The Biggest SaaS Influencers: 'Customers'
Forty percent of US local businesses cited "customers" as the most influential factor in their software and technology buying decisions
- CX Imperative: data from two important questions in Dialog’s inaugural survey of local and small businesses (n=1K decision-makers) indicate that local business owners “get” the importance of focusing on the customer experience.
- Customers As Influencers: 40% of US local businesses cited "customers" as the most influential factor in their software and technology buying decisions, exceeding other options.
- Reevaluating Software Review Sites: the survey also suggests a potential misalignment between the emphasis on software review sites and their actual influence on local business SaaS buying decisions.
In December, we asked 1,000 US small businesses what had the “most influence” on their software and technology buying decisions. Just over 40% said “customers.” It was the largest single answer on a list of 12 potential choices (chart above).
