Customer journey mapping is growing in importance among Software as a Service providers, as ever more companies realize that it creates a unique and powerful lens to truly break down siloes and focus the company on creating the types of great customer experiences that reduce churn, grow revenue and create armies of advocates in the market.
With that in mind, in this post we review 5 key benefits to customer journey mapping for SaaS and how to achieve them.
- Understanding your touchpoints
- Seeing how touchpoints connect
- Seeing how teams collaborate to create great experiences
- Understanding contexts at each point
- Identifying what needs to happen at each point and how to get data in context to understanding if that’s happening and how to improve
1. Understanding your touchpoints
Touchpoints are the key points along the customer journey where your customers and prospects interact with your company in some way – it could be viewing your content, talking to customer success or the very act of using some aspect of your SaaS product for instance. By taking the time to inventory all of your touchpoints, in preparation for mapping them, your team gains an understanding of each touchpoint and identifies ones that you haven’t thought of nor prepared for. While this is an ongoing exercise as new touchpoints are constantly being created in the real world, having all of your touchpoints gathered in one central place is a precursor to visualizing how they connect and how you can create great customer experiences at them.
Protip: If you want to make your life easy, use touchpoint inventory software for gathering all those touchpoints in one digital place.
2. Seeing how touchpoints connect
Our brains think in connections of dots and lines. Thus, the expression “connect the dots” is used to describe seeing a vision of the future and/or understanding something important. Connecting the dots for SaaS businesses means understanding how different touchpoints interrelate and connect and how the experience in one dot can influence the experience in other dots along the customer journey. The act of mapping these touchpoints in a connected visualization also exposes touchpoints that might not have been previously thought of and can now be planned for.
Protip: If you want to simplify how you create connected maps and make it easy to access and reuse them, use customer journey mapping software that lets you create, modify, clone and find your customer journey maps through an interactive digital interface.
3. Seeing how teams collaborate to create great customer experiences
Great customer experiences across their journeys requires the collaboration of multiple departments and functions. Having collaborative customer journey maps helps your organization to see what’s needed from each team to create those great experiences, who is currently managing or assigned to what, and how they go about it. The ability to have running conversations directly related to touchpoints on different maps helps to cut through the clutter and get right to the heart of the matter.
Protip: To get maximum value from customer journey mapping, involve at least 1 representative from each of the teams that touch the customer journey
4. Understanding contexts at each point
Each touchpoint on a map can have its own context and its useful to understand what those contexts are. For instance, different touchpoints may have different key performance indicators and goals for those KPI that would indicate the target customer experience is being achieved. Unlocking those contexts within the framework of a customer journey map helps teams drill-down quickly and easily to understand what’s going on, what can be done, what has been done, and what the results were, so as to feed that back into planning.
Protip: Setting KPI goals for each touchpoint and pulling in KPI data using customer journey feedback loops further enhance the value of customer journey mapping
5. Identifying what needs to happen at each point and how to get data in context to understand if that’s happening and how to improve
The true magic of customer journey mapping is that is uncovers what types of data are needed that would give a real-world view of what’s going on in actual journeys and what sources could be accessed to get that data. Using customer journey mapping software allows SaaS companies to integrate those data sources directly within touchpoints on maps to get contextual insight that can then be acted upon and those actions recorded, to be then measured against changes in results. This creates an iterative customer journey feedback loop involving (a) viewing results, (b) making a change, (c) viewing results of that change, (d) iteratively making a change again, and so on and so forth until satisfied with the results.
Protip: By connecting feedback to iterative actions, and record progress in a version history, you add agility to your customer journey strategy
SaaS providers by nature live online and most of their customer journeys are digital. To maximize the benefits, providers need customer journey mapping software that is digital and interactive so that they can use their touchpoints and maps in their habitual way of operating as a company. Transformation.ai has create software exactly with this in mind.
To get started seeing how interactive customer journey maps can dramatically impact your SaaS business, sign-up for 30-day free trial today and access success tips that will help your team hit the ground running.