Introductory overview of Customer Journey Mapping and the Customer Experience

1. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Growing a
Sustainable Business
Through Customer
Journey Mapping
Danna Olivo
danna.olivo@marketatomy.com
407-405-6410

2. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Building A Foundation
WHY?
• Motivation?
• Passion?
• Message?
HOW?
• Game Plan/Rules?
• Systems?
• Procedures?
• Product/Service Offering?
WOO?
• Message Delivery?
• Marketing Channels?
• Sales Channels?
• Distributors?
• Representatives?
WHO?
• Target Market?
• Prospects/Customers?
• Collaborators?
• Partners?
YOU!
• Soul of Business?
• Vision?
• Passion?

3. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.

4. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.

5. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Customer Journey Mapping

6. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Visual depiction of…
– Steps a customer take in experience process (Journey)
– Emotional impact of each step (Experience)

7. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Planning tool
– Charts customer experience
– Provides means for targeted improvements
• With the GREATEST return!
Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Planning tool
– Charts customer experience
– Provides means for targeted improvements
• With the GREATEST return!

8. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Foundation
– For the Customer Experience process

9. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Customer Interaction
• Touchpoint Identification
• Sequencing
• Sales Process Perspective
• Gap Identification
• Customer Feedback
• Efficiency
Company Benefits

10. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Heard
• Consistency
• Appreciated
• Simplicity
• Value
Customer Benefits

11. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Primary/Secondary Research
• Deep-Data Capture
• Predictive Analytics
• Human In The Loop (HITL)

12. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
CUSTOMER JOURNEY
Features
Benefits
Service
Quality

13. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
CUSTOMER JOURNEY

14. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
1. 2. 3. 4. 5.
Time
Savings
Saving
Dollars
Minimizes
Competitive
Poaching
Builds
Credibility
Creates
Raving
Fans
Purpose

15. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.

16. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• What is the Sweet Spot
• Where customer goals and your own align
• It’s not about what
you care about…
• It’s about what the
customer wants or
needs
Step #1 – Find The Sweet Spot

17. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Step #1 – Find The Sweet Spot
And Much More…
Profit
Price
Problem
Solution
Trust
Transparency
Experience
Need
You Your Customer

18. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Step #1 – Find The Sweet Spot
Confidence-Based ConvictionFact-Based Conviction
Fact-Based Confidence
The SWEET SPOT
(Fact-Based)
What You
Know
(Conviction-Based)
What You
Believe
(Confidence-Based)
What You
Think You Know

19. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Your BRAND is your story unfolding across multiple
touchpoints. Jonah Sachs
Step #2 – Build Your Story

20. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Factors that affect your story
• Who are you as a brand?
• Who are you trying to
reach?
• What are your internal &
external goals?
• How will you reach your
prospects (channels)?
• Do you have the resources
to accomplish your goals?
• What is your time line?
Step #2 – Build Your Story

21. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Step #2 – Build Your Story
Two ingredients resonate your story
1. Your Brand tells of your Experience/Credibility
2. Your customer needs to hear about them

22. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Where are your potential customers finding you?
Step #3 – Identify Touchpoints

23. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Not all touchpoints can be controlled
Step #3 – Identify Touchpoints
Customer Ratings
Social Media
Word of Mouth

24. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• 3 steps to building touchpoints in customer journey
development
1. Put yourself in customer shoes…
• I have a problem…
• Immediate or potential?
• Where can I go to fix it?
• Does it even need fixing?
• How much will it cost me to solve it?
• Is it worth it?
Step #4 – Map Touchpoints

25. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
2. Visually map out the touchpoint process
• Two types of customer engagement processes
• Customer Journey Mapping
• More Linear process
• Focuses on specific order of events
• Customer Experience Mapping
• Analyzes behavior and interaction across
touchpoints
Step #4 – Map Touchpoints

26. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Pain points generally fall into
4 categories
• Financial
• Spending too much money
• Productivity
• Wasting too much time
• Process
• Fractured internal processes causing
bottlenecks
• Lead generations not be nurtured
• Support
• Poor communication and inconsistency
Step #5 – Recognize Pain Points

27. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Create “Moments of Delight”
• Timely delivery
• Active Listening
• It’s not about you and your expertise
• Pay attention to what is being said, written or gossiped
about
• Give them what they NEED…not always what they
want
• Build a solution the meets their needs that is realistic and
useful
• Give them MORE…Value added benefits they don’t
expect
Step #6 – Creating a Solution

28. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• Explore each touchpoint and ask these questions:
• What is the purpose?
• Are we addressing the customer’s objectives?
• Are we addressing their needs or not?
• Is the message clear?
• Is the tone receptive
• Are there gaps within the journey?
• Am I differentiating myself from my competitors?
• Am I promoting Customer Retention?
Step #7 – Experience the Journey

29. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
What are Touchpoints?
Internet
Place of
Business
Call
Centers
Social
Media
Chat
Rooms
Email
Phone
Word of
Mouth
Sales
Web
Forums
And Much More…
The Point of
Interaction Between
Brands, Businesses,
Products and
Customers

30. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• You are your touchpoints
• Form a foundation for decision-making
• Drive the quality of customer experiences
• Serve as basis for relationships
Why Are They Important?

31. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
The Touchpoint Story

32. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
The Touchpoint Story

33. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
• 6 action steps
• Identify nature of journey customers take
• From their point of view
• Understand how they navigate across each touchpoints
• Anticipate their needs, expectations, and desires
• Learn what works and what doesn’t
• Set priorities closing major gaps
• Find opportunities to improve the journey
• Fix the root-cause issues
Developing The Touchpoint Story

34. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Building a Touchpoint Map
Awareness Discover Purchase Use Bond
Website
Store
Call Center
Digital Marketing
Outbound Marketing
Web Forums
Word-of-mouth
Chat/Messaging
Mobile Phone
Email
Bloging/Posts
Customer Journey Map
Existing Customer
with Mobile
Provider
Receive email of
available upgrades
Review of
available phones
and costs
Trial of potential
phones at store
Review of phone
and options
Purchase of new
phone and
contract
Review of data
usage & addl
features
Express positive
views of phone
1
2
3
4
5 6
7
8

35. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Customer Expectations
• Customer Satisfaction is reflected
in the expectations and
experiences customers have with
a product or service.
• It is reflected in both past and
current evaluations and
experiences.

36. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Monitoring Results
Create honest and authentic emotional connections
Focus experiences based on consumer knowledge
Pay attention to the human experiences which are
critically important
Blend of activities, online and offline, to engage
4 methods for gaining consumer insights
and driving customer experience

37. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Results Oriented
How do you
interact with your
Customer?
What influence do you have
on touch points and when
are they introduced?
What is the impact
of your current
touch points?
Who internally is in
control of the defined
touch points?
How does your interaction with
customers differentiate from your
competitions?
What is the role
of each touch
point?
Customer
Journey
Development
Questions

38. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Time Bound
Start Here
Ongoing
Communication
OngoingStatus
Updates
Regular Feedback
Surveys
QuickProblem
Solving Action
IntroduceWOWOpportunitiestoCustomer
Customer Journey
Timeline
The Journey
Process
does not
come with a
HARD STOP

39. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Managing Touchpoints
• Third Party touchpoints are outside of the brands
control.
• These include: word-of-mouth, Peer Observations and
traditional earned media.
• The best way to manage touchpoints outside of your brand’s
control is to be proactive.
• Develop a brand management strategy
• Addresses building, maintenance and the recovery of your
brand.
• Negative reviews or derogatory word-of-mouth,
should be address positively.
• Don’t argue, but rather apologize and correct the situation
publicly.

40. Information, data and concepts embodied in this document are proprietary to MarketAtomy, LLC and are strictly confidential
and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior
written consent of MarketAtomy, LLC.
Conclusion
QUESTIONS?
danna.olivo@marketatomy.com
Website: marketatomy.com