Download - Customer journey mapping seminar
01 Executive Summary02 Situation Analysis
03 Planning
04 Administration05 Measurement
06 Budget
01 Overview Strategic Service Design02 Why Customer Journey Mapping?
03 Business Drivers
04 Step1. Target Market
05 Step 2. Buyer Personas
06 Step 3. Map the Journey
Strategic Services Design
Designing for Growth
© 2015 MacInnis Marketing Strategic Service Design.
07 Step 4. Gather the Data
08 Step 5. Map sales and buyer journey
09 Step 6. Buyer Process refined
10 Step 7. Touch point by stage
11 Buying Stages revisited
Humanising Services
Strategic Service Design
Identify the current Journey
Discover
Collect InsightIdentify Patterns
and Evaluate
Build profileAnticipate
Vision
Set goals and Align the
Experience
Technology
ProcessPeople
Customer Journey Mapping
There are many types of maps. Each have the key purposes:
Journey Maps
Process Identifying process flows, gaps and overlaps
Lifecycle Customer experience over their lifetime.
Web Optimization for the customer/ prospect journey.
Content How your audience will receive content from what sources over time
Resource What you need to do and when
Marketing Insights
What Can You Learn From Journey Mapping
Visualization – of touch points affecting
our prospects and customers
Pain Points– shows where you can
improve pain point or customer satisfaction
Prioritization- indicates order of urgency
Integrated Marketing –creates
integration points for marketing
Customer Centricity– allows the whole
organization to have one view of the
customer journey
Business Drivers
Potential Outputs
Implications for Buyers
Communication Strategy
Develop integrated communication strategy through all the touch pointsPersonalisation
Operational Strategy Identify the infrastructure needed to support customer centric environment
Process re-engineering Refine the processBest practice sharingGaps and opportunities
Data Management Develop a Data Strategy (competitive, communication, loyalty and satisfaction)
Step 1. Target Markets
What are the groups we are trying to target and what are their needs and wants
Step 2. Buyer Personas
Criteria Persona #1 – Executive Buyer
Job Title CIO or VP of I/T
Education MBA or PhD in Business, Advanced Technical Degree
Top Priority Aligning I/T strategy to business strategy
Need To find solutions that save the company money and minimize risk
Media Trade rags, Gartner, Forrester, TechTarget
Likes/Dislikes Do not like sales calls, likes high quality content aimed at buyers
Income $150,000/year+ salary
Objections Your solution will not ‘fit’ in our environment
BACKGROUND:• Newly Married• Family Income $120- $150K
DEMOGRAPHICS:• Age Range 30-45• Interests: Technology, photography,
Design
IDENTIFIERS:• Buzz words: sustainable affordable
design, innovative construction,
First Home Buyer
GOALS:• Primary goal: Stop paying rent• Secondary goal: Have a new home
CHALLENGES:• Affordability• Finance options• Location suitable
HOW WE HELP:
“We are sick of paying rent. We just want our own home. The start of our new life together.”
First Home Buyer
What is the Customer Journey?
+
-
Research Try Buy Evaluate
Actions
Emotions
Questions or Needs
Touchpoints
journey
Step 4. Data Gathering
Gather data from customers on their experience going through each of the stages of the customer journey to feedback back into the map
Stages Implications for Buyers
Pre-construction What was the experience like before you built?• Research• Communication• Information• Experience• Gaps
Construction What was the construction phase likeWhat could we improve your experienceWhat did you like
Post Construction What was the post construction phase likeImprovements
Lifecycle
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Plot the new journey
How can the buying process &
sales process align:
Changes could be:
• Data entry and capture
• Assets used at each stage
• Feedback mechanisms
• Communication process
Stage 5. Map buyer and sales process together
Stage 6. Buying Process Stage Map
This tool will provide Sales Reps with insight into the buying process and how your sales process and types of assets & content align with each stage.
Customer Stage Need Discovery Consideration Decision Review
Description Buyer aware they have problem
Search for solutions Assessment of alternatives
Purchase product that fits their needs and problems
Did the purchase accomplish its objective?
Key Questions to Ask Do I need this? What are my requirements?
What differentiates you from the competition?
Is solution easy-to-use? Implementation time?
How can I prove ROI? Is the solution providing value?
