Why Customer Journey Mapping is So Essential to Growing Your Business

© 2018 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL© 2018 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL 1
Why customer journey mapping is essential to growing your business
§ Introductions / About SimplyCX
§ Why Customer Experience (“CX”) Matters
§ Five Elements for CX Success
§ Customer Understanding
§ Brand
§ Customer Journey Mapping
§ Culture Engagement
§ Measurement + Results
§ High-Level Journey Mapping Exercise Poster
§ GreenRope JourneyFlow

Charlie Colquhoun
Founder & Principal
Photo from Sergei Akulich on Unsplash
Alessandra Gyben
Marketing Director
WEBINAR
Why customer journey mapping is essential
to growing your business.
Thursday, Oct 11, 2018 1:00 PM - 2:00 PM PDT

Alessandra manages the day-to-day efforts of
the marketing team. She specializes in
content marketing, social media, lead
nurturing and marketing automation process.
Alessandra has been with GreenRope for over
7 years.
She currently lives in the Reno/Tahoe area,
enjoys skiing and other outdoor activities
when she isn't working on new and creative
marketing strategies.
Alessandra Gyben
Marketing Director

Charlie is a Customer Experience Consultant & Journey
Mapping Expert. Charlie has held global program
leadership roles at ADP, Sage, Yahoo, Verisign, and
Charles Schwab.
His approach infuses customer journey mapping,
customer-driven design, and customer success data to
prioritize improvements that drive measurable growth.
Charlie founded SimplyCX in 2016.
Charlie Colquhoun
Founder & Principal
“We don’t deliver products, we build relationships”
Photo from Sergei Akulich on Unsplash

Charlie’s Background
CX/UX Redesign Global Self-Service
• 2012 ASP Top 10 Best Support Sites
Award Winner.
• Increased self-service, satisfaction &
reduced cost.
Built Global CX Program, transforming
customer input design processes.
Increased global NPS, lowered support
costs + managed customer co-design
product launch.
User Experience Research & Redesign, migrated
IM PC desktop to web.
Improved c-sat / reduced cost.
User Experience Research & Redesign
• Simplified SSL ($75M) purchase flow 12 to 6 pages,
decreased abandonment by 7%.
• Increased global self-help by 20% = $900K cost
decrease per year.
Designed future mobile-first journey, based
on current state, cross-team backstage,
consumer validation, and consumer early
prototype testing
Ideal future state “mobile-first” journey
design.
Trained cross-functional teams in journey
mapping best practices. Journey-mapped
current state and conducted innovation
workshop practice.
Blue sky future state journey designs.
Photo by Joshua Sortino on Unsplash

FUN | SIMPLE | FAST
To use journey mapping to drive transformation across your organization
so that your customers and employees fall in love with you.
MISSION
Photo from Yvette de Wit on Unsplash

Digital Revolution
• Accelerating digital revolution has changed the way
that we deliver value.
• Smart devices have raised customer expectations to a
new level.
• Causing a data explosion and a scramble to leverage
that data more effectively.
• Companies are rapidly trying reinvent themselves to
optimize ROI.
Data Source: Adobe, Digital River and McAfee

Speed of Value
• Ownership to usage-based subscription.
• Requires a focused value creation mindset.
• Design experiences that delight customers
by how quickly they achieve their goals.
• Digital relationships are connected and
social and this requires continuous
relationship nurturing to value.
• Adoption and usage are a predictor of
renewal.
Of customers are
demanding new
consumption models
The Economist 2014
Spent on subscriptions in
the US in 2015, up from
$215 in 2000
Credit Suisse 2015
$420B
By 2019, more than 50% of all
industries will price & package
their offerings as services
with flexible subscription or
consumption based pricing
models
IDC 2017
Data Source: Zuora

Source: Genesys

© 2018 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL
Customer Experience
is the new ”Marketing Plan”
CX best practices are driving transformation
across multiple platforms: marketing, media,
digital, data science,
analytics and technology
CX is a lifestyle, not a project
Photo by Austin Neill on Unsplash

