Customer Journey Mapping The Love Conductor · This fun, hands-on workshop weaves together customer...
Transcript of Customer Journey Mapping The Love Conductor · This fun, hands-on workshop weaves together customer...
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Customer Journey Mapping The Love Conductor Jane Morgan Twitter: @Jane_E_Morgan #3xedigital
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Great marketing means understanding customers. All too often we fall in love with our solution (or preferred marketing media), losing customers on the winding road from awareness to purchase. This fun, hands-on workshop weaves together customer questions, cross-channel touchpoints and marketing content; you’ll create a customer journey map. From planning campaigns to skills investment to KPIs, learn how to raise your strategic marketing game with customer journey mapping.
Tweet @Jane_E_Morgan #3xedigital
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“…fall in love with customers”
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WHY CUSTOMER JOURNEY MAPPING?
• Understand questions your prospects ask • Step away from isolated touchpoints
• Virtually “be with” your lover customer • “Think”: it’s a strategic tool
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SMOOTHING THE PATH OF OUR HEROS …..
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SMOOTHING THE PATH OF OUR HEROS ….. OUR LOVERS CUSTOMERS
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INSPIRATIONAL CUSTOMER JOURNEY
MAPS
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Copyright © 2017 JEM 9 http://jem9.com/ Tweet @Jane_E_Morgan #3xedigital
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CONVERSION EVALUATING ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE Transition
Point REGISTER FOR PRODUCT CAMP
I WANT TO ATTEND PRODUCTCAMP DUBLIN
IN ORDER TO LEARN FROM, TEACH TO & NETWORK WITH PRODUCT MANAGEMENT PEERS
BETTER BUILD PRODUCTS THAT SCALE
YOUR QUESTION HERE
YOUR QUESTION HERE
I read about 3XE in Irish Tech News
I heard about 3XE at a meeting with colleagues
I heard about 3XE at a TechBrew event
Got an email from <XXX> about PC
5th APRIL I got a reminder email from 3XE
K May 28th
Signed up while on the train to Galway using my SmartPhone
JUNE 1ST W J K L
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A CUSTOMER JOURNEY MAP IS FOR A SINGLE CUSTOMER PERSONA
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TODAY’S CUSTOMER PERSONA
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Tweet @Jane_E_Morgan #3xedigital
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CUSTOMER
PERSONA
Tweet @Jane_E_Morgan #3xedigital
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CUSTOMERS JOURNEY TO - SOLVE A PROBLEM
- FULFILL A NEED - GET A JOB DONE
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Tweet @Jane_E_Morgan #3xedigital Start 0:43 https://youtu.be/f84LymEs67Y?t=43s
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I want to <function> so that <benefit>.
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I want to see what 3D scanning can do to speed my product development
process.
I want to <function> so that <benefit>.
Tweet @Jane_E_Morgan #3xedigital
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I want to get my account set up so that I can start
using the new SEO marketing tool.
I want to see what 3D scanning can do to speed my product development
process.
I want to <function> so that <benefit>.
Tweet @Jane_E_Morgan #3xedigital
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I want to get my account set up so that I can start
using the new SEO marketing tool.
I want to see what 3D scanning can do to speed my product development
process.
I want to understand which channel is most cost effective in
signing up new customers so that we can reduce marcom spend.
I want to <function> so that <benefit>.
Tweet @Jane_E_Morgan #3xedigital
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WHAT ARE YOU HOPING TO GET FROM YOUR TIME AT 3XE DIGITAL? • SCRIBBLE PAPER • INDIVIDUALLY ANSWER THIS QUESTION • SUGGESTED FORMULA:
“I WANT TO <function….> SO THAT <…..benefit>..”
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IDENTIFY THE CUSTOMER JOURNEY YOU’RE MAPPING • WORKING TOGETHER • FORMULATE A JOURNEY STATEMENT
I want to attend 3XE Digital so that <benefit>.
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I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER JOURNEY STATEMENT
Tweet @Jane_E_Morgan #3xedigital
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Tweet @Jane_E_Morgan #3xedigital
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CUSTOMERS JOURNEY THROUGH BUYING PHASES, A DECISION PROCESS
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I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER JOURNEY
LOYALTY RETENTION CONVERSION EVALUATING
ALTERNATIVES AWARENESS BUYING PHASES
CUSTOMER
PERSONA
Tweet @Jane_E_Morgan #3xedigital
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I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER JOURNEY
LOYALTY RETENTION CONVERSION EVALUATING
ALTERNATIVES AWARENESS
CUSTOMER
PERSONA
Tweet @Jane_E_Morgan #3xedigital
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CUSTOMERS SEEK TO ANSWER QUESTIONS & FULFILL OTHER NEEDS THROUGH THE JOURNEY
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“Very few beings really seek knowledge in this world.… try to wring
from the unknown the answers. To really ask is to open the door to the whirlwind.”
― Anne Rice
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I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER JOURNEY CUSTOME
R PERSONA
How do I get a ticket? Where is the afters event?
Is 3XE a good use of my time & money?
When & where is 3XE on?
LOYALTY RETENTION CONVERSION EVALUATING
ALTERNATIVES AWARENESS
How can I contribute to the community?
BUYING PHASES
Tweet @Jane_E_Morgan #3xedigital
CUSTOMER QUESTIONS / NEED
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LOVE GROWS …. DEVELOPS…. MATURES
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WHAT QUESTIONS DID YOU ASK YOURSELF BEFORE REGISTERING FOR 3XE DIGITAL? DISCUSSION WITH YOUR GROUP CHOOSE CORE QUESTIONS TO ADD TO YOUR CUSTOMER JOURNEY MAP SEQUENCE THE QUESTIONS AS YOU EXPERIENCED THEM
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I WANT TO ATTEND 3XE Digital
IN ORDER TO …..
