” is later monetized because customers expect to pay for these services once they see the value.
• Market Expectations and Strategic Evolution:
As platforms mature and customer touchpoints (like customer success) become a larger portion of the revenue, the market also evolves. Customers come to expect that premium support comes at a premium price, and clearly itemizing these costs can help manage customer expectations while ensuring sustainability.
In summary, our book Price to Scale suggests weighing both internal cost structures and customer expectations. If your support or customer success offerings are a major contributor to your value and require significant ongoing investment, it can be effective to charge a fee. If you’re still building early traction, bundling might be more appropriate to minimize friction and encourage adoption. Always align your pricing model with your broader growth objectives and value delivery.