The 3 must-have customer journeys for SaaS

Libby Margo in Lead management on 22nd of Aug 2019

SaaS must-have customer journeys

The SaaS market is becoming increasingly crowded every year, with the industry expecting to reach $76 billion by 2020 (Cisco).

We are now entering an era where thousands of SaaS companies, both new and old, are creating solutions to address every conceivable business need, from providing recurring billing solutions to keeping teams on track. The SaaS space is so competitive, even in sectors that seem to present higher barriers to entry such as ML and AI.

To win the SaaS race in this day and age, it’s absolutely critical that you align your solution with the requirements of today’s demanding customer to create a smooth customer experience. The best place to start is by gaining a thorough understanding of how your SaaS customers will act, what challenges they’re facing, and what their needs are. This is where customer journey mapping will come in handy.

Using customer journey mapping to improve your SaaS customer experience

A customer journey is a visual representation of the experience your customer has when interacting with your brand. They are useful because they allow you to get a sense of your customers’ motivations, forcing you to think about how your customers interact with your brand versus how you think they do.

Winning a SaaS strategy involves the ability to personalize the customer journey for each user — and the level of customization and personalization you offer to your customers and your ability to solve their pain points will be a decisive factor in the success of your SaaS business. Each SaaS business is different, so your set of customer journeys will be different from that of another SaaS business. Nevertheless, there are some core customer journeys that you should be familiar with as they aim to address pain points that are common to many SaaS companies:

  • Qualifying leads (and closing sales) more efficiently
  • The ability to manage webinar attendees painlessly
  • Preventing churn

In this article, we outline 3 SaaS must-have customer journeys that all SaaS companies should be familiar with to solve the above problems — and improve their customer experience at the same time.

1. Lead qualification

Not all leads are created equal. We’re not saying that leads either fall into good or bad categories per se. What we mean is that some leads will have a higher priority than others. For instance, a lead who is ready to hand over their credit card details to your business in a heartbeat would be considered a higher priority lead than one who isn’t even in the market to buy. But even though the second lead might not be seen as particularly valuable right this minute, that doesn’t mean it won’t be in the future.

Having a lead qualification process and lead qualification criteria in place enables you to create a lead hierarchy, so you can figure out what leads to focus on first — they’re the ones that will be routed to your sales team through your preferred CRM so they can work their magic. This approach enables your marketing team to focus on routing qualified leads, thus allowing your sales team to prioritize their efforts and increase their ability to convert hot leads into opportunities — much more efficient than sending every single lead to sales!

In the lead qualification customer journey below, leads are automatically qualified when they fill out an inquiry form on your website — after all, a person who fills out a form is highly likely to be a lead who is engaged and therefore, more likely to convert than someone who has come across your website, spent a few minutes on it, and then left.

As you can see in this journey, these highly engaged (and therefore, qualified) leads are routed to the sales team according to their location via a CRM. In this example, Pipedrive is used but you are free to use any CRM you want, including HubSpot CRM or Salesforce.

To see this journey in action, watch the video below.

2. Managing webinar attendees

For SaaS businesses, running webinars are a great way to help trial users and customers learn how to get the most out of your product. They are also an effective channel to connect with your audience and deliver value through an interactive, real-time experience. Ultimately though, webinars are an effective way to generate fresh new leads — after all, if a person has gone to the effort to sign up for your webinar, there is a strong chance they’re already engaged and therefore, more likely to take further action such as sign up for a trial or pay for a subscription.

In practice, not every person who registers to attend your webinar will be a position to buy. And unfortunately, most SaaS companies make the mistake of not following up with these attendees, thus throwing a torrent of valuable leads down the drain. Avoid making this mistake by using this Autopilot journey to easily manage your webinar attendees in one place, keeping your brand at the top of their mind even after your presentation is well and truly over.

In this journey, we send follow-up emails with educational videos and template libraries to educate them further as well as surveys to obtain valuable feedback. Using this journey, we are also able to ascertain the level of engagement that each user has based on whether they’ve clicked on links embedded in our emails. We are then able to send each user personalized email content based on their level of engagement, ensuring that they receive the right message at the right time.

To see this journey in action, watch the video below.

3. Preventing churn

Let’s face it: it hurts when a trial user doesn’t want to convert or when an existing customer decides they no longer wish to continue using your SaaS product. Churn is one of our least favorite words and it usually means one thing: we’ve lost a customer. Unfortunately, churn is a normal part of any SaaS business and while it’s impossible to eliminate churn completely, it is possible to reduce it.

So how can you predict if your customers are about to churn? By identifying your “at-risk” customers. If your customers are in the process of churning (consciously or unconsciously), chances are they’re not using your product as much as they were in the past. It’s important that you try to re-engage these customers.

With Autopilot, re-engaging these at-risk customers is easy — and you can do so when these changes in behavior occur. In the journey below, we create a smart segment that looks for drops in product usage. A Trello board will automatically populate, featuring at-risk customers. At the same time, Slack and email alerts will ensure that your team takes swift action to re-engage with these at-risk customers.

You can also ask them why they’ve been inactive (it could just be that they haven’t had time to use your product) or ask them for feedback via an NPS survey — regardless of whether they end up churning or not, their feedback is key for identifying areas in need of improvement.

To see this journey in action, watch the video below.

Want to see more SaaS customer journeys?

Simply visit our template library to browse our extensive collection of SaaS customer journey templates here — they’re free for you to use as they are or you can play around with them.

Try Autopilot today Start a free 30 day trial.

Signup for free
comments powered by Disqus