Optimizing the SaaS Customer Journey: A Comprehensive Guide to B2B SaaS Customer Journey Maps

Understanding the SaaS customer journey is crucial for any business looking to optimize its strategies and improve customer satisfaction.

In the competitive world of SaaS, mapping the customer journey allows you to identify key stages where customers interact with your product, helping you tailor experiences that drive engagement, retention, and growth.

This blog will guide you through the essential stages of the SaaS customer journey, providing insights on how to effectively map each phase to meet your customers' needs and elevate your overall business strategy.

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What is a Customer Journey in SaaS?

In the world of SaaS, the customer journey is a detailed map that outlines the entire experience a customer has with your product, from their first interaction with your brand to their ongoing usage and renewal decisions.

Unlike traditional products, SaaS offerings are dynamic and continually evolving, which makes understanding and optimizing the customer journey even more critical.

For SaaS Product Managers, the customer journey is a vital framework to identify and address friction points that might hinder user retention and product adoption.

By mapping each stage of the journey, from initial signup to daily engagement, product managers can ensure that their features align with customer needs, creating a seamless experience that encourages continued use and satisfaction.

Customer Success Managers rely on the customer journey to guide their strategies for onboarding, support, and renewal. Understanding where customers might face challenges or drop off allows them to provide timely, proactive support, ensuring that customers achieve their desired outcomes and remain loyal to the product.

For SaaS Marketing Managers, the customer journey offers a blueprint for tailoring marketing efforts to each stage of the customer lifecycle.

By aligning campaigns with specific touchpoints whether it's educating prospects during the consideration phase or engaging existing users through personalized content they can increase conversion rates and build long-term brand loyalty.

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Finally, Business Analysts and SaaS Consultants use the customer journey as a tool to deliver data-driven insights that optimize business growth.

By analyzing each stage of the journey, they can identify key metrics and recommend strategies that align with business objectives, ensuring that every interaction contributes to the overall success of the SaaS product.

Understanding what the customer journey entails in SaaS is the first step toward creating a customer-centric experience that drives engagement, satisfaction, and long-term success.

Why Is SaaS Customer Journey Mapping Important?

Mapping the SaaS customer journey is crucial for understanding how customers interact with your product at every stage of their experience.

Unlike traditional customer journeys, SaaS journeys are ongoing and require continuous engagement and optimization to ensure long-term success. Here's why this process is essential:

Enhances Customer Retention and Reduces Churn

For SaaS Product Managers and Customer Success Managers, customer retention is a top priority. By mapping the customer journey, you can identify critical touchpoints where users may encounter friction or drop off.

This insight allows you to proactively address issues before they lead to churn. For example, if users often struggle during the onboarding process, you can refine it to be more intuitive, ensuring a smoother start that encourages continued use.

Aligns Product Features with Customer Needs

SaaS products are constantly evolving, and so are customer expectations. Mapping the journey helps Product Managers understand which features resonate most with users at different stages, allowing them to prioritize updates and improvements that truly add value.

This alignment ensures that your product stays relevant and continues to meet the changing needs of your customer base.

Optimizes Marketing Efforts

For SaaS Marketing Managers, customer journey mapping provides a clear understanding of how and when to engage with customers. By knowing the exact stages your customers are in, you can craft targeted marketing campaigns that speak directly to their current needs and pain points.

This tailored approach not only improves conversion rates but also enhances customer satisfaction by delivering the right message at the right time.

Facilitates Data-Driven Decision Making

Business Analysts and SaaS Consultants rely on customer journey maps to gather and analyze data from various touchpoints. This data-driven approach helps in identifying patterns, trends, and areas for improvement.

By understanding the entire customer lifecycle, you can make informed decisions that drive growth, optimize resources, and ensure that every aspect of the journey contributes to the overall success of your SaaS product.

Promotes Cross-Functional Alignment

Mapping the SaaS customer journey also fosters collaboration between different teams, including product, marketing, sales, and customer success.

By having a shared understanding of the customer journey, these teams can work together more effectively to create a seamless experience across all touchpoints. This alignment is crucial in delivering a cohesive and consistent experience that builds trust and loyalty.

In conclusion, mapping the SaaS customer journey is not just a one-time exercise; it's an ongoing process that plays a vital role in driving customer satisfaction, retention, and overall business growth.

