Customer Journey Mapping

This deck is about the essentials for Customer Journey Mapping for Startups and Scaleups.

More information, besides the deck, can be found on:
https://e-commercemanagers.com/contentmapping/

Transcript

1. Making Your Funnel Work Introduction + Customer Journey Mapping
2. © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product Customer Journey Mapping 2
3. 81% of companies see CX as a competitive differentiator Main benefits: ▪ Increased customer loyalty (92%) ▪ An uplift in revenue (84%) ▪ Cost savings (79%) Source: Dimension Data, 2017 © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 3
4. Research shows that customers are likely to mention a positive customer experience to an average of 9 people, while they are likely tell 16 people about negative experiences ▪ Positive experiences remains 5 years longer on average ▪ Positive experiences reduces costs of service with 33% ▪ Positive experiences spend 140% more Source: Deloitte, 2018 © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 4
5. Optimizing CX starts with mapping your customer journey ▪ Planning your funnel ▪ Planning your customer experience ▪ Setting up a measurement framework ▪ Foundation for automation © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 5
6. © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product Report Automate Optimize Customer Journey Map Measurement Plan Analytics Implementation Run Business (ads, content, leads, etc) OPTIMIZATION FRAMEWORK 6
7. 7 “A customer journey map is a visual representation of the customer journey (also called the buyer journey or user journey). It helps you tell the story of your customers' experiences with your brand across all touchpoints” - Salesforce - Per product - Per proces - Per persona - Level of detail depends on your needs - Current and/or future What is a customer journey map? Customer Journey, Digital Marketing and Product 7 © https://e-commercemanagers.com
8. • Overview of the journey and touchpoints of your prospects and customers • Foundation of goal tracking, KPI’s, budgetallocation and Customer Experience optimization • Must have if you want to automate processes, tasks, e-mails and other outreach. Why do you need a customer journey map? “Stop guessing, start measuring” Customer Journey, Digital Marketing and Product 8 © https://e-commercemanagers.com
9. Courtesy image: Dapper Apps Basic example customer journey map Customer Journey, Digital Marketing and Product 9 © https://e-commercemanagers.com
10. More complex example customer journey map Courtesy image: Columbia Road agency Customer Journey, Digital Marketing and Product 10 © https://e-commercemanagers.com
11. What level of detail do you need? Customer Journey, Digital Marketing and Product 11 © https://e-commercemanagers.com
12. Data sources where you can get input about your current customer journey • Web/app analytics • CRM • Advertising platforms • Social media platforms • Usability tools (session recording, survey’s) • Interviews • Reviews Fundamentally, it is a proces mapping and design excercise and it’s mapping out every little step of your funnel. So, it is a data analysis excercise that is visualized in a customer journey Discover your current customer journey Customer Journey, Digital Marketing and Product 12 © https://e-commercemanagers.com
13. A persona is a visualization of a segment… the roles within a DMU for example. Persona - Whose journey is it? Customer Journey, Digital Marketing and Product 13 © https://e-commercemanagers.com
14. User experience research Customer Journey, Digital Marketing and Product 14 © https://e-commercemanagers.com
15. How to find the leaks? 1. Technical analysis 2. Heuristic analysis 3. Digital analytics 4. Mouse Tracking & Form analytics 5. Surveys 6. User testing / Session recording Overview different kinds of analysis Customer Journey, Digital Marketing and Product 15 © https://e-commercemanagers.com
16. Where are things going wrong? • Exit pages • Non-finished forms • Slow pages • Check devices • Check browsers • 404 pages • Uptime reporting • Other error reporting UX – Technical analysis Customer Journey, Digital Marketing and Product 16 © https://e-commercemanagers.com
17. • Relevancy • Clarity • Motivation • Friction UX – Heuristic analysis Customer Journey, Digital Marketing and Product 17 © https://e-commercemanagers.com
18. How to find the leaks? 1. Where are CR leaks? 2. Which segments? 3. Which actions correlate with higher converions? UX – Digital analytics Customer Journey, Digital Marketing and Product 18 © https://e-commercemanagers.com
19. How to find the leaks? 1. Where do they click? 2. How far do they scroll? 3. Difference between devices 4. Session replays 5. At which formfield do they quit? UX – Mouse tracking & Form analytics Customer Journey, Digital Marketing and Product 19 © https://e-commercemanagers.com
20. How to find the leaks? 1. Which problems are they trying to solve? 2. How are they deciding 3. What’s holding them back? 4. What else do they want to know? UX – Surveys Customer Journey, Digital Marketing and Product 20 © https://e-commercemanagers.com
21. How to find the leaks? 1. What is difficult to do? 2. What goes wrong 3. What is difficult to understand UX – User testing / session recording Customer Journey, Digital Marketing and Product 21 © https://e-commercemanagers.com
22. Tools for customer journey mapping Customer Journey, Digital Marketing and Product 22 © https://e-commercemanagers.com
23. Visualizing the journey enhances communication with others • Draw.io is a free plugin for Google Drive Collaboration in Customer Journey mapping Customer Journey, Digital Marketing and Product 23 © https://e-commercemanagers.com
24. Digital Marketing © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 24
25. Basic funnel It looks simple… © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product Image source: Coolerinsights.com 25
26. © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 26
27. © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product Source: Monetate 27
28. © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product Source: Unbounce 28
29. TITEL DIA Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 29
30. KPI Measurement framework: “Impact Matrix” by Avinash Kaushik (Google) ▪ Excellent startingpoint ▪ Tweak to your own needs https://www.kaushik.net/avinash/impact-matrix-digital-analytics-framework © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 30
31. © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 31
32. KPI’S PER CHANNEL (example SEA ~Paid Search) Lorem ipsum dolor sit amet, © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 32
33. Blogs to follow Ondertitel die wordt gekozen © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 33
34. Blogs to follow daily ▪ https://www.smartinsights.com/ ▪ https://www.emarketer.com/ ▪ https://econsultancy.com/blog/ ▪ https://www.toprankblog.com/ ▪ https://www.practicalecommerce.com/ ▪ https://www.searchenginejournal.com/ ▪ https://searchengineland.com/ ▪ https://www.socialmediaexaminer.com/ ▪ https://www.marketingcharts.com/ ▪ https://www.digitalmarketer.com/ ▪ https://www.ppchero.com/ ▪ https://backlinko.com/ ▪ https://www.demandgenreport.com/ ▪ https://blog.wishpond.com/ © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 34
35. THE END ▪ Next session about ▪ 1B- Marketingstack, Conversion Optimization and KPI’s Marketing bureau Zwolle Freelance online marketeer Freelance SEO specialist Content marketing bureau © https://e-commercemanagers.com Customer Journey, Digital Marketing and Product 35