The Power of Feedback in SaaS Support: Driving Excellence and Growth

The feedback you gather from your consumer base enables you to identify any blind spots in your product.


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Effective feedback mechanisms in SaaS support can transform user experiences, foster customer loyalty, and drive continuous innovation. 




The Importance of Feedback in SaaS Support


Enhancing Customer Experience


Customer feedback can be described as client feedback or user feedback since it informs a business on what its customers are going through and what they expect from that business.

PwC enlists a report showing that 73% of consumers rely on good customer service when making decisions on the brands to support. This information is well managed by most companies in the course of popularizing new leads and advocating for the brand.

There is a popular saying, which has it that the best marketing that one can have is word of mouth from satisfied clients and conversely, the more bitter advertisement is word of mouth from unsatisfied clients.

According to research, there is a high chance of 92% of people trusting word of mouth. There is a need to collect and also apply feedback in SaaS companies on support services to ensure that the needs of the customers are met and even exceeded.



Driving Product Innovation



Feedback must be given to the developers, feedbacks act as the compass for the product’s advancement.

It shows the issues that the user faces, what additional functionality he can gain, and what can be optimized in the product.

Software users, however, may evolve with time and their needs may change; hence, they are required to be engaged to capture feedback to make the required modifications.

Examples include Slack and Zoom where customer feedback has been used to constantly tinker with the products hence making the products extremely friendly to use.


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Building Customer Loyalty


When customers feel heard and see their feedback implemented, it fosters trust and loyalty. Loyal consumers are more likely to purchase multiple times, this provides a steady income stream that is reliable and predictable.

A study by Microsoft found that 77% of customers view brands more favorably if they seek out and apply customer feedback. This trust translates into long-term relationships and brand advocacy.




Collecting Customer Feedback


Multiple Feedback Channels


To capture comprehensive feedback, it is imperative to use multiple channels:


  • Surveys and Questionnaires: Tools like SurveyMonkey and Google Forms can be used to create detailed surveys.

  • In-App Feedback: Implement feedback forms within the SaaS product to capture insights during usage.

  • Social Media and Review Sites: Monitor platforms like Twitter, Facebook, and G2 for unsolicited feedback.

  • Direct Interactions: Encourage support agents to ask for feedback during and after customer interactions.



Timing Matters


The right timing of feedback requests is crucial, it ensures no requests are lost during daily operations. Immediate post-interaction surveys often yield higher response rates and more accurate insights.

For instance, sending a follow-up email right after a support ticket has been resolved can communicate the customer’s immediate sentiment, it makes them feel heard.



Asking the Right Questions


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Effective feedback collection is heavily reliant on asking the right questions.

While interacting with customers, paying attention to their concerns regarding the product/service helps you understand the right questions to ask.

It is advisable to use an “open-ended questions approach” that invites detailed responses, such as:


  • “What features would you like to see in future updates?”

  • “What do you find most challenging about our product?”

  • “How can we improve your experience?”




Analyzing and Interpreting Feedback


Categorizing Feedback


A well-organized feedback management system is important. Collecting feedback through different touchpoints such as the orientation phase, during new feature releases, or when users cancel their subscriptions gives valuable insights into user experience at different stages. This helps in identifying patterns and prioritizing areas for improvement.



Sentiment Analysis



Analyzing customer sentiments creates room to proactively address issues and mitigate escalations.

Utilize sentiment analysis tools to gauge the emotional tone of feedback. Platforms like MonkeyLearn and Lexalytics can analyze text data, providing insights into overall customer emotions.




Identifying Trends


To identify systemic problems or Customers’ most frequent requests, search for trends in feedback. Integrate self-diagnosis evaluation tools that analyze data regarding the kind of feedback received.

Yes, the analysis of answers with open-response options is a very time-consuming task, which is why AI is going to be your best friend. For example, Brand 24 is a useful tool for analyzing an increased brand awareness and Userpilot is useful when it comes to creating In-app surveys.

Consequently, this has resulted in the development of an actionable data-driven approach that enables the most acute issues to be resolved first.




Executing Changes Based on Feedback


Prioritizing Actions



Not all feedback can be actioned immediately. Use a prioritization framework, such as the Eisenhower Matrix, to categorize feedback into urgent and important tasks.

Focus on high-impact changes that will significantly enhance user satisfaction.


