mapping your customer journey to drive customer growth

Mapping Your Customer Journey to Drive Customer Growth

EACH OTHER

LETS GET TO KNOW

Ryan EngleyVP, Customer ExperienceUnbounce@ryan_engley

LETS GET TO KNOW

Ryan EngleyVP, Customer ExperienceUnbounce@ryan_engley

EACH OTHER

LETS GET TO KNOW

Ryan EngleyVP, Customer ExperienceUnbounce@ryan_engley

EACH OTHER

Also, I’m the kinda guy that shares his slides

@ryan_engley

Also, I’m the kinda guy that shares his slides

@ryan_engley

(at the end)

Over 11,000 paying customersFast revenue based growth130 Employees in Vancouver, Montreal and Berlin

@ryan_engley

Your Turn

@ryan_engley

Self-serve

Assisted

Both

Sustained Growth is hard

@ryan_engley

WE DIDN’T EVOLVE TO MATCH OUR BUYER NEEDS

PROBLEM #1

OUR PRICING MADE IT HARD TO EXPAND VALUE BASED REVENUE

PROBLEM #2

RESPONSIBILITIES WERE UNCLEAR

PROBLEM #3

Understandingyour market

@ryan_engley

@ryan_engley

Mapping your customer journey

@ryan_engley

Functional Buyer(User)

Functional Buyer(User)

Functional Buyer(User)

Functional Buyer(User)

Functional Buyer(User)

Functional Buyer(User)

Self Serve

Assisted

Functional Buyer(User)

TechnicalBuyer

EconomicBuyer

Functional Buyer(User)

Self Serve

Assisted

Assigning Responsibility

@ryan_engley

Functional Buyer(User)

TechnicalBuyer

EconomicBuyer

Functional Buyer(User)

Self Serve

Assisted

Assisted

Self ServeStarter

Pro999

Teams Agencies

Customer Education

CustomerEngagement

CustomerEngagement

Self Serve

Assisted

Self Serve

Assisted

Marketing

CustomerSuccess

Marketing

Customer Success

Awareness Squad

Self Serve

Assisted

Evaluation Squad

Adoption Squad

Sales

CustomerEducation

(Growth Squad)

CustomerEngagement

Customer Support

New Unique SessionsLeads (Fit)

SQLsNew Trial Starts

New Self Serve

Customers

New Assisted

Customers

Self Serve Customer RetentionSelf Serve Revenue Expansion

Assisted Customer RetentionAssisted Revenue Expansion

MAPPING YOUR CUSTOMER JOURNEY

GREAT OUTCOMES

▸ Established a common, customer focused language

▸ Mapped our internal processes to buyer & customer needs

▸ Identified gaps we were neglecting in our customer journey

▸ Established clear Responsibility & Accountability for the customer experience

▸ Helped create better aligned, goal focused squads

▸ Addressed questions we’ve had for ages — like who do we help?

MAPPING YOUR CUSTOMER JOURNEY

SOME EARLY CHALLENGES

▸ Pricing changes are planned but still in the works

▸ Goals focused squads can accidentally duplicate work

▸ Difficult for Customer Education to work with Marketing without getting stuck in a meeting abyss

MAPPING YOUR CUSTOMER JOURNEY

NOW GO GET EM

▸ Identify your target market segments

▸ Map the steps in your customer journey and identify gaps

▸ Assign responsibility for each stage

▸ Be the true champion for your customer voice — potential or existing

You’ll build acustomer focused culture Your whole organization will understand their role in customer growth

@ryan_engley

FOR LISTENING

THANKS

Ryan EngleyVP, Customer ExperienceUnbounce@ryan_engley