Customer Journey Mapping For Excellent Customer Experience

Making Your Funnel Work
Introduction
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Customer Journey Mapping
Customer Journey Mapping
Customer Journey, Digital Marketing and Product

© https://e-commercemanagers.com 2
81% of companies see CX as a competitive differentiator
Main benefits:
▪ Increased customer loyalty (92%)
▪ An uplift in revenue (84%)
▪ Cost savings (79%)
Source: Dimension Data, 2017

Research shows that customers are likely to mention a
positive customer experience to an average of 9 people,
while they are likely tell 16 people about negative
experiences
▪ Positive experiences remains 5 years longer on average
▪ Positive experiences reduces costs of service with 33%
▪ Positive experiences spend 140% more
Source: Deloitte, 2018

Optimizing CX starts with mapping your customer journey
▪ Planning your funnel
▪ Planning your customer experience
▪ Setting up a measurement framework
▪ Foundation for automation

OPTIMIZATION FRAMEWORK
Run Business
Customer Measurement Analytics
(ads, content,
Journey Map Plan Implementation
leads, etc)
Optimize Report
Automate

What is a customer journey map?
“A customer journey map is a visual representation of the customer journey (also called the
buyer journey or user journey). It helps you tell the story of your customers' experiences with your
brand across all touchpoints”
- Salesforce
- Per product
- Per proces
- Per persona
- Level of detail depends on your needs
- Current and/or future

Why do you need a customer journey map?
• Overview of the journey and touchpoints of your prospects and customers
• Foundation of goal tracking, KPI’s, budgetallocation and Customer Experience optimization
• Must have if you want to automate processes, tasks, e-mails and other outreach.
“Stop guessing, start measuring”

Basic example customer journey map
Courtesy image: Dapper Apps

More complex example customer journey map
Courtesy image: Columbia Road agency

What level of detail do you need?

Discover your current customer journey
Data sources where you can get input about your current customer journey
• Web/app analytics
• CRM
• Advertising platforms
• Social media platforms
• Usability tools (session recording, survey’s)
• Interviews
• Reviews
Fundamentally, it is a proces mapping and design excercise and it’s mapping out every little step
of your funnel.
So, it is a data analysis excercise that is visualized in a customer journey

Persona - Whose journey is it?
A persona is a visualization of a segment… the roles within a DMU for example.

User experience research

Overview different kinds of analysis
How to find the leaks?
1. Technical analysis
2. Heuristic analysis
3. Digital analytics
4. Mouse Tracking & Form analytics
5. Surveys
6. User testing / Session recording

UX – Technical analysis
Where are things going wrong?
• Exit pages
• Non-finished forms
• Slow pages
• Check devices
• Check browsers
• 404 pages
• Uptime reporting
• Other error reporting

UX – Heuristic analysis
• Relevancy
• Clarity
• Motivation
• Friction

UX – Digital analytics
1. Where are CR leaks?
2. Which segments?
3. Which actions correlate with higher converions?

UX – Mouse tracking & Form analytics
1. Where do they click?
2. How far do they scroll?
3. Difference between devices
4. Session replays
5. At which formfield do they quit?

UX – Surveys
1. Which problems are they trying to solve?
2. How are they deciding
3. What’s holding them back?
4. What else do they want to know?

UX – User testing / session recording
1. What is difficult to do?
2. What goes wrong
3. What is difficult to understand

Tools for customer journey mapping

Collaboration in Customer Journey mapping
Visualizing the journey enhances communication with others
• Draw.io is a free plugin for Google Drive

Digital Marketing

Basic funnel
It looks simple…
Image source: Coolerinsights.com

Source:
Monetate

Source:
Unbounce

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KPI Measurement framework:
“Impact Matrix” by Avinash Kaushik (Google)
▪ Excellent startingpoint
▪ Tweak to your own needs
https://www.kaushik.net/avinash/impact-matrix-digital-analytics-framework

KPI’S PER CHANNEL (example SEA ~Paid Search)
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Blogs to follow
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Blogs to follow daily
▪ https://www.smartinsights.com/
▪ https://www.emarketer.com/
▪ https://econsultancy.com/blog/
▪ https://www.toprankblog.com/
▪ https://www.practicalecommerce.com/
▪ https://www.searchenginejournal.com/
▪ https://searchengineland.com/
▪ https://www.socialmediaexaminer.com/
▪ https://www.marketingcharts.com/
▪ https://www.digitalmarketer.com/
▪ https://www.ppchero.com/
▪ https://backlinko.com/
▪ https://www.demandgenreport.com/
▪ https://blog.wishpond.com/

THE END
▪ Next session about
▪ 1B- Marketingstack, Conversion Optimization and KPI’s
Marketing bureau Zwolle

Freelance online marketeer
Freelance SEO specialist
Content marketing bureau


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Making Your Funnel Work

Customer Journey, Digital Marketing and Product

Source: Dimension Data, 2017

Customer Journey, Digital Marketing and Product

Source: Deloitte, 2018

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

“Stop guessing, start measuring”

Customer Journey, Digital Marketing and Product

Courtesy image: Dapper Apps

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

So, it is a data analysis excercise that is visualized in a customer journey

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Image source: Coolerinsights.com

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Customer Journey, Digital Marketing and Product

Marketing bureau Zwolle

Customer Journey, Digital Marketing and Product

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