Customer Journey Mapping - A Framework For Loving Customers

2. Copyright © 2017 JEM 9http://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. With Valentine’s Day so close, is love for your customers in the air? Tweet @Jane_E_Morgan #3xedigital

4. Copyright © 2017 JEM 9http://jem9.com/ WHY CUSTOMER JOURNEY MAPPING? • Understand questions your prospects ask • Step away from isolated touchpoints • Virtually “be with” your lover customer • “Think”: o Customer Journey Mapping is a strategic tool for planning content, campaigns, resources and metrics, and encourages teams to pull together. Tweet @Jane_E_Morgan #3xedigital

10. Copyright © 2017 JEM 9http://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  May 28th Signed up while on the train to Galway using my SmartPhone JUNE 1ST W  

21. Copyright © 2017 JEM 9http://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

22. Copyright © 2017 JEM 9http://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

23. Copyright © 2017 JEM 9http://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

24. Copyright © 2017 JEM 9http://jem9.com/ ARTICULATE 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

27. Copyright © 2017 JEM 9http://jem9.com/ I WANT TO ATTEND 3XE Digital IN ORDER TO ….. CUSTOMER JOURNEY STATEMENT LOYALTYRETENTIONCONVERSION EVALUATING ALTERNATIVES AWARENESS DECISION PROCESS CUSTOMER PERSONA Tweet @Jane_E_Morgan #3xedigital

28. Copyright © 2017 JEM 9http://jem9.com/ I WANT TO ATTEND 3XE Digital IN ORDER TO ….. CUSTOMER JOURNEY STATEMENT LOYALTYRETENTIONCONVERSION EVALUATING ALTERNATIVES AWARENESS CUSTOMER PERSONA Tweet @Jane_E_Morgan #3xedigital

30. Copyright © 2017 JEM 9http://jem9.com/ I WANT TO ATTEND 3XE Digital IN ORDER TO ….. CUSTOMER JOURNEY STATEMENT CUSTOMER 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? LOYALTYRETENTIONCONVERSION EVALUATING ALTERNATIVES AWARENESS How can I contribute to the community? DECISION PROCESS Tweet @Jane_E_Morgan #3xedigital CUSTOMER QUESTIONS / NEED

33. Copyright © 2017 JEM 9http://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

34. Copyright © 2017 JEM 9http://jem9.com/ I WANT TO ATTEND 3XE Digital IN ORDER TO ….. CUSTOMER PERSONA CUSTOMER JOURNEY STATEMENT CONVERSION EVALUATING ALTERNATIVES AWARENESS YOUR QUESTION HERE YOUR QUESTION HERE HOW DO I REGISTER FOR 3XE DIGITAL? YOUR QUESTION HERE YOUR QUESTION HERE Tweet @Jane_E_Morgan #3xedigital

37. Copyright © 2017 JEM 9http://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 STATEMENT

40. Copyright © 2017 JEM 9http://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 CAMPYOUR QUESTION HERE YOUR QUESTION HERE  I heard about 3XE at a TechBrew event     I heard about 3XE at a TechBrew event  I heard about 3XE at a TechBrew event DECISION PROCESS CUSTOMER QUESTIONS CUSTOMER PERSONA CUSTOMER JOURNEY STATEMENT CUSTOMER TOUCHPOINTS Tweet @Jane_E_Morgan #3xedigital

45. Copyright © 2017 JEM 9http://jem9.com/ FOR EACH TOUCHPOINT: ASSIGN AN EMOTICON    FOR EACH OF YOUR TOUCHPOINTS ON THE JOURNEY TO 3XE DID YOU HAVE A GOOD, UNEVENTFUL OR BAD EXPERIENCE? I heard about 3XE at <event>  Tweet @Jane_E_Morgan #3xedigital

47. Copyright © 2017 JEM 9http://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>  I Looked up <blabla> on the 3XE website

49. Copyright © 2017 JEM 9http://jem9.com/  FOR EACH TOUCHPOINT, ASSIGN AN APPROX DATE JAN 1STOCT 31ST Tweet @Jane_E_Morgan #3xedigital I heard about 3XE on <publication> I Looked up <blabla> on the 3XE website 

51. Copyright © 2017 JEM 9http://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

52. Copyright © 2017 JEM 9http://jem9.com/ ADD TOUCHPOINTS TO THE CUSTOMER JOURNEY MAP I Looked at blabla on the 3XE website I heard about 3XE at <event>  JAN 1STOCT 31ST Tweet @Jane_E_Morgan #3xedigital

53. Copyright © 2017 JEM 9http://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    I first hear about 3XE from a colleague I heard about 3XE at the Digital Marketing Institute Got an email from <XXX> about 3XE 5th APRIL I got a reminder email from 3XE  May 28th Signed up while on the train to Galway using my SmartPhone JUNE 1ST W

54. Copyright © 2017 JEM 9http://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 CAMPYOUR QUESTION HERE YOUR QUESTION HERE  I heard about 3XE at a TechBrew event     I heard about 3XE at a TechBrew event  I heard about 3XE at a TechBrew event DECISION PROCESS CUSTOMER QUESTIONS CUSTOMER PERSONA CUSTOMER JOURNEY STATEMENT CUSTOMER TOUCHPOINTS Tweet @Jane_E_Morgan #3xedigital

56. Copyright © 2017 JEM 9http://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

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