Top 5 Mistakes to Avoid When Creating a B2B SaaS Customer Journey Map

B2B SaaS Customer Journey Map

As a SaaS founder, you know the importance of creating a great customer experience—one that keeps your customers coming back for more and delighted to recommend your product. The Temkin Group estimates that businesses with annual revenues of $1 billion could potentially generate an additional $700 million over a three-year period by investing in a better customer experience.

Unfortunately, when it comes to mapping out an effective B2B customer journey, many SaaS founders make mistakes that lead them down the wrong path. Understanding and avoiding the biggest pitfalls can help pave the way for smooth sailing on your customer journey-mapping voyage.

In this blog post, we’ll take a look at the top mistakes to avoid when creating a B2B SaaS Customer Journey Map so you can build one that provides lasting value to both you and your customers.


What is a SaaS Customer Journey Map


A SaaS customer journey map is a visual representation of the entire customer experience. It helps illustrate what customers go through while they explore, evaluate, and purchase SaaS tools. Such maps are instrumental in understanding the customer’s thought process, motivations, and frustrations when it comes to engaging with your product.

Creating a customer journey map for a B2B SaaS business can be incredibly beneficial to improving the success of your product or service. By understanding the customer journey you can:

  • Design experiences that help facilitate decision-making. By mapping out each step in your customer’s journey, you will have visibility into where there may be gaps or areas that need improvement along the way.
  • Ensure a smooth onboarding process. Understanding the user’s feelings, thoughts, and motivations during each key stage of the customer experience is paramount in delivering an engaging and profitable user experience. According to a study, consumers have become so unpredictable that 86% would stop using a particular brand after two negative experiences. Hence, you must be mindful of customer satisfaction in order to remain competitive and profitable.
  • Provide better support over time. A well-thought-out customer journey map encompassing all aspects of the purchase experience from first contact to post-sale follow-up ensures customers will stay longer with increased product usage and loyalty. A study found that when customers receive personalized attention, 49% of them have made an unexpected purchase. This shows the power of customer interaction and how it can influence customers to buy products they may not even have known about before.
  • Identify opportunities for growth and improvement in every stage of your customer’s experience. Having this insight into where customers struggle or become frustrated with your site allows you to focus on specific areas for improvement – creating an optimal user experience and increasing trust in your service or product.

Ultimately, the benefits above lead to stronger customer relationships and more positive outcomes for your business as a whole.


5 Top Mistakes When Creating a B2B SaaS Customer Journey Map


Building a customer journey map is no easy feat. But by avoiding these common mistakes, you can create an effective customer experience that offers lasting value to your organization:


Mistake #1: Not Understanding Your Customer


Understanding your customers before creating a customer journey map will help you create channels that appeal to them, provide the right information needed to complete their purchase, and make sure they have a great experience along the way.

According to a study, an overwhelming majority or 73% of customers, agree that the customer experience plays a significant role in their final decision.

Hence, taking the extra time upfront to understand who they are will pay dividends in terms of increased loyalty, sales conversions, and brand advocates later on.

Unfortunately, many companies make mistakes when trying to understand their customers due to several factors:

  • Firstly, they may not have a clear vision or understanding of who their customers are and what they need from the SaaS company.
  • Additionally, companies often fail to develop an effective customer segmentation strategy. This can lead to problems with personalization, as they are unable to tailor their offerings and communications with customers.
  • Finally, companies may have difficulty obtaining insights into customer behavior due to a lack of data-driven analytics tools.

Understanding customers is essential for developing an effective b2b SaaS customer journey map. You should take the time to research potential customer needs and gather feedback from customers. Taking advantage of analytical data like usage statistics and conducting an A/B test between different versions of the map can help ensure customers have an optimal user experience.


Mistake #2: Focusing on the Company Instead of the Customer


In implementing a successful customer journey, a customer-centric approach is essential. This approach focuses on ensuring customers’ needs are met and promotes brand loyalty. By understanding their individual needs and placing them at the core of every step, you can experience greater success and build trust and relationships with each customer segment.

Businesses often fall prey to the common mistake of focusing solely on their own product or service when creating a B2B SaaS customer journey map. This can lead to reduced engagement, missed opportunities for marketing and upselling, and decreased revenue overall.

To maximize potential, shift focus away from your own goals and toward those of your users. By understanding their unique needs at every stage along their buy cycle, you can craft effective user journeys that support your business’s bottom line while also ensuring customers are receiving optimal value through every touchpoint.

When mapping out the customer journey for a B2B SaaS product, focus on the customer in order to create an experience that is both valuable and enjoyable. To avoid focusing too much on the company and not enough on what users want and need, you can employ several strategies such as:

  • understanding the user’s pain points
  • prioritizing conversations over transactions
  • engaging with customers at every step of their journey
  • researching user motivations, feedback, competitors, and other insights

With this comprehensive approach to mapping out a successful b2b SaaS customer journey, you can craft personalized experiences that build relationships with customers over time.


Mistake #3: Creating a Journey Map that’s Too Broad


It’s important that SaaS customer journey maps are tailored and focused on the individual customer’s needs. This allows you to identify any areas that may be neglected during the customer’s experience with your product or service. You can then target these specific areas, providing customers with better engagement tools and tactics in order to increase satisfaction and loyalty.

