Mapping the Customer Journey By Yvonne Jouffrault

Presentation Overview UNDERSTAND CUSTOMER JOURNEY Give an overview! Make you think about the holistic experience of your customers. WHY IT MATTERS - Inspire you to identify micro-opportunities and friction points. EXAMPLES Provide a few examples of companies I’ve worked with to show how much the journey can vary. WANT MORE? There is so much more to learn! Look online!

Me [startups + product + marketing] 8 Years Real Estate Investment + Private Equity Founded Tour Buddy Apps - 5+ yrs. Grew Tour Buddy into global product. Acquired by largest competitor in 2018. 4+ years - Growing tech/startup community in Savannah as and Entrepreneur in Residence (ATDC) + Super connector Paris - Head of Product Marketing @ Zenaton, Product Strategy Consultant to other startups & scaleups Now: Fractional CMO @ Coastal Voice & Sarus.

What is the Customer Journey? Every Interaction that your Customer has with your brand (service/product) from the time they realize they have a problem to when they are using your product. Take a holistic view: The Customer’s experience with your company spans multiple people, departments, touchpoints, pieces of content and

Why do we Map it? At each step - Identify what the customer wants or needs and the desired outcomes so that we can design each interaction to help the customer progress in the journey. 1. Find Opportunities and Friction Points! 2. Also - every interaction is an opportunity to reinforce your value, improve your relationship and learn from your customer.

3 Parts to the Customer Journey 1.PROBLEM/SEARCH Realize they have a problem and start searching for a solution [marketing] 1.EDUCATION - Find your solution and evaluate offering/value. [content + sales] 2.CONVERSION Make a decision to buy/sign up. Includes onboarding, getting customer to aha moment. 3.ONGOING USAGE All touchpoints within the product/service [Customer Support & Success]

Examples

Small Business Phone Service Commodity Product. Most people are familiar with it and have it. Decision maker is small business owner or office manager. Differentiator: Local Support 1. Unhappy with phone service or need to get one (don’t have any) 2. Search for solutions - ask friends then search online or had interaction with sales. 3. Discovery: Have question “can you do x’ or want to know price 4. Meeting and demo (in person or virtual) AHA Moment 5. Send proposal 6. Sign forms + pay

Small Business Phone Service (cont) ONBOARDING 7. Onboarding Meeting + Site Survey 8. Installation/Configuration - Training. ONGOING USAGE 9. Customer calls or emails with questions 9.5: Need to proactively send ‘did you know’ you can do this to increase usage and satisfaction. 10. Send receipt of payment every month 11. Ask for referrals (offer 1 month free if refer others)

User Journey for a Dev Tool (inbound) 1. Experience Problem 2. Search for solutions - how, where, what are they searching 3. Find several options 4. Discovery/Validation (reviews, github, ask friends) 5. Signup/Try Out 6. Education/Onboarding 7. Invest time, use, see if it is valuable AHA 8. Make a decision to pay (or cancel…) 9. Increase usage & dependence (becomes critical) 10. Seek support and adopt new features

Sales Journey for Enterprise ML Software (outbound) Target Head of Innovation who are always eager to learn more about new technology and evaluate how it can help them innovate better and faster. 1. Initial meeting - high level - pitch problem 2. Send materials + Nurture 3. CIO identifies project - circulates information. 4. More meetings with technical people and stakeholders 5. Provide tutorials for data scientists to validate 6. Wait for project to progress 7. POC 8. Launch.

Mapping the Journey An iterative process. 1. Map out each step. 2. Do research and discovery to validate, expand and improve on your journey. 3. Be Collaborative! Remember that every interaction is an opportunity to reinforce your value, improve your relationship and learn from your customer.

How to Map your V1 COLLABORATE WITH EMPLOYEES Talk to everyone who interacts with your customers before, during and after conversion to get a clear idea of what happens and what matters. COLLECT DATA POINTS & FEEDBACK Pull in marketing data, attribution, usage data and email content from customers are really valuable! TALK TO CUSTOMERS? Yep - they are best source of information on your journey map! But come up with your own map and then use discussions with customers to validate and expand on each step.

Questions to ask at each step WHAT IS IMPORTANT TO THE CUSTOMER What matters to them and what do they need to accomplish? This is also heavily related to their persona. WHAT DO THEY NEED TO BE SUCCESSFUL? What information or result do they need to move to the next step in the journey? WHY ARE THEY TAKING THIS ACTION ? Understand their goal in doing X or wanting Y to identify opportunities or friction points.

What to ask new customers WHERE DID YOU HEAR ABOUT US? Find out what other solutions they looked for, where they looked and what was important to them. WHY DID YOU CHOOSE US? What drew them to you? What gets them excited? What was the AHA moment? HOW CAN WE IMPROVE? Be specific. Ask detailed questions about each step you’ve identified and get your customers’ feedback.

Whats the GOAL?

Customer Journey Opportunities 1.PROBLEM/SEARCH What is the problem, where are they searching? [marketing] 1.EDUCATION - Product Positioning: What are the alternatives? What makes your product unique or better? [content + sales] 2.CONVERSION What is the AHA moment? How do you get them to it? 3.ONGOING USAGE How can you increase usage? How can you add more value? GET REFFERALS! [Customer Support & Success]

New Opportunities Update marketing and sales content Improve and automate customer communications Improve and automate onboarding and education Create new metrics and ways to track them Identify specific channels and messaging Identify need for new/better technologies Identify new features or adjacent product opportunities

Friction Points (product) Identify confusion and improve communications Understand how customers want to interact/reach you Improve and automate onboarding and education Identify common stumbling blocks during onboarding or usage Identify need for new/better technologies

Go Build Something! Yvonne Jouffrault. @yjouffrault. [email protected]