The document summarizes a presentation about managing the entire customer journey to achieve predictable customer outcomes. It discusses defining the customer journey by creating customer personas and understanding customer needs. It also covers building the journey by outlining the stages customers go through and defining what success looks like. Finally, it addresses delivering the journey by discussing how to influence change through gradual introduction of information and assigning homework, and how to influence at scale using reusable resources and organizing efforts across touchpoints. The goal is to help customers feel in control and confident through a well-structured journey.

1. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Predictable Customer Outcomes:
Managing the Entire Customer Journey
Jessica Weisz
Chief Client Officer
Amity Welcomes
#PracticalCustomerSuccess

2. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Tweet us and join the conversation
#PracticalCustomerSuccess
@GetAmity @SoapBoxHQ
We’ll send slides and the recording
Q&A at the end - ask them in the questions box!
(If we run out of time, tweet or email us!)

3. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Hi folks
Jess
Chief Client Officer at SoapBox

4. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Intros: Me
• Strategy
• Change management
• Client services
• Large scale transformations
• Online and mobile strategy
• User centered design

5. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Intros: Me
 B2B SaaS
 Enterprise-wide Programs

6. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Intros: Me

7. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Another person I want to introduce you to…

8. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Ben

9. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Ben, the customer

10. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
I don’t want to
look stupid, or
worse – get
fired!
How will this all
unfold?
How will I know
what good looks
like?
What do I need
to do to get
started?
Ben, the customer

11. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
One more person to add to the mix…

12. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Beth

13. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Beth, the Client Success Manager

14. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Beth, the Client Success Manager
I don’t want to
look stupid, or
worse – get
fired!
How will this all
unfold?
How will I know
what good looks
like?
What do I need
to do to get
started?

15. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
What we’ll cover
1. Defining the journey
-Who are your customers?
-What are their needs?
2. Building the journey
-What stages do they go through?
-What does success look like?
3. Delivering the journey
-How do you influence change?
-How do you influence at scale?

16. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Poll #1
In what area are you strongest?

17. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Poll #2
Where are you most looking to
improve?

18. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
DEFINING THE JOURNEY
Who are your customers? What are their needs?

19. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Who are your customers?

20. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Who are your customers?

21. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Customer persona (according to HubSpot)
A customer persona is a semi-fictional
representation of your ideal customer
based on market research and real data
about your existing customers.
When creating your customer persona(s),
consider including customer
demographics, behavior patterns,
motivations, and goals. The more
detailed you are, the better.

22. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Customer personas (according to HubSpot)

23. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Allie
Innovation
Manager
I get the ideas to the
right leaders
Craig
Innovation Partner
I respond and
implement ideas
Kai
Community Member
I submit the ideas on
SoapBox
Heather
Innovation Leader
(economic client)
I steer and govern the
innovation program
Customer personas (according to SoapBox)

24. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Allie
Innovatio
n
Manager
Craig
Innovatio
n
Partner
Kai
Community
Member
Heather
Innovation Leader
(economic client)
What we
want our
clients to
become
Customer needs (according to SoapBox)
Runs a best-in-class
innovation program
Feels confident in ability
to moderate the
discussion and triage
ideas to leaders
Feels special in their role
as SoapBox innovation
program PM
Sees SoapBox as a
business intelligence tool
to achieve objectives
Able to overcome all
obstacles to implement
valuable ideas
Engages with the
community by responding
Fully confident in
leading the company-
wide innovation
program
Captures 10x ROI
from program
Renews contract year
after year
Easy access
Ability to share their voice
Connection with peers
Guidance on what to do
As few administrative tasks
as possible
Encouragement
Easy to get their
chores done
Insight into their
performance
Proven impact and value
Celebration of successes
Confidence things will
continue to improve
Priority
needs
Feels part of a community
Provides valuable input
Believes that change is
happening

25. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Defining the journey
Who are your customers?
 Think about all the players to make your product successful
 Define them in detail
 Get everyone talking about them
What are your customers needs?
 What risks do they take by using your product?
 What benefits do they seek by using your product?

26. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Why does this matter?
BethBen
I know my
customer and
what I need to
make them tick.
You get me.
I’ll probably listen
to what you have
to say.

27. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Questions
So Far?
#PracticalCustomerSuccess

28. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
BUILDING THE JOURNEY
What stages do they go through? What does success look like?

29. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
The customer journey. Where to begin?
Tons of approaches.
Let’s break this down.

30. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
The customer journey
Start at the first point of
contact

31. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
The customer journey
Give them time to mature

32. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
The customer journey
Align with renewal
Year 1
renewal
Year 2-3
renewal

33. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
The customer journey
Bake in advocacy

34. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Defining success. How do you prove it is working?

35. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Defining success
Powerful
Technology
Clear Goals &
Strategy
Supportive
Leadership
Sustained
Communication
s
Structured
Governance
Engaged
Innovation
Break down into parts

36. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Defining success
Make it holistic

37. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Defining success
Stage
Value
• Increase
revenue
• Decreased
cost
Attribute value along the
way
Ideation Evaluation Implementation
Completed
idea
• Employee
engagement
• Better decision
making
• Tracking of
progress

38. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Defining success
Celebrate successes!

39. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Building the journey
What are the stages?
 Start at the first point of contact
 Demonstrate how they will mature
 Align with renewal
 Bake in advocacy at each stage
What does success look like?
 Break it down into parts
 Be holistic
 Attribute value along the way
 Celebrate!

40. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Why does this matter?
BethBen
Cool – I get what
I need to do and
where we are
heading
Phew, this is
more like a tour
guide at a
museum vs. a
remote jungle

41. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Questions
So Far?
#PracticalCustomerSuccess

42. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
DELIVERING THE JOURNEY
How do you influence change? How do you influence at scale?

43. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Challenge: Simon Says only works in Kindergarten

44. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
How to influence change: baby spoons

45. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
How to influence change: baby spoons

46. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
How to influence change
Unfold the experience bit
by bit

47. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
How to influence change
Give them homework

48. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ

49. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ

50. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ

51. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Reusable resources

52. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
How to influence at scale
Align resources with each
stage

53. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
How to influence at scale
One-on-one En masse
Use multiple touchpoints

54. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
How to influence at scale
Organize your time to keep
building

55. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
How to influence at scale
Keep tabs on health

56. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Building the journey
How to influence change?
 Baby spoons of information
 Give them homework
 Lay out how things will unfold
How to influence at scale?
 Create reusable resources
 Align resources against your stakes
 Organize your calendar to keep building
 Keep tabs on health

57. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Why does this matter?
BethBen
I’m not nervous
about getting
everything done
right away!
I feel like a
rockstar with
everything under
control

58. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
What we’ve covered
1. Defining the journey
-Who are your customers?
-What are their needs?
2. Building the journey
-What stages do they go through?
-What does success look like?
3. Delivering the journey
-How do you influence change?
-How do you influence at scale?

59. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Poll #3
What’s the one area you are going to
focus on moving forward?

60. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Meet Our Host
Paul Philp
Founder & CEO
@PPhilp
@GetAmity
GetAmity.com

61. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Questions?
#PracticalCustomerSuccess

62. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Many Thanks To Our Presenter
@Jess_at_SoapBox
@SoapBoxHQ
SoapBoxHQ.com
Jessica@soapboxhq.com
Jessica Weisz
Chief Client Officer

63. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Join us on November 10 & December 1 for the next webinars
in the Practical Customer Success Series
Visit getamity.com/resources to register!

64. Predictable Customer Outcomes: Managing the Entire Customer Journey @GetAmity @SoapBoxHQ
Let’s continue the conversation
Thank you for being here!
@GetAmity GetAmity.com