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Communicating Changes


Keep customers informed about the changes being made based on their feedback. This transparency builds trust and shows customers that their input is valued. Use newsletters, in-app notifications, and social media updates to communicate these changes.



Iterative Improvements



Adopt an agile approach to implementing feedback. Release updates iteratively, allowing for continuous improvements and adjustments based on ongoing customer feedback.





Feedback Loops: Continuous Improvement


Creating Feedback Loops


Develop constant dialogue and staff interaction through gathering, interpreting, and responding to customer data. This continuous process makes sure that the support side and product conception sections are consistent with consumer demands.



Monitoring and Evaluation


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Assign feedback to categories that include tools, standards, techniques, and precise requirements, and monitor changes implemented in these areas periodically.

KPI for success includes the amount of customer satisfaction expressed as the CSAT score or the Net Promoter Score (NPS), and the customer retention rates.




Iterative Learning


Continuous feedback means that feedback is a constant process, and this maintains perpetual learning and adaptation.

This paper also argues that through the continuous improvement of the support process and product specifications, SaaS firms can continue to guarantee that they run their business ahead of their competitors in addition to satisfying the qualifying customers.




Management of feedback using technology intervention


Feedback Management Systems



On this note, the following feedback management system should be put in place to enhance the collection, analysis, and implementation of customer feedback; Medallia or Qualtrics.

It includes the buyer’s sophisticated analyses and reports of interactions, thereby supporting the application of huge data in the customer’s purchasing decision process.




AI and Machine Learning


Utilize artificial intelligence as well as machine learning to build performance feedback reviews. These include the strengths that revolve around the analytical ability of AI in classifying large sets of data in ways that might not be easily observable by human analysis thereby giving deeper insights into customers.



Real-Time Feedback Integration



Now this means that it is critically important to incorporate feedback mechanisms into your SaaS platform.

For instance, there is UserVoice or Canny – the tools that allow collecting feedback by the users directly in the product, so the information is fresh and can be used right now.


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Success Stories: Dropbox


The example of Dropbox is a case where a company implementing feedback for making changes to its products. Some of the ways that Dropbox has been able to innovate include; improvements that mostly benefit the consumers including file requests and smart syncing.

The proactive approach of customer feedback collection, discoveries, and action plans helps SaaS companies improve their support services and product developments over time thus creating long-lasting customer relationships.

This strategic use of the latest technology and conscious provision of feedback loops make customer ideas an automatic input in every process of the business possible.



In-House vs Outsourcing SaaS Support: Which One Should You Consider?

Think about it: SaaS support, if well-implemented, can greatly enhance customers’ experience and usage frequency.

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Another important strategic question, that providers of SaaS face, is the decision to provide timely internal staff or entrust it to third-party outsourcing services.

Understanding In-House SaaS Support

What is In-House Support?

An in-house support strategy means that customer service is implemented by the targeted SaaS vendor and not through outsourcing.

These teams are often located in the company or are directly supervised by the company if the virtual category is composed of an entirely remote team.

Benefits of In-House Support Teams

Complete Control and Customization

In-house support teams offer complete control over training, processes, and customer interactions.

This level of control allows companies to customize support strategies to align perfectly with their brand values and customer expectations.

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Deep Product Knowledge

These teams often pay more attention to the company’s product because they directly work for the company.

This results in a better understanding of the application and the issues customers could be facing hence offering better and faster help.

Cultural Alignment

In-house teams are well-embedded into the organization’s environment which can be productive in terms of strong communication and cooperation.

These alignments can result in a more coherent approach to customer support and better quality of services.

Challenges of In-House Support Teams

Higher Costs

However, outsourcing to an IHS incurs a variety of costs, generally inclusive of remunerations, employee benefits, training, and facilities. Such costs can be expensive, particularly for relatively small-capacity SaaS companies or start-ups.

Scalability Issues

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It becomes difficult to manage the expansion of an in-house support team when there is a growing need for it.

Hiring, training, and then being able to supervise more employees incurs time and can be a limitation to the growth of a business.

Resource Allocation

Having in-house support means that the company’s leadership spends a great amount of time and effort organizing the adequate staff.

This can lead to potential problems that are able to shift focus and organizational resources away from appropriate business features like new service or product development and marketing.

The Case of Outsourced SaaS Support

What is Outsourced Support?