By understanding and optimizing each stage of the journey, you can create a product that truly meets the needs of your customers and stands out in the competitive SaaS landscape.

How Does Customer Journey Mapping for SaaS Work?

Customer journey mapping for SaaS involves creating a visual representation of the various stages a customer goes through when interacting with your product.

This process allows you to identify key touchpoints, understand customer behaviors, and optimize the overall experience to meet their needs more effectively. Here’s how it works:

1. Define the Stages of the Customer Journey

The first step in mapping the SaaS customer journey is to outline the key stages that a customer typically experiences. For SaaS products, these stages often include Awareness, Consideration, Onboarding, Engagement, Renewal, and Advocacy.

• Awareness: This is where potential customers first learn about your product. It’s crucial for SaaS Marketing Managers to understand what channels or content bring users to this stage, enabling them to craft targeted campaigns that attract the right audience.
• Consideration: At this stage, customers are evaluating your product against competitors. Mapping this phase helps identify what information or features are most persuasive, guiding Product Managers and Marketing Managers in highlighting those aspects.
• Onboarding: This is a critical stage where customers begin using your product. Effective onboarding is essential for Customer Success Managers to ensure a smooth transition from trial to regular use, minimizing drop-off rates.
• Engagement: Once onboarded, customers interact with your product regularly. Mapping their behaviors during this phase helps Product Managers identify which features drive engagement and where users might encounter friction.
• Renewal: For subscription-based SaaS, the renewal stage is where customers decide whether to continue using your product. Understanding the factors that influence renewal decisions allows Customer Success Managers to proactively address concerns and reinforce value.
• Advocacy: Satisfied customers who become advocates can significantly boost your brand. Mapping this stage helps you understand what drives customers to recommend your product and how to nurture these relationships.

2. Identify Customer Touchpoints

Once the stages are defined, the next step is to identify the specific touchpoints where customers interact with your product. These touchpoints can include website visits, email communications, in-app notifications, customer support interactions, and more.

‍SaaS Marketing Managers and Customer Success Managers can use this information to ensure consistent and positive experiences across all channels.

3. Gather and Analyze Data

To create an accurate customer journey map, you need to collect data from various sources, such as analytics tools, customer feedback, and support tickets.

‍Business Analysts and SaaS Consultants play a key role in analyzing this data to identify trends, pain points, and opportunities for improvement. This data-driven approach ensures that your journey map reflects actual customer behaviors and needs.

4. Analyze Customer Emotions and Pain Points

Mapping the customer journey isn’t just about identifying stages and touchpoints; it’s also about understanding how customers feel during each interaction.

For Business Analysts and SaaS Consultants, analyzing customer emotions and pain points at different stages of the journey provides valuable insights into where improvements are needed.

For example, if customers often feel frustrated during onboarding, you might need to simplify the process or offer additional support.

5. Use Data to Optimize the Journey

Customer journey mapping for SaaS is most effective when it's backed by data. By collecting and analyzing data from various touchpoints, Product Managers and Business Analysts can identify patterns and trends that inform decision-making.

Whether it’s improving a feature that’s causing friction or refining a marketing message that’s not resonating, data-driven insights are key to optimizing the journey.

6. Implement and Iterate

Once you’ve mapped out the customer journey, the next step is to implement changes and monitor their impact. For Customer Success Managers and Marketing Managers, this might involve testing new onboarding processes or launching targeted campaigns based on journey insights.

The SaaS customer journey is dynamic, so it’s essential to continuously iterate and refine your approach based on feedback and data.

7. Foster Cross-Departmental Collaboration

Successful customer journey mapping requires collaboration across departments. Product Managers, Customer Success Teams, Marketing Managers, and Business Analysts must work together to ensure that every aspect of the journey is aligned with the overall business goals.

Regular communication and data sharing between these teams are vital for maintaining a cohesive and effective customer journey map.

Benefits of Customer Journey Mapping

Customer journey mapping offers numerous advantages for SaaS businesses, providing a clearer understanding of how customers interact with your product and where improvements can be made.

By leveraging this powerful tool, you can better serve your customers and drive business growth. Here are some key benefits:

1. Deepens Understanding of Customer Personas

Customer journey mapping starts with defining your customer persona the detailed profiles that represent your typical users.

By understanding these personas, you can tailor each stage of the journey to meet their specific needs and expectations.

