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What is PLG and why use it in a B2B SaaS customer journey map?

B2B Software has undergone a major change in how services are found, evaluated, and bought. Buyers of B2B products are not companies but rather the people inside the company.

Buyers want to self-educate (according to a Forrester report, 75% of B2B buyers say they’d rather buy through an app or a website than a salesperson.) Adding to that, it’s now easier than ever to start a company,  and the amount of SaaS businesses (Software as a Service) is increasing by the day. Consumers now have access to an ever-expanding list of services that can deliver on their expectations.

Previously B2B products were sold by the salespeople and they were instrumental in the B2B SaaS customer journey.

In today’s tech-savvy world many customers prefer, instead of talking to a salesperson, to experience the product first and educate themself. Being in the B2B space today means that businesses need to change the way they think about their marketing, sales, and service delivery.

Product-Led-Growth (PLG) is a methodology in which user acquisition, expansion, conversation, and retention are all driven primarily by the product itself. 

One way of illustrating this is with this image (source: productled.org):

Usually, a prism means that when light passes through a prism the different colors that make up white light become separated and create a rainbow effect.

The product-led prism works the same but the other way around. The different colors here represent the different teams -such as marketing, sales, customer success, etc, and the image illustrates how they all focus their efforts on creating a consistent customer experience through the use of the product. 

About the B2B template

From top to bottom, the SaaS customer journey map is divided into the following main areas:

1. Customer phases and journey steps
2. Touchpoints
3. Backstage – organizational processes, activities, policies, and rules
4. Development – challenges, ideas, and priorities

Additionally, as a starting point, we have also placed the four main phases of the PLG Flywheel, the marketing model suitable for SaaS businesses (rather than the classical marketing and sales AIDA funnel).

The stages from awareness to adoption and advocacy are represented by the customer behavioral groups  evaluators, beginners, regulars, and champions.

The lane “customer journey steps” is the next level,  detailing each step the customer takes when going through the PLG-phases. This lane also includes a sub-lane with placeholders where you can add more information about the customer activities, goals, and needs in each step. 

The yellow lanes in the SaaS customer journey are for the touchpoints, for instance, the app, website, help center, customer support, and so on.

Feel free to add and remove touchpoints to suit your needs. You can also add more information where needed to highlight when different touchpoints are used during a step.

Below the touchpoints, we have placed the backstage lanes, ie the internal lanes – where you place any processes, activities, systems, and policies that are in effect when you are delivering the customer experience throughout the various touchpoints of your B2B product. 

Finally,  the last lanes are the development lanes, where you prioritize the different activities you will focus on as a result of mapping the SaaS customer journey and identifying pain points or gain points. 

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About the retail customer journey template

As a starting point we have mapped the major customer steps and activities in two customer journeys:

1. An online purchase
2. An in-store purchase

In addition, there are two different types of research behaviors:

A person who researches offline

A person who researches online

How to use the customer lanes in the template

Both research behavior A and B can be applied to either of the customer journeys, which is why the buying online journey and the buying in-store journey have identical “before sale” steps in the template.

Similarly, the post-sales activities are also identical in both journeys, to make the template versatile for your business. Add or remove steps to make the post-sales phase reflect your retail customer journey. For instance, buying a bed might mean that you go to a store and try the bed out as well as order and buy it there, as depicted in the customer journey 2. But you will most likely have to wait for the delivery of the bed afterward, which is the same as if you would have ordered it online, ie customer journey 2.

Feel free to use the journeys and customer types that best suits your business and customers. Just rearrange and delete the excess lanes. Most often you will need a mix of both, depending on behaviors, product or industry. Just add and remove steps o make the map fit your organization and customer journeys.

The onstage and backstage lanes

Apart from the customer lanes, this template also contains the onstage and backstage lanes, which makes up the service blueprint structure. Read more on how to use the service blueprint here.

Feel free to use the retail customer journey and customer types that best suits your business and customers. Just rearrange and delete the excess lanes. Most often you will need a mix of both, depending on behaviors, product or industry. Just add and remove steps o make the map fit your organization and customer journeys.

Learn more about retail customer journeys

How to combine online and offline techniques for a better customer journey

How to Map a Customer Journey in Ecommerce: The Data Behind Consumer Psychology and Experience

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The delivery and food order customer

Remember that the customer perspective is ordering, the providers perspective is delivery. So it’s important to map and improve the ordering and to develop the delivery system.

In this food order customer journey template we have mapped the major steps taken when ordering and delivering food. You can modify it to reflect your customers’ needs and organizational ability as you see fit. Feel free to delete the lanes and sub-lanes you don’t need and add new ones if you need.

This journey map template

The map is divided into three sections:

• The Blue section: We strongly recommend putting the Customer Lanes at the top.
• The red and orange section: Below the customer lanes are the On-Stage Lanes consisting of all the touchpoints. Digital, physical and print.
• The green section: At the bottom you’ll find the Back-Stage Lanes, and where you map opportunities and ways of meeting the customers’ needs.

The map is designed to provide a clear and balanced overview. It is not too overwhelming (to work well when presenting at a decision group), but can still contain all the deeper insights and details in the sub-lanes.