Start with the Customer Experience
11
“We live in a world where the little things really do matter. Each encounter no matter how brief is a
micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious.
The sum of these interactions and encounters adds to how we feel about a particular product, brand,
or service. Little things. Feelings. They influence our everyday behaviors more than we realize.”
David Armano

Customer Understanding
Brand
Customer Journey Mapping
Culture Engagement
Measurement + Results
5 elements

Talk to your customers! | Personas
• You create Personas based on
segmentation of your customer
targets. This includes in-person
interviews to gain empathy and
understanding of their within their
context.
• We use journey maps to place
ourselves in our “customer’s
shoes”
• Personas guide the design of
products, services, and future-
state journeys.
Source: Template from Xtensio

Value Proposition Design
• Customer Jobs?
• Pains (Challenges)?
• Gains (Solutions)?
Source: strategyezr.com

In a world of unlimited choices, the only differentiation is Brand
- Michael Eisner
Brand: A living business asset,
brought to life across all touch-
points which, if properly managed,
creates identification, differentiation
and value
Brand is a verb
Brand

Your Brand is your North Star
CUSTOMER
INTENT
BRAND
PROMISE
Moments
of
Interaction
Customer Experience happens at the intersection of
Intention & Brand
By which you align the organization to deliver
Goal - We create
experiences that
imprint memories,
representing our brand
What is our brand, and
why do we exist in the
marketplace?
Risk - Our actions
betray our intentions
Photo from Martin Jernberg on Unsplash

The Customer Experience Life-Cycle
Infinity Loop Source Inspiration - Esteban Kolsky
1. Evaluate
2. Buy
3. Onboard /
Get Started
4. Use
6. Leave or Re-use
(Renew) & Recommend
5. Get Value
‘Easy & delightful'
‘Quick, easy
& exciting’
‘What have I heard?’
‘I arrived on time, no
payment fuss’
BRAND INTENT
Safe, reliable
rides in minutes
(at launch)
VALUE DRIVEN
OUTCOME
• ‘This is really simple’
• ‘You delight me’
• ‘I am using and
benefiting from this
experience already’
• ‘I’ll tell my friends’
‘I can see the car coming
on the map’
‘Exceeded my
expectations!’
‘Take a picture of credit card
to add numbers? WOW!
GET USE
Uber’s design focus on simplifying the experience and creating moments of delight
means that I’ll go so far as to avoid taking a standard taxi that is parked right in front of me?

Customer Journey Example
(Front of Stage)
Check-InBook Fly Relax
I want to get
away…
For a customer, it’s simple: Get from Point A to Point B to accomplish a goal,
with an expectation that there shouldn’t be any problems, picking brands based on their reputation.
Image: Ritz Carlton, Half Moon Bay, California
This room is
dirty and the TV
doesn’t work?

Customer Journey Example
(Backstage)
Each customer’s journey must be supported by a network of
coordinated activities, in order to create an overall satisfying experience
Backstage
Market Book On-Board Service Send-off
§Raise hotel awareness
§Identify user feature
demands
§Multi-channel booking
§Confirmation of stay
§Pre-onboarding info
§Valet service
§Registration Folio with
amenities list
§Baggage to room
§In-room entertainment
§Housekeeping
§Maintenance
§Dining
§Self-check out
§Exit surveys
§Return incentives
X
X
Front Stage
Check-InBook Fly Relax
I gotta get
away…
This room is
dirty and the
TV doesn’t
work?

What are Customer Experience Journey Maps?
1. Journey maps are documents that
visually illustrate customers’ processes,
needs, and perceptions, throughout
their relationship with a company.
2. We use customer journey maps to
prioritize our organization’s activities
around those goals, interactions, and
perceptions
What is a Key Moment of Delight?
Any touch point or interaction that a
customer has with the product, the
company or our partners which is so vital
that it can positively influence purchase,
repeat purchase and recommendation.
What is a pain-point?
Any touch point or interaction that a
customer has with the product, the
company or our partners which is so vital
that it can negatively influence purchase,
repeat purchase and recommendation
• Understand & diagnose experience issues
• Connect and align teams to solve issues
• Use maps to reframe and reimagine
experiences + influence attitudes