This targeted approach ensures that your product resonates with different types of users, from new acquisitions to long-term customers, enhancing overall satisfaction and engagement.

2. Enhances Customer Acquisition Strategies

A well-mapped customer journey can significantly improve your acquisition strategies by pinpointing where potential customers first interact with your brand and how they progress through the buying process.

For SaaS Marketing Managers, this insight is invaluable in creating targeted campaigns that effectively reach and convert new customers.

By understanding the customer’s quest from initial interest to decision-making you can craft more persuasive marketing messages that resonate at each stage of the journey.

3. Increases Opportunities for Upselling

Mapping the customer journey also highlights key moments where upselling opportunities arise. For Customer Success Managers and Product Managers, recognizing these moments allows you to introduce relevant features or higher-tier plans at the right time, increasing the likelihood of a successful upsell.

By aligning upsell offers with specific points in the customer’s journey, you can ensure they are well-timed and relevant, boosting revenue and customer satisfaction.

4. Improves Customer Retention and Loyalty

Understanding the full scope of the customer journey enables you to address pain points and enhance the overall experience, leading to better retention rates.

By mapping out how different personas engage with your product over time, you can implement strategies to keep them engaged, satisfied, and loyal.

This is especially important for SaaS businesses, where long-term customer relationships are key to sustained success.

5. Aligns Cross-Departmental Efforts

Customer journey mapping fosters better alignment between departments, ensuring that Product Managers, Marketing Teams, and Customer Success Managers work together towards common goals.

By having a shared understanding of the customer’s journey, each team can coordinate their efforts more effectively, leading to a seamless and consistent experience across all touchpoints.

This alignment is crucial for delivering a cohesive brand experience that builds trust and loyalty.

In conclusion, customer journey mapping is a vital tool for SaaS businesses, offering insights that drive better acquisition, higher upsell rates, and improved customer retention.

By understanding your customer personas and their unique quests, you can create a journey that not only meets but exceeds their expectations, ensuring long-term success for your SaaS product.

Stages in the SaaS Customer Journey

The SaaS customer journey is a dynamic process that encompasses multiple stages, each representing a critical phase in the relationship between your customers and your product.

Understanding these stages allows you to optimize your strategies at every point, ensuring that customers have a smooth, engaging, and value-driven experience from start to finish. Here’s a breakdown of the key stages in the SaaS customer journey:

1. Awareness

The journey begins with awareness, where potential customers first learn about your SaaS product. This stage is crucial for SaaS Marketing Managers, who focus on attracting attention through various channels like content marketing, social media, search engine optimization, and paid advertising.

The goal here is to make your target audience aware of the problem your product solves and position your solution as the best option available.

Crafting compelling messaging that resonates with your customer personas is essential to spark interest and guide prospects to the next stage.

2. Consideration

Once potential customers are aware of your product, they enter the consideration stage. Here, they evaluate whether your solution meets their needs, comparing it to other options in the market.

‍Product Managers and Marketing Teams play a pivotal role in this phase by showcasing your product’s unique features, benefits, and value propositions.

Providing detailed product information, case studies, demos, and free trials can help prospects understand how your SaaS solution fits into their workflow and addresses their pain points. This stage is where you nurture leads and guide them toward making an informed decision.

3. Onboarding

The onboarding stage begins after a customer decides to purchase or sign up for your product. This phase is critical for setting the tone of the entire customer journey, as it’s their first hands-on experience with your SaaS solution.

‍Customer Success Managers focus on making this process as smooth and intuitive as possible, ensuring that customers quickly understand how to use the product and start experiencing its value.

Effective onboarding includes step-by-step guides, tutorials, personalized support, and regular check-ins to help customers get up and running without frustration.

A successful onboarding process can significantly reduce churn and lay the foundation for long-term engagement.

4. Engagement

Engagement is where customers actively use your SaaS product in their day-to-day operations. During this stage, it’s essential to keep customers engaged and satisfied by continually delivering value.

‍Product Managers monitor usage patterns and feedback to refine features and introduce updates that align with customer needs. Meanwhile, Customer Success Teams ensure that users are fully leveraging the product’s capabilities and are available to assist with any challenges that arise.

This stage is also an opportunity to introduce upselling and cross-selling by highlighting additional features or higher-tier plans that can further enhance the customer’s experience.

