how to map the customer journey

How to Map the Customer Journey

© SilverTech, Inc. 2017

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poll is greatly appreciated● The slides, recording, and tools will be

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P R E S E N T I N G

CONTENT STRATEGIST

Ian HughesAs the main content writer for The SilverTech Blog and the host of the Lead to Loyal™ podcast, Ian

aspires to create content that resonates with SilverTech’s diverse audience of marketers and

technologists.

YOUR HOSTS

PRINCIPAL STRATEGIST

Samantha MaltaisSamantha is a seasoned digital strategist, marketer,

and project manager that has the innate ability to combine marketing and operational requirements

while integrating SEO and SEM as well as UI and UX to deliver top-notch strategies for clients.

@SamMaltais@SilverTech

Valuable, relevant digital experiences lead to loyal relationships with your audience.

01. Customer Experience (CX) vs. User Experience (UX)

02. Why do I Need a Customer Journey Map?

03. The Essential Elements of Journey Mapping

04. How to Implement a Customer Journey Strategy

Agenda

Have you started to map the customer journey yet?Webinar Poll

Customer Experience (CX) vs. User Experience (UX)

.01

KEY INSIGHT

Though it may go by different names - customer, user, or buyer’s journey - the goal is the same: to better understand the myriad interactions your potential customers and customers have with

your brand.

The 2017 State of Digital Marketing Report

In the user experience (UX) world, user experience accounts for only a portion of the customer/buyer/student/patient experience.

The Seven Steps to Successful Persona CreationBad User Experience | Good Customer Experience

The Seven Steps to Successful Persona CreationGood User Experience | Bad Customer Experience

Why Do I Need a Customer Journey Map?

.02

KEY INSIGHT

A customer journey map helps solve problems for our customers at every point that they

interact with your brand. It is an invaluable tool in improving the overall customer experience.

The 2017 State of Digital Marketing Report

The 2017 State of Digital Marketing Report

PARTNER INSIGHT

“Customer expectations are changing. Customers in 2017 expect brands to deliver service and value in any channel...Customer

Experience is the battleground for competitive advantage, where customers will be won or lost. ”

The Seven Steps to Successful Persona CreationWhy Do I Need a Customer Journey Map?

The Seven Steps to Successful Persona CreationHow Many Maps Should I Create?

PARTNER INSIGHT

“Among high-performing teams, 88% say a customer customer journey strategy is critical to the success of their overall

marketing.”

The Essential Elements of a Customer Journey Map

.03

Consideration

Focused Fran, Customer Journey MapScenario, Goals, and Experience

● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in

depth research

Supporting Content and Features

Decision Post-decisionAwareness

• Program list and descriptions• Application “how to”• Clear tuition and cost info• Campus life, location, maps

Action, Emotions, & Touchpoint:

● Broad Google searches● Confused, stressed,

overwhelmed, curious● 3rd party website research● Website visits ● Social Media page visits

Action, Emotions, & Touchpoint:

● Excited, uncertain, and overwhelmed

● Repeat website visits ● Reviewing financial aid

information● Scheduling a campus visit -

website

Action, Emotions, & Touchpoint:

● Confident and excited● Talking to admissions ● Applying for financial aid and

scholarships ● Submitting application -

website

Action, Emotions, & Touchpoint:

● Excited, nervous, and happy● Weighing final choice of

schools for validation● Discussion with influencers -

social media● Liking, following campus life

social channels

Insights and Opportunities

• Takes many clicks to get to financial aid overview

• Student success videos• Campus visit details, schedule,

and calls to action• Financial aid overview and

scholarship opportunities

• Application requirements and step by step process

• Admissions contact info • Financial aid info and steps • Follow up steps and timeline

• Campus living - what to expect• Virtual tour to refresh memory of

campus • Enrollment confirmation• Orientation info

• Campus life needs to be more front and center on website

Opportunity for follow, referral campaign

• Follow up steps/timeline not clearly communicated

Consideration

Focused Fran, Customer Journey MapScenario, Goals, and Experience

● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in

depth research

Supporting Content and Features

Decision Post-decisionAwareness

• Program list and descriptions• Application “how to”• Clear tuition and cost info• Campus life, location, maps

Action, Emotions, & Touchpoint:

