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A Unified Commerce & Customer Experience Management Platform
Visit us at: www.sellution360.com
INTRODUCTION TO
CUSTOMER
EX...
SELLUTION ®
Visit us:
Starts after someone makes a purchase with you– it’s all about
how you ‘support’ and ‘serve’ your cu...
SELLUTION ®
Visit us:
The research process a potential buyer goes through leading up
to their purchase. It’s all about how...
SELLUTION ®
Visit us:
Customer experience encompasses all interactions during the
buyer journey and customer journey.
WHAT...
SELLUTION ®
Visit us:
Great customer experiences lead to happy customers and happy
customers lead to successful companies!...
SELLUTION ®
Visit us:
Consideration
THE CUSTOMER EXPERIENCE
Buyer	Journey
Has defined the problem
Awareness
Has a problem
C...
SELLUTION ®
Visit us:
CUSTOMER JOURNEY MAP
STAGES
JOURNEY
AWARENESS CONSIDERATION DECISION PURCHASE USE ADVOCACY
Behavior ...
SELLUTION ®
Visit us:
CONTENT MARKETING STRATEGY
AWARENESS STAGE
Seeking educational information to
help gain knowledge of...
SELLUTION ®
Visit us:
Customer Service
Marketing Automation
Commerce
Daily PlannerDocument Management
CRM
360 DEGREE VIEW
...
SELLUTION ®
Visit us:
HOW TO PERSONALIZE ENGAGEMENT
You don’t want to use a one-size-fits all approach to record management...
SELLUTION ®
Visit us:
BUYER PERSONAS
Fictional, generalized representations of your ideal customers.
Jefferson
CEO
MARY
Di...
SELLUTION ®
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SEGMENTATION
AND OR
Add Condition
Contact Type equals Leads
Title equals Assistant Marketing Directo...
SELLUTION ®
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TYPES OF MARKET SEGMENTATION
City Age Activities
National Gender Usage
Regional Occupation Purchase ...
SELLUTION ®
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Values
Lifestyles
Personality
Psychographic (WHY) Vs. Demographic (WHO)
Interest
Psychographic Data
...
®
SELLUTIONVisit us:
YOUR BRAND
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 y...
SELLUTION ®
Visit us:
BRAND PROMISE
THE WORLD’S MOST REFRESHING BEER.
It’s not just a catchy slogan, it’s what they promis...
SELLUTION ®
Visit us:
BRAND PROMISE
It’s not just a catchy slogan, it’s what they promise to their customers.
THE ULTIMATE...
SELLUTION ®
Visit us:
TOUCH POINT CHANNELS
TOUCHPOINT MANAGEMENT FEEDBACK LOOP CUSTOMER SATISFACTION
YOUR
BRAND
RETAIL
WEB...
®
SELLUTIONVisit us:
CURRENT OPERATING MODEL
®
SELLUTIONVisit us:
52%
39%
35%
31%
28%
28%
28%
22%
Functional silos prevent custom data sharing
Corporate culture not al...
SELLUTION ®
Visit us:
“People are not looking for products, services or
technology, they are looking for solutions to thei...
®
SELLUTIONVisit us:
Don’t get left behind!
A study by Walker, one of the world’s most trusted customer study groups says:...
®
SELLUTIONVisit us:
About 31,800,000 results
New Tab
LET ME EXPLAIN
How are you going to compete with another company whe...
®
SELLUTIONVisit us:
TARGET OPERATING MODEL
®
SELLUTIONVisit us:
INCREASE THE NUMBER OF CUSTOMERS
INCREASE THE AVG. TRANSACTION SIZE
INCREASE THE FREQ. OF TRANSACTION...
SELLUTION ®
Visit us:
MAP OUT YOUR THE BUYER & CUSTOMER JOURNEYS
STAGES AWARENESS (1-2hours) CONSIDERATION DECISION
Goal 4...
®
SELLUTIONVisit us:
Source- 

Temkin Group
Do your leaders operate consistently
with a clear, well-articulated set of
val...
®
SELLUTIONVisit us:
Where do you start?
It starts with the first people your customers
interact with — your employees.
SELLUTION ®
Visit us:
Scott E. Snyder
Founder & CEO | SELLUTION
scott.snyder@sellution360.com
www.sellution360.com
SELLUTION ®
Visit us:
INTRODUCING SELLUTION
A Unified Commerce & Customer Experience Platform
Customer
Steve Ridley
Purchas...
®
SELLUTIONVisit us:
Scott E. Snyder
Founder & CEO
scott.snyder@sellution360.com
www.sellution360.com
A Unified Commerce &...
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Customer Experience and Journey Mapping

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

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Customer Experience and Journey Mapping

  1. 1. A Unified Commerce & Customer Experience Management Platform Visit us at: www.sellution360.com INTRODUCTION TO CUSTOMER EXPERIENCE JOURNEY MAPPING YOUR BRAND Fix, Learn, Listen Experience Feedback Share by: Scott E. Snyder
  2. 2. SELLUTION ® Visit us: 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. 3. SELLUTION ® Visit us: 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. 4. SELLUTION ® Visit us: Customer experience encompasses all interactions during the buyer journey and customer journey. WHAT IS CUSTOMER EXPERIENCE (CX)?
  5. 5. SELLUTION ® Visit us: 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. 6. SELLUTION ® Visit us: 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. 7. SELLUTION ® Visit us: 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. 8. SELLUTION ® Visit us: 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. 9. SELLUTION ® Visit us: 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. 10. SELLUTION ® Visit us: 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 Page 1 of 2 Edit Delete Edit Delete Edit Delete Edit DeleteEdit Edit Delete Edit Delete Edit Delete Edit Delete Edit Delete Edit Delete Edit Delete New Tab Name: Steve Bronson Email: steve@example.com Persona: Manager Segment: Business Manager Name: Steve Bronson Email: steve@example.com
  11. 11. SELLUTION ® Visit us: 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. 12. SELLUTION ® Visit us: 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. 13. SELLUTION ® Visit us: 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. 14. SELLUTION ® Visit us: 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. 15. ® SELLUTIONVisit us: YOUR BRAND
  16. 16. SELLUTION ® Visit us: 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. 17. SELLUTION ® Visit us: BRAND PROMISE THE WORLD’S MOST REFRESHING BEER. It’s not just a catchy slogan, it’s what they promise to their customers.
  18. 18. SELLUTION ® Visit us: BRAND PROMISE It’s not just a catchy slogan, it’s what they promise to their customers. THE ULTIMATE DRIVING MACHINE
  19. 19. SELLUTION ® Visit us: 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. 20. ® SELLUTIONVisit us: CURRENT OPERATING MODEL
  21. 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. 22. SELLUTION ® Visit us: “People are not looking for products, services or technology, they are looking for solutions to their problems.”
  23. 23. ® SELLUTIONVisit us: 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. 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. 25. ® SELLUTIONVisit us: TARGET OPERATING MODEL
  26. 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. 27. SELLUTION ® Visit us: 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. 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. 29. ® SELLUTIONVisit us: Where do you start? It starts with the first people your customers interact with — your employees.
  30. 30. SELLUTION ® Visit us: Scott E. Snyder Founder & CEO | SELLUTION scott.snyder@sellution360.com www.sellution360.com
  31. 31. SELLUTION ® Visit us: 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. 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 ®

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