5. Renewal or Expansion

As customers approach the end of their subscription term, they enter the renewal stage. This is a critical point in the journey where they decide whether to continue using your product or explore alternatives.

‍Customer Success Managers focus on reinforcing the value your product has delivered, addressing any concerns, and presenting opportunities for expansion, such as upgrading to a more comprehensive plan or adding new features.

Successful renewals depend on how well you’ve nurtured the relationship throughout the journey, ensuring that the customer feels their investment is worthwhile.

6. Advocacy

The final stage of the SaaS customer journey is advocacy, where satisfied customers become loyal promoters of your product.

‍Marketing Teams and Customer Success Managers can leverage this stage by encouraging happy customers to share their positive experiences through reviews, testimonials, and referrals.

Advocacy not only helps in acquiring new customers but also strengthens the bond with existing ones, creating a community of brand champions who contribute to your SaaS product’s ongoing success.

How to Create a SaaS Customer Journey Map?

Creating a SaaS customer journey map is a vital process that helps you visualize and optimize every interaction a customer has with your product.

By mapping out each stage, you can better understand their experiences, pinpoint friction points, and develop strategies to improve retention, satisfaction, and overall engagement. Here’s a step-by-step guide on how to create an effective SaaS customer journey map:

1. Define Your Customer Personas

The first step is to establish your customer personas—detailed profiles that represent different types of users interacting with your SaaS product. For a SaaS business, these might include:

• New users exploring your product for the first time.
• Power users who rely heavily on your features.
• Decision-makers in B2B scenarios looking for long-term ROI.

Each persona has distinct goals, pain points, and behaviors. By creating these personas, you’ll be able to map their unique journey and identify how they interact with your SaaS at various touchpoints.

For example, a Product Manager persona may be interested in how quickly their team can adopt the tool, while a Customer Success Manager will focus on ensuring customer outcomes are met after onboarding.

2. Identify Key Stages of the Journey

Next, break down the SaaS customer journey into key stages. These stages typically include:

• Awareness: How customers first hear about your SaaS solution.
• Consideration: How they evaluate and decide if it fits their needs.
• Onboarding: How they set up and start using your product.
• Engagement: How they interact with your product regularly.
• Renewal or Expansion: How they decide to renew, upgrade, or expand usage.
• Advocacy: How they promote or recommend your product to others.

By clearly identifying these stages, you create a foundation for mapping how users move through each phase and what touchpoints they encounter.

3. Map Customer Touchpoints Across All Stages

Touchpoints are any interactions a customer has with your SaaS business across different channels (website, customer support, in-app notifications, etc.).

These touchpoints can be direct (e.g., using your product’s features) or indirect (e.g., receiving a marketing email or customer support call).

For each stage of the journey, identify specific touchpoints relevant to the customer persona. For example:

• Awareness stage: Visiting your website or interacting with marketing content.
• Consideration stage: Attending a product demo or engaging with customer reviews.
• Onboarding stage: Setting up an account or completing a tutorial.
• Engagement stage: Using key product features, interacting with customer support, or receiving product updates.

Mapping out touchpoints helps you understand the various ways customers engage with your SaaS, allowing you to focus on optimizing these interactions.

4. Analyze Customer Pain Points and Emotions

A key element of journey mapping is understanding the emotions, motivations, and challenges customers experience at different touchpoints. For each stage, ask yourself:

• What are customers trying to achieve?
• Where are they likely to experience frustration or confusion?
• What factors could improve their satisfaction and success?

For instance, during the onboarding stage, a common pain point might be the complexity of setting up the product. Identifying this allows you to simplify the onboarding process or provide additional guidance to ensure users don’t abandon the platform early.

Additionally, analyzing customer feedback, surveys, and support tickets can provide valuable insights into specific pain points at each stage. Using this data, you can target key areas for improvement.

5. Set Key Metrics for Each Stage

To measure the success of your customer journey map, establish key performance indicators (KPIs) for each stage of the journey. Examples include:

• Awareness stage: Website traffic, click-through rates, or demo requests.
• Consideration stage: Conversion rates from free trials to paying customers.
• Onboarding stage: Time to first value (how long it takes for a user to see value from your product).
• Engagement stage: Product usage rates, customer satisfaction scores, or support interactions.
• Renewal stage: Renewal rates, expansion revenue, or churn rates.
• Advocacy stage: Referral rates or customer lifetime value (CLV).

