Charting the Course: Customer Journey Mapping

Charting the Course: Customer Journey Mapping

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  Charting the Course: CustomerJourney Mapping
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  MOBI Solutions Charting the Course:Customer Journey Mapping Rachel Squire MOBI Solutions
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  Welcome! Today’s goal: Tohelp you understand and implement customer journey mapping in your MOPS strategy. 1 2 3 Why customer journey mapping is essential Practical strategies for building the journey map How to measure success and get stakeholder buy-in
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  What even isa Customer Journey Map? A visual, aggregate representation of all the various interactions your customers have with your brand, from start to finish. Understanding your customer journey builds your relationships with your customers and prospects by: ● Understanding their pain points. ● Reaching them where they’re at. Understanding your customer journey improves your growth strategy by: ● Optimizing your marketing budget: put your money where your engagement is. ● Finding new, innovative ways to improve, or even reinvent, the customer experience. ● Boosting customer retention. ● Increasing engagement at every stage, from conversions to bookings.
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  High-Level CJM ActionPlan Be the hero of your marketing department Step 1: Data Data Data - Use MAP/CRM data to aggregate and analyze touchpoints. Step 2: Visualize the Journey - Create a visual flowchart of key stages: Awareness, Consideration, Decision, Advocacy. Step 3: Implement & Improve - CJM means nothing if you don’t do anything with it!
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  Getting customer journeydata from your CRM/MAP The hard part of Customer Journey Mapping The hard part of Customer Journey Mapping ● Define Stages: Awareness, consideration, decision, purchase, loyalty ● Identify Customer Interactions: ○ Interaction description ○ Touchpoint type ○ Stage
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  Getting customer journeydata from your CRM/MAP The hard part of Customer Journey Mapping Export touchpoint data from your CRM or MAP. As a starting point: ● Hubspot: Set up a Customer Journey report! ● Marketo: Interesting Moments ● Salesforce: Campaign Membership You can use ChatGPT to aggregate this data! Or download my free excel template at mobisoln.com/customerjourney
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  Visualizing your CustomerJourney The fun part of Customer Journey Mapping Identify your buyer personas.
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  Visualizing your CustomerJourney The fun part of Customer Journey Mapping
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  Improving your GrowthStrategy The end goal of Customer Journey Mapping When to use your customer journey map: ● Before starting a project !!! ● When addressing customer feedback ● When you get to the end of the quarter and you notice your pipeline is slowly dropping off…
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  Rolling Out theModel to Internal Stakeholders Positioning the Model Start by sharing the end goal: to improve the customer experience, and make us better marketers. Make it easy for your team to refer back to the model, and each related persona. Education & Training Involve key players early to get them on board. Collaboration Make it pretty. Seriously. Presentation
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  Nurture based onuser behavior Build a cohesive nurture program that relies on individual behaviors to drive content. Break down by persona to get even more personalized!
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  Action Plan Position themodel within your organization. Step 3: Iterate and improve. Step 4: Step 2: Build a visual customer journey map. Step 1: Audit your current customer touchpoints. Your Next Steps:
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  Q&A Let’s Discuss!
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  Thank you! Questions? rachel@mobisoln.com