mapping your customer journey to drive customer growth
TRANSCRIPT
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