Mapping the value of your customers journey

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Mapping the value of customer experienceIntroduction to EthologyFounded in 2010Offices in Scottsdale (HQ), Chicago, Los Angeles, and PortlandRanked #75 in the Inc. 5000Our goal is to connect brands and audiences through engaging marketing strategies and content.Todays speakerTony QuirozStrategy Lead, Ethology@ethology | @TQ_AZ #journeymapping#EthologyAGENDAMapping the value of customer experienceUsing journey maps to illuminate customer behavior and zero in on the moments that impact successHow the game has changedLeveraging the UX skill setMapping the customer experienceThe journey map in actionTakeawaysQ&AHow the game has changedCustomers drive the top of the funnelBuyers go through 57% of the purchasing process before ever talking to sales of in-store shoppers who use smartphones say their device has become more important than the in-store experience the beginning of the customer relationship, your brand has to speak for itselfLeveraging the UX skill setEric Flowers, Intuitwww.uiisnotux.comWhat is UX?A big part of success = Anticipate user behavior Business goalsTarget audiences EmpathyCustomer journeyHuman factorsDesignInvolving real users in the processUX is trained to do just thatThinkingDoingSeeingFeelingTimeContextPressuresMotivationsWhen creating great experiences, its not so much about doing what users expect. Instead, its about creating a design that clearly meets their needs at the instant they need it. - Jared Spool Writer, Speaker, Founder, User Interface EngineeringTotally agreeMapping the customer experienceWhat is a journey map?Fundamental concepts and usageAt the highest level, its this:Not just the interactions with your brand & your websiteDirect interactions with your brand / websiteWhat customers do before they find youWhat they do afterwardsThoughts, actions, feelings, pain pointsMoments of truthWhen to use? When not to use?Certain situations absolutely call for a journey map. In other cases, you may be better served by something else.Think journey mapping when:Vertical marketsNew customer segments Assessing the impact of technology changesRefresh, redesigns, rebrandsMining more revenue out of already-successful systemsNot so much for:Plotting single tasks (example: New user registration)Audience analysis (its not a matrix) Incremental updates (better served by user testing)Tight budgets Situations where you dont expect to talk to real usersWhen to update? Lets consult Nielson/NormanChanges in your business and technology.Changes in user demographics and interaction patterns.From the article, Are your personas outdated? Know when its right to revise. by Kim Flaherty, Nielsen Norman Group, February 14, 2016 anatomy of a Journey MapBreaking down the sections and explaining their purpose Examine the steps What are users thinking, feeling?Moments of truthTouch-pointsWays to improve StepsDoingThinkingFeelingMoments of TruthTouchpointsOpportunitiesGuiding PrinciplesAll journeys are differentJourney map designs are different, tooSpotlight on Moments of TruthThe go / no-go moments of the customer journey am I going to do this weekend?(Commercial for a new movie.) Sounds cool!When is it playing at my local theater?MOMENT OF TRUTH!Information needsWhat time is the movie playing? Is it okay to for kids? Do they have reserved seats?TasksLooking up info on a smartphone. Logging into an account. Buying tickets online.DecisionsIm going to book the tickets right now vs. Im not sure, I better wait.Do I take the next step? Or abandon ship?Thats our challenge: to be in the spaces where our audiences are and understand that they will leave us if we dont work with them and understand their needs. Gavin Heaton, The Future of Marketing: Six Visionaries Speak, A conversation with The Economist Intelligence Unit.Brothers from another motherMoments of truthMicro-momentsUnderstanding the differenceMoments of truth vs. Micro-momentsMoments of truth is a journey mapping termMoments of truth can occur in our outside of the digital experience. Opening the front door of a restaurant and walking in for the first time, or asking a friend who has kids for a recommendation on a family doctor are two examples that can occur outside of digital.Micro-moments is a phrase coined by GoogleMicro-moments are rooted in the mobile experience. They are primarily grab the smartphone moments where a person seeks answers, information, or tries to complete a task via digital.The journey map in actionHow great can a new product be... If nobody knows about it?526% 253%increase in revenue from paid media (also 2 months)increase in conversion within two monthsLocal Search, Web Development, Mobile, Conversion OptimizationWe did journey mapping w/DIME in support of a website redesign projectWe also leveraged the journey maps to improve their Money Market landing pageWhat we learnedHow much customers knew (and didnt know) about Money Market accounts Sales objectionsMost popular way to check account balancesHow they do their research Place image here (cover gray box)Money marketbeforeSolid offering, but not much content to address known customer research questions or sales objectionsPlace image here (cover gray box)Money marketafterOptimized for customer journeyInformed by keyword analysis and organic search resultsA-B-C tested to determine most successful design elementsPlace image here (cover gray box)Money marketafterOptimized for customer journeyInformed by keyword analysis and organic search resultsA-B-C tested to determine most successful design elementsResults (CVR)11/15 - 6.55%12/15 - 8.50%01/16 - 12.55%!- Industry norm is 5.01%*- DIMEs previous monthly average was in the 2-3% rangePlace image here (cover gray box)Money marketproduct pageNew website separates the landing page from the MMA product pageProduct page maintains current design with research data, FAQs, etc.Frees up landing page design without sacrificing SEO, content, or usabilityArchitected for maximumperformance & flexibilityTactics can make any brand more efficient. Solutions can change your business.179% 88%decrease in costs per leadIncrease in trafficStrategy and Planning, Creative and Technology, Modern Search, Paid MediaEthology redesign of just launched in February 2016! http://www.culligan.comhttp://www.culligan.comMicro-moments Moments of truthContent for Problem water filled an experience gapEthology mined website data to examine user intent region-by-regionCreated educational content to help people solve water problems specific to their areaTested CTAs and optimized page layouts to ensure top performance Targeted improvementsResults Now visible for +48k monthly searchesUsers viewed +1 page per visitUsers spent +2.47 minutes on the site!And thats just one example Ethology is continuing to have a positive impact on Culligans business by improving the customer journeyTakeawaysJourney maps help you visualize the customer experienceNot just steps: Thoughts, feelings, touchpoints, opportunitiesCustomers may drive the top-of-the-funnel, but you can still optimize the experience to drive leadsSome moments have a bigger impact than others. Know them. Capitalize on them.The more you understand the customer journey, the better youll be at creating great experiences Q& @TQ_AZ #journeymapping #Ethologymailto:anthony.quiroz@ethology.commailto:anthony.quiroz@ethology.comBlog post: Moving beyond the journey map and recognizing the guideposts for joining us! @TQ_AZ #journeymapping