Why Customer Journey Mapping?

Editor's Notes

• #3: Real quickly, I want to introduce the folks that will be speaking here today and provide a little bit of context on Rightpoint.
• #5: And no agency company intro would be complete without showing the obligatory logo slide of the companies that we’re excited to count as clientsWe work with clients of various sizes across a range of industries, both B2B and B2CAnd if I read the luncheon registration list correctly, I believe that we’re lucky enough to have representatives from some of these clients here today.
• #7: Lets take a trip to the not-so-distant past; about 10-15 years or so.As marketers and product managers , we had a model that worked pretty well.We created awareness through various forms of media (in this example of purchasing a refrigerator, a print ad)perhaps we created programs to foster loyalty,so that when a potential refrigerator buyer called one of their friends or family, the product would be represented in a positive way.we made sure that our products were accessible (on the shelf) and presented in a way that made them appealingTouchpoints between the customer and your brand were finite.The experience of a consumer moving along the path to purchase your products or services was relatively linear in nature.We cultivated brand advocates, but in many cases these advocates sat dormant until they were prompted to share via word- of-mouth…
• #8: And then came…digital. The rise of the always-connected, multi-device consumer coupled with the proliferation of data and resources available online has resulted in a transformational shift in the relationship between consumers and brands.
• #9: Data from a google study indicates that the average shopper uses over 10 sources of information to make a purchase decision…Just 1 year before this number was 5.3. The breadth and depth of information available at the shoppers fingertips has resulted in a more savvy, discerning consumer. Our ability to understand the motivations of consumers and influence them in as many of these moments as possible is key.
• #10: To make our jobs that much more difficult, consumers are accessing and engaging with your brand over a multitude of channels and devices, and those interactions are taking place in various user contexts thanks to mobile, and dare I say wearable tech in the not too distant future...Even at a build time of a second for each of these, the sheer number of touchpoints results in this feeling like it takes forever to build.So the task of identifying what our customers need, and marrying that with the dimensions of when, where, and how they want to access the brand presents a lot of challenges.
• #11: Lets revisit our refrigerator consumer. Talk through stepsTodays consumer is dynamic. the path to purchaseis more organic / choppy.The reality is that users jump around.They span owned, earned and paid properties.Digital presents users with an opportunity to start / pause / exit / resume the purchase path whenever they want.
• #12: Consumer expectations have shifted and matured.Our ability to deliver the right content at the right time in the right way to deliver upon the customer’s needs is a primary driver of attracting, engaging, and retaining customers.
• #13: But today, the funnel concept fails to help us deliver on the experience expectations of consumers. It doesn’t capture all the touch points and key buying decision factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer. A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests.
• #14: Enter customer journeys. Customer journeys are the marketing funnel on steroids.Customer journeys are a model that provide visibility into key customer decision points, thoughts, motivations, and interactions with your brand.In the past, most marketers consciously chose to focus on either end of the marketing funnel—building awareness or generating loyalty among current customers.
• #15: customer journeys, though, provide us with a outside-in lens that looks at key moments across the entirety of the engagement lifecycle from the perspective of the customer.Engagement = when a business and consumer interact within their channel of relevance during various moments of truth. Engagement though, is then measured by the actions, sentiment, and outcomes that result from each interactionexperiences, click paths, outcomes, and sentiment must be defined and enlivened through each channel in each moment.
• #16: Insert name / header
• #17: Research has shown that the more channels customers engage in with your brand, the greater the lifetime value of that customer will be.