Customer Journey
يوضح هذا القسم المسار الكامل الذي يمر به العميل منذ أول نقطة تواصل وحتى إتمام عملية التسجيل أو الشراء، مع توضيح دور مسؤول المبيعات في كل مرحلة.
1. The journey at a glance
The same board is maintained in Figma: Customer journey board.
2. Stage-by-stage
شرح تفصيلي لكل خطوة يمر بها العميل، بما في ذلك احتياجاته، والأسئلة المتوقعة، وكيفية التعامل معها لتحقيق أفضل تجربة ممكنة.
Each stage states: the customer's state, the barrier it removes, the sales move, the CRM status, and the exit criterion — the single observable fact that moves the person forward. A stage with no exit criterion is a conversation, not a stage.
2.1 Arrival — the message is the landing page
Customer state: saw an ad or a post, has a tax problem, has not signed up and does not intend to yet.
Observed behaviour, plainly: visitors do not sign up in order to find the tutorials — they prefer to chat with us before they try. Treat that as the design constraint, not a leak to be plugged. The first conversation is the real landing page, and it carries the two barriers the website did not clear: the product is unknown to them, and they don't trust that it is genuinely compatible with the Authority.
Sales move: answer in the customer's own frame before asking anything. Two proofs, no pitch — a real accepted document on screen, and the name of the Authority requirement it satisfies.
Exit criterion: the customer answers a qualifying question. CRM: no status covers this stage — until that answer arrives the person lives in the inbox, not the CRM.
2.2 Qualification — three questions, and the courage to say no
The intake is fixed: what they need to know about the subscription, their line of business, whether they are enrolled in the ETA system yet, and a phone number. Just as important is the mirror image — who to exclude:
| Filter | Question asked | Disqualifies when |
|---|---|---|
| VAT registration | مسجل ضريبة قيمة مضافة؟ منضم للمنظومة ولا لسه؟ | not registered and not intending to register |
| Transaction volume | كام فاتورة/إيصال في الشهر؟ | volume too low for any plan to pay for itself |
| Business type | بتشتغل في إيه بالظبط؟ | unknown or unstated line of business |
The filter is the highest-leverage thirty seconds in the whole journey, because every unqualified lead that survives it consumes the follow-up capacity of a qualified one. Disqualification is an outcome, not a failure — and it must be recorded with its reason, or the same audience gets bought again next month.
Exit criterion: all three answered and passed. CRM: Registered once an account exists.
2.3 Discovery call — classification, not persuasion
The call has one job: "تحديد نوع العميل ومكانه في الفانيل ومدى قربه من قرار الشراء وهل هو مسؤول عن القرار أو لا" — classify the customer, place them in the funnel, and establish whether they can actually decide.
Four things must come out of every call, and they are the same four the creative team needs:
| Field | Why sales needs it | Why creative needs it |
|---|---|---|
| Stall point | picks the next action | tells the stage folder what to build |
| Objection — verbatim Arabic | reveals the real barrier | becomes the ad hook, unparaphrased |
| Question asked | picks which tutorial to send | feeds the FAQ carousel |
| Comparison named | frames the price conversation | commissions comparison content |
On the fourth field specifically: pricing makes people compare eDariba with POS hardware. That is a category error the customer arrives with, and it is cheaper to correct on a call than in an ad.
The call closes on the free trial and the ETA link — not on price. Price enters at §2.7.
Exit criterion: persona classified, decision authority known, follow-up date set. CRM: Onboarding.
2.4 Setup assist — the barrier is comprehension, not intent
Customer state: willing, signed up, and now facing a screen they don't understand. The barrier customers name first is "صعوبة فهم البرنامج" — the software is hard to understand.
Sales move: send the tutorial videos in order on WhatsApp, ask the customer to link the company, and set the follow-up gap by where the customer actually stopped — not by a fixed cadence. The assets exist: an eight-episode tutorial library covering signup → first accepted document, plus a step-by-step screen library running from signup through reports.
Exit criterion: company profile complete + ETA linked — the product's account_ready event. CRM: Setup.
2.5 First document — the moment of truth
Customer state: account ready, nothing issued. This is the longest silence in the journey and where most stalls live.