Outsourced support therefore can be explained as the act of contracting out the roles of a company’s customer service.

Such providers will be customer-oriented and may provide a full-service spectrum from simple problem-solving to highly technical services.

Benefits of Outsourced Support Teams

Cost Efficiency

Outsourcing is a unique type of service delivery that can cover many organizational needs and is therefore relatively cheap since it does not need many employees, training, and infrastructure.

Business entities incur necessary support services to meet their needs; fixed costs become variable costs.

Access to Specialized Expertise

Outsourcing providers bring specialized knowledge and experience in customer support.

They stay updated with the latest industry trends and best practices, ensuring high-quality service.

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Challenges Encountered in Outsourcing Support Teams

Scalability and Flexibility

Outsourcing offers unparalleled scalability. With freelancers, it is easier for companies to alter the level of support according to production pressure without having to worry about the hiring processes as well as the staff dismissals.

This flexibility is even quite helpful mainly during the rush season or when the company is launching a particular product.

24/7 Support Availability

Several outsourcing providers also operate on a shift basis thereby making sure that customers receive help at any time of the day.

This is possible because of the current supply availability and ensures customers have an easier time as well as boosts their loyalty levels.

Loss of Control

Outsourcing involves relinquishing some control over the support process. Companies must rely on the provider to deliver quality service and maintain brand standards.

Potential Communication Issues

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One of the issues that arise in this process is issues that have to do with communication with an external provider.

Another challenge that may arise when outsourcing is the lack of company understanding by the outsourced team: To avoid this scenario, much consideration should be given to the explanation of the products, policies, and overall culture of the company to the outsourced team.

Data Security Concerns

Outsourcing a customer support team implies that customer information is shared with a third-party organization.

They should be careful when selecting the security provider that they should work with since most of the providers have standard measures of security and protection for data.

Factors to Consider When Choosing Between In-House and Outsourcing

Business Size and Budget

Consider the size of your company and budget constraints. Smaller companies or startups may benefit more from the cost efficiencies of outsourcing.

Larger companies with more resources may prefer the control and customization of an in-house team.

Support Volume and Complexity

Evaluate the volume and complexity of support requests. High volumes or highly technical inquiries may require the specialized expertise and scalability offered by outsourcing providers.

Strategic Goals

Integrate your support plan into your general business plan.

If a firm wants to have stringent control of the communication it has with the customers, then it is preferable to have a dedicated department.

On the other hand, when fast-growing and cost-effective is important, outsourcing may work better.

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Vendor Reputation and Capabilities

When going for outsourcing, it is important to properly screen supply chain partners. Check how reputable they are, whether they are qualified to implement a particular solution, whether they use adequate security measures, and how their values and goals match your company’s.

Outsourcing SaaS Support: Success Stories

Basecamp

In the beginning, the communication of Basecamp, the project management software company was fully provided in-house.

It was hard for them to manage the growth of the company and at the same time increase the effectiveness of the support operations but still provide high-quality services.

Outsourcing the support helped Basecamp to cover the support round the clock, to have a shorter response time, and to concentrate on product creation.

Case Study: Dropbox

The case of Dropbox, a cloud storage service provider is one good practice, in which an in-house support team is inherently in harmony with the product and customer portfolio strategies.

This approach then ensures that the agents who are assigned to offer support have extensive insight into the product and therefore offer better support one-on-one.

Choosing between internal SaaS support personnel and outsourcing SaaS support is always a complicated issue that depends on the organization type, size, budget, and support requirements as well as business objectives.

Such strategic management and operation frameworks are usually associated with certain benefits and drawbacks. Taking into account these criteria and examining real-life case studies, you will be able to choose a solution that corresponds to your business goals and improves your customer service even more.

Ultimate Guide To Expanding SaaS Customer Success With Multilingual Support For Global Reach

In the ever-expanding global SaaS landscape, companies need to adjust to the varied demands of their clientele. A highly efficacious approach towards accomplishing this customer success goal is providing bilingual and multicultural assistance services.

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Outsourcing Customer Success will assist SaaS companies in reaching a wider audience and improving customer satisfaction by offering outstanding assistance in several languages and cultural contexts.

The Value of Multilingual SaaS Support 

Increasing Contentment with Customers

It is preferable for customers to communicate in their mother tongue, and offering multilingual help may greatly improve their experience.

