mapping your customer journey to drive customer growth
TRANSCRIPT
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Mapping Your Customer Journey to Drive Customer Growth
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EACH OTHER
LETS GET TO KNOW
Ryan EngleyVP, Customer ExperienceUnbounce@ryan_engley
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LETS GET TO KNOW
Ryan EngleyVP, Customer ExperienceUnbounce@ryan_engley
EACH OTHER
![Page 4: Mapping Your Customer Journey to Drive Customer Growth](https://reader031.vdocuments.mx/reader031/viewer/2022022414/5872e9291a28abfa548b6a8f/html5/thumbnails/4.jpg)
LETS GET TO KNOW
Ryan EngleyVP, Customer ExperienceUnbounce@ryan_engley
EACH OTHER
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Also, I’m the kinda guy that shares his slides
@ryan_engley
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Also, I’m the kinda guy that shares his slides
@ryan_engley
(at the end)
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Over 11,000 paying customersFast revenue based growth130 Employees in Vancouver, Montreal and Berlin
@ryan_engley
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Your Turn
@ryan_engley
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Self-serve
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Assisted
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Both
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Sustained Growth is hard
@ryan_engley
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WE DIDN’T EVOLVE TO MATCH OUR BUYER NEEDS
PROBLEM #1
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OUR PRICING MADE IT HARD TO EXPAND VALUE BASED REVENUE
PROBLEM #2
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RESPONSIBILITIES WERE UNCLEAR
PROBLEM #3
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Understandingyour market
@ryan_engley
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@ryan_engley
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Mapping your customer journey
@ryan_engley
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Functional Buyer(User)
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Functional Buyer(User)
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Functional Buyer(User)
Functional Buyer(User)
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Functional Buyer(User)
Functional Buyer(User)
Self Serve
Assisted
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Functional Buyer(User)
TechnicalBuyer
EconomicBuyer
Functional Buyer(User)
Self Serve
Assisted
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Assigning Responsibility
@ryan_engley
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Functional Buyer(User)
TechnicalBuyer
EconomicBuyer
Functional Buyer(User)
Self Serve
Assisted
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Assisted
Self ServeStarter
Pro999
Teams Agencies
Customer Education
CustomerEngagement
CustomerEngagement
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Self Serve
Assisted
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Self Serve
Assisted
Marketing
CustomerSuccess
Marketing
Customer Success
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Awareness Squad
Self Serve
Assisted
Evaluation Squad
Adoption Squad
Sales
CustomerEducation
(Growth Squad)
CustomerEngagement
Customer Support
New Unique SessionsLeads (Fit)
SQLsNew Trial Starts
New Self Serve
Customers
New Assisted
Customers
Self Serve Customer RetentionSelf Serve Revenue Expansion
Assisted Customer RetentionAssisted Revenue Expansion
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MAPPING YOUR CUSTOMER JOURNEY
GREAT OUTCOMES
▸ Established a common, customer focused language
▸ Mapped our internal processes to buyer & customer needs
▸ Identified gaps we were neglecting in our customer journey
▸ Established clear Responsibility & Accountability for the customer experience
▸ Helped create better aligned, goal focused squads
▸ Addressed questions we’ve had for ages — like who do we help?
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MAPPING YOUR CUSTOMER JOURNEY
SOME EARLY CHALLENGES
▸ Pricing changes are planned but still in the works
▸ Goals focused squads can accidentally duplicate work
▸ Difficult for Customer Education to work with Marketing without getting stuck in a meeting abyss
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MAPPING YOUR CUSTOMER JOURNEY
NOW GO GET EM
▸ Identify your target market segments
▸ Map the steps in your customer journey and identify gaps
▸ Assign responsibility for each stage
▸ Be the true champion for your customer voice — potential or existing
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You’ll build acustomer focused culture Your whole organization will understand their role in customer growth
@ryan_engley
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FOR LISTENING
THANKS
Ryan EngleyVP, Customer ExperienceUnbounce@ryan_engley