Mapping the Customer Journey

Learn how to grow your business and improve retention by mapping every interaction with your customer from the time they first hear about your product or service through their conversion to becoming a paying customer and engaging with your product and team.

Mapping the customer journey opens up opportunities for better marketing, operations and overall customer success which improves customer retention and creates more referrals through word of mouth.

Transcript

1. Mapping the
   Customer Journey
   By Yvonne Jouffrault
   

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2. 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!
   

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3. 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.
   

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4. 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
   

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5. 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.
   

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6. 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]
   

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7. Examples
   

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8. 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
   

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9. 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)
   

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10. 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
    

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11. 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.
    

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12. 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.
    

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13. 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.
    

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14. 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.
    

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15. 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.
    

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16. Whats the GOAL?
    

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17. 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]
    

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18. 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
    

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19. 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
    

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20. Go Build Something!
    Yvonne Jouffrault. @yjouffrault. yvonne@jouffrault.com
    

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