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Customer Journey MappingWhy, How and Now!
Customer Success SummitMarch 2013
Ken Rutsky – President and CEOKJR Associates, Inc.
why…
Offerings
Buyer Expectations
Valuation
wait a minute…
• Are we putting our success ahead of the customers? Are they aligned??
Whose success anyways?
• Isn’t the customer in charge? Dare we guide them?
It’s not your journey
3 myths
Myth 1: It’s ALL About Customer Acquisition
61% of revenue...
comes from existing customers
Lead to Deal Deal to Value
Customer GrowthCustomer Acquisition
Myth 2: Focus on Recurring Revenues
Create recurring value, revenues
will follow
Cancellations are preceded by non-use
Myth 3: Data, Data, Data …
customer journey mapping
Customer Journey Map
Create a model in-line with customer value
ONBOARDFAILED
NOT USING
DECREASESTART
FIRSTVALUE
USERS
USAGE
FUNCTIONALITY
GROW
NOT USING
DECREASE
5 First Steps to Customer Journey Mapping
1. Define First Value
2. Define On Track for onboarding users
3. Define On Track for established users
4. Figure out how to measure On Track
5. Define an Action for each segment
Define Onboarding Progress
Is an account making progress?
OnboardingFIRSTVALUE
START
Established
Define Onboarding Progress
Risk: No usage; Still onboarding after 60d
Notice: Little usage; Still onboarding after 30d
All Good: Healthy usage; New, just started onboarding
OnboardingFIRSTVALUE
START
Define Established Account Progress
Risk: Sharp decline in usage; Low license and feature utilization
Notice: Moderate decline in usage; Partial license and feature utilization
All Good: Healthy usage; Full license and feature utilization
EstablishedFIRSTVALUE
START
From Model to Measure …
Risk: No usage; Still onboarding after 60d
Notice: Little usage; Still onboarding after 30d
All Good: Healthy usage; New, just started onboarding
Risk: Sharp decline in usage; Low license and feature utilization
Notice: Moderate decline in usage; Partial license and feature utilization
All Good: Healthy usage; Full license and feature utilization
Onboarding EstablishedFIRSTVALUE
START
Understand Engagement Signals
DemographicsBusiness
Interactions
Usage
ContractHuman Touch
User Actions
Assets Created
Licenses
LTV
Renewal Date
Company size
Region
Account Ownerships
Training
Support Requests
Surveys/NPS
Tagging
Engagement Actions
In real-time, every time …
Right Custome
r
Right Action
Right Channel
Right Time
From Mapping to Automation
Trial - Curiosity
Trial - Evaluating
Trial - Hot
Recommended Actions
• Hot: Call. Ready to buy.
• Evaluating: E-mail daily. Next step tip.
• Curiosity: E-mail weekly. Value prop.
the customer journey mindset
The Customer Journey Mindset Shift
• Orientation –From transaction to journey• Ongoing
• Cross functional
• Aligned
• Perspective – selling to guiding• Full life-cycle
• Listening over telling
• Suggestion over dictate
The Customer Journey Mindset Shift
• Focus – Revenue to value• Understand
• Act
• Measure
• Improve
The Customer Journey Mindset Shift
in closing
Public workshop at All About the Cloud 5/7, San FranciscoTeam workshops available through KJR
Ken Rutsky – [email protected]: @jayrutz
Blog – kenrutsky.com/velocity
