customer journey mapping sample

6/13/2014 DAY OF EVENT

MY PERSONAL JOURNEY MAP: VIRTUAL CONFERENCE EXPERIENCE

1

Email offering 40% off renewal of PRO subscription

Tweeting with other attendees

Once signed in, some links not working in Safari

Downloading Marketo materials

Mobile not supported

Another tech support email

How to read: On 5/21/2014 at 12:43 PM a moment occurred that began the process for a virtual conference. That moment was an email announcing the date and topic. Upon receipt of the email, my mood was one of “interest”. My likelihood of renewing my PRO subscription in the next 30 days was fairly low at 3 out of 10 and my general happiness with the Marketing Profs brand was an 8 out of 10. Throughout the time leading up to the event happiness varied between a 5 and 9 as I anticipated the event. My likelihood of renewing spiked once receiving a renewal discount offer during this anticipation stage. The morning of the event, happiness and renewal likelihood peaked at a 9 when twittering with other attendees. Once encountering unresolvable technology issues happiness dropped significantly but likelihood to renew did not drop as much. End result, because of the personalized and responsive responses received during my troubles, and seeing that most others were finding much value in the conference my likelihood to renew ended at a 5 out of 10 vs the beginning 3.



2

PRE‐EVENT



3

PRE‐EVENT

PREVAILING MOOD Interest

HAPPINESS 8

LIKELIHOOD TO RENEW 3

WHEN A month prior

WHAT Receive an email announcing the conference

THOUGHTS “Hmm, this looks interesting. Oh, it's FREE. Sign me up!”

ACTIONS TAKEN Register and add to calendar



4

PRE‐EVENT

PREVAILING MOOD Thoughtful

HAPPINESS 5


WHEN A week prior

WHAT Reviewing calendar.

THOUGHTS“Oh, I have that conference next week. That would be good content for my blog.”

ACTIONS TAKEN Schedule prep time on my calendarfor the day before the event.



5

PRE‐EVENT


HAPPINESS 5


WHEN A few days before the event.

WHAT Renewal email blast.

THOUGHTS

“40% off? That sounds pretty good. They are offering me a FREE webinar next week. I’ll think about it.”

ACTIONS TAKEN

Leave the email in my inbox for later review.



6

PRE‐EVENT


HAPPINESS 6


WHEN The day before the event.

WHAT Reminder email.

THOUGHTS “That’s right. It’s tomorrow. Thanks for the reminder.”

ACTIONS TAKEN

Spend an hour reviewing my notes and calendar. Set my iPhone alarm to make sure I’m up early to sign in to the event.



7

PRE‐EVENT

PREVAILING MOOD Anticipation

HAPPINESS 7


WHEN The day of the event.

WHAT Wake up.

THOUGHTS “How much time do I have before it starts?”

ACTIONS TAKEN

Get my coffee, let the dogs out.



8

PRE‐EVENT


HAPPINESS 7



WHAT Reminder email.

THOUGHTS“Another email reminding me and providing login information. How convenient!”

ACTIONS TAKEN None. I’m not at my desk yet.



9

PRE‐EVENT


HAPPINESS 9



WHATNotice there’s a twitter hashtag #mprofs and view it. See someone else up early for tea.

THOUGHTS“Yeah, someone like me! This is going to be fun to connect with others at the conference.”

ACTIONS TAKEN Reply to the tweet.



10

PRE‐EVENT

PREVAILING MOOD Hopeful

HAPPINESS 5



WHATStart my iPad. Click the email link. Sign in to the conference.

THOUGHTS

“Here we go! Gonna be a good day. This looks pretty legit. Some links aren’t working but I’m in early so I’m sure they’ll work soon.”

ACTIONS TAKEN Click around on the site.



11

PRE‐EVENT

PREVAILING MOOD Productive

HAPPINESS 7



WHAT Viewing exhibitor materials

THOUGHTS

“The exhibitor section is waiting so they just must be waiting to turn on the rest of the functionality. I’ll take a look at these Marketodocuments while I wait.”

