Customer Journey Mapping, Why, How Now!

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  • Customer Journey Mapping, Why, How Now!

    1. 1. Customer Journey MappingWhy, How and Now!Customer Success SummitMarch 2013Ken Rutsky – President and CEOKJR Associates, Inc.
    2. 2. why…
    3. 3. OfferingsBuyer Expectations Valuation
    4. 4. wait a minute…
    5. 5. Whose successanyways?• Are we putting our success ahead of the customers? Are they aligned??
    6. 6. It’s not your journey• Isn’t the customer in charge? Dare we guide them?
    7. 7. 3 myths
    8. 8. Myth 1: It’s ALL AboutCustomer Acquisition Customer Acquisition Customer Growth Lead to Deal Deal to Value 61% of revenue... comes from existing customers
    9. 9. Myth 2: Focus on RecurringRevenues Create recurring value, revenues will follow
    10. 10. Myth 3: Data, Data, Data …Cancellations are preceded by non-use
    11. 11. customer journey mapping
    12. 12. Customer Journey MapCreate a model in-line with customer value USERS USAGE FUNCTIONALITY GROW DECREASE FIRST VALUE DECREASE START NOT USING ONBOARD NOT USING FAILED
    13. 13. 5 First Steps to Customer JourneyMapping1. Define First Value2. Define On Track for onboarding users3. Define On Track for established users4. Figure out how to measure On Track5. Define an Action for each segment
    14. 14. Define Onboarding ProgressSTART FIRST Onboarding VALUE Established Is an account making progress?
    15. 15. Define Onboarding ProgressSTART FIRST VALUE Onboarding All Good: Healthy usage; New, just started onboarding Notice: Little usage; Still onboarding after 30d Risk: No usage; Still onboarding after 60d
    16. 16. Define Established Account ProgressSTART FIRST VALUE Established All Good: Healthy usage; Full license and feature utilization Notice: Moderate decline in usage; Partial license and feature utilization Risk: Sharp decline in usage; Low license and feature utilization
    17. 17. From Model to Measure …START FIRST VALUE Onboarding Established All Good: All Good: Healthy usage; Healthy usage; New, just started onboarding Full license and feature utilization Notice: Notice: Little usage; Moderate decline in usage; Still onboarding after 30d Partial license and feature utilization Risk: Risk: No usage; Sharp decline in usage; Still onboarding after 60d Low license and feature utilization
    18. 18. Understand Engagement Signals Usage User Actions Assets Created Business Human Demographics ContractInteractions Touch Training Company size Licenses TaggingSupport Requests Region LTV Surveys/NPS Account Ownerships Renewal Date
    19. 19. Engagement Actions Right Right Right Right Customer Action Channel Time In real-time, every time …
    20. 20. From Mapping to AutomationTrial - Curiosity Trial - Evaluating Recommended Actions Trial - Hot • Hot: Call. Ready to buy. • Evaluating: E-mail daily. Next step tip. • Curiosity: E-mail weekly. Value prop.
    21. 21. the customer journey mindset
    22. 22. The Customer Journey Mindset Shift • Orientation –From transaction to journey • Ongoing • Cross functional • Aligned
    23. 23. The Customer Journey Mindset Shift • Perspective – selling to guiding • Full life-cycle • Listening over telling • Suggestion over dictate
    24. 24. The Customer Journey Mindset Shift • Focus – Revenue to value • Understand • Act • Measure • Improve
    25. 25. in closingPublic workshop at All About the Cloud 5/7, San Francisco Team workshops available through KJR Ken Rutsky – ken@kjrassociates.com Twitter: @jayrutz Blog – kenrutsky.com/velocity

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