Customer journey in B2B SaaS business models

Abstract: In this paper customer journey for B2B SaaS business models was analyzed to study customer experience, customer success and its key performance indicators. The research method is the case study of Supplier Relationship Management SaaS solution provider. In recent years, the research in customer journey management identified the tendency of acknowledge customer journey as a differentiator and a competitive advantage. Customer journey is a complex process that entails structured customer experience/success measurement system. There is no standard approach or method that provides standardized set of metrics to be applied for every journey. For SaaS solutions term “customer success” is relevant to customer experience with the solution and an indicator of customer loyalty. The purpose of the research is investigation of B2B SaaS business model and definition of key performance indicators of customer success. The case study aims to open a framework for discussion what is customer success in B2B SaaS solutions, when does it appear, and how a company influences and ensures customer success.