Learn how to build actionable customer journey maps that can drive growth for your business. This presentation was given to attendees of Connect To Convert in Boston September 2019.

1. Customer Journey
Maps Done Right

2. Journey performance has a 20-30%
greater impact on value and business
outcomes than touchpoint performance.
The Truth About Customer Experience, McKinsey Research, Harvard Business Review 2013

3. HOK focuses on the full subscriber journey in order
to drive growth throughout and maximize the CLV
Most Companies
Only Focus Here

4. A customer’s experience with a brand
is a collection of many interactions.
It spans a variety of thoughts,
emotions and actions over time.
Customers are complex

5. A holistic view of a customer’s
touchpoints with the brand
The whole is greater than
the sum of its parts
Understanding how the customer is affected by
all of the interactions across a journey provides
you with more opportunities to influence
behavior

6. Empathize with customers
Walk the journey in our
customer’s shoes.
Helps us to identify what customers are:
● Seeing
● Thinking
● Saying
● Feeling
● Doing

7. Step 1 of 7:
Understand your customer

8. Understand your customer
➔ Many journey maps will exist
➔ Focus on the most valuable
segments to reduce burnout
➔ As the maps become more
sophisticated, break up the stages
◆ Example: sales; engagement;
retention, etc.
Time
Desktop
WSJ Device Viewership
Mobile

9. Step 2 of 7:
Review existing research

10. Review existing research
➔ Existing research helps to:
◆ Better understand the
customer target
◆ Identify gaps in the CJ map

11. Step 3 of 7:
Develop the hypothesis

12. Develop the hypothesis
➔ Currently over half of US shop users
are on mobile devices.
➔ Previous research confirmed that few
users view all of the membership
options.
➔ Hypothesis: If we reduce the level of
effort for users to understand the 3
pack and 3 term combinations we will
improve visits to the checkout and
total orders.
Existing research can fuel
ideas around the steps in your
customer journey as well as
key moments of truth.
These ideas will become your
hypothesis and should be
validated if possible.

13. Step 4 of 7:
Conduct research
to fill in the gaps

14. Conduct research to fill in the gaps
➔ The goal is trying to understand the steps in the user journey, the
decisioning criteria, anxiety, motivations, etc.
➔ Examples may include:
◆ Data analysis
◆ Social listening
◆ User interviews
◆ User testing
◆ Panel/on-site surveys
◆ Persona development

15. Data analysis
Data should be reviewed to identify
any trends, friction points, and
opportunities.
Highlights questions and generates
hypotheses to solve for with further
research

16. User testing
Qualitative research
technique focused on a
digital touchpoint
where users are asked
to complete tasks while
they “think out loud”
Common areas of
friction and anxiety can
be identified across a
user experience

17. Step 5 of 7:
Identify key moment of truth

18. Identify key moment of truth
➔ Using previous research as well as empathy work sessions to identify a
moment that has the greatest influence on user behavior/decision
“With the current
pricing it’s hard to tell
what’s the best deal”
“It’s a little weird I can
cancel at any time, why
wouldn’t I sign up for
12 months and then
cancel after 3”
“I expect the
pack features to
be more clear”
“There seems to be
no difference
between the packs”
“The layout is just
bizarre! I hate it”

19. Step 6 of 7:
Synthesize actionable
journey map

20. Stages and timelines
➔ The map will identify the stages common across
all journey’s for the customer
➔ Additionally, the research should have provided
the general time frame that each step of the
journey should take

21. Actions and channels
➔ CJ maps will identify the key
actions for each persona within
each stage and ideally call-out the
channel where their may be a
brand touchpoint

22. Emotions and motivators
➔ CJ maps will identify key emotions
and motivational factors that
influence the persona
➔ These should touch on the goals
each persona works towards within
the stages

24. Step 7 of 7:
Take action

25. Subscribers, Members, Loyalists, Evangelists
-- their repeat behaviors are different than
one-at-a-time customers.
Understanding and evolving their unique
journey allows us to emphasize motivations
and mitigate anxieties for optimal growth.
Acquire, on-board, engage,
expand, retain, win-back
Test and learn to delight and grow

28. +72%
+8%

29. Final thoughts

30. A journey map should be continually
updated and reviewed
Annual
Updates at a
Minimum

31. Questions?