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Customer journey mapping seminar

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How to build a customer journey that is used in marketing touch points and sales integration
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Customer journey mapping seminar

  1. 1. 01 Executive Summary 02 Situation Analysis 03 Planning 04 Administration 05 Measurement 06 Budget 01 Overview Strategic Service Design 02 Why Customer Journey Mapping? 03 Business Drivers 04 Step1. Target Market 05 Step 2. Buyer Personas 06 Step 3. Map the Journey Strategic Services Design Designing for Growth © 2015 MacInnis Marketing Strategic Service Design. 07 Step 4. Gather the Data 08 Step 5. Map sales and buyer journey 09 Step 6. Buyer Process refined 10 Step 7. Touch point by stage 11 Buying Stages revisited
  2. 2. Humanising Services Strategic Service Design Identify the current Journey Discover Collect Insight Identify Patterns and Evaluate Build profile Anticipate Vision Set goals and Align the Experience Technology ProcessPeople
  3. 3. Customer Journey Mapping There are many types of maps. Each have the key purposes: Journey Maps Process Identifying process flows, gaps and overlaps Lifecycle Customer experience over their lifetime. Web Optimization for the customer/ prospect journey. Content How your audience will receive content from what sources over time Resource What you need to do and when
  4. 4. Marketing Insights What Can You Learn From Journey Mapping  Visualization – of touch points affecting our prospects and customers  Pain Points– shows where you can improve pain point or customer satisfaction  Prioritization- indicates order of urgency  Integrated Marketing –creates integration points for marketing  Customer Centricity– allows the whole organization to have one view of the customer journey
  5. 5. Business Drivers Potential Outputs Implications for Buyers Communication Strategy Develop integrated communication strategy through all the touch points Personalisation Operational Strategy Identify the infrastructure needed to support customer centric environment Process re-engineering Refine the process Best practice sharing Gaps and opportunities Data Management Develop a Data Strategy (competitive, communication, loyalty and satisfaction)
  6. 6. Step 1. Target Markets What are the groups we are trying to target and what are their needs and wants
  7. 7. Step 2. Buyer Personas Criteria Persona #1 – Executive Buyer Job Title CIO or VP of I/T Education MBA or PhD in Business, Advanced Technical Degree Top Priority Aligning I/T strategy to business strategy Need To find solutions that save the company money and minimize risk Media Trade rags, Gartner, Forrester, TechTarget Likes/Dislikes Do not like sales calls, likes high quality content aimed at buyers Income $150,000/year+ salary Objections Your solution will not ‘fit’ in our environment
  8. 8. BACKGROUND: • Newly Married • Family Income $120- $150K DEMOGRAPHICS: • Age Range 30-45 • Interests: Technology, photography, Design IDENTIFIERS: • Buzz words: sustainable affordable design, innovative construction, First Home Buyer
  9. 9. GOALS: • Primary goal: Stop paying rent • Secondary goal: Have a new home CHALLENGES: • Affordability • Finance options • Location suitable HOW WE HELP: First Home Buyer
  10. 10. MARKETING MESSAGING: ELEVATOR PITCH: First Home Buyers
  11. 11. Step 3. Map the Customer Journey • Map the experience • Plot the customer interactions on a map
  12. 12. What is the Customer Journey? + - Research Try Buy Evaluate Actions Emotions Questions or Needs Touchpoints journey
  13. 13. Step 4. Data Gathering Gather data from customers on their experience going through each of the stages of the customer journey to feedback back into the map Stages Implications for Buyers Pre-construction What was the experience like before you built? • Research • Communication • Information • Experience • Gaps Construction What was the construction phase like What could we improve your experience What did you like Post Construction What was the post construction phase like Improvements Lifecycle
  14. 14. Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Click to edit text Plot the new journey
  15. 15. How can the buying process & sales process align: Changes could be: • Data entry and capture • Assets used at each stage • Feedback mechanisms • Communication process Stage 5. Map buyer and sales process together
