The Power of Customer Journeys
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Learn about creating relevant and powerful customer experiences that connect with, and engage, your target audience. Find out how cognitive biases (such as the "curse of knowledge") make messaging challenging and why businesses, nevertheless, need to align their departments and create a customer-centric culture. See how you can create relevant customer experiences by focusing on four dimensions: 1) right customer -> segmentation & targeting, 2) right message -> strategic message map, 3) right time -> customer journey, 4) right channel -> opportunity mix.
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The Power of Customer Journeys
- 2. 7/31/2018 The Power of Customer Journeys – Raz Neagu 2 NOT AN UBER
- 3. 7/31/2018 The Power of Customer Journeys – Raz Neagu 3 Customers get ➜ expect ➜ demand better experiences. We are wired to choose “better” experiences.
- 4. 7/31/2018 The Power of Customer Journeys – Raz Neagu 4 OLD NEW
- 5. 7/31/2018 The Power of Customer Journeys – Raz Neagu 5 $$$
- 6. Remaining companies are under pressure to respond 7/31/2018 The Power of Customer Journeys – Raz Neagu 6 New technology/data driven companies are raising the customer experience expectation Pleasing customers has always been important, but…
- 7. From a Practitioner’s P.O.V. 7/31/2018 The Power of Customer Journeys – Raz Neagu 7 WHY HOWWHAT • CX • Journeys • Hard • Important • Steps • Process
- 8. 7/31/2018 The Power of Customer Journeys – Raz Neagu 8 PRODUCT MARKETING SUPPORT SALES 2. Know customer Research + Journeys + Messaging 1. Align company Leadership + Integration + Culture 3. Build & improve Software + KPI + Iterations = COMPETITIVE EDGEHARD
- 9. Messaging is Hard to Do Right 7/31/2018 The Power of Customer Journeys – Raz Neagu 9 Drawing by Stevenson ©1976 The New Yorker Magazine, Inc.
- 10. Messaging is Hard to Do Right 7/31/2018 The Power of Customer Journeys – Raz Neagu 10 ©Mark Anderson. www.andertoons.com “I think I speak for all of us when I say what in the heck are you talking about?” Fault lies here.
- 11. Disconnected Views 7/31/2018 The Power of Customer Journeys – Raz Neagu 11 explainvisually.co Puzzle pictures from www.puzzleforum.pl What communicator sees… What audience sees… Communicator is unaware!
- 12. 7/31/2018 The Power of Customer Journeys – Raz Neagu 12 The Curse of Knowledge Once you know something, you can’t un-know it.
- 13. Not Enough Meaning Too Much Information Not Enough Time Not Enough Memory 4 Conundrums 7/31/2018 The Power of Customer Journeys – Raz Neagu 13
- 14. Not Enough Meaning Too Much Information Not Enough Time Not Enough Memory So fill in gaps with… ● Patterns ● Generalities ● Benefit of Doubt ● Easier Problems ● Our current mindset So assume… We’re right ● We can do this ● Nearest thing is best ● Finish what’s started ● Keep options open ● Easier is better ● So you only notice… ● Changes ● Bizarreness ● Repetition ● Confirmation So save space by… Generalizing ● Keeping an example ● Using external memory ● Editing memories down ● Cognitive Biases 7/31/2018 The Power of Customer Journeys – Raz Neagu 14
- 15. Curse of Knowledge Codex 7/31/2018 The Power of Customer Journeys – Raz Neagu 15 Not Enough Meaning Too Much Information Not Enough Time Not Enough Memory
- 16. Overcoming the Curse 7/31/2018 The Power of Customer Journeys – Raz Neagu 16 FEEDBACK AUDIENCE EXAMPLES SIMPLIFY RELEVANTSTORIES VISUALS PRACTICAL ISSUE Corporate websites are corporate-centric, focused on what the company does. CUSTOMER-CENTRIC ANSWER 1. Start with the customer needs. 2. Content/format writing skills. 3. Progressive comprehension.
