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How to Map the Customer Journey
The document outlines a webinar hosted by Silvertech on mapping the customer journey, emphasizing the importance of understanding customer experiences and the value of customer journey maps. It highlights key insights on customer experience versus user experience and offers strategies for implementing effective customer journey mapping. Additionally, the presentation includes examples and key elements necessary for creating successful customer journey maps.
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How to Map the Customer Journey
- 1. How to Mapthe Customer Journey © SilverTech, Inc. 2017
- 2. Webinar Tips ● Presentationwill last 30 minutes ● Q&A will follow ● Post questions in webinar chat pane ● Your participation in the customer journey poll is greatly appreciated ● The slides, recording, and tools will be made available after the broadcast. ● Thank you for joining us today!
- 3. P R ES E N T I N G CONTENT STRATEGIST Ian Hughes As the main content writer for The SilverTech Blog and the host of the Lead to Loyal™ podcast, Ian aspires to create content that resonates with SilverTech’s diverse audience of marketers and technologists. YOUR HOSTS PRINCIPAL STRATEGIST Samantha Maltais Samantha is a seasoned digital strategist, marketer, and project manager that has the innate ability to combine marketing and operational requirements while integrating SEO and SEM as well as UI and UX to deliver top-notch strategies for clients. @SamMaltais@SilverTech
- 4. Valuable, relevant digitalexperiences lead to loyal relationships with your audience.
- 5. 01. Customer Experience(CX) vs. User Experience (UX) 02. Why do I Need a Customer Journey Map? 03. The Essential Elements of Journey Mapping 04. How to Implement a Customer Journey Strategy Agenda
- 6. Have you startedto map the customer journey yet?Webinar Poll
- 7. Customer Experience (CX) vs.User Experience (UX) .01
- 8. KEY INSIGHT Though itmay go by different names - customer, user, or buyer’s journey - the goal is the same: to better understand the myriad interactions your potential customers and customers have with your brand.
- 9. The 2017 Stateof Digital Marketing Report In the user experience (UX) world, user experience accounts for only a portion of the customer/buyer/student/patient experience.
- 10. The Seven Stepsto Successful Persona CreationBad User Experience | Good Customer Experience
- 11. The Seven Stepsto Successful Persona CreationGood User Experience | Bad Customer Experience
- 12. Why Do INeed a Customer Journey Map? .02
- 13. KEY INSIGHT A customerjourney map helps solve problems for our customers at every point that they interact with your brand. It is an invaluable tool in improving the overall customer experience.
- 14. The 2017 Stateof Digital Marketing Report
- 15. The 2017 Stateof Digital Marketing Report
- 16. PARTNER INSIGHT “Customer expectationsare changing. Customers in 2017 expect brands to deliver service and value in any channel...Customer Experience is the battleground for competitive advantage, where customers will be won or lost. ”
- 17. The Seven Stepsto Successful Persona CreationWhy Do I Need a Customer Journey Map?
- 18. The Seven Stepsto Successful Persona CreationHow Many Maps Should I Create?
- 19. PARTNER INSIGHT “Among high-performingteams, 88% say a customer customer journey strategy is critical to the success of their overall marketing.”
- 20. The Essential Elements ofa Customer Journey Map .03
- 21. Consideration Focused Fran, CustomerJourney Map Scenario, Goals, and Experience ● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life ● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in depth research Supporting Content and Features Decision Post-decisionAwareness • Program list and descriptions • Application “how to” • Clear tuition and cost info • Campus life, location, maps Action, Emotions, & Touchpoint: ● Broad Google searches ● Confused, stressed, overwhelmed, curious ● 3rd party website research ● Website visits ● Social Media page visits Action, Emotions, & Touchpoint: ● Excited, uncertain, and overwhelmed ● Repeat website visits ● Reviewing financial aid information ● Scheduling a campus visit - website Action, Emotions, & Touchpoint: ● Confident and excited ● Talking to admissions ● Applying for financial aid and scholarships ● Submitting application - website Action, Emotions, & Touchpoint: ● Excited, nervous, and happy ● Weighing final choice of schools for validation ● Discussion with influencers - social media ● Liking, following campus life social channels Insights and Opportunities • Takes many clicks to get to financial aid overview • Student success videos • Campus visit details, schedule, and calls to action • Financial aid overview and scholarship opportunities • Application requirements and step by step process • Admissions contact info • Financial aid info and steps • Follow up steps and timeline • Campus living - what to expect • Virtual tour to refresh memory of campus • Enrollment confirmation • Orientation info • Campus life needs to be more front and center on website Opportunity for follow, referral campaign • Follow up steps/timeline not clearly communicated