Duration 1 Day 30-90 Days 30-60 Days 15 Days On-going
Influencers Thought Leaders, Blogs Review sites, customers, competitors
Customer Service, I/T, Senior Executives
Senior Executives, I/T, References
Internal users, business unit leaders, senior executives
Sales Action Attention Educate Explain Reassure Maintain
Content Build need into key messaging, blog posts
Infographics, viral videos, analyst reports
eBooks, white papers, demo videos, case studies
Pricing sheets, ROI calculators, testimonials
Satisfaction survey, product roadmap, new features
Messages Key benefits like save time or money
Points of differentiation Solution is easy to use and implement
Solution has positive ROI, and is self-funding
We are here to help 24/7
Sales Cycle Stage
Prospect Qualification Demo Proposal Contract/Purchase
Stage 7. Marketing Goals by customer JourneySTAGES UNAWARE AWARE ATTENTION
INFORMATION GATHERING
EXPERIENCE SIGN UP/SALE REFERRAL
Killarney Homes Sales
Stages
DiscoveryProspecting
ConsiderationQualified
OpportunityReview
DecisionWin/ Loss
Customer Thoughts
Don't know anything about you or your company
Yes we know about Cadwell
They want more information and are
ready to explore working with you
We need a price
At this stage, they may be ready for a
"taste" or an "EXPERIENCE" prior
to purchase
The lead becomes a customer when they sign the agreement
and pay.
The customer is happy to refer you after experiencing great service and wants to tell your story and REFER
you to their network
Marketing StagesIdeal Target
MarketBuild a
ConnectionProspect Lead Qualified Lead
Customer then Client
Advocate
Content Strategy
Industry reports/ WhitepapersInfo graphics
Blog PostVideo Intro
VideoPR releases
How to Guides
WebinarProject Profiles
(web)RIO calculatorsPricing guides
Information Pricing
Testimonials, EOITender docsTender Panel
Survey O&MS
Surveycatch up E-News
PR releasesArticles
DistributionWebsite
Social MediaPRwire
WebsiteSocial Media
PRwire
WebsiteSocial Media
PRwireEmail Email
EmailSocial
EmailBlog
Social
Marketing / Sales Stages
MARKETING, attract, educate, interact, nurture, manage,
track = 70%
MARKETING, attract, educate, interact, nurture, manage,
track = 70%
MARKETING, attract, educate, interact, nurture, manage,
track = 70%
SALES, qualify, present proposals, answer objections,
close, manage
SALES, qualify, present proposals, answer objections,
close, manage
SALES, qualify, present proposals, answer objections,
close, manage
SALES, qualify, present proposals, answer objections,
close, manage
Stage 7. Content Model by customer Journey
Stage 7. Marketing Goals by customer Journey
Customer Lifecycle Stage Smart Objectives Strategies to achieve KPIs
ReachIncrease brand awareness on web, social sites
Increase New Monthly visits to website by +25% in 12 months
Increase the resources we have on the site, content relevant to target market audiences
New Organic Visits to the site
ActIncrease audience interaction
Increase organic traffic and reduce paid
Make some content opt in. Increase social promotion by adding expert informationUse paid to distribute white papers
Increase Leads per content download
ConvertIncrease conversion rates from lead to sales off and online
Increase our lead to customer rateFrom 0 to 2%
Create Lower funnel assets that improve the performance of our nurture programs
Lead to customer conversion rate %
EngageIncrease long term customer loyalty and advocacy
Leverage technology to improve personalisation of returning leads
Form capture and personalisation of campaignsCustomer Surveys
Stage 8. Sales Opportunities:
This page of the Playbook should provide Sales Reps with a summary of the first play in your playbook. Add more plays as necessary.
Play #1 Rock the buying process
DescriptionIn this section include a brief summary of this play and why sales reps should expect success by running it. It might include information on existing customers who are happy with your solution, how you transformed their business, or your key differentiators against the competition.
Market Drivers• Rent
Buyer PersonasNew Home Owner Families
Key Challenges• Other key challenge or pain points
Our SolutionsEnter the products you have that address this particular sales situation
Enter any partner products that are part of the solution or professional services that might be required to get your product implemented successfully
Best Use CasesEnter details about the specific environments that your solution would work best in
Recent WinsAdd recent customers who have gone through the buying process and purchased the solution outlined in this play. These are great to inspire confidence and remind sales reps to consider them as reference clients or collect testimonials.
