Customer Journey Mapping The Love Conductor - Paid Social |Content...

Copyright © 2017 JEM 9 http://jem9.com/

Customer Journey Mapping The Love Conductor Jane Morgan Twitter: @Jane_E_Morgan #3xedigital


Great marketing means understanding customers. All too often we fall in love with our solution (or preferred marketing media), losing customers on the winding road from awareness to purchase. This fun, hands-on workshop weaves together customer questions, cross-channel touchpoints and marketing content; you’ll create a customer journey map. From planning campaigns to skills investment to KPIs, learn how to raise your strategic marketing game with customer journey mapping.

Tweet @Jane_E_Morgan #3xedigital


“…fall in love with customers”



WHY CUSTOMER JOURNEY MAPPING?

•  Understand questions your prospects ask •  Step away from isolated touchpoints

•  Virtually “be with” your lover customer •  “Think”: it’s a strategic tool



SMOOTHING THE PATH OF OUR HEROS …..



SMOOTHING THE PATH OF OUR HEROS ….. OUR LOVERS CUSTOMERS



INSPIRATIONAL CUSTOMER JOURNEY

MAPS


CONVERSION EVALUATING ALTERNATIVES AWARENESS

YOUR QUESTION HERE

YOUR QUESTION HERE Transition

Point REGISTER FOR PRODUCT CAMP

I WANT TO ATTEND PRODUCTCAMP DUBLIN

IN ORDER TO LEARN FROM, TEACH TO & NETWORK WITH PRODUCT MANAGEMENT PEERS

BETTER BUILD PRODUCTS THAT SCALE

YOUR QUESTION HERE

YOUR QUESTION HERE

I read about 3XE in Irish Tech News

I heard about 3XE at a meeting with colleagues

I heard about 3XE at a TechBrew event

Got an email from <XXX> about PC

5th APRIL I got a reminder email from 3XE

K May 28th

Signed up while on the train to Galway using my SmartPhone

JUNE 1ST W J K L


A CUSTOMER JOURNEY MAP IS FOR A SINGLE CUSTOMER PERSONA



TODAY’S CUSTOMER PERSONA



CUSTOMER

PERSONA



CUSTOMERS JOURNEY TO - SOLVE A PROBLEM

- FULFILL A NEED - GET A JOB DONE



Tweet @Jane_E_Morgan #3xedigital Start 0:43 https://youtu.be/f84LymEs67Y?t=43s


I want to <function> so that <benefit>.



I want to see what 3D scanning can do to speed my product development

process.




I want to get my account set up so that I can start

using the new SEO marketing tool.


process.




I want to get my account set up so that I can start

using the new SEO marketing tool.


process.

I want to understand which channel is most cost effective in

signing up new customers so that we can reduce marcom spend.




WHAT ARE YOU HOPING TO GET FROM YOUR TIME AT 3XE DIGITAL? •  SCRIBBLE PAPER •  INDIVIDUALLY ANSWER THIS QUESTION •  SUGGESTED FORMULA:

“I WANT TO <function….> SO THAT <…..benefit>..”



IDENTIFY THE CUSTOMER JOURNEY YOU’RE MAPPING •  WORKING TOGETHER •  FORMULATE A JOURNEY STATEMENT

I want to attend 3XE Digital so that <benefit>.



I WANT TO ATTEND 3XE Digital

IN ORDER TO …..

CUSTOMER JOURNEY STATEMENT



CUSTOMERS JOURNEY THROUGH BUYING PHASES, A DECISION PROCESS




IN ORDER TO …..

CUSTOMER JOURNEY

LOYALTY RETENTION CONVERSION EVALUATING

ALTERNATIVES AWARENESS BUYING PHASES

CUSTOMER

PERSONA




IN ORDER TO …..

CUSTOMER JOURNEY


ALTERNATIVES AWARENESS

CUSTOMER

PERSONA



CUSTOMERS SEEK TO ANSWER QUESTIONS & FULFILL OTHER NEEDS THROUGH THE JOURNEY



“Very few beings really seek knowledge in this world.… try to wring

from the unknown the answers. To really ask is to open the door to the whirlwind.”

― Anne Rice




IN ORDER TO …..

CUSTOMER JOURNEY CUSTOME

R PERSONA

How do I get a ticket? Where is the afters event?

Is 3XE a good use of my time & money?

When & where is 3XE on?



How can I contribute to the community?

