Customer journey map: build and manage the best client experience

What you need to consider to provide the perfect customer journey? Here's some analytics and other tips to make your strategy a success.
    On this blog post, you'll learn:
  • How to create your customer journey mapping;
  • Tips to provide an incredible experience to customers;
  • The metrics you must analyze throughout the journey.

A great client experience is essential for a company's success. That's especially true if we are talking about SaaS companies, which are usually subscription and low ticket based. In our last two posts, we talked about what is customer experience and why it's important for a company.

Basically, it's a great way to reduce churn, drive up retention and satisfaction and improving important metrics such as activation rate and recurrency.

For that, we also showed a few ways to improve your customer experience strategy, like aiming for a first-call response rate and cutting scripts - there are more, don't forget!

For starters: what is the customer journey?

All of that is part of something bigger, the customer journey you want your clients to go through. But what is it?

As we explain so well in our website, customer journey is the path your leads will take from the first moment of contact, when they are still visitors, until the moment of conversion, and even after that.

It involves marketing automation, onboarding, and the whole customer experience.

Even though it is named customer journey, you'll also be on a journey , to your clients' hearts, much like Indiana Jones seeking for the Crystal Skull.

And to do that, your customer journey need to be remarkable, deliver exactly what the person wants at the right time, and make him or her want to sign a contract.

So, in order for you to be able to do that, we'll teach you how to create a customer journey map and how to properly manage it. Just keep on reading!

Drawing a customer journey map is not so difficult

A customer journey map is exactly what it sounds: a blueprint of every single step, possibility and outcome a lead can take, and ways to revert it.

Its purpose is to guide your sales and marketing teams, so that everybody knows where they want to take your leads, how to get them there and what to do in the odd case it doesn't work.

Start by defining who are your personas

That's basic, but when you have a marketing strategy, you will already have decided who you what to sell your product to.

  • What are the business segments that can enjoy what you have to offer?
  • Who makes these decisions?
  • What type of content do they consume?
  • Is it easy to talk to them?
  • How long does it take for them to buy, usually?
  • What are their tech needs?
  • How much are they willing to spend?

And most important: can you provide a good service to them?

Selling to leads without fit is a bad idea, since it will result in a high churn and lower your other performance rates.

These are a few of the questions you need to answer.

Now, think of how to delight your customers

It's time to draw your customer journey map! Here is how you'll do it.

What are the options of first contact with your ideal lead?

That usually means Social Media or Website. But there is a catch: the first conversion always happens on the last. You can use smart webforms or landing pages for rich content, have a live chat pop-up on your homepage to startup conversation or CTAs offering trials.

For each one, you'll get a certain type of lead (cold lead, MQL or SQL) and can fit him into the perfect automation flow of your customer journey.

You were able to capture their contact information. Now what?

The second step in drawing your customer journey map is creating your marketing automation flows. They can be aimed to: nurture, offer and convert, build relationships, avoid churn, upsell (another type of nurturing), feedback, onboarding, etc.

There are so many options of what you can do with an automation platform! And it all, when done correctly, results in improvements and revenue growth.

Building automation flows using drag-and-drop

You don't have to use it, but drag-and-drop makes the job about a million times easier (really). That's because you can actually see the whole process flowing.

Let's create two examples, the first one being a new lead captured via landing page. You'll start like this: "Thanks for the download" email. After two days, you'll send a second email, saying "oh, we saw that you downloaded this and we thought you might be interested in one of these contents".

Here, you want to choose either a content in the same line as the last one or you can give him three options, and start to play around with your automations.

If the person clicks, he can go to next step of the automation, and if he doesn't, you can create a parallel option, to send different pieces of content in so many days. And like that, you can keep building your nurturing flow, until the lead is ready for a sales call.

Your customer journey map needs to consider inactive users

What if the person never clicks on anything and just stops? In this case, you shouldn't force him through the funnel and offer a product he is not ready to buy, like it happens in so many companies.

Create loops and connect your different automations until you find a subject that interests him, and if you don't, deactivate him - I know your mind kinda blew up right about now.

But think about it! Do you really want a lead that is never going to buy from you, who probably doesn't even have the right fit and will just waste your time? It's always better to keep your contact list clean.

But remember to try everything before this happens. Sometimes, a simple "hey, we see you are not interested and we'll remove you from our lists in 24h. If you want to stay, click here" can force interaction. Believe, people can get really attached to email marketing.

An automated user onboarding can do wonders

We have a couple contents about this and, not to be repetitive, they will be linked down below.

You can also automate other things: welcome, internal communication, CRM and boards.

Customer journey analytics - what metrics you need to succeed

When talking about customer journey, metrics are your best friends.

That's how you'll know if you are going well, if your strategy is effective, how much ROI are you getting, etc.

Let's see what are the main customer journey analytics you need to check regularly.

  • Email campaigns openings and clicks: this is basic, right? Just see if people are opening your emails!
  • Engagement rates: logins, most accessed pages, interaction timeline, all of this will tell you how often, and how much, your client is interacting with you or your product. It's a great way to detect pre-churn.
  • Onboarding/Activation rate: another simple number. How many people are requesting a demo or trial? How many of those are getting to the end of onboarding and activating the system? And what are the most common problems? Your CS team will be able to tell you that.
  • Conversion rate: how many leads are becoming clients? And how many SQL (that have gone through onboarding)? Conversion rate is a great way to determine ROI.
  • MRR: how big is your recurring revenue? And how long do people stay on your company for before they churn?
  • Churn: the amount of customers that leave your company in a given period of time.

The good news is, we have more information and most of these formulas here, are ready to use. Enjoy and you're welcome!

Don't forget: manage your customer journey regularly

Once you finished drawing your customer journey map, your work won't be done!

CJ is a living thing, and needs to be always changing and improving. That's the only way to guarantee you are offering the very best to your clients. So follow, analyze, report and adjust!

If you are interested in enjoying the full experience our automation platform can offer you, sign up for a demo below and start using, among other things, our drag-and-drop automation and email campaigns!

Acquire and convert leads, engage with customers and analyze everything along the process, all in the same place Customer Experience & Marketing Automation Software | Pipz