This document discusses customer journey mapping and its importance for customer success. It outlines 3 myths about customer relationships, including that acquisition is the only important phase. The document then provides steps to create a customer journey map, including defining the onboarding and established user stages. It also discusses measuring engagement signals and using the map to automate recommended actions. The overall goal is shifting from a transactional to relationship-based mindset by understanding the full customer journey and continuously improving the experience.

1. Customer Journey Mapping
Why, How and Now!
Customer Success Summit
March 2013
Ken Rutsky – President and CEO
KJR Associates, Inc.

2. why…

3. Offerings
Buyer Expectations
Valuation

4. wait a minute…

5. Whose success
anyways?
• Are we putting our
success ahead of the
customers? Are they
aligned??

6. It’s not your journey
• Isn’t the customer in charge?
Dare we guide them?

7. 3 myths

8. Myth 1: It’s ALL About
Customer Acquisition
Customer Acquisition Customer Growth
Lead to Deal Deal to Value
61% of revenue...
comes from existing customers

9. Myth 2: Focus on Recurring
Revenues
Create recurring
value, revenues will
follow

10. Myth 3: Data, Data, Data …
Cancellations are preceded by non-use

12. customer journey mapping

13. Customer Journey Map
Create a model in-line with customer value
USERS
USAGE
FUNCTIONALITY
GROW
DECREASE
FIRST
VALUE DECREASE
START
NOT USING
ONBOARD NOT USING
FAILED

14. 5 First Steps to Customer Journey
Mapping
1. Define First Value
2. Define On Track for onboarding users
3. Define On Track for established users
4. Figure out how to measure On Track
5. Define an Action for each segment

15. Define Onboarding Progress
START FIRST
Onboarding VALUE
Established
Is an account making progress?

16. Define Onboarding Progress
START 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

17. Define Established Account Progress
START 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

18. 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

19. Understand Engagement Signals
Usage
User Actions
Assets Created
Business Human
Demographics Contract
Interactions Touch
Training Company size Licenses Tagging
Support Requests Region LTV
Surveys/NPS Account Ownerships Renewal Date

20. Engagement Actions
Right Right Right Right
Customer Action Channel Time
In real-time, every time …

21. From Mapping to Automation
Trial - 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.

22. the customer journey mindset

23. The Customer Journey Mindset Shift
• Orientation –From transaction
to journey
• Ongoing
• Cross functional
• Aligned

24. The Customer Journey Mindset Shift
• Perspective – selling to
guiding
• Full life-cycle
• Listening over telling
• Suggestion over dictate

25. The Customer Journey Mindset Shift
• Focus – Revenue to
value
• Understand
• Act
• Measure
• Improve

26. in closing
Public 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