Sales StrategiesInclude tactics and strategies for getting into a sales cycle with new prospects.
Stage 9. Buying Stages – To be customised
How do We Help Prospects Purchase?
The buying process, how it aligns to our sales process and specific information, tools and
advice about how to succeed in each stage.
1 – Building the Need / Prospecting
2 – Discovery / Qualification
3 – Consideration
4 – Decision / Proposal
5 – Purchase / Contract
1. Building the Need / Prospecting Stage
Building the Need in the Prospecting Stage
Key MessagesIn this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to generate appointments to talk.
Contact Approach• LinkedIn Connection Request• Ask for Intro on LinkedIn from a joint connection
• Send email to request meeting after prospect visits your website• 10 phone calls a week until you book appointment
Content Assets by
Buyer Persona
New Home Owner Retiree
Key Objectives• Book a 30 minute discovery call to discuss needs• Invite to upcoming webinar on ‘need-building’ topics
Success MetricsEnter the number of new prospects that sales reps need to add to the funnel each month to hit their quota, based on historical metrics from top reps.
What to Listen for:If there are key signals the buyers send to indicate an urgent need, enter those types of comments in here to help new reps listen out for hot prospects.
Sales ToolsInclude links to any sales tools you have that will help for this stage such as,
Updating CRMInclude instructions and information that needs to be updated in the CRM system following the completion of this stage such as demo date, key contacts, preliminary needs and requirements, etc.
2.Discovery / Qualification Stage
Helping the Buyer Discover Your Solution in the Qualification Stage
Key MessagesIn this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to qualify opportunities.
Qualification
Criteria
• Has budget to purchase in next 6-18 months• Expressed explicit need for a solution that you can provide
• Has been active (online or phone calls) in past 60 days• Decision-making authority to make a purchase
Content Assets by
Buyer Persona
New Home Owner• Other content or assets that help to qualify need
Family
Key Objectives• Understand the decision-making process, key requirements, identify stakeholders, and determine timeframe for a decision
Success MetricsEnter the number of prospects that sales reps need to qualify each month to hit their quota, based on historical metrics from top reps.
How to QualifyEnter the key qualification questions here such as ‘who is involved in the decision-making process?’, ‘what is your timeframe for implementation?’, etc.
Sales Tools
Updating CRMInclude instructions and information that needs to be updated in the CRM system following the completion of this stage such as key influencers, decision timeframe, competitors, etc.
3. – Consideration
Getting the Buyer to Consider Your Solution with a Solid Demo
Key MessagesIn this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the demo stage.
Impact Questions• How will a solution like this impact your company technically?• If you don’t do anything, what is likely to occur?
• If we can save you 100 hours of time, how much is that worth to you?• Can you visualize your organization after a solution like this is in place?
Content Assets by
Buyer Persona
First Home Buyer Family
Key Objectives
Success MetricsEnter the number of prospects that sales reps need demo each month to hit their quota, based on historical metrics from top reps.
Demo TipsEnter any specific tips that have worked well on past demonstrations, such as call structure, presentation advice, specific questions or analogies used.
Sales Tools
Updating CRMInclude instructions and information that needs to be updated in the CRM system following the completion of this stage such as Opportunity Amount, Close Date, Key Objections, Products & Services in Solution, Implementation Timeframe, etc.
4. Purchase / Contract Stage
How to Win the Deal and Get the Contract Signed
Key MessagesIn this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the contract stage.
Things to Capture• Willingness to be a reference customer• Ask if they will do a video testimonial
• Commitment to participate on a panel at a webinar or conference• The reasons they chose your solution and any content gaps in the process
Content Assets by
Buyer Persona
First Home Ower• Contract
Family• Contract
Key Objectives• Send the purchase contract to be signed to close the deal• Determine timeframe for implementation and kick-off dates
Success MetricsEnter the number of prospects that sales reps need send contracts to each month to hit their quota, based on historical metrics from top reps.
ContractingEnter any specific tips that have worked well for past contracts and how to smoothly transition to the delivery team for implementation
Closing the DealProvide any instructions on how to ‘seal the deal’ such as requirements to go and visit the customer, how to prep them for implementation, etc.
Updating CRMInclude instructions and information that needs to be updated in the CRM system following the completion of this stage such as Updated Opportunity Amount, Updated Close Date, Implementation Kick-Off Date, etc.