Why Customer Journey Mapping?


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Customers increasingly expect a cohesive experience with your brand. Winning and retaining customers is dependent upon the totality of these experiences. Take a look at the not-so-distant past and how consumer expectations have shifted and matured in this quick review of what customer journey mapping is and why it's critical to optimizing engagement.

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  • Real quickly, I want to introduce the folks that will be speaking here today and provide a little bit of context on Rightpoint.
  • And no agency company intro would be complete without showing the obligatory logo slide of the companies that we’re excited to count as clientsWe work with clients of various sizes across a range of industries, both B2B and B2CAnd if I read the luncheon registration list correctly, I believe that we’re lucky enough to have representatives from some of these clients here today.
  • Lets take a trip to the not-so-distant past; about 10-15 years or so.As marketers and product managers , we had a model that worked pretty well.We created awareness through various forms of media (in this example of purchasing a refrigerator, a print ad)perhaps we created programs to foster loyalty,so that when a potential refrigerator buyer called one of their friends or family, the product would be represented in a positive way.we made sure that our products were accessible (on the shelf) and presented in a way that made them appealingTouchpoints between the customer and your brand were finite.The experience of a consumer moving along the path to purchase your products or services was relatively linear in nature.We cultivated brand advocates, but in many cases these advocates sat dormant until they were prompted to share via word- of-mouth…
  • And then came…digital. The rise of the always-connected, multi-device consumer coupled with the proliferation of data and resources available online has resulted in a transformational shift in the relationship between consumers and brands.
  • Data from a google study indicates that the average shopper uses over 10 sources of information to make a purchase decision…Just 1 year before this number was 5.3. The breadth and depth of information available at the shoppers fingertips has resulted in a more savvy, discerning consumer. Our ability to understand the motivations of consumers and influence them in as many of these moments as possible is key.
  • To make our jobs that much more difficult, consumers are accessing and engaging with your brand over a multitude of channels and devices, and those interactions are taking place in various user contexts thanks to mobile, and dare I say wearable tech in the not too distant future...Even at a build time of a second for each of these, the sheer number of touchpoints results in this feeling like it takes forever to build.So the task of identifying what our customers need, and marrying that with the dimensions of when, where, and how they want to access the brand presents a lot of challenges.
  • Lets revisit our refrigerator consumer. Talk through stepsTodays consumer is dynamic. the path to purchaseis more organic / choppy.The reality is that users jump around.They span owned, earned and paid properties.Digital presents users with an opportunity to start / pause / exit / resume the purchase path whenever they want.
  • Consumer expectations have shifted and matured.Our ability to deliver the right content at the right time in the right way to deliver upon the customer’s needs is a primary driver of attracting, engaging, and retaining customers.
  • But today, the funnel concept fails to help us deliver on the experience expectations of consumers. It doesn’t capture all the touch points and key buying decision factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer. A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests.
  • Enter customer journeys. Customer journeys are the marketing funnel on steroids.Customer journeys are a model that provide visibility into key customer decision points, thoughts, motivations, and interactions with your brand.In the past, most marketers consciously chose to focus on either end of the marketing funnel—building awareness or generating loyalty among current customers.
  • customer journeys, though, provide us with a outside-in lens that looks at key moments across the entirety of the engagement lifecycle from the perspective of the customer.Engagement = when a business and consumer interact within their channel of relevance during various moments of truth. Engagement though, is then measured by the actions, sentiment, and outcomes that result from each interactionexperiences, click paths, outcomes, and sentiment must be defined and enlivened through each channel in each moment.
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  • Research has shown that the more channels customers engage in with your brand, the greater the lifetime value of that customer will be.
  • Why Customer Journey Mapping?

