Customer journey maps done right (connect2 convert) ok to share
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The document outlines a seven-step process for creating effective customer journey maps to enhance customer experience and drive business outcomes. It emphasizes understanding customer interactions, reviewing existing research, developing hypotheses, conducting additional research, identifying key moments of truth, synthesizing actionable insights, and taking appropriate actions. Continuously updating the journey map is suggested to adapt to evolving customer needs and motivations.
Customer journey maps done right (connect2 convert) ok to share
- 1. Customer Journey Maps Done Right
- 2. Journey performance has a 20-30% greater impact on value and business outcomes than touchpoint performance. The Truth About Customer Experience, McKinsey Research, Harvard Business Review 2013
- 3. HOK focuses on the full subscriber journey in order to drive growth throughout and maximize the CLV Most Companies Only Focus Here
- 4. A customer’s experience with a brand is a collection of many interactions. It spans a variety of thoughts, emotions and actions over time. Customers are complex
- 5. A holistic view of a customer’s touchpoints with the brand The whole is greater than the sum of its parts Understanding how the customer is affected by all of the interactions across a journey provides you with more opportunities to influence behavior
- 6. Empathize with customers Walk the journey in our customer’s shoes. Helps us to identify what customers are: ● Seeing ● Thinking ● Saying ● Feeling ● Doing
- 7. Step 1 of 7: Understand your customer
- 8. Understand your customer ➔ Many journey maps will exist ➔ Focus on the most valuable segments to reduce burnout ➔ As the maps become more sophisticated, break up the stages ◆ Example: sales; engagement; retention, etc. Time Desktop WSJ Device Viewership Mobile
- 9. Step 2 of 7: Review existing research
- 10. Review existing research ➔ Existing research helps to: ◆ Better understand the customer target ◆ Identify gaps in the CJ map
- 11. Step 3 of 7: Develop the hypothesis
- 12. Develop the hypothesis ➔ Currently over half of US shop users are on mobile devices. ➔ Previous research confirmed that few users view all of the membership options. ➔ Hypothesis: If we reduce the level of effort for users to understand the 3 pack and 3 term combinations we will improve visits to the checkout and total orders. Existing research can fuel ideas around the steps in your customer journey as well as key moments of truth. These ideas will become your hypothesis and should be validated if possible.
- 13. Step 4 of 7: Conduct research to fill in the gaps
- 14. Conduct research to fill in the gaps ➔ The goal is trying to understand the steps in the user journey, the decisioning criteria, anxiety, motivations, etc. ➔ Examples may include: ◆ Data analysis ◆ Social listening ◆ User interviews ◆ User testing ◆ Panel/on-site surveys ◆ Persona development
- 15. Data analysis Data should be reviewed to identify any trends, friction points, and opportunities. Highlights questions and generates hypotheses to solve for with further research
- 16. User testing Qualitative research technique focused on a digital touchpoint where users are asked to complete tasks while they “think out loud” Common areas of friction and anxiety can be identified across a user experience
- 17. Step 5 of 7: Identify key moment of truth
- 18. Identify key moment of truth ➔ Using previous research as well as empathy work sessions to identify a moment that has the greatest influence on user behavior/decision “With the current pricing it’s hard to tell what’s the best deal” “It’s a little weird I can cancel at any time, why wouldn’t I sign up for 12 months and then cancel after 3” “I expect the pack features to be more clear” “There seems to be no difference between the packs” “The layout is just bizarre! I hate it”
- 19. Step 6 of 7: Synthesize actionable journey map
- 20. Stages and timelines ➔ The map will identify the stages common across all journey’s for the customer ➔ Additionally, the research should have provided the general time frame that each step of the journey should take
- 21. Actions and channels ➔ CJ maps will identify the key actions for each persona within each stage and ideally call-out the channel where their may be a brand touchpoint
- 22. Emotions and motivators ➔ CJ maps will identify key emotions and motivational factors that influence the persona ➔ These should touch on the goals each persona works towards within the stages
- 24. Step 7 of 7: Take action
- 25. Subscribers, Members, Loyalists, Evangelists -- their repeat behaviors are different than one-at-a-time customers. Understanding and evolving their unique journey allows us to emphasize motivations and mitigate anxieties for optimal growth. Acquire, on-board, engage, expand, retain, win-back Test and learn to delight and grow
- 28. +72% +8%
- 29. Final thoughts
- 30. A journey map should be continually updated and reviewed Annual Updates at a Minimum
- 31. Questions?