Sales move: the concrete, small ask already in the playbook — issue five receipts free. Small enough to do on the call, real enough to produce an Authority acceptance. Nothing else in the journey converts belief as cheaply as the customer watching their own document come back accepted.
Exit criterion: one ETA document returns accepted. CRM: Activation.
Activation has exactly one definition across strategy, sales, content, and telemetry: the first accepted document. Never "signup", never "trial started".
2.6 Rescue — the branch that decides the quarter
Three inputs, one loop: a rejected document, silence after account-ready, or a customer who says outright they don't understand.
A rejected first document is the second-strongest trigger moment in the journey, and the loop is fixed: plain-language explanation → guided fix → resubmit → if still stuck after 48 h, a human on WhatsApp or a partner callback. Sales owns the human half.
Two barriers surface here that no tutorial removes, and both need an answer ready in the rescue script:
- "محتاج أرجع للمحاسب القانوني أتأكد" — the customer wants a trusted authority to validate the tool. Do not treat this as a stall to be overcome. Offer to speak to the accountant directly; a validated accountant becomes a partner channel, so the objection is a lead.
- "بياناتي هتروح فين؟" — the data-privacy barrier. It needs a stated, repeatable answer, not improvisation per rep.
Exit criterion: back to §2.5, or an explicit, reasoned close. CRM: Nurture.
2.7 Fitted proposal — one price, one case
Only now: detail the package that fits this customer's situation, and issue a written quote for serious, ready buyers on larger deals.
Three rules:
- Fit the case, not the catalogue. The pricing model is scope × service × usage × cadence × wallet. A customer who needs receipts only should never hear the invoice plan's price.
- Answer the comparison that was named on the call. Against POS hardware, the honest frame is total cost over a year against a device plus its maintenance — the value added, made concrete.
- Do not push price before activation. Gate the push, not the page: pricing CTAs target accounts with ≥ 1 accepted document. A quote sent to someone who has never seen an accepted document asks for trust that has not been earned yet.
Exit criterion: proposal sent and acknowledged (Desire) → payment succeeded (Converted).
2.8 Expansion, and the At-Risk mirror
Post-purchase, sales works two lists, and the second one is the neglected one.
- Expansion — a second service, a second company, or, for an accounting office, the next client from their book. The Tier 1 office persona manages 20–50 companies; one satisfied office is a channel, not a customer. CRM:
Expansion. - At Risk — the customer stopped issuing. The trigger is behavioural and available without asking anyone: no accepted document in 30 days. It routes straight back to §2.6 rescue. CRM:
At Risk.
Renewal rides on the yearly plan ("12 months for the price of 10") with a 60-day pre-renewal contact.
3. The journey on one page
| # | Customer state | What they're thinking | Barrier | Sales move | CRM status | Journey stage | Exit criterion |
|---|---|---|---|---|---|---|---|
| 1 | Saw the ad | "مين دول أصلاً؟" | Brand unknown | Two proofs, no pitch | (none — gap) | Acquisition | Answers a qualifying question |
| 2 | In conversation | "هل ده هيشتغل مع مصلحة الضرائب؟" | Compliance distrust | 3-question filter | Registered | Acquisition | Passes all three |
| 3 | On the call | "طب أنا محتاج إيه بالظبط؟" | Doesn't know own need | Classify persona + authority | Onboarding | Acquisition → Activation | Persona + follow-up date set |
| 4 | Signed up, stuck | "مش فاهم أعمل إيه" | Hard to understand | Tutorials in order + link the company | Setup | Activation — setup | Profile complete + ETA linked |
| 5 | Ready, issued nothing | "لو غلطت يحصل إيه؟" | Fear of error | Five free receipts | Activation | Activation — first document | One accepted document |
| 6 | Rejected / silent | "قلت لك مش هينفع" | Rejection + needs CPA blessing | Rescue loop; offer to call the accountant | Nurture | Rescue | Back to row 5, or closed with a reason |
| 7 | Activated | "بكام؟ وليه مش جهاز POS؟" | Price / wrong comparison | Fitted proposal, named comparison answered | Desire | Revenue | Proposal acknowledged |
| 8 | Paying | "أعمل بيه إيه تاني؟" | — | Second service / second company / their clients | Expansion | Expansion | Second service or company live |
| 9 | Paying, gone quiet | (nothing — that's the problem) | Habit never formed | 30-day no-document trigger → rescue | At Risk | Retention | Issues again, or churns knowingly |
4. Three customers, one journey
The stages do not change per segment; the emphasis does.