● Broad Google searches● Confused, stressed,

overwhelmed, curious● 3rd party website research● Website visits ● Social Media page visits

Action, Emotions, & Touchpoint:

● Excited, uncertain, and overwhelmed

● Repeat website visits ● Reviewing financial aid

information● Scheduling a campus visit -

website

Action, Emotions, & Touchpoint:

● Confident and excited● Talking to admissions ● Applying for financial aid and

scholarships ● Submitting application -

website

Action, Emotions, & Touchpoint:

● Excited, nervous, and happy● Weighing final choice of

schools for validation● Discussion with influencers -

social media● Liking, following campus life

social channels

Insights and Opportunities

• Takes many clicks to get to financial aid overview

• Student success videos• Campus visit details, schedule,

and calls to action• Financial aid overview and

scholarship opportunities

• Application requirements and step by step process

• Admissions contact info • Financial aid info and steps • Follow up steps and timeline

• Campus living - what to expect• Virtual tour to refresh memory of

campus • Enrollment confirmation• Orientation info

• Campus life needs to be more front and center on website

Opportunity for follow, referral campaign

• Follow up steps/timeline not clearly communicated

Consideration

Focused Fran, Customer Journey MapScenario, Goals, and Experience

● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in

depth research

Supporting Content and Features

Decision Post-decisionAwareness

• Program list and descriptions• Application “how to”• Clear tuition and cost info• Campus life, location, maps

Action, Emotions, & Touchpoint:

● Broad Google searches● Confused, stressed,

overwhelmed, curious● 3rd party website research● Website visits ● Social Media page visits

Action, Emotions, & Touchpoint:

● Excited, uncertain, and overwhelmed

● Repeat website visits ● Reviewing financial aid

information● Scheduling a campus visit -

website

Action, Emotions, & Touchpoint:

● Confident and excited● Talking to admissions ● Applying for financial aid and

scholarships ● Submitting application -

website

Action, Emotions, & Touchpoint:

● Excited, nervous, and happy● Weighing final choice of

schools for validation● Discussion with influencers -

social media● Liking, following campus life

social channels

Insights and Opportunities

• Takes many clicks to get to financial aid overview

• Student success videos• Campus visit details, schedule,

and calls to action• Financial aid overview and

scholarship opportunities

• Application requirements and step by step process

• Admissions contact info • Financial aid info and steps • Follow up steps and timeline

• Campus living - what to expect• Virtual tour to refresh memory of

campus • Enrollment confirmation• Orientation info

• Campus life needs to be more front and center on website

Opportunity for follow, referral campaign

• Follow up steps/timeline not clearly communicated

Consideration

Focused Fran, Customer Journey MapScenario, Goals, and Experience

● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in

depth research

Supporting Content and Features

Decision Post-decisionAwareness

• Program list and descriptions• Application “how to”• Clear tuition and cost info• Campus life, location, maps

Action, Emotions, & Touchpoint:

● Broad Google searches● Confused, stressed,

overwhelmed, curious● 3rd party website research● Website visits ● Social Media page visits

Action, Emotions, & Touchpoint:

● Excited, uncertain, and overwhelmed

● Repeat website visits ● Reviewing financial aid

information● Scheduling a campus visit -

website

Action, Emotions, & Touchpoint:

● Confident and excited● Talking to admissions ● Applying for financial aid and

scholarships ● Submitting application -

website

Action, Emotions, & Touchpoint:

● Excited, nervous, and happy● Weighing final choice of

schools for validation● Discussion with influencers -

social media● Liking, following campus life

social channels

Insights and Opportunities

• Takes many clicks to get to financial aid overview

• Student success videos• Campus visit details, schedule,

and calls to action• Financial aid overview and

scholarship opportunities

• Application requirements and step by step process

• Admissions contact info • Financial aid info and steps • Follow up steps and timeline

• Campus living - what to expect• Virtual tour to refresh memory of

campus • Enrollment confirmation• Orientation info

• Campus life needs to be more front and center on website

Opportunity for follow, referral campaign

• Follow up steps/timeline not clearly communicated

Consideration

Focused Fran, Customer Journey MapScenario, Goals, and Experience

● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in

depth research

Supporting Content and Features

Decision Post-decisionAwareness

• Program list and descriptions• Application “how to”• Clear tuition and cost info• Campus life, location, maps

Action, Emotions, & Touchpoint:

