Great customer experiences lead to happy customers and happy customers lead to successful companies. But as a company how do you do it?

1. A Unified Commerce & Customer Experience Management Platform
Presented by: Scott E. Snyder | Founder & CEO of Sellution
www.sellution360.com
INTRODUCTION TO
CUSTOMER
EXPERIENCE
JOURNEY MAPPING
YOUR
BRAND
Fix, Learn,
Listen
Experience
Feedback
Share

2. SELLUTION ®
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Starts after someone makes a purchase with you– it’s all about
how you ‘support’ and ‘serve’ your customers.
WHAT IS THE CUSTOMER JOURNEY?

3. SELLUTION ®
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The research process a potential buyer goes through leading up
to their purchase. It’s all about how you ‘market’ and ‘sell’.
WHAT IS THE BUYER JOURNEY?

4. SELLUTION ®
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Customer experience encompasses all interactions during the
buyer journey and customer journey.
WHAT IS CUSTOMER EXPERIENCE (CX)?

5. SELLUTION ®
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Great customer experiences lead to happy customers and happy
customers lead to successful companies!
WHY IS THIS SO IMPORTANT?
But as a company—how do you do it?

6. SELLUTION ®
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Consideration
THE CUSTOMER EXPERIENCE
Buyer Journey
Has defined the problem
Awareness
Has a problem
Customer Journey
Decision
Has decided on a solution
Looking for neutral content
Looking for Education about your solution
Looking for validation for their decision
Use
They are using your product
Going through the buying process
Advocacy
Word-Of-Mouth Marketing
Evaluating the experience
Evaluating the quality and benefits
Purchase
Telling friends and family about the experience

7. SELLUTION ®
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CUSTOMER JOURNEY MAP
STAGES
JOURNEY
AWARENESS CONSIDERATION DECISION PURCHASE USE ADVOCACY
Behavior A problem or opportunity
exist
Have a defined the prob-
lem or opportunity.
Know their plan of action
to solving a problem.
Research Looking for information
through non-promotional,
neutral content
Looking for the best
solution to a problem
Finding testimonials,
benchmarks, data that
help support their deci-
sion.
Content / Offers • eBooks
• White papers
• Expert advice
• Educational blog content
• Industry research
• Analyst reports
• Comparision sheets
• Webinars
• Podcast
• Expert guides
• Product Pages
• Lead Magnets
• Vendor comparison
• Product brochures
• Case studies
• Free trial
• Demo
• Consultation
Keywords • Troubleshoot
• White papers
• Expert advice
• Educational blog content
• Comparision sheets
• Webinars
• Podcast
• Expert guides
• Vendor comparison
• Product brochures
• Case studies
• Free trial
Will it arrive on time? Should I recommend to a
friend?
Should I buy again?
Thoughts
Visual
“I want to know
about?”
“This might be what
I am looking for.”
“This is the one I
want.”
“It arrived on time
just like they said”
“It’works like they
said it would.”
“I had a great
experience.”
Looking for tracking
number and confirmation.
Looking for FAQ
information, community
forum.
Looking for referral
program, social media
pages.
• Instructions
• Testimonials
• Reviews
• Newsletter
• Thank you email
• Phone call
• Discounts
• Survey
• Promotion
• Thank you email
• Phone call
• Discounts
• Survey
• Promotion
• Product Reviews • Help Desk
• Forum
• Forum
• Referral Program
BUYER JOURNEY CUSTOMER JOURNEY

8. SELLUTION ®
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CONTENT MARKETING STRATEGY
AWARENESS STAGE
Seeking educational information to
help gain knowledge of solutions.
BRAND
AWARENESS
CONSIDERATION STAGE
Seeking demonstration of the solution.
Comparing to other solutions.
LEAD
GENERATION
DECISION STAGE
Seeking reinforcement and validation
of their decision.
PURCHASE
Determining if you kept your promise
and delivered what they bought on
time. Does product meet or exceed
expections.
CUSTOMER
PROMOTER / ADVOCATE
ADVOCACY
Continue to receive information about
product or service.
FREE TIP SHEETS
FREE WHITE PAPER
FREE NEWSLETTER
CHECKLIST
INFOGRAPHICS
BLOG POST
FREE TRIAL
DEMOS
FREE CONSULTATION
QUOTES / ESTIMATES
PRODUCT VIDEOS
CALCULATOR
COUPON
STORE LOCATOR
TESTIMONIALS
NEWSLETTERS
REVIEWS
FAQ
NEW SAVINGS
EXCLUSIVE ACCESS
FEEDBACK
SURVEYS
SUPPORT
DISCOUNTS
FREE WEBINAR
CASE STUDIES
TESTIMONIALS
COMPARISON SHEET
VIDEOS
BUYERS GUIDE
BOTTOM OF THE FUNNEL
GET TRAFFIC
TOP OF THE FUNNEL
GET SALES
RETENTION
PROMOTE
GET LEADS
MIDDLE OF THE FUNNEL

