Customer Success Summit: Customer Journey Mapping (Why, How, and Now!)

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Presented by Ken Rutsky, KJR Associates at Totango's Customer Success Summit.
Watch his presentation here: https://vimeo.com/62458132

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Customer Success Summit: Customer Journey Mapping (Why, How, and Now!)

  1. 1. Customer Journey MappingWhy, How and Now!Customer Success SummitMarch 2013Ken Rutsky – President and CEOKJR Associates, Inc.
  2. 2. why…
  3. 3. OfferingsBuyer Expectations Valuation
  4. 4. wait a minute…
  5. 5. Whose successanyways?• Are we putting our success ahead of the customers? Are they aligned??
  6. 6. It’s not your journey• Isn’t the customer in charge? Dare we guide them?
  7. 7. 3 myths
  8. 8. Myth 1: It’s ALL AboutCustomer Acquisition
  9. 9. Myth 1: It’s ALL AboutCustomer Acquisition Customer Acquisition Customer Growth Lead to Deal Deal to Value 61% of revenue... comes from existing customers
  10. 10. Myth 2: Focus on RecurringRevenues
  11. 11. Myth 2: Focus on RecurringRevenues Create recurring value, revenues will follow
  12. 12. Myth 3: Data, Data, Data …
  13. 13. Myth 3: Data, Data, Data …Cancellations are preceded by non-use
  14. 14. customer journey mapping
  15. 15. Customer Journey MapCreate a model in-line with customer value USERS USAGE FUNCTIONALITY GROW DECREASE FIRST VALUE DECREASE START NOT USING ONBOARD NOT USING FAILED
  16. 16. 5 First Steps to Customer JourneyMapping1. Define First Value2. Define On Track for onboarding users3. Define On Track for established users4. Figure out how to measure On Track5. Define an Action for each segment
  17. 17. Define Onboarding ProgressSTART FIRST Onboarding VALUE Established Is an account making progress?
  18. 18. Define Onboarding ProgressSTART FIRST VALUE Onboarding All Good: Healthy usage; New, just started onboarding Notice: Little usage; Still onboarding after 30d Risk: No usage; Still onboarding after 60d
  19. 19. Define Established Account ProgressSTART FIRST VALUE Established All Good: Healthy usage; Full license and feature utilization Notice: Moderate decline in usage; Partial license and feature utilization Risk: Sharp decline in usage; Low license and feature utilization
  20. 20. From Model to Measure …START FIRST VALUE Onboarding Established All Good: All Good: Healthy usage; Healthy usage; New, just started onboarding Full license and feature utilization Notice: Notice: Little usage; Moderate decline in usage; Still onboarding after 30d Partial license and feature utilization Risk: Risk: No usage; Sharp decline in usage; Still onboarding after 60d Low license and feature utilization
  21. 21. Understand Engagement Signals Usage User Actions Assets Created Business Human Demographics ContractInteractions Touch Training Company size Licenses TaggingSupport Requests Region LTV Surveys/NPS Account Ownerships Renewal Date
  22. 22. Engagement Actions Right Right Right Right Customer Action Channel Time In real-time, every time …
  23. 23. From Mapping to AutomationTrial - Curiosity Trial - Evaluating Recommended Actions Trial - Hot • Hot: Call. Ready to buy. • Evaluating: E-mail daily. Next step tip. • Curiosity: E-mail weekly. Value prop.
  24. 24. the customer journey mindset
  25. 25. The Customer Journey Mindset Shift • Orientation –From transaction to journey • Ongoing • Cross functional • Aligned
  26. 26. The Customer Journey Mindset Shift • Perspective – selling to guiding • Full life-cycle • Listening over telling • Suggestion over dictate
  27. 27. The Customer Journey Mindset Shift • Focus – Revenue to value • Understand • Act • Measure • Improve
  28. 28. in closingPublic workshop at All About the Cloud 5/7, San Francisco Team workshops available through KJR Ken Rutsky – ken@kjrassociates.com Twitter: @jayrutz Blog – kenrutsky.com/velocity

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