| Accountant / office | Owner — Type A | Owner — Type B | |
|---|---|---|---|
| Mindset | knows every tool, especially free ones; wants cheaper work, not a new employer; some already bill clients for uploading documents | doesn't want to think about tax at all; delegates everything; buys the cheapest thing that ends the conversation | won't pay an accountant; searches for tax information themselves; hates the accountant's delays |
| What opens the call | bulk upload, invoices from WhatsApp, cost per client | "who handles this for me" | "how fast can I do it myself" |
| Hardest stage | §2.7 — price per client × 20–50 | §2.5 — no intrinsic motivation to issue | §2.4 — will self-serve, but abandons on confusion |
| Winning move | one-client trial, then their book | make the first document happen for them on the call | tutorials in order, then get out of the way |
| Expansion shape | their client list | a second service | integrations (e-commerce) |
The guardrail that must not be crossed: founder-independence messaging is hard-excluded from accountant audiences. It applies to sales calls exactly as it applies to ads. The accountant frame is "automate the repetitive work so you spend your time on judgment" — never "stop needing an accountant", in any channel, ever.
5. Handoffs
Three, and all three are currently broken. Everyone works in their own area with focus, but there is no clear information handoff between the areas.
| Handoff | Carries | Cadence | Breaks when |
|---|---|---|---|
| Marketing → Sales | lead + track + source asset + the ad they responded to | per lead, on arrival | the rep can't see which ad was clicked and re-explains a promise already made |
| Sales → Creative | the four call fields → five-line weekly digest | weekly | verbatim objections get paraphrased into marketing language on the way in |
| Sales → Product | stall points that are product defects, not comprehension gaps | weekly, same digest | rejection causes are never aggregated, so the same ETA error stalls hundreds of customers one at a time |
The return arrow on the second handoff is the one that gets dropped: if creative never tells sales what shipped, sales stops reporting.
6. Sales scorecard
One number per stage. S4, S5, S6, and S8 are the company's top-line funnel numbers sliced by assisted vs self-serve — the same definitions, never redefined here.
| # | Metric | Definition | Target | Source |
|---|---|---|---|---|
| S1 | First-response time | median minutes, inbound message → first human reply | set a baseline first | Messenger / WhatsApp |
| S2 | Qualification rate | % of inbound conversations passing all three MQL filters | baseline first | CRM |
| S3 | Call-connect rate | % of qualified leads reached by phone within 48 h | baseline first | CRM |
| S4 | Assisted account-ready | % of called leads that complete profile + ETA link within 72 h | ≥ 35% | product events |
| S5 | Assisted activation | % of account-ready called leads with ≥ 1 accepted document in 14 d | ≥ 25% | product events |
| S6 | Time to activation | median days, first message → first accepted document | ≤ 7 days | product events |
| S7 | Rescue recovery | % of rejected first documents recovered within 7 days | baseline first | product events + CRM |
| S8 | Assisted paid conversion | % of activated accounts starting a paid plan within 30 d | ≥ 10% | billing |
| S9 | At-risk recovery | % of At Risk accounts issuing again within 30 days of contact | baseline first | product events |
| S10 | Insight compliance | % of calls with all four insight fields logged | ≥ 90% | CRM |
| S11 | Follow-up adherence | % of follow-up tasks actioned on or before their due date | ≥ 90% | CRM |
Two rules on these numbers. First, "set a baseline first" means exactly that — no target is written here that nobody has measured, because a target invented today becomes a fact quoted next quarter. Second, report assisted and self-serve separately, the same way content-sourced and partner-sourced conversion stay separate: blended, they hide whichever motion is failing, and knowing which one that is is the entire point of this document.