a40db398-68b0-42c8-b67e-c35f7d3616fb Create a Great SaaS Customer Journey 1,1 2

Customer Journey Goalscape


Uncover your customer journey to enhance your product and maximise sales. 


Customer journey mapping captures the interactions with your customers over time and across channels, showing key metrics and highlighting any issues in conversion and retention.


For Software as a Service (SaaS) providers, a customer journey depicts how users establish a connection with your software across all touchpoints. While the fundamentals are similar across industries, there are some characteristics specific to SaaS:

  • Free versions and trials are standard. In many other industries, potential customers typically engage with a sales representative or team before accessing the product.

  • Self-service is essential, particularly in the early stages of the journey. People trying your product without  any personal contact need a fast, easy onboarding experience. So a clear, intuitive UI is essential, along with easy access to instructional content and a comprehensive support knowledge base or AI Chat, backed up by expert human responders.


  • SaaS buyer journeys tend to follow a fairly predictable path. While potential customers may discover your product through various channels, their journey after that is linear. This is because it depends on one primary channel: your software itself.


To use this Goalscape Template:

  1. Rename this central goal to show your Main Goal 
  2. Go through the subgoals and update them to reflect your specific goals in each area
  3. Adjust the Importance of Subgoals by dragging their borders or sliders
  4. Define success criteria in each goal (quantitative our qualitative) and write them in the Notes
  5. Mark your current state using the Progress sliders in the outermost goals.


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Key Questions

  • Why are customers looking?
  • What problem(s) are they trying to solve?
  • What are the key values they are looking for?
  • How can customers find us?

Key Customer Question

  • Will this product help me to solve my problem?

Key Business Goal

  • Increase awareness and interest

Key Metric

  • Site Traffic/Visits

Who is Responsible

  • Marketing & Communications
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Increase Organic and Paid visits

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Key Questions

  • Is our brand value relevant to their needs?
  • Why would customers choose us?
  • What other products will they compare us with?
  • What is our one biggest value / advantage?
  • Is our CTA clear and easy?

Key Customer Goal

  • To find the best solution to their problem

Key Business Goal: increase sales 

  • Increase website traffic
  • Increase Free trial sign ups

Key Metric

  • Site Traffic/Visits
  • Free trial conversions

Who is Responsible

  • Marketing & Communications
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Key Questions

  • Is our CTA to free trial effective and optimzed?
  • Are we providing clear guidance on how to use in the trial?
  • Are our product values, benefits and use cases clear and accessible in the trial?
  • Is our free trial long enough?

Key Customer Goal

  • To test whether our product solves their pain / need
  • To assess whether it has sufficient value over competing products

Key Business Goal

  • Increase free trial conversions from traffic
  • Increase free to paid conversions

Key Metric

  • Paid sign ups
  • Conversion rate
  • Churn

Who is Responsible

  • Sales / Marketing 
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Key Questions

  • Is our onboarding process easy, and clearly set out?
  • Do we provide the right support to communicate product value and use?
  • Do we have a Support team process fully mapped out for contact / answering support questions?
  • Are we proactively helping them get value?
  • Are we tracking logins / frequency?
  • Do we have an upgrade / add members process in place?
  • Are we tracking any 'at risk' accounts?

Key Customer Goal

  • To get best value from their decision
  • To integrate into workflows

Key Business Goal

  • To manage account value
  • To deliver a great user experience to surface value
  • To retain 

Key Metric

  • MRR
  • ARR
  • Churn
  • Account / user growth

Who is Responsible

  • Customer Success 
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Key Questions

  • Are we tracking usage?
  • Are we providing additional support proactively?
  • Are we delivering enhanced features?
  • Are we contacting customers regularly?
  • Are we listening to concerns?
  • Do we provide exceptional support?
  • Are we providing free value (webinars/check ins/help)?
  • Is our renewal communication process timely and easy?

Key Customer Goal

  • To get continued value from their initial decision
  • To integrate into workflows
  • To have their questions / issues solved quickly

Key Business Goal

  • To retain / renew
  • To grow account / users

Key Metric

  • ACV
  • No. of paying customers
  • LTV
  • Churn 
  • Retention rate

Who is Responsible

  • Product / Customer Success 
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Key Questions

  • Are we getting good reviews?
  • Do we have a referal plan in place?
  • Are our customers becoming experts?
  • Are they asking for enhancements / features?
  • Are they helping us improve?
  • How are we measuring customer satisfaction?
  • Are our customers talking about us? 

Key Customer Goal

  • To get continued value from their initial decision
  • To integrate into workflows
  • To generate even more value from our services / products

Key Business Goal

  • To retain / renew / generate referrals
  • To grow account / users

Key Metric

  • ACV
  • No. of paying customers
  • LTV

Who is Responsible

  • Product / Customer Success 
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