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Customer Success: Mapping SaaS User Journeys

Customer Success: Mapping SaaS User Journeys

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The creation of a winning SaaS product is not possible without mapping the user journey. A well-defined user journey map allows the entire team at a SaaS enterprise to coordinate the efforts and ensuring superior customer satisfaction.


Your most unhappy customers are your greatest source of learning.


Bill Gates

There are various facets of mapping the SaaS user journey. SaaS enterprises need to figure out these facets as accurately as possible to enhance customer satisfaction levels.

Airbnb hired Nick Sung, an artist, and animator, who worked with renowned names in Hollywood, including Pixar studios. Why? Well, to create a series of screens that will help with storyboarding of all the events and experiences in a customer’s timeline. The peer-to-peer nature of the service of Airbnb for hosting people in different properties created multiple touchpoints in the user journey and experience with the brand. Each of these experiences had a direct impact on the brand value of Airbnb. The company wanted to comprehend every experience’s intricacies and make it easy to understand for every user. The storyboard created by Nick helped the team at Airbnb understand the user journey in a uniform manner.

As a SaaS enterprise, understanding how your target audience is interacting with your product is very crucial. You need to know how much time they are spending and doing what to analyze a particular behavior in a set of your customers. There must be some feature or tool that your customers are particularly inclined towards, and it is your job to figure it out. To help you understand your customers’ journey with your product and obtain the relevant data, customer journey maps are necessary. Journey mapping is the practice which at the end of the day, provides you with some helpful information and statistics to understand the experience of your customers.

What Is SaaS User Journey Mapping?

Customer or user journey maps can be best described as strategic tracking tools that will help communicate customer experiences within your company. It is a visual map that helps you convey to your other team members how people and other brands interact with your SaaS product. If you do not understand the customer interaction or their buying pattern, you will not know the improvements required in your SaaS product.

User journey maps make it easier to even communicate some complex factors regarding the customer journey. User journey maps also include the data that your company needs to collect, track and sync with all your tools and systems. Syncing is important so that every team has an update about the customer journey, which will convey the same message to everyone and make sure that your team members are on the same page. So, if you are a new SaaS start-up, creating a customer journey map and a robust tracking plan should be at the top of your list.

Importance Of User Journey Map

When you are using a tracking tool and attribution model, sometimes the data and statistics and the visually appealing charts can become too intimidating and complex to understand. So, every SaaS company needs to develop a way of mapping users’ journeys in a simple way. Well, you need not strike-out the tracking tools from your list because they are super important. Sometimes, it is also important to share your customers’ stories and their experience with your entire company in simpler words.

The main idea of user journey mapping is to help your company understand your customers’ behavior towards your product. So, make sure you do not get lost in between. Every time you do not need a visually dynamic presentation to explain to your team how the users interact with your platform. So, let us have a look into what are the key elements that one should put in the user journey mapping.

What Are The Elements Of User Mapping?

Creating user journey maps is important because you can link actions taken by any users to the data you track. But there are millions of actions that your customers are taking daily, and including each of them in your user map will make it difficult for everyone in the company to comprehend it. So, make it simple to read and understand by everyone. Customers map in B2B SaaS business follows the same pattern of including three important things in the map. They are lifecycle stages, changes in customer journey paths, and conversion events.

Customer lifecycle stages mean the sequential steps that a visitor takes before becoming a customer and after that. You need to track the steps before he or she is your customer, during the process of becoming a customer, and after becoming a customer. Your customer journey stages might somewhat look like starting from a visitor becoming a lead followed by qualified lead, opportunity, new customer, and finally a customer. The post-purchase behavior is not easily predicted as the user may become inactive, remotely active, etc.

There is more than one way in which customers can interact with your product or platform. So, you must consider all these variations in the customer journey and add them to all the lifecycle stages. Some of how customers interact with a SaaS product are as follows: –

● Through various marketing channels such as partnership programs (referral), PPC campaigns are quite common for SaaS products.

● Different sales processes include giving away free trials for everyone or if someone had requested a demo for your product.

● Customers signing up for your subscription-based models are also given premium, pro, basic, etc. Moreover, you also must track whether the customer is a solo user or a big company buying your product for the entire team.

●       If your SaaS company maintains its blog, it is possible that the customer landed on your website through a blog post.

Conversion Events

Another important element in the user journey map is the conversion events. While you have a new visitor on your platform, he or she is a potential customer. So, you ought to keep track of user behavior during key conversion events to plan a strategy for the future. For example, a customer uses the free trial for a month, but now the free trial period is over. So, the customer has two choices, i.e., to sign out from the software or subscribe to any of the paid subscription models. What your customers do in such a scenario has a direct impact on the sustainability of the business. Hence, mapping these conversion events is extremely crucial.

After you have sorted out your customers’ profiles, you need to build a visual map for mapping user journeys. There are two types of journey mapping: horizontal (timeline-based) and vertical (funnel-based). Most companies tend to create a graphical image with life cycle stages on one axis and customer journey paths.

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