Customer Journey MappingWhy, How and Now!

Customer Success SummitMarch 2013

Ken Rutsky – President and CEOKJR Associates, Inc.

why…

Offerings

Buyer Expectations

Valuation

wait a minute…

• Are we putting our success ahead of the customers? Are they aligned??

Whose success anyways?

• Isn’t the customer in charge? Dare we guide them?

It’s not your journey

3 myths

Myth 1: It’s ALL About Customer Acquisition

61% of revenue...

comes from existing customers

Lead to Deal Deal to Value

Customer GrowthCustomer Acquisition

Myth 2: Focus on Recurring Revenues

Create recurring value, revenues

will follow

Cancellations are preceded by non-use

Myth 3: Data, Data, Data …

customer journey mapping

Customer Journey Map

Create a model in-line with customer value

ONBOARDFAILED

NOT USING

DECREASESTART

FIRSTVALUE

USERS

USAGE

FUNCTIONALITY

GROW

NOT USING

DECREASE

5 First Steps to Customer Journey Mapping

1. Define First Value

2. Define On Track for onboarding users

3. Define On Track for established users

4. Figure out how to measure On Track

5. Define an Action for each segment

Define Onboarding Progress

Is an account making progress?

OnboardingFIRSTVALUE

START

Established

Define Onboarding Progress

Risk: No usage; Still onboarding after 60d

Notice: Little usage; Still onboarding after 30d

All Good: Healthy usage; New, just started onboarding

OnboardingFIRSTVALUE

START

Define Established Account Progress

Risk: Sharp decline in usage; Low license and feature utilization

Notice: Moderate decline in usage; Partial license and feature utilization

All Good: Healthy usage; Full license and feature utilization

EstablishedFIRSTVALUE

START

From Model to Measure …

Risk: No usage; Still onboarding after 60d

Notice: Little usage; Still onboarding after 30d

All Good: Healthy usage; New, just started onboarding

Risk: Sharp decline in usage; Low license and feature utilization

Notice: Moderate decline in usage; Partial license and feature utilization

All Good: Healthy usage; Full license and feature utilization

Onboarding EstablishedFIRSTVALUE

START

Understand Engagement Signals

DemographicsBusiness

Interactions

Usage

ContractHuman Touch

User Actions

Assets Created

Licenses

LTV

Renewal Date

Company size

Region

Account Ownerships

Training

Support Requests

Surveys/NPS

Tagging

Engagement Actions

In real-time, every time …

Right Custome

r

Right Action

Right Channel

Right Time

From Mapping to Automation

Trial - Curiosity

Trial - Evaluating

Trial - Hot

Recommended Actions

• Hot: Call. Ready to buy.

• Evaluating: E-mail daily. Next step tip.

• Curiosity: E-mail weekly. Value prop.

the customer journey mindset

The Customer Journey Mindset Shift

• Orientation –From transaction to journey• Ongoing

• Cross functional

• Aligned

• Perspective – selling to guiding• Full life-cycle

• Listening over telling

• Suggestion over dictate

The Customer Journey Mindset Shift

• Focus – Revenue to value• Understand

• Act

• Measure

• Improve

The Customer Journey Mindset Shift

in closing

Public workshop at All About the Cloud 5/7, San FranciscoTeam workshops available through KJR

Ken Rutsky – ken@kjrassociates.comTwitter: @jayrutz

Blog – kenrutsky.com/velocity