This is the recent deck from a new workshop we rolled out this year. If you would like to learn a little more about customer journey design through conversation or having a workshop please check out foryourinnovation.co.uk

1. @TimElliottUK

2. Why is customer journey design important?
Marketing is
acquisition focussed
Customer journey
design focuses on
acquisition,retention
and maximisation

3. Move to human
centered design
We promise through this session, you will see
how to migrate from ‘just marketing’ to the
design of a customer centered journey with
experience at the heart.
We will also give you tools and tips on how to get
there. It is all about changing the mindset of
what customer experience is.
We have learnt through experience that a sprint
is better than a phased approach, but like all
good presentations we will show you how to do
this through the tools that we have created.

4. The 5 Ps are the
foundation that
successful customer
journeys are built on. People
Purpose
Position
Proposition
Planning

5. PURPOSEIt’s not what you do but why you do it

6. • What is your BHAG?
Big Hairy Audacious Goal.
• Think short term - Where
do you want to be in
3,6,and 12 months from
now?
• Why you do what you do
as a company? What is
your purpose?
PURPOSE

7. YOUR
WHY
HOW
WHAT
STORY
Knowing your ‘why’ is an important first step in
figuring out how to achieve the goals that excite
you and create a successful product, service or company. (versus
merely surviving!).
Only when you know your ‘Why’ will you find the courage to
take the steps needed to get ahead, and start on the best
trajectory in helping your customer base understand the
purpose of your product, service or company.
Passion is contagious, enthusiasm is palpable, The key to
harnessing that passion is by developing a clear Why statement

9. Golden Circles
Why:
How:
What:

10. PEOPLEWho and where are they?

11. • Describe your ideal client?
• Are there any specific customers
you want to engage with?
• Who are your closest competition?
PEOPLE

12. PILLARS OF SEGMENTATION
GEOGRAPHICS DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIOURAL
• Country
• City
• Density
• Language
• Climate
• Area
• Regulation
• Age
• Gender
• Income
• Education
• Social status
• Family
• Life stage
• Occupation
• Lifestyle
• AIO: Activity,
Interest, Opinion
• Concerns
• Personality
• Values
• Attitudes
• Benefits sought
• Purchase usage
Intent
• Occasion
• Byer stage
• User status
• Lifecycle stage
• Engagement
DIGITAL BODY LANGUAGECONTEXTUALFIRMOGRAPHICSDIGITAL DNA
Jordie Van Rijn -
Emailmonday

13. PROPOSITIONThe customer and you, why you should do business

14. • What is the main reason
you don't win new
business?
• What is the main reason
you do win new business?
• If you could only ask 1
question to each prospect
what question would you
ask and why is it
important ?
PROPOSITION

15. The name of the product or service title ...
Helps… (persona type)
Who want to… (JTBD)
By… (reducing customer pain)
And… (increasing customer gain)
Unlike… (option to include competitor)
DEVELOPING YOUR VALUE PROPOSITION

16. Proposition Canvas
WHAT DOES SUCCESS LOOK LIKE?
WHAT?
JOBS TO TALK TO INSIGHTS
WHAT ARE YOU HELPING TO FIX?
HOW?
(How is your customer going to
interact with your product or
service? Where does it map to
in the customer journey in Side
3 of the FYI Pentagon e.g.
landing page in trigger
information / telephone call in
moment of purchase)
(What are you trying to
promote, engage or sell to your
customer? What is the actual
product or service you are
offering, pricing online / offline.
Data mapping. e.g. % market
share of x number of possible
customers in my market?
(What is the job title you are looking to talk to
purchase your product or service? From side 2 of
the FYI pentagon - Segmentation)
(What is it your product or service will relieve?) (What would be seen as a successful product or service offering to your customer?)
(Key buying times, How large is the market, where do
they reside digitally? From side 2 of the FYI pentagon
– Segmentation)
Side 4 - FYI CAM Proposition Canvas created by FYI100 2017
WHY?
(why would your customer be interested in this product or service? Your statement from side 1 of the FYI
pentagon)

17. POSITIONUnderstanding, Designing & Optimising your customers journey

18. • What has been your most
successful marketing piece
to date?
• What marketing collateral do
you have?
• Have you done work for a
company, you have expected
to use you again but
haven’t?
POSITION

19. MaximisationRetentionAcquisition
Design
Trigger Information
Initial Consideration
Active Evaluation
Moment of Purchase
Experience
Customer Service
Referrals
Advocacy
Cross Sell
Repeat Usage / Purchase
Upsell
Value Adding
Surprise & Delight
Empathy
POSITION

20. Perception map
Customers sees
Awareness Familiarity Consideration Purchase Loyalty
Customers receives
The main aim
Who is responsible?
POSITION / JOURNEY MAP
Decision Purchase Retention MaximisationAwareness

21. • Who does your marketing
and sales?
• How do you measure, what
are the KPI’s?
• Do you have a documented
marketing strategy?
PLANNING

22. Proof Check
Our Purpose is
The Persona will
And their perception will be
Through the channels
Measured by

23. Consideration Check
Our Purpose is
Our Personas acted
The perception was
Through the channels
We will now

24. Planning Canvas
WHY
(What are you trying to promote, engage or
sell to your customer? What is the actual
product or service you are offering?)
Side 5 - FYI CAM PLANNING Canvas created by FYI100 2018
WHO
(Which persona are you trying to speak to?
What job are you trying to talk to?
DIFFERENCE
(Why is your product or service better than
the competitions?)
PRICE & POSITIONING
(What is the value you create? What is the
price point you are looking to achieve?)
DISTRIBUTION
(How you reach your target personas, how
they get their hands on your product or
service – The vehicle to them)
PLATFORM
(Where will they find you? What channels
are you using?)
PROMOTION
(What are you trying to say? What’s the
main message?
Is it inline with your why and value
creation?)
CONVERSATION
(How will you hold conversations with your
personas?
Face to face, phone calls, chat bots etc?)
GROWTH
(Where you will attract further customers,
expos, online, social, networks)
REFERRAL STRATEGY
(How will people refer about you to others?,
will others understand your purpose, your
value, your message?)
VALUE ADDED
(How you delight your customers)
RETENTION
(How will you keep your customers coming
back)

25. IT’S NOT ABOUT WHAT YOU SELL, BUT HOW THEY BUY IT!
THE AGE OF CUSTOMER EXPERIENCE IS HERE!

26. Businesses are like cities, they are
HUMAN
ECOSYSTEMS
#FYIdea

28. ECOLOGYJust like a city a business is composed of dynamically interacting parts
Diversity
Study the diversity & distribution of
the population of an ecosystem
Abundance
Study the abundance or growth of an ecosystem
Activity
Study the processes, interactions
& adaptations within an ecosystem
#FYIdea

29. Empathise
Develop a deep
understanding of
the challenge
Clearly articulate
the problem you
want to solve
Define
Brainstorm
potential solutions;
select and develop
your solution
Ideate
Design a
prototype (or
series of
prototypes) to
test all or part of
your solution
Engage in a
continuous
short-cycle
innovation process
Prototype
Test
DESIGN THINKING
#FYidea
Helps us grow

30. ECONOMIC GROWTH
#FYidea
Just like a city the success of a business is determined by it’s

31. I’m @TimElliottUK
foryourinnovation.co.uk