{"id":1147,"date":"2017-10-30T10:38:44","date_gmt":"2017-10-30T10:38:44","guid":{"rendered":"http:\/\/amydowns.wpengine.com\/?p=1147"},"modified":"2023-07-14T13:13:17","modified_gmt":"2023-07-14T13:13:17","slug":"how-customer-journey-mapping-fosters-cross-functional-collaboration","status":"publish","type":"post","link":"https:\/\/www.customerobsessing.com\/es\/how-customer-journey-mapping-fosters-cross-functional-collaboration\/","title":{"rendered":"How Customer Journey Mapping Fosters Cross-Functional Collaboration"},"content":{"rendered":"\t\t
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How Customer Journey Mapping Fosters Cross-Functional Collaboration<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Amy Downs
First Published: October 30, 2017<\/a><\/p>

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

If you live in the software-as-a-service (SaaS) world like we do here at Lifesize<\/a>, 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.<\/p>

In past articles, I\u2019ve talked a lot about the Net Promoter System \u2014 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\u00a0journey mapping<\/b><\/em>\u00a0\u2014 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\u2019s worth its weight in gold because it serves as a catalyst for building cross-functional collaboration and creating a culture of customer obsession.<\/p>

Siloed organizations have a very hard time in delivering great experiences for customers. That\u2019s because customers know when there is misalignment between various departments. When the right hand isn\u2019t talking to the left, it\u2019s apparent and it\u2019s the primary reason siloed organizations run into so many issues when serving their customers. For example, Sales doesn\u2019t communicate their customer conversations to Customer Success managers or various departments are bombarding customers with emails without any clear strategy or direction, and so on. At Lifesize, our customer-first approach through journey mapping has enabled us to quickly eradicate siloes and enable collaboration like we\u2019ve never seen before.<\/p>

Here\u2019s what the process looks like in action.<\/p>

Engaging with Marketing<\/strong><\/h2>

How can we better engage with our existing customers through marketing campaigns that really address how they are using our product?<\/p>

Effective marketing that speaks to your installed base is critical, especially for SaaS companies. Unfortunately, this specific marketing task is easy to de-prioritize. Chances are, most of you have seen email blasts from vendors that are fairly generic and not at all tailored to your specific use of the product. This is exactly what we want to avoid.<\/p>

The goal is to create targeted messaging that speaks to customer\u2019s specific needs. So, you may consider working with Marketing to address questions like:<\/p>