Want to understand your customers better? A customer journey map can help. Let's create one for your SaaS.
What is a Customer Journey Map?
It's a visual story of how customers interact with your SaaS. It shows their experience from start to finish.
Why Create a Journey Map?
- Understand customer needs
- Find pain points
- Improve customer experience
- Increase customer retention
Creating Your Journey Map: Step by Step
Step 1: Define Customer Personas
- List your main customer types
- For each, write down:
- Their goals
- Their challenges
- Why they use your SaaS
Step 2: List Touchpoints
Touchpoints are when customers interact with your SaaS. Examples:
- Finding your website
- Signing up for a trial
- Using key features
- Contacting support
- Renewing subscription
Step 3: Map Out Stages
Common stages for SaaS:
- Awareness
- Consideration
- Purchase
- Onboarding
- Engagement
- Renewal
Step 4: Add Customer Actions
For each stage, list what customers do. For example:
- Awareness: Search for solutions online
- Consideration: Compare your SaaS with others
- Purchase: Sign up for paid plan
Step 5: Add Customer Thoughts and Feelings
What are customers thinking and feeling at each stage? For example:
- Awareness: "I need a solution to my problem"
- Consideration: "Will this SaaS solve my problem?"
- Purchase: "I hope this works for my team"
Step 6: Identify Pain Points and Opportunities
Look for places where customers might struggle. These are chances to improve.
Step 7: Create the Visual Map
- Use a tool like Miro or LucidChart
- Create a row for each: stages, actions, thoughts, feelings
- Fill in the information from steps 3-6
Tips for a Great Journey Map
- Use real customer data when possible
- Include quotes from customer interviews
- Use colors to show positive and negative experiences
- Keep it simple at first, add detail over time
Wrap Up
A customer journey map helps you see your SaaS through your customers' eyes. Use it to find ways to make their experience better.
Next step: Share your map with your team. Use it to guide improvements to your SaaS.
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