It doesn’t matter what you sell, or how you sell it, customer satisfaction goes a long way to improving your customer retention rates, reducing churn, and attracting new customers due to both better brand reputation and word-of-mouth recommendations.
A big part of making your customers happy is understanding them, and how they move from being unaware of your products to making that decision to buy, and beyond. This is especially true in the SaaS sector where you’re relying on retaining customers and the MRR (Monthly Recurring Revenue) they provide through their subscription fees.
One way to help build your SaaS business is to work with experts such as accelerate agency who can help improve your results. The main way you can understand your customers better is by mapping their journey as they move through your sales funnel and become signed-up, long-term customers.
Let’s find out more about the SaaS customer journey. Skip ahead if you like:
A customer journey map is a visualization of how a customer engages with your brand or product. It tells the story of every engagement, from the first time they visit your website through to decision making and purchasing from you.
The idea behind the customer journey map is to give you the POV of the customer, so that you can identify strengths and weaknesses in their journey, allowing you to improve the overall customer experience.
The map should show every touchpoint involved in that journey and highlight any pain points. The engagements should include everything from clicking on a social media post to calling your support team with questions or issues.
If you’re using CRM tools, then you may find that these stages are defined within them or within any marketing automation tools. As SaaS is mainly a B2B model, your stages should be something like this:
A good idea here is to try initial drafts on paper or on a whiteboard. As the whole purpose is to visualize the journey, having it off-computer can give you a better idea when building and editing it. Find a format that you and your team are most comfortable with and which you feel best illustrates how YOUR customers interact.
SaaS can be a complicated sector. Having a detailed customer journey map can help you understand your customers better, and thus improve their experience.
You may also want to consider engaging an expert such as accelerate agency to improve your content and SEO approach, and tailor it better to your unique customer journey.
A good customer journey map can also help identify pain points that need rectifying to make the whole process smoother for your customers. Seeing things from your customers’ perspectives gives you a better idea of how to provide the best level of service.
Paul Wilkinson is the Head of Operations for accelerate agency, responsible for building and managing our agency way of working. With more than 7 years SEO experience Paul has a varied background in content marketing, digital strategy, SEO and client services. Through working both agency-side and for in-house national brands, Paul has a rounded perspective on SEO, this allows him to bring valuable insights on how we run our agency and our future growth plans