Crafting the Customer Journey with Data

Tuesday, May 15th

Introductions

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Cait PorteSVP, Product + Customer ExperienceZmags

Heather NigroLead Digital StrategistOne Rockwell

Today’s agenda

+ Mapping the Customer Journey

+ Defining and Developing User Personas

+ Retailer Stories: Persona to Conversion Success

+ Final Takeaways

+ Q&A

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Understanding Your Customer

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+ How are we interacting with our customers?+ What problem are they experiencing? How are they

currently solving this problem?+ What is their path to purchase? Are they price sensitive?+ Where and how are our customers finding our product?

What is the customer journey?

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+ The customer journey represents all of the experiences that customers go through when interacting with your company and brand

How do you document the customer journey?

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1. Conduct research2. Synthesize findings3. Visualize information4. Brainstorm5. Apply learnings

What might a customer journey include?

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1. Personas2. Timeline3. Emotion4. Touchpoints5. Channels

Mapping the customer journey

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“Tell me about your morning and

how you got to work.”

Mapping the customer journey

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Hit the alarm

Get out of bed

Shower Get dressed

Make cereal

Walk to work

Mapping the customer journey

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Hit the alarm

Get out of bed

Shower Get dressed

Make cereal

Walk to work

Hit snooze

Get out of bed

Wash my face

Put on makeup

Check traffic

Stop at Starbucks

Drive to work

Mapping the customer journey

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Hit the alarm

Get out of bed

Shower Get dressed

Make cereal

Walk to work

Hit snooze

Wash my face

Put on makeup

Check traffic

Stop at Starbucks

Drive to work

Waking up Bathroom Ritual

Get Dressed Breakfast Travel

Mapping the customer journey

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No matter the approach, the end result is still the same...

We all have to get to work.

Mapping the customer journey

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EMOTIONAL BEHAVIORAL COGNITIVE

Personas

+ Why are personas important?

+ What makes up a persona?

+ How do they impact conversion?

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Why Personas Matter

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Why Personas Matter

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Using marketing personas makes websites 2-5 times more effective and easier to use by targeted users.

- HubSpot

Defining Your Personas

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Personas can be as simple or complex as you want. What’s important is that they clear a picture for the following:

Behavioral drivers: Customer goals, what they want to accomplish, how they found your business.

Obstacles to purchasing: Hesitations and concerns of your customers

Mindset: Does the customer want a bargain? A refined experience?

Defining Your Personas

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1. Conduct customer surveys 2. Interview Customers for

psychographics 3. Back-up research with data and

analytics 4. Final Step! Create the persona

Persona to Conversion Success:Miansai

Persona to Conversion - Miansai

Challenge + Ensuring a consistent experience and

journey for brand loyalists.

Client Recommendation + Personalized user journey + Gift-giving component + Servicing an on-the-go customer

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Persona to Conversion - Miansai

Monogramming Feature

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On-brand storytelling

Persona to Conversion Success:Juice Beauty

Persona to Conversion - Juice Beauty

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Challenge + Creating a frictionless shopping

journey for the customer

Client Recommendation + Health-conscious & mindful

customer+ Leveraging data & persona

development in shopping experience

+ Optimizing and improving the customer experience

Persona to Conversion - Juice Beauty

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Wrapping it all up...

Final takeaways

+ Take your customers on the most successful journey possible with user personas

+ When building personas…• focus on the data you have available• leverage customer interviews to build your persona(s)• utilize personas to craft the customer journey

+ Better user experience means more frequent and happy customers

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Q&A(Use the GoToWebinar Questions box!)

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Thank you!We’ll email slides + video later this week.

Let’s connect:www.onerockwell.com

@onerockwellnywww.zmags.com

@zmags

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