BUYING PHASES


CUSTOMER QUESTIONS / NEED


LOVE GROWS …. DEVELOPS…. MATURES


WHAT QUESTIONS DID YOU ASK YOURSELF BEFORE REGISTERING FOR 3XE DIGITAL? DISCUSSION WITH YOUR GROUP CHOOSE CORE QUESTIONS TO ADD TO YOUR CUSTOMER JOURNEY MAP SEQUENCE THE QUESTIONS AS YOU EXPERIENCED THEM




IN ORDER TO …..

CUSTOMER

PERSONA CUSTOMER JOURNEY

CONVERSION EVALUATING


YOUR QUESTION HERE

YOUR QUESTION HERE REGISTER FOR

PRODUCT CAMP

YOUR QUESTION HERE

YOUR QUESTION HERE



CUSTOMER JOURNEYS HAVE KEY TRANSITION POINTS





CUSTOMER

PERSONA

Transition Point

Transition Point

Transition Point


I WANT TO ATTEND 3XE DIGITAL

IN ORDER TO <blablabla>

CUSTOMER JOURNEY


CUSTOMER JOURNEY MAPS ARE MADE UP OF TOUCHPOINTS







YOUR QUESTION HERE


Point REGISTER FOR PRODUCT CAMP YOUR QUESTION HERE

YOUR QUESTION HERE

L


J K L

K


J


BUYING PHASES CUSTOMER QUESTIONS

CUSTOMER


CUSTOMER TOUCHPOINTS



INCLUDING CUSTOMER VOICES



HOW DID YOU FIRST BECOME AWARE OF 3XE DIGITAL? 1 MINUTE : 1 SENTENCE : 1 POST-IT



INSPIRING CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER VOICES, EMOTIONS & ACTIONS



INSPIRING CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER EMOTIONS



FOR EACH TOUCHPOINT: ASSIGN AN EMOTICON ☺ " # CUSTOMER JOURNEY TOUCHPOINT POST-IT NOTES (THE SECOND COLOUR)

I heard about 3XE at <event>

J



CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER ACTIONS



BEFORE TODAY, WHAT ACTIONS LED YOU HERE TODAY? HOW DID YOU ANSWER THE QUESTIONS? ONE ANSWER = ONE POST-IT READABLE


I heard about 3XE on <publication>

J J

I Looked at <blabla> on the 3XE website


JOURNEY MAPS TAKE PLACE OVERTIME



J

FOR EACH TOUCHPOINT, ASSIGN AN APPROX DATE JAN 1ST OCT 31ST


I heard about 3XE on <publication>

I Looked at <blabla> on the 3XE website


CUSTOMERS JOURNEYS ARE CROSS-CHANNEL



POST-IT NOTES THERE MAY BE MULTIPLE TOUCHPOINTS ON EACH POST-IT

•  FACE TO FACE •  VOICE •  EMAIL

FOR EACH TOUCHPOINTS: ASSIGN A CHANNEL / MEDIA

1-TO-1 TOUCHPOINTS •  SOCIAL MEDIA •  WEBSITE (W) •  EMAIL •  PRESS / EDITORIAL

1-TO-MANY TOUCHPOINTS



ADD TOUCHPOINTS TO THE CUSTOMER JOURNEY MAP

I Looked at blabla on the 3XE website

I heard about 3XE at <event>

J JAN 1ST OCT 31ST J







YOUR QUESTION HERE


Point REGISTER FOR PRODUCT CAMP YOUR QUESTION HERE

YOUR QUESTION HERE

L


J K L

K


J


BUYING PHASES CUSTOMER QUESTIONS

CUSTOMER


CUSTOMER TOUCHPOINTS





YOUR QUESTION HERE


Point REGISTER FOR UPRISE FESTIVAL



YOUR QUESTION HERE

YOUR QUESTION HERE

I read about 3XE in Irish Tech News

J K L

I first hear about 3XE from a colleague

I heard about 3XE at the Digital Marketing Institute

Got an email from <XXX> about PC

5th APRIL I got a reminder email from 3XE

K May 28th

Signed up while on the train to Galway using my SmartPhone

JUNE 1ST W


CONGRATULATIONS! YOU’VE ACHIEVE CUSTOMER LOVE

aka A CUSTOMER JOURNEY MAP


Customer Journey Mapping CLICK HERE FOR -> INSPIRATIONAL CUSTOMER JOURNEY MAP EXAMPLES Jane, B2B Technology Marketing Consultant, Helps Business Leaders Better Understanding & Reach Customer Jane Morgan http://jem9.com/

Copyright © 2017 JEM 9

Customer Journey Mapping The Love Conductor - Paid Social |Content...

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