9. SELLUTION ®
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Customer Service
Marketing Automation
Commerce
Daily PlannerDocument Management
CRM
360 DEGREE VIEW
UNIFIED COMMERCE
Do you know your customers’ location, age, gender, ethnicity, buying patterns, interactions with your website…?
Customer Profile

10. SELLUTION ®
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HOW TO PERSONALIZE ENGAGEMENT
You don’t want to use a one-size-fits all approach to record management.
Subscriptions
Scheduler
Phone System
Organization
Blog
Help Desk
Marketing
Deals
Daily Planner
Store
Contacts
Jimmy Jones
jim@testco.com
Customer ContactSELLUTIONSELLUTION ®
Will Rumbson
John Gill
Kelly Moses
Brian James
Mark Miller
Holly Anderson
Kyle Robinson
Steve Bronson
Bill Johnson
Jill Jones
Name
test@testco.com
test@testco.com
test@testco.com
test@testco.com
test@testco.com
test@testco.com
test@testco.com
test@testco.com
test@testco.com
test@testco.com
Email
310-555-1212
310-555-1212
310-555-1212
310-555-1212
310-555-1212
310-555-1212
310-555-1212
310-555-1212
310-555-1212
310-555-1212
Phone
Marquis
Firestone Capital
Testco, Inc.
Promo Max
Promo Max
Innovations
Apex Marketing
Blizzard
Parkzone
Social Factory
Account
Past Customer
Past Customer
Past Customer
Past Customer
Past Customer
Past Customer
Past Customer
Past Customer
Past Customer
Past Customer
Customer Status
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect Status
ActionFilterSearch
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Edit Delete
New Tab
Name: Steve Bronson
Email: steve@example.com
Persona: Manager
Segment: Business Manager
Name: Steve Bronson
Email: steve@example.com

11. SELLUTION ®
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BUYER PERSONAS
Fictional, generalized representations of your ideal customers.
Jefferson
CEO
MARY
Digital Marketer
STEVE
MANAGER
BLAKE
CFO
JILL
VP Marketing
WILL THIS
SAVE
TIME?
IS THIS A
SAFE
CHOICE?
WILL THIS
INCREASE
SALES?
IS THIS
THE BEST
CHOICE?
CAN WE
AFFORD
THIS?

12. SELLUTION ®
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SEGMENTATION
AND OR
Add Condition
Contact Type equals Leads
Title equals Assistant Marketing DirectorAND OR
Title equals VP MarketingAND OR
Title equals Digital MarketerAND OR
Add Condition
City equals Los AngelesAND OR
Segment Details
Segment Name
Marketer
Description
All marketers in Los Angeles
As soon as you apply rule you
get a list of contacts that meet
the rule condition.

13. SELLUTION ®
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TYPES OF MARKET SEGMENTATION
City Age Activities
National Gender Usage
Regional Occupation Purchase Behavior
International Ethnic Background Brand Loyalty
Climate Income Website Visits
Market Segmentation
Geographic Demographic Behavioral
Life Style
Example: Example: Example: Example:
Personality
Values
Attitudes
Social Class
Psychographic
Customers in Los Angeles 25-35 Year Old Male Digital Marketer Visited Blog and downloaded lead
magnet in last 30 days.
Ambitious entrepreneur who values
learning from gurus.

14. SELLUTION ®
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Values
Lifestyles
Personality
Psychographic (WHY) Vs. Demographic (WHO)
Interest
Psychographic Data
Helps us discover motivations to understand
“Why” the customer buys.
Race
Employment Status
Age / Gender
Location
Demographic Data
Tells us “Who” the customer is, not why they
might buy.
QUALITATIVE DATA QUANTITATIVE DATA

15. ®
SELLUTIONVisit us:
YOUR BRAND

16. SELLUTION ®
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WHAT IS A BRAND
“Your brand is a lot more than a logo, icon, or
slogan. Your brand is a promise to your
customers.”