Additionally, creating narrowly targeted SaaS journey maps means that you can focus on specific user analytics that are relevant and useful. In doing so, you will be able to create more elaborate plans for more successful future marketing campaigns.

When creating a broad customer journey map for your B2B SaaS business, it is important that you consider all the potential issues that could arise. Unfortunately, many businesses make mistakes such as focusing exclusively on their end goal, failing to create concrete action paths, or putting too much effort into perfecting the journey instead of measuring results.

A good customer journey map should have fluid and dynamic stages that ultimately allow you to track what customers are going through and suggest improvements where necessary. It should provide insights into how to bring users onto the platform and drive them toward making a purchase decision in an efficient way.

To avoid creating a broad customer journey map:

  • First, you can focus on a specific goal or process that your customers go through when using your product. This will help you to zero in on the most important details.
  • Use customer segmentation to create different maps for different types of customers. This way, you can tailor the map to each group’s needs and get more specific information.
  • Finally, you can gather feedback from customers to get their insights on what works well and what could be improved.


Mistake #4: Not Involving the Right People in the Journey Mapping Process


When it comes to understanding and mapping out the customer journey for a B2B SaaS company, involving the right people is key to achieving a successful end result. These can include stakeholders from sales, marketing, product management, IT, engineering, and customer support.

It’s important to ensure that everyone involved understands the purpose of why you are mapping out the customer’s journey and how it ties into their respective areas within the company.

As each stakeholder is likely operating independently from each other in different departments or teams, having them come together to understand how their efforts contribute to one coherent journey for customers helps make sure no stone goes unturned when developing a strategy for success.

In selecting members of the team to help build a customer journey, some SaaS companies make huge mistakes by either picking the wrong people or including too few voices.

Those selected need to have lived experience interacting with customers – understanding their needs and wants, what it’s like to be on the front lines of a SaaS business’s customer service activities – as well as a strategic vision for how journey mapping can solve problems and create new opportunities.

Failing to involve key stakeholders from across the business in this process can be damaging and result in costly oversights down the line.

Below are a few tips:

  • Have a goal-oriented team: A journey mapping team should include several stakeholders from across the organization, such as sales, marketing, product management, IT, engineering and customer service. Each member of the team must understand what their role is in helping to achieve the overall goal of creating a successful journey map for customers.
  • Create a customer-centric environment: The team needs to be customer-driven, meaning that the focus should be on what customers want and need. The journey map should reflect their needs and desires in order to create a successful outcome.
  • Gather real-time feedback: Make sure to gather feedback from customers throughout the process of building the journey map. This will give you valuable insight into how they’re experiencing the process and what could be improved.
  • Pick at least some people with an understanding of analytics: Having some members of the team who have an understanding of data analytics will help to ensure that you’re taking a data-driven approach when it comes to measuring the success of your customer journey map.
  • Have a clear flow of communication between the departments: Make sure the team has a clear flow of communication between departments in order to ensure that everyone is on the same page when it comes to developing the customer journey.
  • Have an expert facilitator managing the process: This ensures that everyone’s voice is heard and no one is left out.


 Mistake #5: Neglecting to Update and Evolve Your Journey Map


Keeping your B2B SaaS customer journey map up-to-date helps establish strong connections with customers and provides an outstanding user experience, leading to a better brand reputation, higher customer retention rates, and improved revenue.

Leveraging the latest trends in customer relations management and technology can also help you stay ahead of the competition and meet and exceed customer expectations.

Unfortunately, many B2B SaaS businesses make the mistake of neglecting to update their customer journey map, leaving them vulnerable to missed opportunities and declining user engagement.

Without a comprehensive customer journey map, you lack key insight into where you can place contact points along the customer journey to increase conversions, deepen relationships and gain more ROI.

Furthermore, without such a map in place, there is no way for you to understand both your successes as well as any potential issues that may arise due to changes in market trends or user behavior over time. Taking the time to properly build out and maintain a customer journey map can help you ensure that your business remains competitive and is always engaging with users in an effective and meaningful way.

Here are a few simple strategies to keep up with the latest changes:

  • First, walk the journey yourself. Get out of the executive suite, and into the customer-facing roles, so you gain a hands-on understanding of how b2b saas clients experience their journey.
  • Monitor customer feedback regularly – it’s an incredibly valuable source of insights and ideas on where changes need to be made and how offerings should be improved or enhanced.
  • Invest in market research – get quantitative data from things like surveys or focus groups that concretely demonstrate where improvements or pivots may be necessary to stay competitive and relevant throughout all points in your customer experience funnel.


Final Thoughts


There is no doubt that journey mapping can be an extremely helpful tool for SaaS businesses. Not only does it offer insight into customer behavior and preferences, but also provides an excellent opportunity to optimize the customer experience.

However, having a well-designed journey map is key to unlocking these benefits as not all maps are created equal. Poorly-designed roadmaps have the potential to have a negative effect on customer experience and growth, making it imperative that each step of the customer journey be mapped with care.

For more tips about how to keep growing your SaaS business, visit our blog where we provide actionable insights and advice on a variety of topics!

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Ken Moo