- 22. Consideration Focused Fran, CustomerJourney Map Scenario, Goals, and Experience ● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life ● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in depth research Supporting Content and Features Decision Post-decisionAwareness • Program list and descriptions • Application “how to” • Clear tuition and cost info • Campus life, location, maps Action, Emotions, & Touchpoint: ● Broad Google searches ● Confused, stressed, overwhelmed, curious ● 3rd party website research ● Website visits ● Social Media page visits Action, Emotions, & Touchpoint: ● Excited, uncertain, and overwhelmed ● Repeat website visits ● Reviewing financial aid information ● Scheduling a campus visit - website Action, Emotions, & Touchpoint: ● Confident and excited ● Talking to admissions ● Applying for financial aid and scholarships ● Submitting application - website Action, Emotions, & Touchpoint: ● Excited, nervous, and happy ● Weighing final choice of schools for validation ● Discussion with influencers - social media ● Liking, following campus life social channels Insights and Opportunities • Takes many clicks to get to financial aid overview • Student success videos • Campus visit details, schedule, and calls to action • Financial aid overview and scholarship opportunities • Application requirements and step by step process • Admissions contact info • Financial aid info and steps • Follow up steps and timeline • Campus living - what to expect • Virtual tour to refresh memory of campus • Enrollment confirmation • Orientation info • Campus life needs to be more front and center on website Opportunity for follow, referral campaign • Follow up steps/timeline not clearly communicated
- 23. Consideration Focused Fran, CustomerJourney Map Scenario, Goals, and Experience ● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life ● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in depth research Supporting Content and Features Decision Post-decisionAwareness • Program list and descriptions • Application “how to” • Clear tuition and cost info • Campus life, location, maps Action, Emotions, & Touchpoint: ● Broad Google searches ● Confused, stressed, overwhelmed, curious ● 3rd party website research ● Website visits ● Social Media page visits Action, Emotions, & Touchpoint: ● Excited, uncertain, and overwhelmed ● Repeat website visits ● Reviewing financial aid information ● Scheduling a campus visit - website Action, Emotions, & Touchpoint: ● Confident and excited ● Talking to admissions ● Applying for financial aid and scholarships ● Submitting application - website Action, Emotions, & Touchpoint: ● Excited, nervous, and happy ● Weighing final choice of schools for validation ● Discussion with influencers - social media ● Liking, following campus life social channels Insights and Opportunities • Takes many clicks to get to financial aid overview • Student success videos • Campus visit details, schedule, and calls to action • Financial aid overview and scholarship opportunities • Application requirements and step by step process • Admissions contact info • Financial aid info and steps • Follow up steps and timeline • Campus living - what to expect • Virtual tour to refresh memory of campus • Enrollment confirmation • Orientation info • Campus life needs to be more front and center on website Opportunity for follow, referral campaign • Follow up steps/timeline not clearly communicated
- 24. Consideration Focused Fran, CustomerJourney Map Scenario, Goals, and Experience ● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life ● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in depth research Supporting Content and Features Decision Post-decisionAwareness • Program list and descriptions • Application “how to” • Clear tuition and cost info • Campus life, location, maps Action, Emotions, & Touchpoint: ● Broad Google searches ● Confused, stressed, overwhelmed, curious ● 3rd party website research ● Website visits ● Social Media page visits Action, Emotions, & Touchpoint: ● Excited, uncertain, and overwhelmed ● Repeat website visits ● Reviewing financial aid information ● Scheduling a campus visit - website Action, Emotions, & Touchpoint: ● Confident and excited ● Talking to admissions ● Applying for financial aid and scholarships ● Submitting application - website Action, Emotions, & Touchpoint: ● Excited, nervous, and happy ● Weighing final choice of schools for validation ● Discussion with influencers - social media ● Liking, following campus life social channels Insights and Opportunities • Takes many clicks to get to financial aid overview • Student success videos • Campus visit details, schedule, and calls to action • Financial aid overview and scholarship opportunities • Application requirements and step by step process • Admissions contact info • Financial aid info and steps • Follow up steps and timeline • Campus living - what to expect • Virtual tour to refresh memory of campus • Enrollment confirmation • Orientation info • Campus life needs to be more front and center on website Opportunity for follow, referral campaign • Follow up steps/timeline not clearly communicated