These KPIs will help you assess whether your journey map is leading to improvements in the customer experience and driving business goals.

6. Collaborate Across Teams

Creating a SaaS customer journey map isn’t a solo effort—it requires collaboration across departments like product management, marketing, sales, and customer success. Each team interacts with customers at different stages of the journey and has unique insights into what’s working and what’s not.

For example:

• Marketing Teams can provide insights into how customers discover your product and which campaigns are most effective.
• Customer Success Managers can highlight onboarding challenges and strategies to keep customers engaged.
• Product Managers can share data on which features are most used and where customers drop off.

8. Leverage Tools and Technology

Leveraging tools like Decktopus can greatly simplify the process of creating and maintaining a SaaS customer journey map. Here's how Decktopus helps:

• Ready-to-Use Templates: Decktopus offers customizable templates tailored for journey mapping, enabling you to quickly create professional maps for various customer personas and touchpoints.
• Collaboration Features: With real-time collaboration, teams across product, marketing, and customer success can work together on a single map, ensuring insights from all departments are integrated smoothly.
• Data Integration: Decktopus integrates with CRM and analytics tools, allowing you to pull in data and visualize key metrics like engagement and churn directly in your journey map.
• Customization and Flexibility: Easily modify journey maps to fit your business needs by adjusting steps, decision points, and actions.
• Visual Storytelling: Decktopus excels at turning data into clear visuals, making it easier to identify friction points and upsell opportunities while presenting a cohesive journey overview to stakeholders.

With Decktopus, SaaS businesses can efficiently map and optimize their customer journey using a user-friendly, collaborative, and data-driven approach.

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5 SaaS Customer Journey Case Studies: How Top Companies Drive Retention and Growth

1. Gong: Driving Sales with Data Insights

Gong helps its customers like Drift leverage deep data insights to improve their sales conversations. By capturing and analyzing customer interactions, Gong enables companies to make data-driven decisions, resulting in higher sales engagement and retention. Drift used Gong’s platform to streamline its sales strategy, leading to quantifiable improvements in conversion rates.

2. Heap: Increasing Retention and Conversion

Heap’s platform provided THINX, a company in the personal care industry, with actionable data, leading to a 5x increase in conversions and a 90% retention rate.

By helping THINX optimize its user flows and identify friction points, Heap enabled the company to refine its customer onboarding and support processes, contributing to significant growth and retention.

3. Notion: Coordinating Team Goals and Objectives

Notion’s flexible collaboration tool allowed a tech company working with indigenous communities to streamline project management and align personal goals with team objectives.

By creating customized databases and workflows, the company improved internal communication and efficiency, which in turn increased engagement and boosted long-term retention.

4. Postman: Enhancing Developer Experience

Postman’s API development platform enabled eCommerce businesses like Stripe and PayPal to handle development issues more efficiently.

Postman improved the debugging process by providing tools that allowed for quick error replication and resolution. This helped reduce churn rates and boosted customer satisfaction by ensuring smoother user experiences.

5. Ahrefs: Revolutionizing SEO Strategies

Ahrefs transformed how a hosting company managed its SEO efforts, helping the company discover new content opportunities and stay ahead of the competition.

By offering a full suite of tools for keyword research, backlink analysis, and content optimization, Ahrefs drove engagement and improved long-term customer retention, demonstrating the value of an all-in-one platform for SaaS businesses.

These examples illustrate how optimizing the customer journey at key stages onboarding, engagement, and support can lead to impressive results in retention and growth for SaaS companies.

Tools and Software for Optimizing the SaaS Customer Journey

To effectively manage and improve the SaaS customer journey, it’s essential to use specialized tools that support various stages—from onboarding to retention. Below are 5 top tools that help SaaS businesses optimize different aspects of the customer journey.

1. Intercom – Customer Engagement & Support

Intercom is a robust customer communication platform that facilitates engagement through live chat, automated messaging, and customer support. For SaaS companies, Intercom’s key strengths lie in:

• Personalized Messaging: Automated, personalized messages tailored to customer actions.
• Onboarding Tools: Walkthroughs and in-app guides for smoother user onboarding.
• CRM Features: Stores customer data, helping you track interactions across the journey.