ACTIONS TAKEN Download several items.



12

PRE‐EVENT

PREVAILING MOOD Worried

HAPPINESS 4


WHEN The day of the event

WHAT Try to launch the webex.

THOUGHTS

“It’s 10 minutes before start time. I should get in the webex. Oh, I can’t. It’s grayed out. I guess it’s not available yet either. They sure are cutting it close.”

ACTIONS TAKEN Wait.

Note: At the time the green button was gray. I didn’t take the screenshot until after it turned green.



13

PRE‐EVENT


WHATReview Twitter and see the resource area is available for others.

THOUGHTS

“Well, if she has access to that area, I should too. Something must be wrong. I want that resource material too! Where is the email about tech support?”

ACTIONS TAKEN

Review email to find tech support contact info.

PREVAILING MOOD Excluded

HAPPINESS 3




14

PRE‐EVENT


WHAT While emailing tech support, notice the launch button turns green, and click it so I don’t miss anything.

THOUGHTS

“Button is green, here we go. I’ll get resource material later. Wait? An error? How is it not supported if I’ve been viewing the exhibitor info and the home page? I watch plenty of webinars on my iPad. I better tell tech support about this too.”

ACTIONS TAKEN Include in my email to tech.

PREVAILING MOOD Unhappy

HAPPINESS 2




15


WHAT Email from tech support

THOUGHTS

“This is an auto‐reply. Says to view the Q&A widget. How am I going to do that if mobile’s not supported? This is too generic for me.”

ACTIONS TAKEN Tweet to #mprofs

PREVAILING MOOD Making my voice heard

HAPPINESS 3




16


WHAT Twitter response from MProfs

THOUGHTS

“I can view the files later but I want to be part of the conference today and I’m stuck in the lobby. At least they responded though. I should let them know I adjusted my calendar for this conference.”

ACTIONS TAKEN Tweet back to #mprofs

PREVAILING MOOD Frustrated

HAPPINESS 2




17


WHAT Twitter response from Ann Handley

THOUGHTS“Ann Handley follows me on Twitter and personally apologizes. Am I feeling better? Maybe.”

ACTIONS TAKEN

Respond back that I’ve found some blog inspiration

PREVAILING MOOD Appeased

HAPPINESS 4


PREVAILING MOOD Inspired

HAPPINESS 5




18


WHAT Notice email from tech support from 15 minutes ago.

THOUGHTS

“You recommend I review my emails? You are the tech partner, shouldn’t you know if the iPad is supported? ”

ACTIONS TAKEN Nothing

PREVAILING MOOD Frustrated

HAPPINESS 2




19


WHAT Moving on

THOUGHTS “Time to get some work done. Let’s turn some lemons into lemonade.”

ACTIONS TAKEN Start planning my next blog

PREVAILING MOOD Moving On

HAPPINESS 4




20


WHAT Review Twitter #mprofs

THOUGHTS “Man, I’m really missing out on some good stuff.”

ACTIONS TAKEN Wallow

PREVAILING MOOD Excluded

HAPPINESS 3




21


WHAT See twitter response from Ann Handley.

THOUGHTS

“Next time they’ll communicate more clearly? That insinuates it was communicated. Did I miss this?”

ACTIONS TAKEN

Review all the prior emails about the conference. Find that none of the emails mentioned platform support. Move on.

PREVAILING MOOD Possibly Embarrassed

HAPPINESS 2


PREVAILING MOOD Appeased

HAPPINESS 3




22

PREVAILING MOOD Forgiveness

HAPPINESS 7


END RESULT

In reviewing my blog from the day prior I came back to a quote to reflect upon: "Use what talent you possess: the woods would be very silent if no birds sang except those that sang best."

Marketing Profs are using their talents and being very responsive. If they had waited to provide a virtual conference until it worked on every platform imaginable no one else would have had the opportunity to see the conference.

And, at some level, it's nice to see that even those that I look at as a model aren't perfect either. In this world of fast‐moving technology and new delivery platforms, we all have things we can improve.

customer journey mapping sample

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