This deck accompanies the thoughts explored at www.magnipath.com/blog.
Businesses deserve better customer journeys as the traditional sales funnel doesn't support the true mission of most companies.
5. What is the customer journey?
http://ct-social.com/mapping-an-epic-customer-journey-in-digital-marketing/
The classic example of the journey is:
outdated
unrealistic
oversimplified
lacks empathy
An effective customer journey maps out the
customer’s experience across different touchpoints
spanning multiple business functions.
6. What is the customer journey?
The new journey is holistic. Product
Demo
Support
Ticket
Invoice
Paid
Add
User
Welcome
Email
Product
Login
Sales
Call
Webinar
Nothing
Uses
Feature
Runs
Report
Renewal
7. What is the customer journey?
The new journey is linear.
Product
Demo
Support
Ticket
Invoice
Paid
Add
User
Welcome
Email
Product
Login
Sales
Call
Webinar
Nothing
Uses
Feature
Runs
Report
Renewal
Product
Login
Uses
Feature
Runs
Report
Sales
Call
8. How do we map a customer journey?
Identify all relevant
customer touchpoints
and events.
Collect data from
various business
systems and products.
Map the data across
customers and produce
customer-specific
journeys.
Aggregate results,
analyze insights and
share
9. Who can benefit from the journey?
Product Managers
Marketers
UX Designers
Customer Care
Sales
10. What are some use cases?
Lisa is coming up on renewal.
Frank wants his money back.
Carl ultimately selected a competitor.
Maria is a dream customer.
11. Discussion
Do you empathize with the customer today?
What are the challenges around customer journeys?
How vital do you find the customer journey?