76% of internet users prefer to purchase goods that include information in their native tongue, according to CSA Research.

Providing multilingual assistance fosters a more welcoming and accessible environment, which increases customer happiness and loyalty.

Establishing Loyalty and Trust

Customers are more inclined to trust your brand and stick with you when they feel appreciated and understood.

Support that is available in several languages shows that you are dedicated to meeting their requirements, which strengthens bonds and encourages steadfast devotion.

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Positive word-of-mouth and repeat business are the results of this trust, and both are essential for long-term success.

Here are the advantages of intercultural assistance:

  • Recognizing Cultural Variations: Providing multicultural help entails appreciating and comprehending cultural differences in addition to linguistic barriers. This can assist prevent miscommunication and guarantee that your support staff can interact with clients from a variety of backgrounds in an efficient manner. Your SaaS company may foster a more courteous and enjoyable client experience by recognizing and adjusting to cultural quirks.

  • Increasing Market Capacity: You may enter new markets and increase your worldwide presence with the help of multicultural assistance. You may expand your market and spur growth by serving clients in several geographic areas. This growth strengthens your brand’s standing as a major player in the world while also creating new income sources.

Hiring Outside Multilingual Help

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Making Use of Specialized Knowledge

Getting access to specialist knowledge in multilingual and diverse assistance is one of the benefits of outsourcing that maximizes your SaaS potential.

Outsourcing companies have the expertise required to deliver first-rate assistance in a variety of languages and cultural contexts. Their background guarantees that your clients get precise, effective, and culturally relevant support.

Economical Resolution

Keeping an internal multilingual support crew afloat may be expensive and resource-intensive. A more affordable option is outsourcing, which lets you grow your support operations without having to pay for full-time staff recruiting and training. You may devote resources to other crucial aspects of your company, including marketing and product development, thanks to this financial freedom.

Guaranteeing Relentless Assistance: The Advantages of 24/7 Customer Success Services

Constant-Time Availability

Meeting the demands of a worldwide client base requires round-the-clock service. Discover the Unmatched Value of 24/7 Customer Success Services describe how outsourcing companies could provide round-the-clock support, guaranteeing that clients get help when they need it. Maintaining high levels of client retention and fulfillment requires this degree of availability.

Shortening Reaction Times

Providing round-the-clock multilingual help will shorten response times and speed up problem solving. Customers’ entire experience and happiness are improved by this proactive approach, which helps avoid irritation and guarantees that they obtain the assistance they want quickly.

Optimizing Functional Effectiveness

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Simplifying Procedures

Outsourcing customer success will simplify your SaaS business’s processes and concentrate on your primary responsibilities. By handing over the intricacies of multilingual assistance to professionals, you can increase operational effectiveness and commit more time and funds to strategic projects that spur development and innovation.

Making Use of Cutting-Edge Technology

Advanced tools and technology are frequently used by outsourcing partners to improve customer support operations. This comprises data analytics platforms, automated software, and customer relationship management (CRM) systems. Outsourced teams can respond to client questions more quickly and effectively by utilizing these technologies.

Outsource Your Customer Success Today

Providing multilingual and multicultural assistance is crucial to growing your SaaS customer success and serving a broad, international clientele. A smart way to do this is by Outsourcing Customer Success for SaaS Business with xFusion, which guarantees that your clients get consistent, excellent assistance in the language of their choice. Through the utilization of specialist knowledge, 24/7 availability, and improved operational effectiveness, outsourcing may revolutionize your customer success plan and promote long-term expansion.

Are you prepared to add multilingual help to your customer success strategy? For cutting-edge customer success services catered to your particular requirements, collaborate with xFusion.io. Our skilled staff is committed to assisting you in achieving unparalleled customer retention, growth, and happiness. Get in touch with us right now to find out how xFusion can transform your customer success strategy and propel your company’s growth.

Your SaaS company may provide outstanding customer service with xFusion, establishing enduring bonds and guaranteeing steady expansion in the international market.

Powerful Customer Success Outsourcing Strategies for Efficiency

Operational efficiency is essential to preserving a competitive edge and guaranteeing client satisfaction in the fast-paced SaaS industry. One strategic way to do this is to outsource customer success functions.

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You may increase operational performance, cut expenses, and free up resources for crucial company processes by Outsourcing Customer Success for SaaS company.

