How Customer Journey Mapping Fosters Cross-Functional Collaboration

Oct 30, 2017

CustomerZone360 | Amy Downs

Signing a new customer always feels like a home run; keeping that customer year after year, however, is a different ball game entirely.

If you live in the software-as-a-service (SaaS) world like we do here at Lifesize, then you probably understand the gravity of customer retention. Recurring revenue is key to sustaining any SaaS business, which is why it is critical to understand not just how to win customers, but how to keep them.

In past articles, I’ve talked a lot about the Net Promoter System — my team relies on it heavily to understand the voice of our customers and ensure we are both enabling them to get the most value from of our products and services and delivering positive business outcomes. But another key tool for us is journey mapping — a process by which we outline the entire journey of a customer from the point of initial engagement with our brand onwards, capturing every interaction they have with our company. While it may sound like a daunting task, it’s worth its weight in gold because it serves as a catalyst for building cross-functional collaboration and creating a culture of