Customer Journey Mapping: Three Ways Journey Mapping Can Drive Employee Engagement
Why Customer Journey Mapping?
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CUSTOMER EXPERIENCE JOURNEY MAPPING A Guide to Understanding Customer Experience Understanding Developing Using O
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Customers increasingly expect a cohesive experience with your brand. Winning and retaining customers is dependent upon the totality of these experiences. Take a look at the not-so-distant past and how consumer expectations have shifted and matured in this quick review of what customer journey mapping is and why it's critical to optimizing engagement.
Transcript of Why Customer Journey Mapping?
CUSTOMER EXPERIENCE JOURNEY MAPPING
A Guide to Understanding Customer Experience
Understanding
Developing
Using
O
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Platform
Implementation
Content Delivery Experts WikisReputation
Management
360-Degree
Customer ViewContent Marketing National / HQ Digital Governance Livecasts
Content
Management
Community
ModerationFacebook Smartphones Drive Revenue Marketing Events Communities
Mobile Optimized
WebeCommerce Cause Enthusiasts
Trendsetters &
ConnectorsListen
Customer
Experience
Integration
Security SEM
Social Media
Listening / Monitoring
/ Measurement
MicrositesPR &
CommunicationTwitter Social Integration
Enhance Customer
ExperienceWeb Analytics Blogs Social Strategy Grow Advocacy SMS Reporting Plan Web Architecture Portals
LinkedIn Tablets Engage Influencers Processes CMS CRMCampaign
DevelopmentAdvocates
Build Constituent
Relationship
Success Metrics Online Video Sentiment AnalysisAccelerate
InnovationEmail Customer Service Platform Selection
Innovators and
CreatorsCrowdsourcing Kiosks
Measure Personal Computers Enterprise 2.0 Mobile ApplicationsOrganizational
Planning & StaffingPersonalization SEO Local Offices / Retail Increase Relevance Collaboration
Websites
Reduce
Administrative Costs
Finance
Digital Intelligence
Management
Operations
Welcome to Digital X.0
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REMEMBER THIS?
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the average shopper uses
10.4 sources of information to make a decision1
1Google, Winning the Zero Moment of Truth
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TODAY’S CUSTOMER EXPERIENCE SPANS CHANNELS, DEVICES …
events
smartphone
tv
desktop
email smsonline
cartabletlaptop
customer
servicesales store
direct
social
mediaprint
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THE NEW EXPERIENCE REALITY …
Need: Plan for
kitchen remodel
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Customers increasingly
expect a cohesive
experience(with your organization)
Winning and retaining customers is dependent
upon the totality of these experiences
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IN THIS NEW WORLD, THE PURCHASE FUNNEL FALLS SHORT
• Favors exposure instead of
engagement
• Doesn’t account for the multitude
of customer interaction points
• Based on one-way communication
instead of a two-way dialogue
Awareness
Familiarity
Consideration
Purchase
Loyalty
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CUSTOMER JOURNEYS ARE YOUR NEXT-GEN PURCHASE FUNNEL
Customer journeys are:
A model that provides a full lifecycle view of key customer / constituent
• decision points
• thoughts, motivations, and perceptions
• interactions
with a particular brand (organization, product, service) to achieve a
desired outcome.
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Optimizing Engagement
Customer journeys provide a mechanism where
experiences and outcomes are optimized
through each channel in each moment of
engagement.
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provide insight into the factors (motivations) that influence
your customers at every moment of the customer lifecycle
customer lifecycle insight
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provide a framework to identify opportunities for optimizing
multi-channel engagement, thereby increasing customer
stickiness
customer lifecycle insight multi-channel engagement
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help organizations understand inter-relationships across
channels and promote the need for alignment across
departmental lines
customer lifecycle insight multi-channel engagement organizational alignment
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marries the needs of your customers with the experiences
and capabilities that need to be enabled
customer lifecycle insight multi-channel engagement organizational alignment capability enablement
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Understanding
Developing
Using
O
To learn how to develop and use
Customer Journey Mapping, contact:
Dave Abell
Digital Strategist
312.953.9481
CHICAGO29 North Wacker Drive
4th Floor
Chicago, IL 60606
Ph 312.920.8383
DENVER1045 Lincoln Street
Suite 204
Denver, CO 80203
Ph 720.330.3000
DETROIT43155 Main Street
#2212C-2
Novi, MI 48375
Ph 248.255.4175
THANK YOU
