Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Why Customer Journey Mapping?

2,850 views

Published on

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.

Published in: Marketing, Business, Education
  • Be the first to comment

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

×