17. SELLUTION ®
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BRAND PROMISE
THE WORLD’S MOST REFRESHING BEER.
It’s not just a catchy slogan, it’s what they promise to their customers.

18. SELLUTION ®
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BRAND PROMISE
It’s not just a catchy slogan, it’s what they promise to their customers.
THE ULTIMATE
DRIVING MACHINE

19. SELLUTION ®
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TOUCH POINT CHANNELS
TOUCHPOINT MANAGEMENT FEEDBACK LOOP CUSTOMER SATISFACTION
YOUR
BRAND
RETAIL
WEB
VIDEO
PRINT
MOBILE
SOCIAL
EMAIL
Ads
YOUR
BRAND
Fix, Learn,
Listen
Experience
Feedback
Share
ADVOCACY
EXPANSION
NEUTRAL
DIMINISHMENT
DEFECTION
EXTREMELY
DISSATISFIED
CUSTOMER SATISFACTION
CUSTOMERBEHAVIOR
EXTREMELY
SATISFIED
Stage 1. Achieve Predictability
Stage 2. Create Advocates
Make the Customer Experience
Consistent.
Make the Customer Experience
reflect what the customer values.

20. ®
SELLUTIONVisit us:
CURRENT OPERATING MODEL

21. ®
SELLUTIONVisit us:
52%
39%
35%
31%
28%
28%
28%
22%
Functional silos prevent custom data sharing
Corporate culture not aligned around customer needs
Missing key technology platforms to manage customer data
No common definition of customer centricity
Not equipped to manage customer issues
Insufficient expertise in data analytics
Focused on sales before customer
Lack of budget to execute customer-centric programs
What challenges do you face in achieving a truly
customer-centric organization?
Source-
CMO COUNCIL

22. SELLUTION ®
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“People are not looking for products, services or
technology, they are looking for solutions to their
problems.”

23. ®
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Don’t get left behind!
A study by Walker, one of the world’s most trusted customer study groups says:
By the year 2020 customer experience will overtake price and
product as the key brand differentiator.
That’s right. Soon, the customer experience will be more
important than what you’re selling.

24. ®
SELLUTIONVisit us:
About 31,800,000 results
New Tab
LET ME EXPLAIN
How are you going to compete with another company when you both have the same
or similar products? “The Customer Experience”

25. ®
SELLUTIONVisit us:
TARGET OPERATING MODEL

26. ®
SELLUTIONVisit us:
INCREASE THE NUMBER OF CUSTOMERS
INCREASE THE AVG. TRANSACTION SIZE
INCREASE THE FREQ. OF TRANSACTIONS PER/CUSTOMER
RAISE YOUR PRICES
IDENTIFY YOUR CUSTOMER NEEDS AND DESIRES
DEFINE MOMENT OF TRUTHS
DESIGN THE CUSTOMER JOURNEY
EVALUATE & IMPROVE THE CUSTOMER JOURNEY
IN-SIDE OUT PERSPECTIVE OUTSIDE-IN PERSPECTIVE
The Organization Point-Of-View:
Objective is to Increase Revenue
The Customers’ Point-Of-View:
Looking for answers to a Problem or Need
How do we do this? How do we do this?
TWO PERSPECTIVES

27. SELLUTION ®
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MAP OUT YOUR THE BUYER & CUSTOMER JOURNEYS
STAGES AWARENESS (1-2hours) CONSIDERATION DECISION
Goal 45-65
Married
2-3 Children
Age
Marital
Children
“The CEO” “Increase Renvenue Growth”
Jefferson
Journey
Touchpoints
Touchpoints
Storyboard
Actions
Goal
Add Image Add Image Add Image
Goals
Write a description here
Write a description here Write a description here
Write a description here
Touchpoint 1
Touchpoint 2
Touchpoint 1
Touchpoint 2
Touchpoint 1
Touchpoint 2
Touchpoint 1
Touchpoint 2
Add Image Add Image
Write a description here Write a description here
Write a description here
Pleased
Satisfied
Upset 1 1
2 2
3 3
Write a description here
Touchpoint 1
Touchpoint 2
Touchpoint 1
Touchpoint 2

28. ®
SELLUTIONVisit us:
Source-
Temkin Group
Do your leaders operate consistently
with a clear, well-articulated set of
values?
You need to create a
customer-first culture
Define the core values that cover how
customers, employees, and vendors should
be treated at all times.
Purposeful
Leadership
Are your brand attributes driving
decisions about how you treat
customers?
Compelling
Brand Values
Are employees fully committed to the
goals of your organization?
Employee
Engagement
Is customer feedback and insight
integrated throughout your
organization?
Customer
Connectedness
1.
2.
3.
4.

