The customer success movement is here and catching fire quickly. These are the slides that will be used during our Meetup on 11/5/14, courtesy of Jonathan Beretta of Satrix Solutions. Please join us for our next gathering as we share insights and collaborate with local experts and customer success professionals to develop approaches that drive customer retention, satisfaction and sustainable growth.

1. Customer Success
Professionals Meet-up
November 5, 2014

2. INTRODUCTIONS

3. 3
What Is A Client Journey Map?
 Outside-in perspective
o It is the process of creating a visual
representation of the journey the client goes
through from the initial desire of a product or
services to its fulfillment.
 The map is more than a list of pieces and
actions, it is a holistic view.
 Purpose is to understand the client’s
emotional motivations behind each
interaction.
 It is an educational tool for employees and
should heavily influence their future daily
processes and procedures.
o The journey map develops a line of sight for the
entire organization.

4. 4
Dynamics Of A Client Journey Map
Discovery:
Uncovering and understanding
all touchpoints.
Needs & Activities:
Understanding what promises
are being made to clients and
how employees are delivering
on those promises.
Assessment of Client
Experience:
Describing how the client
experiences the journey.
Bright Spots & Pain Points:
Determining at each step - is
the organization doing well to
meet client goals or is the
organization not delivering
value to the client?
Behaviors and Best Practices:
Modeling the strategies and
successful behaviors.

5. 5
Investing in the Team
 Host a formal journey mapping workshop and involve everyone in the actual
data gathering, analyzing and map building process.
 Planning: The team needs to identify the map’s scope and scale and
establish a mapping method.
 Data gathering: The team should schedule and conduct any new customer
research and interviews deemed necessary. It is the role of the team to
gather, organize and review all map ingredients for the mapping process.
 Map creation: The team needs to design the framework of the map. How
the map will be depicted using rows and columns. Create key language and
vocabulary for the team to utilize during the map’s creation. Then, add
touchpoints and plot out the client journey, while refining and validating
each step in the journey along the way.

6. 6
Segment Journey Through The Organization
•Define the ecosystem of
people, processes, and
tools that enable an
experience to take place.
Experiences
Behaviors
•Add the client’s emotional
perception and moments of truth
to understand what matters most.
•Describe the methods of
communication / interaction
within the journey.
•What leads up to their first
encounter with your
service?
•What expectations exist?
Attitudes

7. 7
Journey Analysis
 Client Needs and Activities:
o Define the nature and characteristics of interactions in enough detail for
employees to verify, implement, and maintain them.
 Set a beginning and an end.
 Assessment of Client Experience:
o Ensure that all clients receive the same experience.
 Potential Opportunities for Improvement:
Step 1
• Examine the positive
enablers or pain points
within each touchpoint
and try to develop a
statement that begins
with “Help me…”
Step 2
• Use the statement
developed in step 1 to
establish a “How can
we…?” question.
Step 3
• Then, begin to strategize
and generate possible
actions to improve the
interactions during each
touchpoint.

8. 8
The Goal is to:
 Provide clarity on who is your “right” client. Ensure employees:
o Understand what promises to make to set expectations
correctly for clients, so the organization can deliver on those
promises.
o Understand how to deliver a client experience that meets or
exceeds the expectations set by the organization’s promises
of products and/or services.
o Understand their role and responsibilities in either promising
or delivering on promises to clients.
o Understand the holistic client viewpoint across all touchpoints
and have more empathy for organization colleagues, who all
play a role in delivering the client journey.

9. 9
Keys to Success
 Form a purpose-driven team
 Create a sense of urgency
 Start with the building blocks – set the map’s scope & scale
 Tell a visual story – map for empathy
 Go beyond the product and service
 Validate and socialize
 Demonstrate short-term wins

10. Next Meeting
 Ideas for increasing membership
o “Bring a buddy”
o Participate in LinkedIn Group
o Post key take-aways to help convey value of
meetings
 Ideas for Next Month’s Topic
 Next Location/Host