customer journey mapping the love conductor · this fun, hands-on workshop weaves together customer...
TRANSCRIPT
Copyright © 2017 JEM 9 http://jem9.com/
Customer Journey Mapping The Love Conductor Jane Morgan Twitter: @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
Great marketing means understanding customers. All too often we fall in love with our solution (or preferred marketing media), losing customers on the winding road from awareness to purchase. This fun, hands-on workshop weaves together customer questions, cross-channel touchpoints and marketing content; you’ll create a customer journey map. From planning campaigns to skills investment to KPIs, learn how to raise your strategic marketing game with customer journey mapping.
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
“…fall in love with customers”
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
Copyright © 2017 JEM 9 http://jem9.com/
WHY CUSTOMER JOURNEY MAPPING?
• Understand questions your prospects ask • Step away from isolated touchpoints
• Virtually “be with” your lover customer • “Think”: it’s a strategic tool
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
SMOOTHING THE PATH OF OUR HEROS …..
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
SMOOTHING THE PATH OF OUR HEROS ….. OUR LOVERS CUSTOMERS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
INSPIRATIONAL CUSTOMER JOURNEY
MAPS
Copyright © 2017 JEM 9 http://jem9.com/ Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
Copyright © 2017 JEM 9 http://jem9.com/
CONVERSION EVALUATING ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE Transition
Point REGISTER FOR PRODUCT CAMP
I WANT TO ATTEND PRODUCTCAMP DUBLIN
IN ORDER TO LEARN FROM, TEACH TO & NETWORK WITH PRODUCT MANAGEMENT PEERS
BETTER BUILD PRODUCTS THAT SCALE
YOUR QUESTION HERE
YOUR QUESTION HERE
I read about 3XE in Irish Tech News
I heard about 3XE at a meeting with colleagues
I heard about 3XE at a TechBrew event
Got an email from <XXX> about PC
5th APRIL I got a reminder email from 3XE
K May 28th
Signed up while on the train to Galway using my SmartPhone
JUNE 1ST W J K L
Copyright © 2017 JEM 9 http://jem9.com/
A CUSTOMER JOURNEY MAP IS FOR A SINGLE CUSTOMER PERSONA
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
TODAY’S CUSTOMER PERSONA
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
CUSTOMER
PERSONA
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
CUSTOMERS JOURNEY TO - SOLVE A PROBLEM
- FULFILL A NEED - GET A JOB DONE
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
Tweet @Jane_E_Morgan #3xedigital Start 0:43 https://youtu.be/f84LymEs67Y?t=43s
Copyright © 2017 JEM 9 http://jem9.com/
I want to <function> so that <benefit>.
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I want to see what 3D scanning can do to speed my product development
process.
I want to <function> so that <benefit>.
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I want to get my account set up so that I can start
using the new SEO marketing tool.
I want to see what 3D scanning can do to speed my product development
process.
I want to <function> so that <benefit>.
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I want to get my account set up so that I can start
using the new SEO marketing tool.
I want to see what 3D scanning can do to speed my product development
process.
I want to understand which channel is most cost effective in
signing up new customers so that we can reduce marcom spend.
I want to <function> so that <benefit>.
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
WHAT ARE YOU HOPING TO GET FROM YOUR TIME AT 3XE DIGITAL? • SCRIBBLE PAPER • INDIVIDUALLY ANSWER THIS QUESTION • SUGGESTED FORMULA:
“I WANT TO <function….> SO THAT <…..benefit>..”
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
IDENTIFY THE CUSTOMER JOURNEY YOU’RE MAPPING • WORKING TOGETHER • FORMULATE A JOURNEY STATEMENT
I want to attend 3XE Digital so that <benefit>.
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER JOURNEY STATEMENT
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
CUSTOMERS JOURNEY THROUGH BUYING PHASES, A DECISION PROCESS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER JOURNEY
LOYALTY RETENTION CONVERSION EVALUATING
ALTERNATIVES AWARENESS BUYING PHASES
CUSTOMER
PERSONA
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER JOURNEY
LOYALTY RETENTION CONVERSION EVALUATING
ALTERNATIVES AWARENESS
CUSTOMER
PERSONA
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
CUSTOMERS SEEK TO ANSWER QUESTIONS & FULFILL OTHER NEEDS THROUGH THE JOURNEY
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
“Very few beings really seek knowledge in this world.… try to wring
from the unknown the answers. To really ask is to open the door to the whirlwind.”
― Anne Rice
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER JOURNEY CUSTOME
R PERSONA
How do I get a ticket? Where is the afters event?
Is 3XE a good use of my time & money?
When & where is 3XE on?
LOYALTY RETENTION CONVERSION EVALUATING
ALTERNATIVES AWARENESS
How can I contribute to the community?
