Exploring customer-centricity in SaaS business models : challenges and best practices

Abstract

The purpose of this thesis is to explore the challenges and best practices of customer-centricity in Software-as-a-Service (SaaS) business models. While customer-centricity is widely recognized as important for long-term success, many SaaS companies struggle to translate the idea into everyday practices. The study aims to understand why these challenges occur and how customer-centric principles can be better integrated into SaaS operations. The research was carried out as a qualitative study using semi-structured interviews. Thirteen professionals from design, support, management, and marketing & sales roles were interviewed, providing insights based on their experiences in several SaaS companies. The data were analyzed thematically to identify recurring challenges and practices that support customer-centric ways of working. The results show that the main challenges relate to fragmented feedback processes, prioritization pressures, and limited cross-functional collaboration. Successful practices include clearer ownership of customer information, active feedback loops, and closer cooperation between teams. The study concludes that customer-centricity in SaaS requires shared structures and communication practices that align all roles around customer value. The findings contribute to understanding how SaaS companies can move from awareness of customer-centricity toward practical implementation.