Mapping Your Omnichannel Marketing Customer Journey

Creating Moments At Every Stage

Creating impactful moments at every stage of the customer journey is crucial for delivering exceptional experiences and building loyalty. Each interaction a customer has with your brand contributes to their overall perception and satisfaction.

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Mapping The Customer Journey

An omnichannel customer journey refers to the seamless and integrated experience a customer has when interacting with a brand across multiple touchpoints and channels throughout their lifecycle. This approach aims to provide a consistent and cohesive experience, regardless of how or where the customer engages with the company.

Key Components Of The Customer Journey

The omnichannel customer journey typically includes:

• Multiple Touchpoints: these can include websites, mobile apps, social media, conference booths, customer service channels, and more
• Seamless Transitions: customers can move between channels effortlessly, with their information and preferences carried over
• Personalization: the experience is tailored to individual customer needs and preferences across all channels
• Consistency: messaging, branding, and information remain uniform across all touchpoints

Stages Of The Customer Journey

An omnichannel customer journey often follows these customer lifecycle stages:

• Problem Awareness
  • First impression of your brand
  • Understand buyer's mindset and problem recognition
• Product Interest
  • Provide relevant, ungated content
  • Focus on problem-solving, not hard selling
• Product Consideration
  • Prospects actively seeking solutions
  • Highlight platform functions and benefits
• Product Evaluation
  • Buyer assesses if your software meets their needs
  • Align communication with the prospect's language
• Product Purchase
  • Close the deal
  • Promise measurable results
• Customer Support
  • Onboard new customers
  • Deliver quick wins and promised value
• Customer Advocacy
  • Gain referrals and positive reviews
  • Focus on retention and upselling opportunities

Identifying Customer Touchpoints

To effectively identify and improve customer touchpoints, SaaS brands can employ several strategies:

• Mapping The Customer Journey: create a visual representation of all touchpoints a customer experiences, from initial awareness to post-purchase interactions. This helps identify areas of friction and opportunities for enhancement. A great way to manage this is either using Figma or Funnelytics
• Gathering Customer Feedback: conduct surveys and interviews to understand customer experiences at various touchpoints. This feedback can reveal hidden pain points and highlight successful interactions
• Employee Experience: encourage employees to experience the customer journey firsthand, which can provide valuable insights into the touchpoints that may need improvement

By focusing on optimizing these touchpoints, SaaS brands can enhance the overall customer experience, leading to increased satisfaction, loyalty, and ultimately, better business outcomes.

Mystery Shopping Your SaaS Brand

Mystery shopping can be a valuable tool for SaaS brands to gain insights into their customer experience and improve their overall service quality. Mystery shopping requires a strategic approach tailored to the digital nature of these brands. Here's how to effectively conduct mystery shopping for a SaaS brand:

Mystery Shopping Planning & Preparation

• Define clear objectives for what you want to learn about the SaaS brand's customer experience, sales process, and product offerings
• Create a detailed scenario and evaluation criteria, focusing on key touchpoints like the website, free trial process, onboarding, and customer support
• Select mystery shoppers who fit the target customer profile and have relevant industry knowledge

Mystery Shopping Execution

• Website Evaluation
  • Assess the website's user interface, navigation, and content quality
  • Test the responsiveness and functionality across different devices
• Free Trial Sign-Up
  • Go through the free trial registration process
  • Evaluate the ease of sign-up and any immediate follow-up communications
• Platform Exploration
  • Use the product during the trial period, noting its features, usability, and performance
  • Test integrations with other tools if applicable
• Customer Support Interaction
  • Engage with customer support through various channels (chat, email, phone)
  • Assess response times, quality of assistance, and problem-solving capabilities
• Sales Process
  • Interact with sales representatives if contacted
  • Evaluate their product knowledge, responsiveness, and ability to address concerns
• Onboarding Experience
  • If possible, go through the full onboarding process
  • Assess the quality of tutorials, documentation, and personalized guidance

Mystery Shopping Data Collection & Analysis

• Document all interactions and experiences in detail
• Use a standardized scoring system to rate different aspects of the customer journey
• Compare the SaaS brand's performance against industry benchmarks and competitors

Mystery Shopping Reporting & Recommendations

• Compile a comprehensive report detailing findings from each stage of the mystery shopping process
• Identify strengths and areas for improvement in the SaaS brand's customer experience
• Provide actionable recommendations for enhancing the overall user journey, from initial contact to ongoing usage

By following this approach, you can gain valuable insights into a SaaS brand's customer experience and identify areas for improvement. Remember to maintain objectivity and adhere to ethical guidelines throughout the mystery shopping process.

My Personal Customer Experience Framework

Personally, every time I start working at a new SaaS brand, the first thing I do is login to each of the ad platforms and check to see what ads the brand is running and where they are pushing traffic to, hopefully, a dedicated landing page.

Once I have an idea of the ads that are running, I then login to SEMRush, look at the organic positions, and see which keywords the brand is currently ranking for and the volume those keywords are driving.

Upon seeing the main distribution channels, I then go behind the scenes and jump into the customer relationship management (CRM) and email service provider (ESP) and look at the different workflows, automation, sequences, and processes, leading scoring methods, email nurtures, advertising retargeting, and systems for keeping contacts from becoming cold leads.

Lastly, I speak to the different department managers and hear first-hand the feedback they are getting from customers and potential buyers. I also ask the sales team what SaaS brands they come against the most and then check to see what their customer experience is like or mystery shop them and see first-hand using a non-business email address so as to not reveal who I am.

Once equipped with all this information, I know what is working well, what is causing bottlenecks, and what makes people want to throw their computers against the wall when they engage with the brand.

Now it's just about systematically breaking down these areas and working through everything until things are great and people are excited about the customer experience.

Next Chapter In The Guide

In the next chapter of this guide, let's learn about buyer segmentations and how they inevitably allow you to create better-personalized buyer experiences.

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Segmenting Your Potential Buyers For Omnichannel Marketing

Segmenting buyers is essential for effective personalization in omnichannel marketing. This practice involves dividing a broader market into smaller, more manageable groups based on shared characteristics, preferences, or behaviors.

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