Customer Journey Mapping - A Framework For Loving Customers

Copyright © 2017 JEM 9http://jem9.com/
Customer Journey Mapping
Customer Love Conductor
3XE Digital
Jane Morgan
Twitter: @Jane_E_Morgan #3xedigital

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.
With Valentine’s Day so close, is love for your customers in the
air?
Tweet @Jane_E_Morgan #3xedigital

“…fall in love with
customers”

WHY CUSTOMER JOURNEY MAPPING?
• Understand questions your prospects ask
• Step away from isolated touchpoints
• Virtually “be with” your lover customer
• “Think”:
o Customer Journey Mapping is a strategic tool for planning content, campaigns,
resources and metrics, and encourages teams to pull together.

SMOOTHING THE PATH OF OUR

SMOOTHING THE PATH OF OUR
….. LOVERS CUSTOMERS

INSPIRATIONAL
CUSTOMER JOURNEY
MAPS

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

May 28th
Signed up while
on the train to
Galway using
my SmartPhone
JUNE 1ST W



A FRAMEWORK FOR MAPPING YOUR
CUSTOMER JOURNEYS

1. A CUSTOMER JOURNEY MAP IS FOR A SINGLE
CUSTOMER PERSONA (ONE SET OF NEEDS)

You -> Someone who journeyed to attend 3XE DIGITAL
TODAY’S CUSTOMER PERSONA

CUSTOMER
PERSONA

2. CUSTOMERS JOURNEY TO
- SOLVE A PROBLEM
- FULFILL A NEED
- GET A JOB DONE

Tweet @Jane_E_Morgan #3xedigital Start 0:43 https://youtu.be/f84LymEs67Y?t=43s

I want to <function> so that
<benefit>.

I want to see what 3D
scanning can do to speed
my product development
process.
<benefit>.

I want to get my account
set up so that I can start
using the new SEO
marketing tool.
process.
<benefit>.

I want to get my account
set up so that I can start
using the new SEO
marketing tool.
process.
I want to understand which
channel is most cost effective in
signing up new customers so that
we can reduce marcom spend.
<benefit>.

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>..”

ARTICULATE THE CUSTOMER JOURNEY YOU’RE MAPPING
• WORKING TOGETHER
• FORMULATE A JOURNEY STATEMENT
I want to attend 3XE Digital
so that <benefit>.

I WANT TO
ATTEND 3XE Digital
IN ORDER TO
…..
CUSTOMER JOURNEY
STATEMENT
CUSTOMER
PERSONA

3. CUSTOMERS JOURNEY THROUGH A DECISION
PROCESS

I WANT TO
ATTEND 3XE Digital
IN ORDER TO
…..
CUSTOMER JOURNEY
STATEMENT
LOYALTYRETENTIONCONVERSION
EVALUATING
ALTERNATIVES
AWARENESS DECISION PROCESS
CUSTOMER
PERSONA

I WANT TO
ATTEND 3XE Digital
IN ORDER TO
…..
CUSTOMER JOURNEY
STATEMENT
EVALUATING
ALTERNATIVES
AWARENESS
CUSTOMER
PERSONA

3a. CUSTOMERS SEEK QUESTIONS, & FULFILL OTHER
NEEDS, THROUGH THE JOURNEY

I WANT TO
ATTEND 3XE Digital
IN ORDER TO
…..
CUSTOMER JOURNEY
STATEMENT
CUSTOMER
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?
EVALUATING
ALTERNATIVES
AWARENESS
How can I contribute to
the community?
DECISION PROCESS
CUSTOMER QUESTIONS / NEED

LOVE GROWS …. DEVELOPS…. MATURES

LOVE GROWS …. DEVELOPS…. MATURES
SO DO PROSPECTS QUESTIONS

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

I WANT TO
ATTEND 3XE Digital
IN ORDER TO
…..
CUSTOMER
PERSONA
CUSTOMER JOURNEY
STATEMENT
CONVERSION
EVALUATING
ALTERNATIVES
AWARENESS
YOUR QUESTION
HERE
YOUR QUESTION
HERE HOW DO I REGISTER
FOR 3XE DIGITAL?
YOUR QUESTION
HERE
YOUR QUESTION
HERE

LETTING
CUSTOMERS DRIFT
AWAY

4. CUSTOMER JOURNEYS HAVE MAKE OR BREAK
TRANSITION POINTS

CONVERSION
EVALUATING
ALTERNATIVES
AWARENESS
CUSTOMER
PERSONA
Transition
Point
Transition
Point
Transition
Point
I WANT TO
ATTEND 3XE DIGITAL
IN ORDER TO
<blablabla>
CUSTOMER JOURNEY
STATEMENT

THE JEWELS

5. CUSTOMER JOURNEY MAPS ARE MADE UP OF
TOUCHPOINTS – THE JEWELS

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
CAMPYOUR QUESTION HERE
YOUR QUESTION HERE

I heard about
3XE at a
TechBrew event




I heard about
3XE at a
TechBrew event

I heard
about 3XE
at a
TechBrew
event
DECISION PROCESS
CUSTOMER QUESTIONS
CUSTOMER
PERSONA
CUSTOMER JOURNEY
STATEMENT
CUSTOMER TOUCHPOINTS

5a. TOUCHPOINTS INCLUDE CUSTOMER VOICES

HOW DID YOU FIRST BECOME AWARE OF 3XE DIGITAL?
1 MINUTE : 1 SENTENCE : 1 POST-IT

INSPIRING CUSTOMER JOURNEY MAPS INCLUDE
CUSTOMER VOICES, EMOTIONS & ACTIONS

INSPIRING CUSTOMER JOURNEY MAPS INCLUDE
EMOTIONS

FOR EACH TOUCHPOINT: ASSIGN AN EMOTICON   
FOR EACH OF YOUR TOUCHPOINTS ON THE JOURNEY TO 3XE DID YOU HAVE A
GOOD, UNEVENTFUL OR BAD EXPERIENCE?
I heard
about 3XE at
<event>


5b. TOUCHPOINTS INCLUDE CUSTOMER ACTIONS

BEFORE TODAY, WHAT ACTIONS LED YOU HERE TODAY?
HOW DID YOU ANSWER THE QUESTIONS?
ONE ANSWER = ONE POST-IT
READABLE
I heard about
3XE on
<publication>

I Looked up
<blabla> on
the 3XE
website

5c. JOURNEY TOUCHPOINTS TAKE PLACE OVERTIME


FOR EACH TOUCHPOINT, ASSIGN AN APPROX DATE
JAN 1STOCT 31ST
I heard about
3XE on
<publication>
I Looked up
<blabla> on
the 3XE
website


5d. JOURNEYS TOUCHPOINTS ARE CROSS-CHANNEL

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

ADD TOUCHPOINTS TO THE CUSTOMER JOURNEY MAP
I Looked at
blabla on the
3XE website
I heard
about 3XE at
<event>
 JAN 1STOCT 31ST

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



I first hear
about 3XE from
a colleague
I heard
about 3XE at
the Digital
Marketing
Institute
Got an
email from
<XXX> about
3XE
5th APRIL
I got a
reminder
email from
3XE

May 28th
Signed up while
on the train to
Galway using
my SmartPhone
JUNE 1ST W

CONGRATULATIONS
ON CUSTOMER LOVE!
aka YOU NOW HAVE A FRAMEWORK FOR
CUSTOMER JOURNEY MAPPING

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/
Copyright © 2017 JEM 9

Customer Journey Mapping - A Framework For Loving Customers

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