customer success journey map

5 Ways a Journey Map Clarifies Customer Success

customer success journey map

I’m currently working on journey maps for’s customer success processes. They are extremely clarifying for what needs to be done, how to see it from the customer’s own perspective, and how to measure our efforts in an ongoing and unified way. With that in mind, I thought I’d share some of the ways that it is dramatically simplifying how we ourselves approach ensuring the success of our customers.

  1. It reminds you of how the process of training and onboarding relates to success.
  2. It shows you where you can insert surveys into the journey to make sure you are on track and can adjust and improve based on the results.
  3. It helps keep all of your notes in one place.
  4. You can quickly and easily create individualized maps for each customer.
  5. It organizes tools, people, assets and processes so that people see how they need to collaborate across functions.

It reminds you of the importance of training and onboarding in context of a process over time.

Seeing how training and onboarding relates to the timing of check-ins and progress helps to create your syllabus and helps set expectations as to what is realistic in terms of training people up on your product or service. Adding feedback to the process will help refine this syllabus and tailor it to individual learning personas in your customers.

customer success survey integrated with journey map

It shows you where to create and deploy surveys across the journey to make sure you can continually improve based on contextual feedback

Seeing a journey map and being able to connect directly to your survey tool such as SurveyMonkey ( integrates directly with SurveyMonkey) makes it easy to create and monitor surveys within the context of the journey to get feedback to confirm or challenge your assumptions, allowing you to continually improve that journey. At the same time, your customers will know and appreciate that you are making an effort to really hear them. Of course, you can also insert different types of surveys such as NPS surveys that give you different types of actionable feedback and measurement and the journey map helps clarify where to use them and how to process their meaning in context.

customer success journey map notes

It helps you keep your contextual notes all in one place for easy retrieval and understanding

Personally one of my biggest peeves is when I have to search around for data or notes and then somehow parse that back to whatever I was actually trying to focus on. When I’m looking at a customer journey segment I want to have all my relevant information at hand. By mapping the segment in, I can use the Touchpoint Notes Input feature and/or the content upload feature to pull it all together, not to mention adding text and links to the various areas around the map as well.

individualized customer success journey maps

You can create individualized maps for each customer to collaborate around their actual success journeys

Gathering all your notes, data, conversations and the like gets really powerful when you create an individualized map for each customer. Now I don’t need to hop around between a bunch of different systems to get a picture of what’s actually going on in terms of the customer success journey for a particular customer, I can just focus on the map for that customer. Using the Touchpoint Conversations feature I can carry on conversations related to the map and touchpoints and have it all stored in the same place and context.

customer success journey connected assets

You can pull together all of your tools, assets, people and processes for easy organization and coordination

One of my favorite things about mapping out customer success into a journey is pulling together assets like videos, images and links into the same view, giving me a clear picture. At the same time, I’m organizing the tools we use, connecting customer experiences to internal processes, and connecting all of the above to feedback systems like SurveyMonkey and GoogleAnalytics. This gives me insight and collaboration that would be very hard and time consuming any other way. When I have a conversation internally about a specific touchpoint, I have everything at hand to refer to and it speeds up the conversation and action greatly.

Those are 5 ways that I’m going to save a bunch time today pulling together some success journeys we are working on. If you are looking to do the same, you can sign-up for a free-trial and ask for our customer success map and touchpoint templates to help you get started.






5 Ways Customer Journey Mapping Helps SaaS Companies Grow Their Business

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.


  1. Understanding your touchpoints
  2. Seeing how touchpoints connect
  3. Seeing how teams collaborate to create great experiences
  4. Understanding contexts at each point
  5. 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. 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.