This blog article examines how outsourcing may revolutionize your operations for customer success and provide major advantages for your SaaS company.

Improving Functional Effectiveness

The goal of operational efficiency is to minimize input while increasing output. It refers to providing outstanding service while making the best use of available resources in the context of customer success. By utilizing the knowledge and resources of specialist, outsourcing enables SaaS firms to optimize their operations.

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Reducing the Weight of Administration

Internal customer success teams involve many administrative activities such as recruitment, orientation of new employees, resource allocation, and performance supervision among others. By offloading this administrative burden, businesses may free up their in-house teams’ manpower which can be used for other critical operations aimed at promoting innovation and growth.

Obtaining Cutting-Edge Tools and Technology

Given that outsourcing companies employ some of the most current technologies, they can quickly answer customers’ demands or queries posed by clients with ease as compared to slow-moving peopleware-oriented service provision. As a result of these kinds of investments into cutting-edge technology for enhancing customer success operations like CRM software apps, and automation solutions among other analytics programs are established.

Cutting Expenses

Saving money is one of the primary benefits of outsourcing. It costs money to maintain an internal customer success team because of office space, technology expenditures, benefits, and salaries. Through the use of specialist suppliers’ resources and economies of scale, outsourcing offers a more affordable option.

Reduced Operating Expenses

The requirement for large capital expenditures in technology and infrastructure is eliminated by outsourcing.

  • A McKinsey report claims that outsourcing customer success tasks may save businesses up to 30% on costs.

  • The money saved may be put back into the company’s main operations, which include sales, marketing, and product development.

Adjustable Price Structures

Depending on the needed degree of service, outsourcing partners may provide variable price structures. This guarantees that companies only pay for the services they require by enabling them to scale their support operations up or down in response to demand. This scalability is especially useful at times of high demand or new product launches, when there may be a spike in client questions.

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Concentrating on Fundamental Tasks

Businesses may devote more time and resources to their core operations by outsourcing customer success functions. Maintaining a competitive advantage in the SaaS market and fostering innovation need a focus on key competencies:

  • Strengthening Product Innovation: Internal teams may now focus on improving their goods and services as the operational and administrative weight of achieving client success has been removed. By concentrating on product development, new features and functions that cater to consumers’ changing wants may be developed.

  • Consolidating Client Relationships: While regular support duties are handled by outsourced teams, internal teams may concentrate on strengthening their connections with critical customers. Long-term revenue development may be fueled by increased customer pleasure and loyalty as a result of this strategic involvement.

Data-Driven Insights: Strengthening Customer Success with Predictive Analytics

Among the main advantages of outsourcing customer success are insights based on data. As evidenced by Ultimate Customer Success with Data-Driven Insights and Predictive Analytics, advanced analytics is necessary to enhance customer support results.

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Using Analytics to Make Predictive

To identify patterns and trends in their clients’ habits, outsourcing companies employ predictive analytics. Potential issues may be foreseen and proactively addressed before they worsen with the use of this data. With the use of predictive analytics, for example, support staff may intervene and improve retention rates by identifying clients who are likely to quit.

Ongoing Enhancement

Customer success operations might benefit from regular performance monitoring and data analysis to pinpoint areas for improvement. Comprehensive data on key performance indicators (KPIs) including customer satisfaction ratings, resolution rates, and response times are given by outsourcing partners.

These insights make it possible to continuously optimize support strategy, guaranteeing the provision of high-caliber services.

Simplicity and Expandability

Ensuring support operations can be adjusted in response to demand guarantees that customers will always receive prompt and effective help. That’s the right path toward SaaS Customer Success and Unlocking Scalability and Flexibility.

Gain Operational Efficiency through Outsourcing

Outsourcing customer success for SaaS business is a calculated risk that may save expenses, improve operational effectiveness, and free up resources for companies to concentrate on their main business operations. Outsourcing may revolutionize your customer success operations and promote long-term growth by utilizing cutting-edge tools, data-driven insights, and specialist knowledge.

For cutting-edge customer success services catered to your particular requirements, collaborate with xFusion. Our skilled staff is committed to assisting you in achieving unparalleled customer retention, growth, and happiness. Get in touch with us right now to find out how xFusion can transform your customer success strategy and propel your company’s growth.