- 17. Traditional Marketing/Sales Funnel 7/31/2018 The Power of Customer Journeys – Raz Neagu 17 MEDIA & MESSAGE MARKET PERCEPTION & BEHAVIOR CUSTOMER
- 18. 01001010010010100 01010100101010010 10101001010101001 01010100101001010 01001010001010100 10101001010101001 01010100101010100 10010101010100101 01010010100101100 01001010010010100 01010100101010010 10101001010101001 01010100101001010 01001010001010100 10101001010101001 01010100101010100 10010101010100101 01010010100101100 01001010010010100 01010100101010010 10101001010101001 01010100101001010 01001010001010100 10101001010101001 01010100101010100 10010101010100101 01010010100101100 01001010010010100 01010100101010010 10101001010101001 01010100101001010 01001010001010100 10101001010101001 01010100101010100 10010101010100101 01010010100101100 01001010010010100 01010100101010010 10101001010101001 01010100101001010 01001010001010100 10101001010101001 01010100101010100 10010101010100101 01010010100101100 001010010010100 010100101010010 101001010101001 010100101001010 001010001010100 101001010101001 010100101010100 010101010100101 010010100101100 010010100100101 010101001010100 101010010101010 010101001010010 010010100010101 101010010101010 010101001010101 100101010101001 010100101001011 Customer Journeys are Getting Complex 7/31/2018 The Power of Customer Journeys – Raz Neagu 18 Biases Digital Mobile LinkedIn Media Word of mouth Events Facebook Exponential noise
- 19. From a Practitioner’s P.O.V. 7/31/2018 The Power of Customer Journeys – Raz Neagu 19 WHY HOWWHAT • CX • Journeys • Important • Hard • Steps • Process
- 20. The 4 Dimensions of Relevant Experience 7/31/2018 The Power of Customer Journeys – Raz Neagu Right CUSTOMER Right MESSAGE Right TIME Right CHANNEL 20
- 21. PRIORITIZED SEGMENTS Misaligned Hand Holder Prime for Change Product Partner The Right Customer: Segmentation 7/31/2018 The Power of Customer Journeys – Raz Neagu 21 • Not interested • Not ready • Hard decision making • Medium interest in buying • Ready to implement, need help • Medium decision making • High interest in buying • Ready to implement • Easy decision making • Low interest in buying • Not ready to implement • Interested in partnership
- 22. The Right Customer: Segmentation 7/31/2018 The Power of Customer Journeys – Raz Neagu 22 Misaligned Hand Holder Prime for Change Product Partner 13% 32% 34% 21% PRIORITIZED SEGMENTS
- 23. Misaligned Hand Holder Prime for Change Product Partner The Right Customer: Segmentation 7/31/2018 The Power of Customer Journeys – Raz Neagu 23 TARGET GROUP 13% 32% 34% 21% 9% 19% 5% 10% 4% 13% 29% 11%
- 24. The Right Customer: Customer Profile 7/31/2018 The Power of Customer Journeys – Raz Neagu 24 Persona Detail Type of Questions to Ask Role What is your job role/role in life? Your title? How is your job/role measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company/Organization What industry or industries does your company work/is your role in? What is the size of your company/organization (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
- 25. The Right Customer: Buyer Persona 7/31/2018 The Power of Customer Journeys – Raz Neagu 25
- 26. FOCUS AREAS TALENT Recruitment Company is unable to effectively recruit diverse talent creating a deficit in the talent pipeline. Engagement Engagement scores are lagging for women and people of color which reduces productivity, retention and morale. Advancement Company is unable to effectively advance women and people of color through to senior leadership which impacts its brand and ability to recruit and retain. CULTURE Transformation Company is suffering from a non-inclusive culture that is creating toxicity and reducing performance. Innovation Company is not effectively empowering a culture of experimentation and innovation and thus lagging behind competitors. Leadership Teams are not productive or collaborative due to leadership that is not inclusive. RISK Complaints Employee complaints are creating a morale problem and a legal risk. Attrition Company invests heavily in diverse talent only to lose them too early. ASPIRATIONALCRITICAL TALENT Recruitment Engagement Advancement CULTURE Transformation Innovation Leadership RISK Complaints Attrition Brand Reputation Corporate CHALLENGE Bad CONCERN Critical PAIN Neutral FOCUS Positive OPPORTUNITY Committed GOAL– + TALENT Recruitment Goal is to increase the ability to recruit women and people of color. Engagement Goal is to significantly increase employee engagement scores. Advancement Goal is to increase the advancement of women and people of color through to Senior Leadership. CULTURE Transformation Goal is to accelerate the culture transformation to a more inclusive culture. Innovation Goal is to accelerate the quality, frequency and speed of innovation. Leadership Goal is to fill the organization with inclusive leaders. RISK Complaints Goal is to reduce workplace complaints due to disrespectful or intolerant behavior. Attrition Goal is to reduce attrition of diverse talent. Brand Reputation Goal is to improve and align brand reputation relative to inclusion. NEUTRAL Sr HR Leader Anchor descriptions to positive resultsAnchor descriptions to negative consequences Objective description Life Science Lynda: Focus Areas 7/31/2018 The Power of Customer Journeys – Raz Neagu 26
