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Why the Customer Journey is Valuable to the
Product Manager
John Zilch, Product Manager
Product Camp 2016
Why is the customer journey valuable?
Product wears the “customer hat”.
Why is the customer journey valuable?
We’re the midfielders of the organization.
What is the customer journey?
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outdated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.
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
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
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
Who can benefit from the journey?
Product Managers
Marketers
UX Designers
Customer Care
Sales
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.
Discussion
Do you empathize with the customer today?
What are the challenges around customer journeys?
How vital do you find the customer journey?

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Customer Journey 2.0

  • 1. Why the Customer Journey is Valuable to the Product Manager John Zilch, Product Manager Product Camp 2016
  • 2. Why is the customer journey valuable? Product wears the “customer hat”.
  • 3. Why is the customer journey valuable? We’re the midfielders of the organization.
  • 4. What is the customer journey?
  • 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 http://ct-social.com/mapping-an-epic-customer-journey-in-digital-marketing/ The classic example of the journey is: outdated unrealistic oversimplified lacks empathy An effective customer journey maps out the customer’s experience across different touchpoints spanning multiple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?