Adriti Inbound Service & Service Hub Professor I can talk forever about: Service Hub, customer journey mapping, chinese food, Porter airlines. More here: https://www.whitehat-seo.co.uk/hubspot-user-group-london

1. Improving the Customer
Experience Through Customer
Journey Mapping

2. Hi, I’m Adriti.
Inbound Service & Service Hub Professor
I can talk forever about: Service Hub,
customer journey mapping, chinese
food, Porter airlines.

3. Today’s Intention
1. Build empathy for your customers by using a customer journey
map
2. Improve the customer experience using HubSpot and Service
Hub

4. Agenda
1. Why customer journey mapping?
2. How to create a customer journey map
3. Example
4. Activity
5. How HubSpot can help you reduce friction

8. Customers
waste time
waiting

9. Customers
enjoy free
lounge

10. Customers
enjoy free
lounge
Expensive

11. Customers
enjoy free
lounge
Free drinks
and snacks

12. Customers
enjoy free
lounge
Free drinks
and snacks
Grumpy
passengers

13. Customers
enjoy free
lounge
Free drinks
and snacks
Delightful staff

18. A customer journey map is a visual representation
of the stages or milestones a customer goes through
with your company.

22. Benefits of a customer journey map
● Highlight the make-or-break moments in the customer experience.
● Focus your customer work on key moments.
● Align your company around the most critical customer deliverables.

23. Steps to creating a journey map
Identify key
moments
First impression, first
value, intended value,
extended value.
Revisit when
necessary
As your business practices
change, your map should
change.
Gather appropriate
people
Individual contributors,
customer facing folks,
managers, marketers,
sales folks, etc.
Build empathy
Map out what your
customers are doing as
well as how they are
feeling.

24. Customer journey mapping requires a
team effort. Gather folks from all
different departments who have a
customer-first mindset so you understand
the holistic journey a customer goes
through.

25. Steps to creating a journey map
Identify key
moments
First impression, first
value, intended value,
extended value.
Revisit when
necessary
As your business practices
change, your map should
change.
Gather appropriate
people
Individual contributors,
customer facing folks,
managers, marketers,
sales folks, etc.
Build empathy
Map out what your
customers are doing as
well as how they are
feeling.

26. Key moments
● First impression: what is the first experience customers have with us?

27. Key moments
● First impression: what is the first experience customers have with us?
● First value: when do customers feel confident they will get what they
expect?

28. Key moments
● First impression: what is the first experience customers have with us?
● First value: when do customers feel confident they will get what they
expect?
● Intended value: when do customers feel confident they got what they
expected from us?

29. Key moments
● First impression: what is the first experience customers have with us?
● First value: when do customers feel confident they will get what they
expect?
● Intended value: when do customers feel confident they got what they
expected from us?
● Extended value: when do customers feel like they’ve gotten more than
they’ve bargained for?

30. Steps to creating a journey map
Identify key
moments
First impression, first
value, intended value,
extended value.
Revisit when
necessary
As your business practices
change, your map should
change.
Gather appropriate
people
Individual contributors,
customer facing folks,
managers, marketers,
sales folks, etc.
Build empathy
Map out what your
customers are doing as
well as how they are
feeling.

31. Customer books first
onboarding call
Customer feels
discouraged since
onboarding call is
~5 days away

32. Steps to creating a journey map
Identify key
moments
First impression, first
value, intended value,
extended value.
Revisit when
necessary
As your business practices
change, your map should
change.
Gather appropriate
people
Individual contributors,
customer facing folks,
managers, marketers,
sales folks, etc.
Build empathy
Map out what your
customers are doing as
well as how they are
feeling.

33. Sample Customer Journey Map: Software

34. Sample Customer Journey Map: Software

35. Sample Customer Journey Map: Software

36. Sample Customer Journey Map: Software

37. Sample Customer Journey Map: Repair

38. Sample Customer Journey Map: Repair

39. Sample Customer Journey Map: Repair

40. Sample Customer Journey Map: Repair

41. Sample Customer Journey Map: Porter

42. Sample Customer Journey Map: Porter

43. Sample Customer Journey Map: Porter

44. Sample Customer Journey Map: Porter

45. Knowledge Check: Customer Journey
Mapping
True or False? You have two business segments that follow
two different customer journeys. You should still only have
one map.

46. Knowledge Check: Customer Journey
Mapping
Fill in the blank: First impression, first value, intended
value, ________.

47. Knowledge Check: Customer Journey
Mapping
True or False? Customer journey maps should be written
from the perspective of the company.

48. Activity
Answer the following questions to prepare for
creating your Customer Journey Map.
Time: 5 minutes.
1. What’s the first experience customers have with
your company?
2. When do customers feel confident they’ll get what
they need from us?
3. When do customers feel like they got their intended
outcome?
4. When do customers feel like they got more than
they bargained for? If they don’t, how can we make
sure they feel this way?

49. Part II: Combatting
points of friction

50. Common points of friction during first impression
● Handoffs are the the first impression: the first step of the customer
experience.
● Handoffs are when a customer goes one group of people to another.
● Most common time a customer “slips through the cracks.”
● Customers have to repeat their problems to different people.

51. Common points of friction: first impression
● Create a playbook
○ Goals
○ Buddy system
○ Note templates
○ Feedback

52. Workflow: Notification/email
when a customer service rep
gets a new account

53. Workflow:
Sales rep gets a notification
when customer is done with
onboarding

54. Common points of friction during first value
● Multi channel support empowers customers to reach out and get an
answer, thus making them more likely to feel confident that the company
can deliver on promises.
● Answering questions through appropriate channels
● Increased loyalty and retention

55. Common points of friction: first value
● Open lines of communication
○ Forms
○ Social media
○ Email
○ Phone
○ Bots
○ Knowledge base
● Use a help desk
○ Unified inbox
○ Prioritization method

57. Common points of friction: extended value
Customers
First?
Social Proof?Customers
First?
of companies don’t
collect feedback from
their customers.
42%
Social Proof?
of companies have a
formal customer
advocacy program.
19%

58. Common points of friction: extended value
58%
52%
29%
22%
21%
11%
Search Engines
Review Sites
Social Media
News Articles
Analyst Reports
Salespeople
92%People They Know

59. ● Collecting feedback
○ Net Promoter Score (NPS) every 90 days
○ Customer Effort Score (CES) after every support interaction
○ Customer Satisfaction Score (CSTAT) after every milestone
Common points of friction: extended value

60. ● Collecting feedback
○ Net Promoter Score (NPS) every 90 days
○ Customer Effort Score (CES) after every support interaction
○ Customer Satisfaction Score (CSTAT) after every milestone
● Follow up on feedback
○ Detractors: what went wrong? Is this a good fit?
○ Neutrals: how can we make it better?
○ Promoters: how can we get you to spread the word?
Common points of friction: extended value

61. ● Collecting feedback
○ Net Promoter Score (NPS) every 90 days
○ Customer Effort Score (CES) after every support interaction
○ Customer Satisfaction Score (CSTAT) after every milestone
● Follow up on feedback
○ Detractors: what went wrong? Is this a good fit?
○ Neutrals: how can we make it better?
○ Promoters: how can we get you to spread the word?
● Showcase advocacy work
Common points of friction: extended value

64. Resources
Sales to Customer Success Handoff
lesson
Sales to Customer Success Handoff
blog post
Customer Journey Mapping lesson
Help Desk lesson
Feedback lesson
linkedin.com/in/adriti-gulati
@gulatiadriti
@HubSpotAcademy

65. Thank you