driving customer intent_sellers compass
TRANSCRIPT
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Driving Customer Intent
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Christine Crandell
We Listen | We Craft | We Deliver
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
How your past interactions
went
Their opinions on what
you’re selling
How well you fit their
evolving needs
Customer Interaction
Customers constantly re-frame how they interact with you based on:
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
4 Steps to Leadership and Revenue
Learn Map buyers’ journey and conduct gap analysis to define where and how experience impacts growth
Fix Implement needle-movers
to drive higher conversions, close rates,
service scores and reduce churn
Align people, strategy, process and technology to buyers
and help employees consistently deliver on
expectations
Innovate a differentiated customer experience and operationalize it through business model and strategy changes
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Growth accelerates when Sales, Marketing, and Customer Success listen, understand and their actions align to the buyers’ perspective.
Start With Journey Mapping
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
What Are Journey Maps?
From the “lens” of the buyer not the seller’s perspective
Includes all digital, physical and social actions
Defined at the geography, revenue tier and/or vertical level (4-5 max/co.)
Detailed documentation of steps, decisions, content sought, expectations and emotions
For the full lifecycle of the relationship, not just Purchase
Begin with Data Breadcrumbs & finalize through qualitative interviews
VOC, NPS, Customer Sat surveys, win/loss, call analytics, and VOE alone do not produce actionable journey maps
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Perspective
Actions
Lifecycle
Interviews
Definition
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Buyers’ Journey Map
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
4 Steps to Journey Learning
• Identify sample size (industry, size, region) • Analyze trends from web analytics and front
office systems Data Breadcrumbs
• 30-45 Min. interview with 2 contacts/co. • Transcribe and anonymized interviews • Complete 10-15 interviews
• Plot longitudinal patterns of behavior and outliers • For each journey step define 5 “W”s • Define interaction, trust, and credibility drivers
• List Tollgates by Step for each Persona • Define buyers’ process for passing Tollgates • Define expectation of sellers’ contribution
• Measure alignment of – content, campaigns, sales methodology and nurture/retargeting programs
• Identify ‘needle move’ action plan for fast results
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Interview Customers
Journey Maps
Tollgating & Content
Gap Analysis
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
What Gap Analysis Tells You
prospects through their journey, faster
How to align campaigns so performance
and lead velocity
improves
and how to anchor them to tollgates
How to improve lead scoring accuracy
You, Customers, Partners, 3rd Parties and Others
What Content to offer When and Where
How to pull
Which CTAs are the most effective
by targeting and measuring behavior
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Developing Content that Converts
what content buyers seek, through which channels, and how they plan to use it
the “trusted source” for each asset as well as the tone, language, length, content type
a content gap analysis that evaluates journey content with current inventory
from product promotion to story telling that challenges, touch hearts, and inspires
and co-curate content in relevant time; different marketing skills are required
a content publisher managing an editorial calendar across channels aligned to journeys
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Campaigns that Motivate
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Capture cross-channel target account behavior in a unified profile and micro-segment the database
Identify each tollgate buyers must address
before they can proceed to the
next step
Match content and interaction
preferences to journey steps and
tollgates
Align multi-channel demand and nurture campaign elements to the journey map
Hyper-personalized interactions based on
behavior, journey step, next toll
gate and preferences
Refine lead scoring algorithms to
measure journey stage changes
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
What’s the ROI?
Increase in Marketing ROI
Increase in Campaign Results
Increase in Sales Pipeline
Increase in Revenue
Freed up Content Budget
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Who We Are
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
We help companies turn customer engagement into their biggest sales and
brand differentiator.
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
30 Uses of Journey Maps
ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Content Strategy
Lead to Close Processes
Lead and Accounting Scoring Nurture Campaign
Design Target Account Strategy
Campaign Waterfalls
Social Media and Digital Marketing Event Strategy
Social Selling Plan
Field Marketing Plan
Positioning and Messaging
Influencer and Media Plan
Refined Corporate Values
Go-To-Market Strategy
Sales Qualification and Methodology
Sales Playbook
Product, Strategy and Plan
Sales/Employee On-Boarding
Target Account Sales Strategy
Channel Alliance & Partner Model
Technology EcoSystem
Employee Enablement
Strategic Business Planning
Re-Engineer Touchpoints & Processes
User Group Agendas
CX Mock Up Experience Labs
Compensation and Employee Reward Structures
Organization Alignment
KPIs & Performance Metrics
VOC & VOE Surveys