how to map the customer journey
TRANSCRIPT
How to Map the Customer Journey
© SilverTech, Inc. 2017
Webinar Tips● Presentation will 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!
P R E S E N T I N G
CONTENT STRATEGIST
Ian HughesAs 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 MaltaisSamantha 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
Valuable, relevant digital experiences lead to loyal relationships with your audience.
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
Have you started to map the customer journey yet?Webinar Poll
Customer Experience (CX) vs. User Experience (UX)
.01
KEY INSIGHT
Though it may 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.
The 2017 State of Digital Marketing Report
In the user experience (UX) world, user experience accounts for only a portion of the customer/buyer/student/patient experience.
The Seven Steps to Successful Persona CreationBad User Experience | Good Customer Experience
The Seven Steps to Successful Persona CreationGood User Experience | Bad Customer Experience
Why Do I Need a Customer Journey Map?
.02
KEY INSIGHT
A customer journey 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.
The 2017 State of Digital Marketing Report
The 2017 State of Digital Marketing Report
PARTNER INSIGHT
“Customer expectations are 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. ”
The Seven Steps to Successful Persona CreationWhy Do I Need a Customer Journey Map?
The Seven Steps to Successful Persona CreationHow Many Maps Should I Create?
PARTNER INSIGHT
“Among high-performing teams, 88% say a customer customer journey strategy is critical to the success of their overall
marketing.”
The Essential Elements of a Customer Journey Map
.03
Consideration
Focused Fran, Customer Journey MapScenario, 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
Consideration
Focused Fran, Customer Journey MapScenario, 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
Consideration
Focused Fran, Customer Journey MapScenario, 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
Consideration
Focused Fran, Customer Journey MapScenario, 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
Consideration
Focused Fran, Customer Journey MapScenario, 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
Consideration
Focused Fran, Customer Journey MapScenario, 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
The Seven Steps to Successful Persona Creation1. Persona
CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona
CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona
CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona
CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona
The Seven Steps to Successful Persona Creation2. Stage
The 2017 State of Digital Marketing Report
Source: HubSpot Buyers Journey
The Seven Steps to Successful Persona Creation3. Action, Emotion, and Touchpoint
The Seven Steps to Successful Persona Creation4. Supporting Content & Features
The Seven Steps to Successful Persona Creation5. Insights & Opportunities
How to Implement a Customer Journey Strategy
.04
The 2017 State of Digital Marketing Report
The Seven Steps to Successful Persona CreationBelieve in the Value of Customer Journey Mapping
The Seven Steps to Successful Persona CreationInclude Your Team
The 2017 State of Digital Marketing Report
The Seven Steps to Successful Persona CreationContent Gap Analysis
The Seven Steps to Successful Persona CreationIntroduction to Customer Journey Technology
PARTNER INSIGHT
“The role of 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.”
The Seven Steps to Successful Persona CreationCustomer Journey Map Template
The Seven Steps to Successful Persona Creation
Thursday, April 2oth, at 2pm ET
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