29. ®
SELLUTIONVisit us:
Where do you start?
It starts with the first people your customers
interact with — your employees.

30. SELLUTION ®
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Scott E. Snyder
Founder & CEO | SELLUTION
scott.snyder@sellution360.com
www.sellution360.com

31. SELLUTION ®
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INTRODUCING SELLUTION
A Unified Commerce & Customer Experience Platform
Customer
Steve Ridley
Purchasing Manager
Promo Max
Los Angeles, United States 11:47AM
SaveSave Message
Store
Daily Planner
Deals
Marketing
Customer Support
Blog
Apps
File Manager
Contact Types
Profile Related To Activity Reporting
Section 2
Section 1
Lifetime Value Monthly
Total Income 56%
40,122,200
User activity Low
This month 56%
500
Visits Today
New Visits 22%
25
Orders Annual
New Orders 35%
12,250
250
500
750
1000
Today Monthly Annual
104
Total orders in period 48%
104
Orders in last month 75%
104
New Order #124
$550 Processed
Shipped
Order #124
Close Opporutnity
$2500
My Profile
Steve Ridley
Promo Max
Profile
Status
Active
Primary Location
Los Angeles
Employee ID
15235251
Supervisor
Jim Brown
10:30 AM 100%
$31.50TOTAL
$5.50Tax (7.5%)
$45.00Subtotal
$0.00Discount
Clear Discount Options Items in Cart
% 2SALE ITEM
No Customer Selected
New Sale
Alpha T-Shirt
Large
$22.501
$22.501
Polo Shirt
#12134
Tank
#12135
Classic Tee
#12134
Classic Sport Jacket
#12134
Womans Sport Jacket
#12134
Sweat Shirt
#12134
Womens Pull Over
#12134
Jacket
#12134
Long Sleeve Shirt
#12134
Alpha T-Shirt
Large
PROFILE ADDRESS RELATED
Mobile WebEmailIM
Task
Leads
Steve Ridley
Promo Max
E-Commerce / POS
Marketing Automation
CRM
Product Modules
Blog Creation & Management
Learning Management System
Customer Service / Help Desk
Partner Management System
Customer Lifecycle Management
Subscription Management
Sellution Mobile
Seamlessly collect and
sync transac/onal data
from our Point-of-Sale
app.
Customer
Steve Ridley
Purchasing Manager
Promo Max
Los Angeles, United States 11:47AM
SaveSave Message
Store
Daily Planner
Deals
Marketing
Customer Support
Blog
Apps
File Manager
Contact Types
Profile Related To Activity Reporting
Section 2
Section 1
Lifetime Value Monthly
Total Income 56%
40,122,200
User activity Low
This month 56%
500
Visits Today
New Visits 22%
25
Orders Annual
New Orders 35%
12,250
250
500
750
1000
Today Monthly Annual
104
Total orders in period 48%
104
Orders in last month 75%
104
New Order #124
$550 Processed
Shipped
Order #124
Close Opporutnity
$2500
My Profile
Steve Ridley
Promo Max
Profile
Status
Active
Primary Location
Los Angeles
Employee ID
15235251
Supervisor
Jim Brown
10:30 AM 100%
$31.50TOTAL
$5.50Tax (7.5%)
$45.00Subtotal
$0.00Discount
Clear Discount Options Items in Cart
% 2SALE ITEM
No Customer Selected
New Sale
Alpha T-Shirt
Large
$22.501
$22.501
Polo Shirt
#12134
Tank
#12135
Classic Tee
#12134
Classic Sport Jacket
#12134
Womans Sport Jacket
#12134
Sweat Shirt
#12134
Womens Pull Over
#12134
Jacket
#12134
Long Sleeve Shirt
#12134
Alpha T-Shirt
Large
PROFILE ADDRESS RELATED
Mobile WebEmailIM
Task
Leads
Steve Ridley
Promo Max

32. ®
SELLUTIONVisit us:
Scott E. Snyder
Founder & CEO
scott.snyder@sellution360.com
www.sellution360.com
A Unified Commerce & Customer Experience Management Platform
Thank you!
SELLUTION ®