- 27. • Tagline • Slogan • Value proposition • 25-word description The Right Message: Strategic Messaging Map 7/31/2018 The Power of Customer Journeys – Raz Neagu 27 POSITIONING STATEMENT • Business function • Title • Role in buying process BUYER PERSONA VALUE MESSAGING • Value Statement • Value Bullet Points • Product Features • Proof points / Metrics Value #2 • Value Statement • Value Bullet Points • Product Features • Proof points / Metrics Value #1 • Value Statement • Value Bullet Points • Product Features • Proof points / Metrics Value #3
- 28. • Business function • Title • Role in buying process BUYER PERSONA VALUE MESSAGING • Value Statement • Value Bullet Points • Product Features • Proof points / Metrics Value #2 • Value Statement • Value Bullet Points • Product Features • Proof points / Metrics Value #1 • Value Statement • Value Bullet Points • Product Features • Proof points / Metrics Value #3 7/31/2018 The Power of Customer Journeys – Raz Neagu 28
- 29. AWARENESS 7/31/2018 29 DECISIONCONSIDERATION They are experiencing/expressing symptoms of problem/opportunity. They are doing educational research to better understand/frame and give a name to their problem. Not aware of your business. I am a buyer AWARE that I have a problem: • I need to improve xxxxx • I need to prevent xxxxx • I need to start xxxxx • I need to stop xxxxx • I need to optimize xxxxx • I need to solve xxxxx • I need to learn more about xxxxx They have clearly defined the goal/challenge and they are committed to addressing it. They evaluate approaches to address challenge/opportunity. Not aware of your business. I am a buyer CONSIDERING how to solve my problem: • What tools are available for xxxxx? • What are xxxxx industry solutions? • What are my xxxxx options? • What xxxxx options are there for xxxxx? They have decided on a solution strategy. They might create a list of specific offering in their selected category and decide on the one that best fits their needs. I am a buyer DECIDING on a specific product • I need prices for xxxxx • I need xxxxx product specifics. • I need proof that xxxxx works. • I need evidence that xxxxx • I need assurance that xxxxx The Right Time: Customer Journey
- 30. The Right Time: Customer Journey 7/31/2018 The Power of Customer Journeys – Raz Neagu 30 RECOGNITION AWARENESS ENGAGEMENT CONSIDERATION CLOSE PROMOTER Tool: Whitepaper/ Microsite/”Door Openers” Recognize Issues Tool: Case Studies/ Proforma Research & Engagement Tool: Blue Papers Awareness of Solutions • Tools: Animation/ Sales Aids Consideration Tool: OPS Profiles Hand-off & Close • Tool: Testimonials Promoter
- 31. Free tier Signup tier Engagement tier Subscription tier EMAIL SIGNUP ASSESSMENT SUBMISSION PURCHASE ACTIVE CUSTOMER LOYAL CUSTOMER LOYALTY LOOP WEBSITE VISIT Time Marketing Automation Direct Engagement Social Media Engagement The Right Time: Customer Journey DELIGHT Tickets Knowledge Base Feedback ATTRACT Blog Keywords Social Publishing CONVERT Forms Calls-to-Action Landing Pages CONVERT Forms Calls-to-Action Landing Pages CLOSE CRM Email/Phone Workflows
- 32. WEBSITE VISIT CLOSE CRM Email/Phone Workflows DELIGHT Tickets Knowledge Base Feedback ATTRACT Blog Keywords Social Publishing CONVERT Forms Calls-to-Action Landing Pages MARKETING SALES CUSTOMER SUCCESS: ENGAGE ➜ GUIDE ➜ GROW IDENTIFY ➜ CONNECT ➜ EXPLORE ➜ ADVISE AWARENESS CONSIDERATION DECISION STRANGER VISITOR PROSPECT LEAD OPPORTUNITY CUSTOMER PROMOTER EMAIL SIGNUP ASSESSMENT SUBMISSION PHONE CONSULTATION PURCHASE RE-PURCHASE/ REFERRAL The Right Time: Customer Journey
- 33. The Right Channel: Opportunity Mix 7/31/2018 The Power of Customer Journeys – Raz Neagu 33 Omni-channel Social media Digital marketing Advertising campaigns Public relations Company website Tradeshows Sales collateral
- 34. The 4 Dimensions of Relevant Experience 7/31/2018 The Power of Customer Journeys – Raz Neagu Right CUSTOMER Right MESSAGE Right TIME Right CHANNEL Segmentation & Targeting Message Map Customer Journey Opportunity Mix 34
- 35. The Power of Customer Journeys 7/31/2018 The Power of Customer Journeys – Raz Neagu 35 Q&A Raz Neagu CEO, Komotion raz@komotion.com www.linkedin.com/in/raz-neagu/
Editor's Notes
