To sustain any SaaS business, it is essential to understand and retain customers for recurring revenue. How can this be effectively done? It all lies within customer journey mapping—an important tool to enhance customer experience and increase obsession with a cross-functional collaboration. Customer journey mapping enables businesses to outline the entire journey of a customer from the initial point of engagement with a brand, capturing all their interactions with the company. The customers know when the various departments in an organization are misaligned.

This is why it is crucial for siloed organizations to deliver optimal experience while serving their customers. One way is to address the existing customers on how to use the product through effective marketing campaigns. But having customers get blasts of emails from vendors that are not at all tailored to their specific use of product needs to be avoided.

The goal of customer journey mapping is to create targeted messaging addressing specific needs of the customers, leveraging marketing systems and customer success with a feedback loop. This helps SaaS businesses obtain a 360-degree view of the customer’s journey. As businesses introduce new products or features in the market, customers may wish they had a heads-up about what’s next in the product pipeline.

Without adequate information, customers may simply assume there is no innovation to the product or even neglect the product completely. So, how can businesses ensure their customers are aware of and engaged with their products and their roadmaps? The answer is simple—regular conversations. Regular talks about the product and its initiatives can be a great help to increase customer engagement. A customer journey map allows businesses to achieve a smooth transition between systems and process while the sales team documents key priorities for their customers, establishing lasting trust and loyalty.