Mapping the value of your customers journey
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The document discusses customer experience mapping, emphasizing the importance of understanding user behavior and interactions through journey maps. It outlines various strategies for leveraging user experience design to enhance brand engagement and optimize marketing efforts. Key takeaways include recognizing impactful moments in the customer journey and the necessity of adapting maps to reflect changes in business and technology.
Mapping the value of your customers journey
- 1. Mapping the value of customer experience
- 2. Introduction to Ethology Founded in 2010 Offices in Scottsdale (HQ), Chicago, Los Angeles, and Portland Ranked #75 in the Inc. 5000 Our goal is to connect brands and audiences through engaging marketing strategies and content.
- 3. Today’s speaker Tony Quiroz Strategy Lead, Ethology @ethology | @TQ_AZ #journeymapping #Ethology
- 4. AGENDA Mapping the value of customer experience Using journey maps to illuminate customer behavior and zero in on the moments that impact success How the game has changed Leveraging the UX skill set Mapping the customer experience The journey map in action Takeaways Q&A
- 5. How the game has changed
- 6. Customers drive the top of the funnel
- 7. Buyers go through 57% of the purchasing process before ever talking to sales http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
- 8. 71% of in-store shoppers who use smartphones say their device has become more important than the in-store experience https://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html
- 13. At the beginning of the customer relationship, your brand has to speak for itself
- 14. Leveraging the UX skill set
- 15. Eric Flowers, Intuit www.uiisnotux.com What is UX?
- 17. A big part of success = Anticipate user behavior
- 18. Business goals Target audiences Empathy Customer journey Human factors Design Involving real users in the process UX is trained to do just that
- 20. “When creating great experiences, it’s not so much about doing what users expect. Instead, it’s about creating a design that clearly meets their needs at the instant they need it.” - Jared Spool Writer, Speaker, Founder, User Interface Engineering
- 22. Totally agree
- 23. Mapping the customer experience
- 24. What is a journey map? Fundamental concepts and usage
- 26. At the highest level, it’s this:
- 27. Not just the interactions with your brand & your website Direct interactions with your brand / website What customers do before they find you What they do afterwards
- 29. Thoughts, actions, feelings, pain points
- 30. Moments of truth
- 31. When to use? When not to use? Certain situations absolutely call for a journey map. In other cases, you may be better served by something else.
- 32. Think journey mapping when: Vertical markets New customer segments Assessing the impact of technology changes Refresh, redesigns, rebrands Mining more revenue out of already-successful systems
- 33. Not so much for: Plotting single tasks (example: New user registration) Audience analysis (it’s not a matrix) Incremental updates (better served by user testing) Tight budgets Situations where you don’t expect to talk to real users
- 34. When to update?
- 35. Let’s consult Nielson/Norman “Changes in your business and technology.” “Changes in user demographics and interaction patterns.” From the article, “Are your personas outdated? Know when it’s right to revise.” by Kim Flaherty, Nielsen Norman Group, February 14, 2016 https://www.nngroup.com/articles/revising-personas/?utm_source=Alertbox&utm_campaign=2092f677eb- Personas_Updates_Mobile_Dedicated_02_15_2016&utm_medium=email&utm_term=0_7f29a2b335-2092f677eb- 24433021
- 36. The anatomy of a Journey Map Breaking down the sections and explaining their purpose
- 40. What are users thinking, feeling?
- 42. Touch-points
- 43. Ways to improve
- 46. All journeys are different
- 47. Journey map designs are different, too
- 48. Spotlight on “Moments of Truth” The go / no-go moments of the customer journey
- 50. What am I going to do this weekend? (Commercial for a new movie.) Sounds cool! When is it playing at my local theater? MOMENT OF TRUTH!
- 51. Information needs What time is the movie playing? Is it okay to for kids? Do they have reserved seats? Tasks Looking up info on a smartphone. Logging into an account. Buying tickets online. Decisions I’m going to book the tickets right now vs. I’m not sure, I better wait. Do I take the next step? Or abandon ship?