Journey Mapping + Prioritization Workshops
ROOT CAUSE DRIVEN INSIGHTS (5 x WHY’s EXERCISE)TEAMS MAP AND SEE THE BIG PICTURE TOGETHER KEY MOMENTS PAIN-POINTS EXERCISE
SALES | MARKETING | SUPPORT
R&D | OPS | HR | FINANCE | LEGAL
PRIORITIZATION SCORING MODEL PAIN-POINTS BECOME OBSERVATIONS/RECOMMENDATIONS
Reduce steps in sign-up registration
Improve personalization options
(OPTIONAL) TOP 5 ‘FAST-TRACK’ APPROACH

Customer Feedback + Validation
Internal journey mapping workshops will provide valuable insights, but they need to be validated
with real customers.
There are various approaches to gathering customer journey feedback and validation:
• Customer workshops.
• Customer visits.
• Virtual customer conference calls.
• Future State Co-Design Workshops

Visual Journey Maps – Future State
Turning Validated Pain-Points Into Key Moments of Delight

© 2018 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL© 2018 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL
• High Profile Communications
• CX Immersion, sharing the journey.
• Listening Goals
• Setting up a design room
• New Employee On-boarding &
Training
• Campus Road Trips
• CX Celebrations
Culture Engagement
Reduce the distance to your customers!

Customer
Satisfaction
Survey
NPS Loyalty
Survey
Trade Show,
Conference
Feedback
Support Demand
Drivers
Customer
Renewal
Performance
Customer
Escalation
Management
Relevant OEM
Channel Activity
Industry
Technology
Blogs/Ratings
Supply Chain
Tracking Metrics
New Order
Performance
Tracking
Typical Customer Experience Inputs
LISTEN
”Path to Purchase” “Getting Started” “Product Use & Get Help” “Reorder & More”
< Diagnostic & Co-Design Journey Mapping >
ACT
CX View (Council)
Goal Setting & Prioritization
MEASURE
Ongoing CX Improvement Initiatives
Analyze:
Categorize, Rank
Customer issues and
Gaps across all
products
Identify Top Focus
Areas & KMOTs
React:
Plan / Action /
Design / Update
Customer Touchpoints | Consistency of Experience | Product Roadmap
People Processes Policies Technology
Measurement + Results (Governance)

High-Level
Journey Mapping Exercise Poster
Photo from Matt Howard on Unsplash

1
2 3
4
5
67
8
9

1
2
3
4

GreenRope brings your sales, marketing, customer
service and operations under one roof. As a Complete
CRM, our goal is to streamline your day-to-day
business process, break down the siloes and help
businesses offer better customer experiences.
CRM and the data housed inside it fuel your customer journeys and allow you to gain a
360-degree view of your customer. When you collect and integrate your sales,
marketing, & customer service data, you gain a deeper understanding of your leads &
customers. The result? Better customer experiences.
CRM & Journey Mapping
JourneyFlow – Free Journey Mapping Tool
JourneyFlow is a free tool to help you build out your customer journey maps. Use the
drag-and-drop builder to brainstorm and visualize your journey maps in detail, taking
into account every touch point along the way. www.journeyflow.com
www.greenrope.com

Q & A?

Thank You

Appendix

§ Customer Experience Strategy
§ Global CX Program Management
§ Advanced Journey Mapping +
Prioritization Best Practices
§ Building Governance
§ Voice of the Customer Design
§ Future State Journey Design
§ Customer Co-Creation & Co-Design
§ Customer Success Measurement
§ Backstage/Service Blueprint Design
§ Self-Help Experience Design
§ Mentoring & Training
SimplyCX Services
To Deliver Transformation

www.simplycx.com

Why Customer Journey Mapping is So Essential to Growing Your Business

Recommended

Recommended

More Related Content

What's hot

What's hot (14)

Similar to Why Customer Journey Mapping is So Essential to Growing Your Business

Similar to Why Customer Journey Mapping is So Essential to Growing Your Business (20)

More from GreenRope

More from GreenRope (20)

Recently uploaded

Recently uploaded (20)

Why Customer Journey Mapping is So Essential to Growing Your Business