  16. 16. Stage 6. Buying Process Stage Map This tool will provide Sales Reps with insight into the buying process and how your sales process and types of assets & content align with each stage. Customer Stage Need Discovery Consideration Decision Review Description Buyer aware they have problem Search for solutions Assessment of alternatives Purchase product that fits their needs and problems Did the purchase accomplish its objective? Key Questions to Ask Do I need this? What are my requirements? What differentiates you from the competition? Is solution easy-to-use? Implementation time? How can I prove ROI? Is the solution providing value? Duration 1 Day 30-90 Days 30-60 Days 15 Days On-going Influencers Thought Leaders, Blogs Review sites, customers, competitors Customer Service, I/T, Senior Executives Senior Executives, I/T, References Internal users, business unit leaders, senior executives Sales Action Attention Educate Explain Reassure Maintain Content Build need into key messaging, blog posts Infographics, viral videos, analyst reports eBooks, white papers, demo videos, case studies Pricing sheets, ROI calculators, testimonials Satisfaction survey, product roadmap, new features Messages Key benefits like save time or money Points of differentiation Solution is easy to use and implement Solution has positive ROI, and is self-funding We are here to help 24/7 Sales Cycle Stage Prospect Qualification Demo Proposal Contract/Purchase
  17. 17. Stage 7. Content Model by customer Journey
  18. 18. Stage 7. Marketing Goals by customer Journey STAGES UNAWARE AWARE ATTENTION INFORMATION GATHERING EXPERIENCE SIGN UP/SALE REFERRAL Killarney Homes Sales Stages Discovery Prospecting Consideration Qualified Opportunity Review Decision Win/ Loss Customer Thoughts Don't know anything about you or your company Yes we know about Cadwell They want more information and are ready to explore working with you We need a price At this stage, they may be ready for a "taste" or an "EXPERIENCE" prior to purchase The lead becomes a customer when they sign the agreement and pay. The customer is happy to refer you after experiencing great service and wants to tell your story and REFER you to their network Marketing Stages Ideal Target Market Build a Connection Prospect Lead Qualified Lead Customer then Client Advocate Content Strategy Industry reports/ Whitepapers Info graphics Blog Post Video Intro Video PR releases How to Guides Webinar Project Profiles (web) RIO calculators Pricing guides Information Pricing Testimonials, EOI Tender docs Tender Panel Survey O&MS Survey catch up E-News PR releases Articles Distribution Website Social Media PRwire Website Social Media PRwire Website Social Media PRwire Email Email Email Social Email Blog Social Marketing / Sales Stages MARKETING, attract, educate, interact, nurture, manage, track = 70% MARKETING, attract, educate, interact, nurture, manage, track = 70% MARKETING, attract, educate, interact, nurture, manage, track = 70% SALES, qualify, present proposals, answer objections, close, manage SALES, qualify, present proposals, answer objections, close, manage SALES, qualify, present proposals, answer objections, close, manage SALES, qualify, present proposals, answer objections, close, manage Stage 7. Content Model by customer Journey
  19. 19. Stage 7. Content Calendar
  20. 20. Stage 7. Marketing Goals by customer Journey Customer Lifecycle Stage Smart Objectives Strategies to achieve KPIs Reach Increase brand awareness on web, social sites Increase New Monthly visits to website by +25% in 12 months Increase the resources we have on the site, content relevant to target market audiences New Organic Visits to the site Act Increase audience interaction Increase organic traffic and reduce paid Make some content opt in. Increase social promotion by adding expert information Use paid to distribute white papers Increase Leads per content download Convert Increase conversion rates from lead to sales off and online Increase our lead to customer rate From 0 to 2% Create Lower funnel assets that improve the performance of our nurture programs Lead to customer conversion rate % Engage Increase long term customer loyalty and advocacy Leverage technology to improve personalisation of returning leads Form capture and personalisation of campaigns Customer Surveys
  21. 21. Stage 8. Sales Opportunities: This page of the Playbook should provide Sales Reps with a summary of the first play in your playbook. Add more plays as necessary. Play #1 Rock the buying process Description In this section include a brief summary of this play and why sales reps should expect success by running it. It might include information on existing customers who are happy with your solution, how you transformed their business, or your key differentiators against the competition. Market Drivers • Rent Buyer Personas New Home Owner Families Key Challenges • Other key challenge or pain points Our Solutions Enter the products you have that address this particular sales situation Enter any partner products that are part of the solution or professional services that might be required to get your product implemented successfully Best Use Cases Enter details about the specific environments that your solution would work best in Recent Wins Add recent customers who have gone through the buying process and purchased the solution outlined in this play. These are great to inspire confidence and remind sales reps to consider them as reference clients or collect testimonials. Sales Strategies Include tactics and strategies for getting into a sales cycle with new prospects.