Note the employee journey map lane: When the food order customer journey is mapped, it’s a good idea to map the employee journey as well. As you can see, the employee journey is shorter than the customer journey, but also important if you aim to create a great experience. Comparing the needs and goals of the customer and the employee is a good starting point for innovation.

Also note the special sub-lane Insight Evidence in the lane Customers Emotional State. Its purpose is to help you make notes about what kind of customer insights you rely on. Are they true, research based or assumptions and wishful thinking? It’s totally okay to mix, as long as you are aware of it.

Use the customer journey mapping tool Custellence to map, analyse, innovate, engage, implement and create sustainable change! Bring your team and colleagues on board and create the best customer experiences in your industry.

Good luck!

Here is some valuable insights and inspiration for your food order customer journey and delivery:

https://www.mckinsey.com/industries/high-tech/our-insights/the-changing-market-for-food-delivery

Other inspirational maps:

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A good starting point

The elderly customer journey map template builds on work done with elderly care (Eldercare customer journey) for several Swedish local authorities over the past years. This template is also a good starting point for other medical and care services that match the following criteria:

• The services are not for pleasure, but rather sometimes reluctantly forced onto the customer
• The customer may not even be a customer but more a user without that much of a choice, representing the essence of an elderly customer journey map.
• A second target group is involved, e.g. a next of kin, relative, or other contact person
• Several service providers and organisations are having to cooperate to deliver value and a good experience

Elderly customer journey map examples

Example of elderly customer journey map, experience maps or service blueprints in other fields where this map template could provide a good starting point:

• Aging and independence service customer journey map
• Home care service customer journey map
• Geriatric care customer journey map
• Hospice customer journey map
• Palliative care customer journey map
• Adult day health care customer journey map

It might also be appropriate to consider other kinds of elderly customer journey maps or experience maps for life changing medical treatment and care.

In the template we have mapped out major steps in the elderly person’s and next of kin’s journey. Modify it to reflect your customers’ needs and organisational ability. Delete lanes and sub-lanes you don’t need and add new ones.

Get a good overview with sections

The elderly customer journey map is divided into four sections:

• The green section: At the top, are the customer lanes. We always recommend having the customer lanes at the top to point out that this is the starting point. There are two target groups, the elder and the next of kin.
• The yellow section: In the middle are the on-stage lanes, consisting of touch-points from different providers.
• The red section: A lane called main challenges is used to provide a summary and analysis. This is a starting point for the development section below it.
• The blue section: At the bottom are the development lanes. priority, ideas and work streams. The Sub-lanes in the priority curve lane are based on an action priority matrix.

Below is the priority matrix used in the development priority Sub-lane.

Download the images here to use them in your map:

The elderly customer journey map design

The map is designed to provide a clear and balanced overview, not too overwhelming, for e.g. a decision group – but with all the deeper insights and details covered in the sub-lanes.

The Sub-lane insight evidence, in the lane customers emotional state, is there to help you make notes about what kind of customer insights you rely on. Are they true, research based or assumptions and wishful thinking? This is crucial for an effective elderly customer journey map.

Use Custellence to map, analyse, innovate, engage, implement and keep improving! Create a common vision and plan to synchronize several involved providers and improve the quality of life for people in need of care. Most of us will sooner or later go through this elderly journey map.

Good luck!

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The vacation customer journey map template builds on work done with travel agencies. But it can also serve as a good source of inspiration for other service offerings, that match the following criteria:

• The customer is the main decision maker
• The customer is enjoying the service for pleasure of their own free will
• The use of the service is planned and researched in advance
• The service provider is mostly responsible for all touch-points

Travel and vacation customer journey map examples

Example of other industries experience map, customer journey maps or service blueprints where this template could provide a good starting point:

• Amusement park customer journey map
• Museum customer journey map
• Car rental customer journey map
• Spa customer journey map
• Hotel customer journey map
• Restaurant customer journey map

In the template we have mapped out major vacation travel steps. Modify it to reflect your customers’ needs and organisational ability. Delete lanes and sub-lanes you don’t need and add new ones.

Different sections

The vacation customer journey map is divided into three sections:

• The green section: We strongly recommend putting the customer lanes at the top.
• The orange section: Below the customer lanes are the on-stage lanes consisting of all the touchpoints.
• The blue section: At the bottom you’ll find the back-stage lanes mapping opportunities and ways of meeting the customers’ needs.

The vacation customer journey map design

The map is designed to provide a clear and balanced overview, not too overwhelming, for e.g. a decision group – but with all the deeper insights and details covered in the sub-lanes.

Note the special sub-lane insight evidence in the lane customers emotional state. Its purpose is to help you make notes about what kind of customer insights you rely on. Are they true, research based or assumptions and wishful thinking? It’s totally okay to mix, as long as you are aware of it.

Use Custellence to map, analyse, innovate, engage, implement and keep improving! Bring your team and colleagues on board and create a travel and vacation customer journey map to deliver the best customer experiences in your industry. Good luck!

Good luck!

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