Whenever I talk to SaaS marketers, the topic ‘customer journey’ often comes up.
Nine out of ten, it’s about the assets and messaging they need to create to move prospects through the funnel, i.e., the journey ‘with us’ from awareness to education, selection, onboarding, impact, to growth.
But when I ask about the story of the journey we’re taking our customers on, i.e., the journey ‘for them,’ it often gets quiet.
Wouldn’t it be easier for our customers, but also internally, if we’d have clarity on the actual customer journey, i.e., their transformation, first – especially in a period where the market isn’t favorable?
The challenge here is that this requires crystal clarity about the business you’re actually in. And most SaaS companies don’t have that sharp.
What is the way to go about this?
Stop thinking about your transactions, Start thinking about their transformations.
Start with the end, then work toward the start.
- What will your customers ultimately become when they adopt your solution?
- What are the stages of progression they’re going through on that journey that they’ll be proud to achieve?
- What’s the first stage they’ll achieve that’s going to be of meaningful difference to them?
Now you have a valuable, desirable, and easily achievable angle for your prospect – use that to invite them into your story. And then align everything in your business to progress them as fast and cost-effectively as possible to the ultimate transformation.
Thinking about the customer journey in a self-centric (transactional) way results in poor quality leads, long sales cycles, poor win rates, and, very often, high churn – and all the negativity that goes with that.
Thinking about the customer journey as an adventure you’re taking your customer on does the opposite. It will help you become a magnet for the right customers, those that are prepared to pay a premium and become your biggest advocates.
Question for you to reflect upon
What’s the adventure you’re taking your customers on?
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