2. Heap – Behavioral Analytics

Heap is a powerful analytics tool that automatically captures every customer interaction with your product. SaaS companies benefit from:

• Actionable Insights: Automatic tracking of user behavior, helping identify friction points.
• Journey Optimization: Provides data to refine user flows and increase engagement.
• Real-Time Feedback: Instant insights into how users interact with product features, enabling faster optimizations.

3. Pendo – Product Experience & Onboarding

Pendo helps SaaS businesses improve product adoption by focusing on user onboarding and feature engagement. Its notable features include:

• In-App Messaging: Onboard users with product walkthroughs and announcements.
• Usage Analytics: Monitor which features customers use most and optimize based on data.
• Customer Feedback: Gather user insights directly in the app to improve experiences.

4. HubSpot CRM – Customer Relationship Management

For SaaS companies looking to streamline their CRM efforts, HubSpot CRM offers:

• Contact Management: Keep track of all customer interactions across multiple touchpoints.
• Sales Automation: Automates email follow-ups and other sales activities.
• Reporting and Analytics: Detailed reports on the customer lifecycle and engagement.

5. Decktopus – Presentation and Journey Mapping

Decktopus offers customizable templates and collaboration features ideal for mapping out and visualizing the SaaS customer journey. With its ease of use and integration with analytics tools, Decktopus helps teams:

• Visualize Customer Journeys: Create detailed maps with touchpoints and action steps.
• Collaborate in Real Time: Teams can work together on journey maps for seamless alignment.
• Data Integration: Pull in key metrics to track and optimize each stage of the journey.

Expert Tips and Best Practices for SaaS Customer Journeys

Optimizing the SaaS customer journey requires a deep understanding of user behavior and strategic improvements across every touchpoint. Below are 10 expert tips from industry leaders that can help you master this critical aspect of SaaS growth:

1. Invest in a Seamless Onboarding Experience

Ensuring that customers experience value quickly is vital for retention. Use in-app guides, product walkthroughs, and personalized onboarding experiences to make this process as smooth as possible.

• Example: Slack’s intuitive onboarding minimizes friction by allowing users to set up and start collaborating instantly.

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2. Utilize Data to Predict Churn

Monitoring customer behavior can reveal early signs of dissatisfaction. Use analytics tools to track user activity and intervene before churn happens.

• Expert Insight: Alex Turnbull of Groove recommends setting up early warning systems based on user inactivity and engagement metrics.

3. Personalize the Customer Journey at Every Stage

From initial interaction to retention, tailoring the journey to individual customer needs increases satisfaction and engagement.

• Example: Mailchimp personalizes its email campaigns based on user preferences and behavior, driving engagement and loyalty.

4. Leverage Automation for Timely, Relevant Interactions

Automation tools can help deliver the right message at the right time, whether it’s a product update, renewal reminder, or upsell opportunity.

• Best Practice: Use platforms like Intercom to automate personalized messages that guide customers through each stage.

5. Segment Customer Personas to Tailor Your Approach

Not all customers are the same. By segmenting based on behavior, industry, or usage, you can create more relevant and impactful touchpoints.

• Example: Spotify segments users by listening behavior to personalize recommendations and drive engagement.

FAQ

1. What is a SaaS customer journey?

The SaaS customer journey encompasses all interactions between a customer and a SaaS company, from initial awareness to onboarding, usage, and retention. It aims to optimize each stage for better engagement and retention.

2. What are the 5 stages of the customer service journey?

1. Awareness: Discovering the product.
2. Consideration: Evaluating options.
3. Purchase: Signing up or subscribing.
4. Onboarding & Usage: Using the product.
5. Retention & Advocacy: Renewing and promoting the product.

3. What is CX in SaaS?

CX (Customer Experience) in SaaS refers to a customer’s overall perception of their interactions with a SaaS product, aiming to ensure satisfaction and retention.

4. What are the stages of SaaS?

The key SaaS stages are Product Development, Launch, Customer Acquisition, Retention, and Expansion through upsells and advocacy.

5. What is CLV in SaaS?

CLV (Customer Lifetime Value) measures the total revenue a company expects from a single customer over time.

6. What is SaaS customer engagement?

SaaS customer engagement is the continuous interaction a customer has with the product, impacting usage, retention, and upsell opportunities. High engagement often leads to long-term loyalty.

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