Customer Journey in B2B SaaS Economy


In our previous article B2B SaaS Landscape- The Changing Story, we observed that the persona of the enterprise customer is changing and that they engage with products and solutions across multiple channels and devices in what has become a true omni-channel environment. Today customers have access to more than one channel through which they are able to interact with a brand in multiple ways. Be it using a website, through a mobile app or any social ecosystem, customers have access to various touch-points to discover, learn, evaluate and then take a decision. But it can’t be as simple as it sounds!

That brings us to customer journey and its impact on the B2B SaaS economy. Customer journey is not just about ensuring a positive experience and impression about your product or service. It’s more about the customer’s impression of your product or service rather than what you have built. Customer journey is more than a fancy term or a buzzword; it’s a mandatory requirement for organizations. In today’s über-connected and über-competitive marketplace, it is a critical differentiator for product companies to steal a march over others. Defining the customer journey cannot be done using a boilerplate; it is a combination of data driven analysis and customer empathy driven insights. 

Innovative products, price, design, usability are no more the differentiators in today’s marketplace. They all can be replicated and dramatically improved given the fact that competitors have access to technology and knowhow to leapfrog every one of them. What can’t be replicated is the customer journey as it is not in a snapshot in time but spans the entire trajectory of being a customer. In fact according to a CEI Survey research, 86 percent of consumers said they would be willing to pay more for a better customer journey and experience (Source: Forbes) 

We hope you remember we mentioned “It’s not simple as it sounds.It’s not simplebecause of the discrete disconnected journeys that the enterprise customer is made to go through. These journeys traverse and span multiple touch-points which make managing them very tricky. The complexity of this entire engagement is compounded by the fact that these journeys most often pause and resume when the customer is ready.

Since these journeys are disconnected, it brings about certain randomness in the way B2B SaaS product organizations manage it. In effect, the customer behavior is unpredictable and conversion is inefficient. The channels through which customers engage may be multiple but organizations should strive to make the end-to-end customer journey delightful. It is surely a challenge for most organizations to do a great job when it comes to customer experience management.  If we generalize these disconnected pieces of customer experiences for better management, the Customer Journey Map would look something like this:

There are 4 parts to Customer Journey Management:

  1. Understanding the various touch points & Customer Journey Map for your product
  2. Designing the right experience for each of phases in the Customer Journey
  3. Setting checks and balances to monitor customer experiences (through NPS survey, interviews, mystery shopping etc.)
  4. Efficiently managing and tweaking the journey that was designed to create that ‘wow’ experience

All of the above are equally important as they convert a prospect into customer and then retain them. The designing of the customer journey should be such that all touch-points are given different weightages when it comes to optimizing the interactions. The idea is to tweak the treatment given to each of the touch-points based on interaction volumes for instance. This Customer Journey Map can never be set in stone and needs to be constantly monitored and tuned to optimize it.

B2B SaaS product companies must design a new system of engagement or customer journey to complement their strengths in innovation and value proposition. The engagement must span touch-points to provide a consistent experience that is contextually relevant and based on user personas. In a nutshell:

  • Building a great product experience is no longer a good to have thing, it’s a necessity to survive
  • Customer Journey Management all is about engaging your product and employees with your customers
  • Treat your customers more than numbers – remember, every interaction counts!
  • All of your collective actions as an organization delight the customers
  • Most of the time, people make decisions based on the shared experiences of others 

If your organization’s customer experience management strategy is not working, then probably it’s time to rethink your current strategy around how to delight your customers. And that’s exactly what we are going to discuss in the next post. Stay tuned!


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