The customer journey is a hot topic in the marketing universe right now. But how do we move from talking theoretically about mapping the customer journey to operationalizing our ideas? There are four things you need to think about before you get started.
- Recognize that mapping the customer journey is a team sport
- Start gathering data
- Choose a good coach
- Include your customer
It’s a team sport
Mapping the customer journey is a team sport. Marketing can’t do it alone because Marketing does not have sole ownership of the customer journey (as we learned in our previous webinar – Who Owns the Customer Journey). You need to include Sales in your planning phases. Together, Marketing and Sales can step through each stage of the customer journey, identifying gaps that need to be filled and places where customers might be slipping through your funnel.
Also remember to include people from customer support and customer service. They will be able to provide valuable information directly from your customers.
It requires data
Mapping the customer journey requires you to collect data from and for each stage of your customers’ journey. The TPG ONE Customer Journey Map (a new, holistic view of the customer journey) offers examples of the kind of data you need to collect. From the Unaware stage to the Loyalty and Advocacy stages, there is a wealth of information just waiting to be mined.
For example, in the Unaware stage, data you might collect would include net new contacts, number of new website visitors, conversion rate/volume, and the age in stage. Information you might collect for the Loyalty stage includes repurchase rates and points and purchase relationships.
Having this data allows you to begin to build a picture of the journey your customers take as they engage with you to make a purchase or negotiate a contract. Once you have this picture, you can begin to map out the stages throughout which you can engage with your customers.
It needs a good coach
It’s well known that in order to be successful, every major project needs a strong leader. Mapping the customer journey requires someone who can pull people together from different teams and manage many different personalities.
This person will need to be someone who can inspire change throughout the company. In order to do that, they will need to successfully pitch the idea of customer journey mapping to leadership. Once the executive team is on board and supportive, the leader will need to encourage the Sales and Marketing team to adopt the customer journey mapping initiative.
The customer journey mapping project needs to have a single owner. Ownership of the project cannot be split up between various teams. In order to keep the journey mapping project on track, it needs to have a single point of ownership with a strong vision for what the finished project should look like.
Include your customer
In addition to bringing Marketing, Sales, and Customer Support together, it is also very important for you to include the customer in your customer mapping journey. The customer can provide details about the customer journey that no one else can provide. Including the customer on your team can provide you with a wealth of insight as well as a unique perspective.
By engaging with your customers, you will be able to discover additional gaps in your customer journey that you might not have otherwise recognized and places where you can improve your customers’ experience as you map out the customer buying journey.
Want to learn more about mapping the customer journey? Join us for the “How to Map the Customer Journey” webinar Tuesday, August 21! Debbie Qaqish and Angela Sanders will show you how to operationalize your customer journey.
As customer journey mapping experts, they’ll walk you through a step-by-step action plan to help map your customer journey. This plan includes:
- How to pitch the idea of customer journey mapping to leadership
- What roles and functions need to be involved
- The steps to mapping the customer journey
- Tips on how B2B marketers can lead the change to customer centricity
We look forward to sharing our how-to techniques and tips with you in this webinar.
Debbie is a nationally recognized thought leader, innovator and speaker in Revenue Marketing with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. She is the author of the award winning book – “Rise of the Revenue Marketer,” Chancellor of Revenue Marketing University, and host of Revenue Marketer Radio (WRMR). Debbie has been at the forefront of the marketing automation phenomenon, first as a beneficiary, and now as an advocate and expert. She is a frequent speaker and writer on topics related to Revenue Marketing transformation, leadership, change management, sales and marketing alignment, ROI, content, organization, talent and marketing operations. She coined the term “Revenue Marketer” in 2011. As a principal partner and chief strategy officer of The Pedowitz Group, Debbie is responsible for developing and managing global client relationships, as well as leading the firm’s thought leadership initiatives. Debbie is also PhD candidate and her dissertation topic is how the CMO adopts financial accountability in an e-marketing environment.
- Posted by Debbie Qaqish
- On 08/15/2018
- 0 Comments