CUSTOMER
PERSONA CUSTOMER JOURNEY
CONVERSION EVALUATING
ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE REGISTER FOR
PRODUCT CAMP
YOUR QUESTION HERE
YOUR QUESTION HERE
Tweet @Jane_E_Morgan #3xedigital
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CUSTOMER JOURNEYS HAVE KEY TRANSITION POINTS
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CONVERSION EVALUATING
ALTERNATIVES AWARENESS
CUSTOMER
PERSONA
Transition Point
Transition Point
Transition Point
Tweet @Jane_E_Morgan #3xedigital
I WANT TO ATTEND 3XE DIGITAL
IN ORDER TO <blablabla>
CUSTOMER JOURNEY
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CUSTOMER JOURNEY MAPS ARE MADE UP OF TOUCHPOINTS
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I WANT TO ATTEND 3XE DIGITAL
IN ORDER TO <blablabla>
CONVERSION EVALUATING
ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE Transition
Point REGISTER FOR PRODUCT CAMP YOUR QUESTION HERE
YOUR QUESTION HERE
L
I heard about 3XE at a TechBrew event
J K L
K
I heard about 3XE at a TechBrew event
J
I heard about 3XE at a TechBrew event
BUYING PHASES CUSTOMER QUESTIONS
CUSTOMER
PERSONA CUSTOMER JOURNEY
CUSTOMER TOUCHPOINTS
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INCLUDING CUSTOMER VOICES
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HOW DID YOU FIRST BECOME AWARE OF 3XE DIGITAL? 1 MINUTE : 1 SENTENCE : 1 POST-IT
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INSPIRING CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER VOICES, EMOTIONS & ACTIONS
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INSPIRING CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER EMOTIONS
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FOR EACH TOUCHPOINT: ASSIGN AN EMOTICON ☺ " # CUSTOMER JOURNEY TOUCHPOINT POST-IT NOTES (THE SECOND COLOUR)
I heard about 3XE at <event>
J
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CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER ACTIONS
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BEFORE TODAY, WHAT ACTIONS LED YOU HERE TODAY? HOW DID YOU ANSWER THE QUESTIONS? ONE ANSWER = ONE POST-IT READABLE
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I heard about 3XE on <publication>
J J
I Looked at <blabla> on the 3XE website
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JOURNEY MAPS TAKE PLACE OVERTIME
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J
FOR EACH TOUCHPOINT, ASSIGN AN APPROX DATE JAN 1ST OCT 31ST
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I heard about 3XE on <publication>
I Looked at <blabla> on the 3XE website
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CUSTOMERS JOURNEYS ARE CROSS-CHANNEL
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POST-IT NOTES THERE MAY BE MULTIPLE TOUCHPOINTS ON EACH POST-IT
• FACE TO FACE • VOICE • EMAIL
FOR EACH TOUCHPOINTS: ASSIGN A CHANNEL / MEDIA
1-TO-1 TOUCHPOINTS • SOCIAL MEDIA • WEBSITE (W) • EMAIL • PRESS / EDITORIAL
1-TO-MANY TOUCHPOINTS
Tweet @Jane_E_Morgan #3xedigital
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ADD TOUCHPOINTS TO THE CUSTOMER JOURNEY MAP
I Looked at blabla on the 3XE website
I heard about 3XE at <event>
J JAN 1ST OCT 31ST J
Tweet @Jane_E_Morgan #3xedigital
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I WANT TO ATTEND 3XE DIGITAL
IN ORDER TO <blablabla>
CONVERSION EVALUATING
ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE Transition
Point REGISTER FOR PRODUCT CAMP YOUR QUESTION HERE
YOUR QUESTION HERE
L
I heard about 3XE at a TechBrew event
J K L
K
I heard about 3XE at a TechBrew event
J
I heard about 3XE at a TechBrew event
BUYING PHASES CUSTOMER QUESTIONS
CUSTOMER
PERSONA CUSTOMER JOURNEY
CUSTOMER TOUCHPOINTS
Tweet @Jane_E_Morgan #3xedigital
![Page 54: Customer Journey Mapping The Love Conductor · This fun, hands-on workshop weaves together customer questions, cross-channel touchpoints and marketing content; you’ll create a customer](https://reader033.fdocuments.net/reader033/viewer/2022042306/5ed2496857a90c76e074c5d0/html5/thumbnails/54.jpg)
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CONVERSION EVALUATING
ALTERNATIVES AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE Transition
Point REGISTER FOR UPRISE FESTIVAL
I WANT TO ATTEND 3XE DIGITAL
IN ORDER TO <blablabla>
YOUR QUESTION HERE
YOUR QUESTION HERE
I read about 3XE in Irish Tech News
J K L
I first hear about 3XE from a colleague
I heard about 3XE at the Digital Marketing Institute
Got an email from <XXX> about PC
5th APRIL I got a reminder email from 3XE
K May 28th
Signed up while on the train to Galway using my SmartPhone
JUNE 1ST W
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CONGRATULATIONS! YOU’VE ACHIEVE CUSTOMER LOVE
aka A CUSTOMER JOURNEY MAP
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Customer Journey Mapping CLICK HERE FOR -> INSPIRATIONAL CUSTOMER JOURNEY MAP EXAMPLES Jane, B2B Technology Marketing Consultant, Helps Business Leaders Better Understanding & Reach Customer Jane Morgan http://jem9.com/
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