BUYING PHASES
Tweet @Jane_E_Morgan #3xedigital
CUSTOMER QUESTIONS / NEED
Copyright © 2017 JEM 9 http://jem9.com/
LOVE GROWS …. DEVELOPS…. MATURES
Copyright © 2017 JEM 9 http://jem9.com/
WHAT QUESTIONS DID YOU ASK YOURSELF BEFORE REGISTERING FOR 3XE DIGITAL? DISCUSSION WITH YOUR GROUP CHOOSE CORE QUESTIONS TO ADD TO YOUR CUSTOMER JOURNEY MAP SEQUENCE THE QUESTIONS AS YOU EXPERIENCED THEM
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER
PERSONA CUSTOMER JOURNEY
CONVERSION EVALUATING
ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE REGISTER FOR
PRODUCT CAMP
YOUR QUESTION HERE
YOUR QUESTION HERE
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
CUSTOMER JOURNEYS HAVE KEY TRANSITION POINTS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
CONVERSION EVALUATING
ALTERNATIVES AWARENESS
CUSTOMER
PERSONA
Transition Point
Transition Point
Transition Point
Tweet @Jane_E_Morgan #3xedigital
I WANT TO ATTEND 3XE DIGITAL
IN ORDER TO <blablabla>
CUSTOMER JOURNEY
Copyright © 2017 JEM 9 http://jem9.com/
Copyright © 2017 JEM 9 http://jem9.com/
CUSTOMER JOURNEY MAPS ARE MADE UP OF TOUCHPOINTS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I WANT TO ATTEND 3XE DIGITAL
IN ORDER TO <blablabla>
CONVERSION EVALUATING
ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE Transition
Point REGISTER FOR PRODUCT CAMP YOUR QUESTION HERE
YOUR QUESTION HERE
L
I heard about 3XE at a TechBrew event
J K L
K
I heard about 3XE at a TechBrew event
J
I heard about 3XE at a TechBrew event
BUYING PHASES CUSTOMER QUESTIONS
CUSTOMER
PERSONA CUSTOMER JOURNEY
CUSTOMER TOUCHPOINTS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
INCLUDING CUSTOMER VOICES
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
HOW DID YOU FIRST BECOME AWARE OF 3XE DIGITAL? 1 MINUTE : 1 SENTENCE : 1 POST-IT
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
INSPIRING CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER VOICES, EMOTIONS & ACTIONS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
INSPIRING CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER EMOTIONS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
FOR EACH TOUCHPOINT: ASSIGN AN EMOTICON ☺ " # CUSTOMER JOURNEY TOUCHPOINT POST-IT NOTES (THE SECOND COLOUR)
I heard about 3XE at <event>
J
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER ACTIONS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
BEFORE TODAY, WHAT ACTIONS LED YOU HERE TODAY? HOW DID YOU ANSWER THE QUESTIONS? ONE ANSWER = ONE POST-IT READABLE
Tweet @Jane_E_Morgan #3xedigital
I heard about 3XE on <publication>
J J
I Looked at <blabla> on the 3XE website
Copyright © 2017 JEM 9 http://jem9.com/
JOURNEY MAPS TAKE PLACE OVERTIME
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
J
FOR EACH TOUCHPOINT, ASSIGN AN APPROX DATE JAN 1ST OCT 31ST
Tweet @Jane_E_Morgan #3xedigital
I heard about 3XE on <publication>
I Looked at <blabla> on the 3XE website
Copyright © 2017 JEM 9 http://jem9.com/
CUSTOMERS JOURNEYS ARE CROSS-CHANNEL
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
POST-IT NOTES THERE MAY BE MULTIPLE TOUCHPOINTS ON EACH POST-IT
• FACE TO FACE • VOICE • EMAIL
FOR EACH TOUCHPOINTS: ASSIGN A CHANNEL / MEDIA
1-TO-1 TOUCHPOINTS • SOCIAL MEDIA • WEBSITE (W) • EMAIL • PRESS / EDITORIAL
1-TO-MANY TOUCHPOINTS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
ADD TOUCHPOINTS TO THE CUSTOMER JOURNEY MAP
I Looked at blabla on the 3XE website
I heard about 3XE at <event>
J JAN 1ST OCT 31ST J
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
I WANT TO ATTEND 3XE DIGITAL
IN ORDER TO <blablabla>
CONVERSION EVALUATING
ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE Transition
Point REGISTER FOR PRODUCT CAMP YOUR QUESTION HERE
YOUR QUESTION HERE
L
I heard about 3XE at a TechBrew event
J K L
K
I heard about 3XE at a TechBrew event
J
I heard about 3XE at a TechBrew event
BUYING PHASES CUSTOMER QUESTIONS
CUSTOMER
PERSONA CUSTOMER JOURNEY
CUSTOMER TOUCHPOINTS
Tweet @Jane_E_Morgan #3xedigital
Copyright © 2017 JEM 9 http://jem9.com/
CONVERSION EVALUATING
ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE Transition
Point REGISTER FOR UPRISE FESTIVAL
I WANT TO ATTEND 3XE DIGITAL
IN ORDER TO <blablabla>
YOUR QUESTION HERE
YOUR QUESTION HERE
I read about 3XE in Irish Tech News
J K L
I first hear about 3XE from a colleague
I heard about 3XE at the Digital Marketing Institute
Got an email from <XXX> about PC
5th APRIL I got a reminder email from 3XE
K May 28th
Signed up while on the train to Galway using my SmartPhone
JUNE 1ST W
Copyright © 2017 JEM 9 http://jem9.com/
CONGRATULATIONS! YOU’VE ACHIEVE CUSTOMER LOVE
aka A CUSTOMER JOURNEY MAP
Copyright © 2017 JEM 9 http://jem9.com/
Customer Journey Mapping CLICK HERE FOR -> INSPIRATIONAL CUSTOMER JOURNEY MAP EXAMPLES Jane, B2B Technology Marketing Consultant, Helps Business Leaders Better Understanding & Reach Customer Jane Morgan http://jem9.com/
Copyright © 2017 JEM 9