● Broad Google searches● Confused, stressed,

overwhelmed, curious● 3rd party website research● Website visits ● Social Media page visits

Action, Emotions, & Touchpoint:

● Excited, uncertain, and overwhelmed

● Repeat website visits ● Reviewing financial aid

information● Scheduling a campus visit -

website

Action, Emotions, & Touchpoint:

● Confident and excited● Talking to admissions ● Applying for financial aid and

scholarships ● Submitting application -

website

Action, Emotions, & Touchpoint:

● Excited, nervous, and happy● Weighing final choice of

schools for validation● Discussion with influencers -

social media● Liking, following campus life

social channels

Insights and Opportunities

• Takes many clicks to get to financial aid overview

• Student success videos• Campus visit details, schedule,

and calls to action• Financial aid overview and

scholarship opportunities

• Application requirements and step by step process

• Admissions contact info • Financial aid info and steps • Follow up steps and timeline

• Campus living - what to expect• Virtual tour to refresh memory of

campus • Enrollment confirmation• Orientation info

• Campus life needs to be more front and center on website

Opportunity for follow, referral campaign

• Follow up steps/timeline not clearly communicated

Consideration

Focused Fran, Customer Journey MapScenario, Goals, and Experience

● Prospective on campus undergraduate student researching schools to apply to and attend ● Her goals are to find information and answers about admission, costs, financial aid, and campus life● Research experience includes using search engines and other 3rd party research sites before landing on the university website for more in

depth research

Supporting Content and Features

Decision Post-decisionAwareness

• Program list and descriptions• Application “how to”• Clear tuition and cost info• Campus life, location, maps

Action, Emotions, & Touchpoint:

● Broad Google searches● Confused, stressed,

overwhelmed, curious● 3rd party website research● Website visits ● Social Media page visits

Action, Emotions, & Touchpoint:

● Excited, uncertain, and overwhelmed

● Repeat website visits ● Reviewing financial aid

information● Scheduling a campus visit -

website

Action, Emotions, & Touchpoint:

● Confident and excited● Talking to admissions ● Applying for financial aid and

scholarships ● Submitting application -

website

Action, Emotions, & Touchpoint:

● Excited, nervous, and happy● Weighing final choice of

schools for validation● Discussion with influencers -

social media● Liking, following campus life

social channels

Insights and Opportunities

• Takes many clicks to get to financial aid overview

• Student success videos• Campus visit details, schedule,

and calls to action• Financial aid overview and

scholarship opportunities

• Application requirements and step by step process

• Admissions contact info • Financial aid info and steps • Follow up steps and timeline

• Campus living - what to expect• Virtual tour to refresh memory of

campus • Enrollment confirmation• Orientation info

• Campus life needs to be more front and center on website

Opportunity for follow, referral campaign

• Follow up steps/timeline not clearly communicated

The Seven Steps to Successful Persona Creation1. Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example University Digital Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example University Digital Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example University Digital Persona

CRM

The Seven Steps to Successful Persona Creation

Google Analytics Screenshots

Example University Digital Persona

The Seven Steps to Successful Persona Creation2. Stage

The 2017 State of Digital Marketing Report

Source: HubSpot Buyers Journey

The Seven Steps to Successful Persona Creation3. Action, Emotion, and Touchpoint

The Seven Steps to Successful Persona Creation4. Supporting Content & Features

The Seven Steps to Successful Persona Creation5. Insights & Opportunities

How to Implement a Customer Journey Strategy

.04

The 2017 State of Digital Marketing Report

The Seven Steps to Successful Persona CreationBelieve in the Value of Customer Journey Mapping

The Seven Steps to Successful Persona CreationInclude Your Team

The 2017 State of Digital Marketing Report

The Seven Steps to Successful Persona CreationContent Gap Analysis

The Seven Steps to Successful Persona CreationIntroduction to Customer Journey Technology

PARTNER INSIGHT

“The role of the organisation is to enable each customer to move from interaction to interaction, seamlessly, while delivering value at each stage of his or her personal journey. This is the essence of

the customer-managed journey.”

The Seven Steps to Successful Persona CreationCustomer Journey Map Template

The Seven Steps to Successful Persona Creation

Thursday, April 2oth, at 2pm ET

[Webinar] How to Develop a Content Marketing Strategy

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