A step-by-step approach to mapping Revenue Lifecycle Management processes

1. How to Create a Customer
Journey Map
A step-by-step approach to mapping Revenue Lifecycle
Management processes
July 2015
Michele Ballinger
Product Marketing
ServiceSource

2. Initial
Sale Retention
+ Renewal
Upsell +
Cross-Sell
Onboarding +
Adoption
ServiceSource Confidential Information
Revenue Lifecycle Management
Drive business transformation with this
five-step diagnostic approach to recurring
revenue growth:
1. Define a revenue lifecycle and
customer success charter
2. Conduct a revenue lifecycle
assessment
3. Benchmark to the RLM Maturity Model
4. Identify gaps aligned to strategy and
goals
5. Develop an action plan and prioritize
Retain and grow revenue from existing customers

3. 2
cus·tom·er ex·pe·ri·ence
The sum-totality of how a consumer perceives
their interaction with your company and brand,
over the duration of their relationship with you.

4. Customer experience does not end at purchase
Map the
entire
customer
lifecycle

5. 4
cus·tom·er jour·ney map
A diagram that illustrates perceptions, actions,
touchpoints and milestones that your
customers travel through as they engage with
your company throughout the customer
lifecycle.

6. Customer journey mapping benefits
5
Insights InnovationAgility
Taking the time to create a customer journey framework and map
out your revenue lifecycle business processes enables you to
improve your customer’s experience, while optimizing processes and
lowering the cost to serve. It helps you to deliver:

7. Customer journey map execution process
The focus should be on delivering business value
OUTLINE
PLAN AND
OBJECTIVES
CREATE
DRAFT MAPS
HOST
INTERNAL/E
XTERNAL
WORKSHOPS
VALIDATE
AND
EXPLORE
DESIGN NEW
EXPERIENCE

8. Step 1: Outline plan and
objectives

9. Customer journey maps have common elements, such as phases,
touchpoints and milestones; however, the following guidelines will help
ensure you get the fundamental structure correct:
– Assign a map master
– Define goals and objectives (why you are creating the maps and how they will be used)
– Prioritize the customer journeys that need to be mapped – start with highest priority
persona and service or product
– Get started with a draft of actions, touchpoints and milestones, then add in perceptions and
emotions.
– Take a collaborative workshop approach that examines through both internal and external
lenses, then use data to identify gaps and validate
– Keep it simple but detailed
– When in doubt refer to your customer’s point of view
Planning guidelines

10. Step 2: Create a customer
journey map

11. Customer journey map guidelines
• Tell a simple story to focus the attention on the customer and business outcomes
• Focus on a buyer persona or persona group (if the interactions vary by persona)
• Brainstorm first, then use a designer to develop a poster size graphic that conveys the
customer journey to internal and external audiences
• The map is meant to be dynamic and serve as a catalyst for innovation
• Utilize both qualitative and quantitative information
• Use a whiteboard and lots of post-its
• Brainstorm first, then use a designer to develop a poster size graphic that conveys the
customer journey to internal and external audiences
• Be sure to make ‘key moments of truth’ visible at a glance

12. Customer journey map template
Our Mission (guiding principles)
Customer
Journey
Discover Research Subscribe Onboard Use Upgrade Renew
Key Moments
of Truth
(Customer
Actions)
Thinking/Feeli
ng
What you are
doing
(Milestones)
Opportunities
Business
Goals/Value
Our Customer
Delivery
team(s) and
Business
Process

13. Step 3: Create customer
journey delivery maps

14. Interested in learning more about the final
steps?
Click here to access the full webinar!