  22. 22. Stage 9. Buying Stages – To be customised How do We Help Prospects Purchase? The buying process, how it aligns to our sales process and specific information, tools and advice about how to succeed in each stage.  1 – Building the Need / Prospecting  2 – Discovery / Qualification  3 – Consideration  4 – Decision / Proposal  5 – Purchase / Contract
  23. 23. 1. Building the Need / Prospecting Stage Building the Need in the Prospecting Stage Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to generate appointments to talk. Contact Approach • LinkedIn Connection Request • Ask for Intro on LinkedIn from a joint connection • Send email to request meeting after prospect visits your website • 10 phone calls a week until you book appointment Content Assets by Buyer Persona New Home Owner Retiree Key Objectives • Book a 30 minute discovery call to discuss needs • Invite to upcoming webinar on ‘need-building’ topics Success Metrics Enter the number of new prospects that sales reps need to add to the funnel each month to hit their quota, based on historical metrics from top reps. What to Listen for: If there are key signals the buyers send to indicate an urgent need, enter those types of comments in here to help new reps listen out for hot prospects. Sales Tools Include links to any sales tools you have that will help for this stage such as, Updating CRM Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as demo date, key contacts, preliminary needs and requirements, etc.
  24. 24. 2.Discovery / Qualification Stage Helping the Buyer Discover Your Solution in the Qualification Stage Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to qualify opportunities. Qualification Criteria • Has budget to purchase in next 6-18 months • Expressed explicit need for a solution that you can provide • Has been active (online or phone calls) in past 60 days • Decision-making authority to make a purchase Content Assets by Buyer Persona New Home Owner • Other content or assets that help to qualify need Family Key Objectives • Understand the decision-making process, key requirements, identify stakeholders, and determine timeframe for a decision Success Metrics Enter the number of prospects that sales reps need to qualify each month to hit their quota, based on historical metrics from top reps. How to Qualify Enter the key qualification questions here such as ‘who is involved in the decision-making process?’, ‘what is your timeframe for implementation?’, etc. Sales Tools Updating CRM Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as key influencers, decision timeframe, competitors, etc.
  25. 25. 3. – Consideration Getting the Buyer to Consider Your Solution with a Solid Demo Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the demo stage. Impact Questions • How will a solution like this impact your company technically? • If you don’t do anything, what is likely to occur? • If we can save you 100 hours of time, how much is that worth to you? • Can you visualize your organization after a solution like this is in place? Content Assets by Buyer Persona First Home Buyer Family Key Objectives Success Metrics Enter the number of prospects that sales reps need demo each month to hit their quota, based on historical metrics from top reps. Demo Tips Enter any specific tips that have worked well on past demonstrations, such as call structure, presentation advice, specific questions or analogies used. Sales Tools Updating CRM Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as Opportunity Amount, Close Date, Key Objections, Products & Services in Solution, Implementation Timeframe, etc.
  26. 26. 4. Purchase / Contract Stage How to Win the Deal and Get the Contract Signed Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the contract stage. Things to Capture • Willingness to be a reference customer • Ask if they will do a video testimonial • Commitment to participate on a panel at a webinar or conference • The reasons they chose your solution and any content gaps in the process Content Assets by Buyer Persona First Home Ower • Contract Family • Contract Key Objectives • Send the purchase contract to be signed to close the deal • Determine timeframe for implementation and kick-off dates Success Metrics Enter the number of prospects that sales reps need send contracts to each month to hit their quota, based on historical metrics from top reps. Contracting Enter any specific tips that have worked well for past contracts and how to smoothly transition to the delivery team for implementation Closing the Deal Provide any instructions on how to ‘seal the deal’ such as requirements to go and visit the customer, how to prep them for implementation, etc. Updating CRM Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as Updated Opportunity Amount, Updated Close Date, Implementation Kick-Off Date, etc.

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