- 54. “That’s our challenge: to be in the spaces where our audiences are and understand that they will leave us if we don’t work with them and understand their needs. ” Gavin Heaton, “The Future of Marketing: Six Visionaries Speak”, A conversation with The Economist Intelligence Unit.
- 56. Moments of truth
- 57. Micro-moments
- 58. Understanding the difference Moments of truth vs. Micro-moments “Moments of truth” is a journey mapping term “Moments of truth” can occur in our outside of the digital experience. Opening the front door of a restaurant and walking in for the first time, or asking a friend who has kids for a recommendation on a family doctor are two examples that can occur outside of digital. “Micro-moments” is a phrase coined by Google “Micro-moments” are rooted in the mobile experience. They are primarily ‘grab the smartphone’ moments where a person seeks answers, information, or tries to complete a task via digital.
- 59. The journey map in action
- 60. How great can a new product be... If nobody knows about it? 526% 253%increase in revenue from paid media (also 2 months) increase in conversion within two months Local Search, Web Development, Mobile, Conversion Optimization
- 61. We did journey mapping w/DIME in support of a website redesign project
- 62. We also leveraged the journey maps to improve their Money Market landing page
- 63. What we learned How much customers knew (and didn’t know) about Money Market accounts Sales objections Most popular way to check account balances How they do their research
- 64. Place image here (cover gray box) Money market ‘before’ Solid offering, but not much content to address known customer research questions or ‘sales objections’
- 65. Place image here (cover gray box) Money market ‘after’ Optimized for customer journey Informed by keyword analysis and organic search results A-B-C tested to determine most successful design elements
- 66. Place image here (cover gray box) Money market ‘after’ Optimized for customer journey Informed by keyword analysis and organic search results A-B-C tested to determine most successful design elements
- 67. Results (CVR) 11/15 - 6.55% 12/15 - 8.50% 01/16 - 12.55%! - Industry norm is 5.01%* - DIME’s previous monthly average was in the 2-3% range
- 68. Place image here (cover gray box) Money market product page New website separates the landing page from the MMA product page Product page maintains current design with research data, FAQs, etc. Frees up landing page design without sacrificing SEO, content, or usability
- 69. Architected for maximum performance & flexibility
- 70. Tactics can make any brand more efficient. Solutions can change your business. 179% 88%decrease in costs per leadIncrease in traffic Strategy and Planning, Creative and Technology, Modern Search, Paid Media
- 71. Ethology redesign of www.culligan.com just launched in February 2016!
- 73. Content for “Problem water” filled an experience gap
- 76. Ethology mined website data to examine user intent region-by-region
- 77. Created educational content to help people solve water problems specific to their area Tested CTAs and optimized page layouts to ensure top performance Targeted improvements
- 78. Results Now visible for +48k monthly searches Users viewed +1 page per visit Users spent +2.47 minutes on the site!
- 79. And that’s just one example Ethology is continuing to have a positive impact on Culligan’s business by improving the customer journey
- 80. Takeaways
- 81. Journey maps help you visualize the customer experience
- 82. Not just steps: Thoughts, feelings, touchpoints, opportunities
- 83. Customers may drive the top-of-the-funnel, but you can still optimize the experience to drive leads
- 84. Some moments have a bigger impact than others. Know them. Capitalize on them.
- 85. The more you understand the customer journey, the better you’ll be at creating great experiences
- 86. Q&A anthony.quiroz@ethology.com @TQ_AZ #journeymapping #Ethology
- 87. Blog post: Moving beyond the journey map and recognizing the guideposts http://www.ethology.com/blog/use-your-customer-journey-map-to-guide-your-marketing/
- 88. Thanks for joining us! anthony.quiroz@ethology.com @TQ_AZ #journeymapping #Ethology