Achieve Ultimate Outsourcing SaaS Customer Success Through Specialized Expertise

Encouraging SaaS customer success is crucial for growth and retention in the fiercely competitive SaaS industry. Outsourcing is an effective means of gaining access to specialized skills.

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Your business’s bottom line will benefit greatly from having access to the knowledge and experience needed to deliver great customer service when you undertake Outsourcing Customer Success for your SaaS Business.

The Value of Specialized Knowledge for Client Success

Beyond just answering questions, customer success demands proactive participation, a thorough grasp of the needs of the client, and the capacity to effectively resolve challenging problems. SaaS enterprises may guarantee optimal customer service by outsourcing to professionals.

Industry Knowledge Access

To fully realize Remarkable Outsourcing Customer Success, one has to capitalize on the vast information that highly skilled individuals can impart.

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Because of their vast SaaS industry expertise, these professionals are better able to comprehend and anticipate consumer demands. Their knowledge may be used to develop tactics that improve client retention and satisfaction. A Deloitte poll indicates that 59% of companies use access to specialized knowledge as their primary argument for outsourcing.

This knowledge is crucial for developing customized solutions that handle the particular difficulties faced by SaaS businesses, from acquiring new clients to managing challenging support problems.

Enhancing Customer Support through Outsourcing

Outsourcing customer success allows SaaS businesses to provide high-quality support without the burden of building and maintaining an in-house team.

This approach offers several key advantages.

1. Simplicity and Expandability

One important advantage of outsourcing is leveraging it as a Success Strategy to Unlock Scalability And Flexibility. The need for customer service will only increase as your organization expands.

An outsourced workforce may swiftly expand or contract to accommodate shifting requirements, guaranteeing that your clients will always receive effective assistance on time.

Scalability is a top consideration for 43% of businesses when choosing to outsource, according to Gartner. This adaptability is especially helpful during busy times or new product launches, when customer demand may spike unpredictably.

You may retain great service standards by outsourcing and avoid the expenses and delays that come with recruiting and onboarding new employees.

2. Economic Effectiveness

Recruiting, training, salary, and infrastructure are major investments that must be made in order to develop an internal customer success team. By cutting these expenses through outsourcing, you may need to wisely distribute your resources.

  • According to a McKinsey research, outsourcing customer success services may result in cost savings for businesses of up to 30%.

  • These savings may be put back into the company’s essential operations, such as marketing and product development, to spur more expansion and profitability.

You may increase operational efficiency and improve financial results by making use of an outsourcing company’s infrastructure and knowledgeable personnel.

3. Making Use of Data-Driven Insights

Advanced analytics is a common tool used by outsourcing partners to improve customer success initiatives. These instruments may examine use trends, consumer behavior, and feedback, offering insightful data that promotes ongoing development.

4. Analytical Prediction

By identifying at-risk consumers, predictive analytics enables proactive churn prevention. Predictive analytics users report a 10% improvement in client retention rates, according to an Aberdeen Group analysis. You may design customer success efforts that are more focused and successful by utilizing these information.

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5. Performance Tracking

It is beneficial to routinely examine key performance indicators (KPIs) such as response times, resolution rates, and customer satisfaction scores to ensure that support services meet high standards. You may make wise decisions that will enhance the customer experience with the assistance of thorough reports and helpful data from outsourced partners.

Ensuring Dependable and Consistent Assistance

Developing long-lasting connections with customers requires providing constant and dependable service. The infrastructure and resources of outsourcing partners enable them to provide round-the-clock support, guaranteeing that clients get help whenever they need it. According to a Zendesk poll, 87% of consumers said that companies have to put forth more effort to provide a consistent experience.

Through a partnership, you can guarantee that your clients receive consistent service at all points of contact, improving their opinion of your company and cultivating devotion. Building trust is facilitated by this constancy, and good customer relationships depend on it.

Final Thoughts

Your customer support operations may be completely transformed by strategically outsourcing customer success for SaaS businesses with xFusion. You may maximize operational efficiency, attain sustainable development, and improve customer satisfaction by utilizing specialist knowledge, scalable solutions, and data-driven insights.

For cutting-edge customer success services catered to your particular requirements, collaborate with us. Our skilled staff is committed to assisting you in achieving unparalleled customer retention, growth, and happiness. Get in touch with us to find out how xFusion can transform your customer success strategy and propel your company’s growth.

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