![]() What THEY have to do to drive business outcomes. Why is a Journey Map Important?įar too many companies focus on themselves. It’s a way to break up the journey to operationalize, analyze, and improve it. ![]() The customer lifecycle is your company’s perspective. The customer journey is the customer’s perspective These can often be used interchangeably, but I like to think of it this way: While it’s typical for Marketing and CS to develop them separately, it’s essential that they are combined to make sure the customer has a positive experience throughout – ESPECIALLY in the transitions between departments (marketing/sales/cs/support) Customer Journey vs Customer Lifecycle These two journeys together define the customer experience. ![]() While Achievement is not typically included in other articles I’ve read, I think it’s essential to know WHERE in the customer journey it occurs, since it’s, y’know, the whole point. *Achievement – Customer’s initial goal is achievedĮxpansion – Customer’s goal expands to include additional products, services, or licensesĪdvocacy – Customer agrees to testimonials, referrals, social media posts, speaking engagements Onboarding – Customer learns to use the product and is brought to first success milestoneĪdoption – The product becomes part of their everyday life The Post-Sale customer journey map stages are: ➡️ Every step the provider (aka your company) has to take on their end to ensure the customer achieves their desired outcome – and beyond ➡️ Every step the customer has to take on their end to achieve their desired outcome – and beyond The Post-Sale Customer Journey Map includes: Third, they give the customer too many choices. Second, products are almost never as intuitive as the provider thinks they are. Well first of all, because these are humans and humans are not particularly logical. The customer wanted the product, they bought the product… why would there be an issue? The Pre-sale customer journey map stages are:Īwareness – Customer becomes aware of their problemĬonsideration – They discover there are solutions available and consider different providersĭecision – Customer lets the provider know they are interested in their productĪcquisition – Customer chooses provider and purchases the productįor a long time, most businesses thought that was the end of it. The Pre-sale Customer Journey Map includes: So a Google search is a lot more likely to pull up information on that version. ![]() One of the reasons Customer Success Leaders have trouble finding information on the Customer Journey is because Customer Success is relatively new, at least compared to Sales and Marketing, who have been using a Customer Journey for the buyer’s journey. The difference here is that a Success Map is customer-facing, whereas a customer journey map is internal and also contains some additional strategic guidance. In many ways, it’s similar to a Success Map. It’s a visual representation of every step both the customer and your company need to take in order for the customer to get from A to B. If Customer Success is getting the customer from A to B, the customer journey map is HOW they get there. While most of those people are OUTSIDE CS, here’s a simple definition you can use to explain CS to the rest of your company:Ī Customer buys a product because they have a problem (A) and want to fix it using your product (B).Ĭustomer success helps take the customer from A to B as quickly and easily as possible.Ģ) Tell their friends (free marketing and new sales!)ģ) Buy more from you – because you’ve proven you are trustworthy and can get ^%#* done. Customer Journey Mapping and Customer Successįar too many people don’t understand what customer success is, or the benefits.
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