    1. 1. CUSTOMER EXPERIENCE JOURNEY MAPPING A Guide to Understanding Customer Experience Understanding Developing Using O
    2. 2. Copyright ©2013 Rightpoint | Proprietary and Confidential 2 Platform Implementation Content Delivery Experts Wikis Reputation Management 360-Degree Customer View Content Marketing National / HQ Digital Governance Livecasts Content Management Community Moderation Facebook Smartphones Drive Revenue Marketing Events Communities Mobile Optimized Web eCommerce Cause Enthusiasts Trendsetters & Connectors Listen Customer Experience Integration Security SEM Social Media Listening / Monitoring / Measurement Microsites PR & Communication Twitter Social Integration Enhance Customer Experience Web Analytics Blogs Social Strategy Grow Advocacy SMS Reporting Plan Web Architecture Portals LinkedIn Tablets Engage Influencers Processes CMS CRM Campaign Development Advocates Build Constituent Relationship Success Metrics Online Video Sentiment Analysis Accelerate Innovation Email Customer Service Platform Selection Innovators and Creators Crowdsourcing Kiosks Measure Personal Computers Enterprise 2.0 Mobile Applications Organizational Planning & Staffing Personalization SEO Local Offices / Retail Increase Relevance Collaboration Websites Reduce Administrative Costs Finance Digital Intelligence Management Operations Welcome to Digital X.0
    3. 3. Copyright ©2013 Rightpoint | Proprietary and Confidential 3 REMEMBER THIS?
    4. 4. Copyright ©2013 Rightpoint | Proprietary and Confidential 4 the average shopper uses 10.4 sources of information to make a decision1 1Google, Winning the Zero Moment of Truth
    5. 5. Copyright ©2013 Rightpoint | Proprietary and Confidential 5 TODAY’S CUSTOMER EXPERIENCE SPANS CHANNELS, DEVICES … events smartphone tv desktop email smsonline cartabletlaptop customer service sales store direct mail social media print
    6. 6. Copyright ©2013 Rightpoint | Proprietary and Confidential 6 THE NEW EXPERIENCE REALITY … Need: Plan for kitchen remodel
    7. 7. Copyright ©2013 Rightpoint | Proprietary and Confidential 7 Customers increasingly expect a cohesive experience (with your organization) Winning and retaining customers is dependent upon the totality of these experiences
    8. 8. Copyright ©2013 Rightpoint | Proprietary and Confidential 8 IN THIS NEW WORLD, THE PURCHASE FUNNEL FALLS SHORT • Favors exposure instead of engagement • Doesn’t account for the multitude of customer interaction points • Based on one-way communication instead of a two-way dialogue Awareness Familiarity Consideration Purchase Loyalty
    9. 9. Copyright ©2013 Rightpoint | Proprietary and Confidential 9 CUSTOMER JOURNEYS ARE YOUR NEXT-GEN PURCHASE FUNNEL Customer journeys are: A model that provides a full lifecycle view of key customer / constituent • decision points • thoughts, motivations, and perceptions • interactions with a particular brand (organization, product, service) to achieve a desired outcome.
    10. 10. Copyright ©2013 Rightpoint | Proprietary and Confidential 10 Optimizing Engagement Customer journeys provide a mechanism where experiences and outcomes are optimized through each channel in each moment of engagement.
    11. 11. Copyright ©2013 Rightpoint | Proprietary and Confidential 11 provide insight into the factors (motivations) that influence your customers at every moment of the customer lifecycle customer lifecycle insight
    12. 12. Copyright ©2013 Rightpoint | Proprietary and Confidential 12 provide a framework to identify opportunities for optimizing multi-channel engagement, thereby increasing customer stickiness customer lifecycle insight multi-channel engagement
    13. 13. Copyright ©2013 Rightpoint | Proprietary and Confidential 13 help organizations understand inter-relationships across channels and promote the need for alignment across departmental lines customer lifecycle insight multi-channel engagement organizational alignment
    14. 14. Copyright ©2013 Rightpoint | Proprietary and Confidential 14 marries the needs of your customers with the experiences and capabilities that need to be enabled customer lifecycle insight multi-channel engagement organizational alignment capability enablement
    15. 15. Copyright ©2013 Rightpoint | Proprietary and Confidential 15 Understanding Developing Using O To learn how to develop and use Customer Journey Mapping, contact: Dave Abell Digital Strategist dabell@rightpoint.com 312.953.9481
    16. 16. CHICAGO 29 North Wacker Drive 4th Floor Chicago, IL 60606 Ph 312.920.8383 DENVER 1045 Lincoln Street Suite 204 Denver, CO 80203 Ph 720.330.3000 DETROIT 43155 Main Street #2212C-2 Novi, MI 48375 Ph 248.255.4175 THANK YOU