- 25. Consideration Focused Fran, CustomerJourney Map Scenario, Goals, and Experience ● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life ● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in depth research Supporting Content and Features Decision Post-decisionAwareness • Program list and descriptions • Application “how to” • Clear tuition and cost info • Campus life, location, maps Action, Emotions, & Touchpoint: ● Broad Google searches ● Confused, stressed, overwhelmed, curious ● 3rd party website research ● Website visits ● Social Media page visits Action, Emotions, & Touchpoint: ● Excited, uncertain, and overwhelmed ● Repeat website visits ● Reviewing financial aid information ● Scheduling a campus visit - website Action, Emotions, & Touchpoint: ● Confident and excited ● Talking to admissions ● Applying for financial aid and scholarships ● Submitting application - website Action, Emotions, & Touchpoint: ● Excited, nervous, and happy ● Weighing final choice of schools for validation ● Discussion with influencers - social media ● Liking, following campus life social channels Insights and Opportunities • Takes many clicks to get to financial aid overview • Student success videos • Campus visit details, schedule, and calls to action • Financial aid overview and scholarship opportunities • Application requirements and step by step process • Admissions contact info • Financial aid info and steps • Follow up steps and timeline • Campus living - what to expect • Virtual tour to refresh memory of campus • Enrollment confirmation • Orientation info • Campus life needs to be more front and center on website Opportunity for follow, referral campaign • Follow up steps/timeline not clearly communicated
- 26. Consideration Focused Fran, CustomerJourney Map Scenario, Goals, and Experience ● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life ● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in depth research Supporting Content and Features Decision Post-decisionAwareness • Program list and descriptions • Application “how to” • Clear tuition and cost info • Campus life, location, maps Action, Emotions, & Touchpoint: ● Broad Google searches ● Confused, stressed, overwhelmed, curious ● 3rd party website research ● Website visits ● Social Media page visits Action, Emotions, & Touchpoint: ● Excited, uncertain, and overwhelmed ● Repeat website visits ● Reviewing financial aid information ● Scheduling a campus visit - website Action, Emotions, & Touchpoint: ● Confident and excited ● Talking to admissions ● Applying for financial aid and scholarships ● Submitting application - website Action, Emotions, & Touchpoint: ● Excited, nervous, and happy ● Weighing final choice of schools for validation ● Discussion with influencers - social media ● Liking, following campus life social channels Insights and Opportunities • Takes many clicks to get to financial aid overview • Student success videos • Campus visit details, schedule, and calls to action • Financial aid overview and scholarship opportunities • Application requirements and step by step process • Admissions contact info • Financial aid info and steps • Follow up steps and timeline • Campus living - what to expect • Virtual tour to refresh memory of campus • Enrollment confirmation • Orientation info • Campus life needs to be more front and center on website Opportunity for follow, referral campaign • Follow up steps/timeline not clearly communicated
- 27. The Seven Stepsto Successful Persona Creation1. Persona
- 28. CRM The Seven Stepsto Successful Persona Creation Google Analytics Screenshots Example University Digital Persona
- 29. CRM The Seven Stepsto Successful Persona Creation Google Analytics Screenshots Example University Digital Persona
- 30. CRM The Seven Stepsto Successful Persona Creation Google Analytics Screenshots Example University Digital Persona
- 31. CRM The Seven Stepsto Successful Persona Creation Google Analytics Screenshots Example University Digital Persona
- 32. The Seven Stepsto Successful Persona Creation2. Stage
- 33. The 2017 Stateof Digital Marketing Report Source: HubSpot Buyers Journey
- 34. The Seven Stepsto Successful Persona Creation3. Action, Emotion, and Touchpoint
- 35. The Seven Stepsto Successful Persona Creation4. Supporting Content & Features
- 36. The Seven Stepsto Successful Persona Creation5. Insights & Opportunities
- 37. How to Implementa Customer Journey Strategy .04
- 38. The 2017 Stateof Digital Marketing Report
- 39. The Seven Stepsto Successful Persona CreationBelieve in the Value of Customer Journey Mapping
- 40. The Seven Stepsto Successful Persona CreationInclude Your Team
- 41. The 2017 Stateof Digital Marketing Report
- 42. The Seven Stepsto Successful Persona CreationContent Gap Analysis
- 43. The Seven Stepsto Successful Persona CreationIntroduction to Customer Journey Technology
- 44. PARTNER INSIGHT “The roleof the organisation is to enable each customer to move from interaction to interaction, seamlessly, while delivering value at each stage of his or her personal journey. This is the essence of the customer-managed journey.”
- 45. The Seven Stepsto Successful Persona CreationCustomer Journey Map Template
- 46. The Seven Stepsto Successful Persona Creation Thursday, April 2oth, at 2pm ET [Webinar] How to Develop a Content Marketing Strategy
- 47. SILVERTECH HEADQUARTERS The AshStreet Schoolhouse 196 Bridge Street Manchester, NH 03104 CALL US: 603.669.6600 EMAIL: info@silvertech.com