To make the biggest impact for your customers at each stage of the customer journey, you need to create a blueprint (or customer journey map). This is essential for SaaS companies in particular and crucial when implementing customer growth into your organization.

1. USERIQ
W H Y C R E A T I N G A
B L U E P R I N T I S V I T A L T O A
S U C C E S S F U L C U S T O M E R
G R O W T H P R O G R A M .

2. I F Y O U ’ R E A S K I N G ,
W H A T I S
C U S T O M E R
G R O W T H ?

3. a new stream of revenue
for recurring revenue
businesses.
CUSTOMER GROWTH IS THE KEY TO UNLOCKING

4. As SaaS model companies begin to
gain a significant foothold in
business, companies have recognized
that it’s easier (and cheaper) to
retain current customers rather than
obtain new ones.

5. 2 4 %
In their annual 2016 SaaS
Survey, Matrix Partners and
Pacific Crest discovered that
the median Customer
Acquisition Cost (CAC) per $1
of upsells is $0.27, or about
24%, of the CAC to acquire
each new customer dollar.
2016 SaaS Survey, Matrix Partners and Pacific Crest

6. is focused on facilitating
success for customers as
they move throughout the
customer journey.
CUSTOMER
GROWTH

7. When customers
move through the
customer journey
and become
advocates, they
help refill the top
of the hourglass
with new, more
qualified leads.
$

8. (also known as “negative
churn") is a key revenue
driver that accounts for 70–
95% of total revenue,
alongside renewals; the
remaining 5-30% come from
initial sales.
EXPANSION

9. LOW CUSTOMER
ACQUISITION
COSTS
HIGH
CONVERSION
RATES AND
COMPANY
VALUATIONS
This ensures that
customer acquisition
costs remain low while
conversion rates and
company valuations
remain high.

10. To make the biggest impact for your
customers at each stage of the
customer journey, you need to build a
blueprint (or customer journey map).

11. WHY
SHOULD I
CREATE A
BLUEPRINT?
PROACTIVE
PLANNING
DEVELOP KEY
MILESTONES
MAP THE
CUSTOMER
JOURNEY
PROMOTE
CUSTOMER
GROWTH

12. P R O A C T I V E
P L A N N I N G
There are a few strategic questions you'll need to answers as you
create your blueprint to ensure you remain proactive.
Download the Complete Guide to Customer Growth to learn more!
1
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13. WHAT TYPES OF
DATA WILL YOU
NEED TO MANAGE
YOUR CUSTOMER
GROWTH EFFORTS?
WHAT DOES YOUR
TYPICAL CUSTOMER
JOURNEY LOOK
LIKE?
WHO OWNS EACH
STAGE OF THE
CUSTOMER
JOURNEY?
WHAT DOES A
SUCCESSFUL
CUSTOMER LOOK
LIKE FOR YOUR
ORGANIZATION?
WHAT ARE YOUR
CUSTOMER'S GOALS
VS. YOUR
CUSTOMER GROWTH
GOALS?
HOW WILL
CUSTOMER HEALTH
BE MEASURED?

14. To truly be able to
understand the impact that
can be made at every stage
of the customer journey,
you have to have an end-to-
end strategy.
It's not easy, but
blueprinting (or mapping)
can help lay out your
customer growth program.
I T ' S
S I M P L E

15. MAP THE CUSTOMER JOURNEY
Developing a blueprint allows you to map the customer journey.
This is a big piece of understanding how your users move along
their customer journey, from adoption to advocacy.

16. DEVELOP KEY
MILESTONES
Starting with the customer journey map you built
earlier, set forth a success plan and add in the
milestones you’re expecting customers to accomplish
as they use your product. Customer success
consultant Lincoln Murphy calls this orchestration.

17. By properly
managing
expectations and
laying out joint
accountabilities
up front.
PLANNING
Teeing up future-
expansion
opportunities.
EXPANSION
Finding customers
that will advocate
on your behalf to
help refill your
funnel with
qualified leads.
ADVOCACY
Lincoln Murphy describes orchestration as actively moving customers
toward their desired outcome by:
WHAT IS ORCHESTRATION?

18. “ C U S T O M E R S U C C E S S I S
W H E N Y O U R C U S T O M E R S
A C H I E V E T H E I R D E S I R E D
O U T C O M E T H R O U G H T H E I R
I N T E R A C T I O N S W I T H Y O U R
C O M P A N Y . ”
- L I N C O L N M U R P H Y

19. Consider the path your most successful customers
have taken and use that as a guide, and be sure to
consider the desired outcome of your customers,
not just your own or that of the business.
DESIRED OUTCOME
@LincolnMurphy
Required
Outcome
Desired
Outcome
Appropriate
Experience

20. WANT TO LEARN MORE ABOUT
BLUEPRINTING AND
CUSTOMER GROWTH?
Download UserIQ's The Complete Guide to Customer
Growth to learn more.

21. LEARN THE
DEFINITION
OF CUSTOMER
GROWTH
EXPLORE HOW TO
IMPLEMENT
CUSTOMER
GROWTH
LEARN
IMPACT OF
CUSTOMER
SUCCESS
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PLAYBOOKS
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With The Complete Guide to
Customer Growth, you will:

22. THE COMPLETE GUIDE TO
CUSTOMER GROWTH
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