- Getting out of the cab – > driver grabs her by the heels – > “what is going on?” – > “I didn’t already pay for this ride” The 24-year-old sales analyst is so accustomed to rideshare apps like Uber, which charge your credit card automatically when your ride is done, that she’d accidentally almost pulled “the equivalent of dining and dashing, but for a cab.” Uber: Seamless experience (app to order, see status, know the car/driver/rating, arrival status, directions, payment) – > Uber-autopilot Cab: Wonder why they don’t go (forget to give destination), sip out of water bottles only to realize that yellow cabs, unlike many Uber rides, don’t come with water. (Though he believes the bottle was unopened when he grabbed it, he’s also confident it wasn’t a rider perk. Feeling grossed out, he stopped drinking.) Brian Breslin, 35, never takes cabs in Miami, Fla. but he takes Uber and Lyft so often he can even get thrown off when he goes to drive his own car. “My fiancée and I walked towards the passenger side,” he said. “Then she was like, ‘What are you doing?’ and I was like, ‘Getting an Uber,’ and she was like, ‘This is our car.’” The car was parked on the street. But he’s made the same mistake in his driveway, he said. “This happened at least three times on separate evening weekends,” he said. “I looked in and realized that there was no driver and it was my car.”
- CX stories: http://customerthink.com/5-companies-with-envy-worthy-customer-experience/
- Have you ever given directions to someone that were so clear you could see the route in your mind’s eye? But later you find out they didn’t follow your great directions and got hopelessly lost. Maybe you even felt a little annoyed: they must have a poor sense of direction. Or, maybe you were at the other end, of receiving instructions provided to you with great authority only to be left utterly confused as you were trying to follow.
- https://medium.com/thinking-is-hard/4-conundrums-of-intelligence-2ab78d90740f https://betterhumans.coach.me/cognitive-bias-cheat-sheet-55a472476b18 4 Conundrums of the Universe 1st conundrum is that there’s too much information for any individual to process it all. 2nd conundrum is that we can only process a fraction of the information, so lacking of complete meaning. It requires us to use our previous experiences to fill in the blanks. EXAMPLE: how the first automobile was referred to as a horseless carriage, because the closest thing to it had horses attached. 3rd conundrum is that there isn’t enough time to analyze all possibilities to make sure we’re making the right decisions. EXAMPLE: deciding what you should have for lunch would take more than a lifetime if you TRULY considered all of your options. 4th conundrum is that there’s not enough space in our brains, to store all the raw information and all of the past decisions that we’ve made.
- Resulting Biases Too Much Information … Not Enough Meaning … Not Enough Time … Not Enough Memory …
- *** GOOD WRITING IS KEY!!! NOT ONLY FOR MARKETING!!! ***
- https://thenounproject.com/term/businessman/180180/
- https://thenounproject.com/term/businessman/180180/
- From a practitioner's point of view
- https://thenounproject.com/term/businessman/180180/
- Sales phases: Identify potential buyers who may have a goal or challenge you can help with Connect with leads to help them decide whether they should prioritize the goal or challenge Explore a qualified lead’s goals and challenges to help them assess whether your offering is a good fit for their context Advise a sales opportunity on the ways your offering is uniquely positioned to address their goals and challenges Customer service phases: Engage – engaging your customers is just the foundation. Being there for your customers when they need it (reactively), opening up different channels for your customers to connect with you, and providing reactive customer support. Support communication channels: Email, Live chat, Phone , Facebook , Twitter Guide – Proactively guide customers in way you know will help them. Identify key customer milestones that result in value. Think about content that your customers will need at each of those milestones to be successful. This may be different than marketing content created to acquire customers. Spend time with your customers to define the content they need. Organize the content in a searchable, public facing knowledgebase a place for content that is just for your customers. Grow – The growth stage is about getting to the point where customers have earned so much value they’re promoting and helping you generate new customers. Respond to customer sentiments and all customer feedback in a personal, human way. Digest trends and make improvements to your customer experience. Identify your advocates. Using an NPS survey can help you pinpoint potential advocates and turn your client feedback channel into a referral growth engine. Use for testimonials, reviews, case studies, references, referral, etc.
- https://thenounproject.com/term/businessman/180180/