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Journeys, Drip Campaigns, & Workflows
Creating the Customer Experience
Presentation by: Alessandra CeresaEmail: [email protected]
Today’s Agenda:• Poll!•What’s all the fuss over the
customer experience? • Customer Journeys (What &
Why)• Journeys• Drip Campaigns•Workflows• How to create the perfect
customer experience recipe• Poll!• Q&A
TIME FOR A POLL!!!!
Let’s talk about the #CustomerExperience
It is the sum-totality of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire
arc of being a customer.
The customer experience needs to be seen as all these things, and more.
The customer experience:
• Includes all touchpoints (online, offline, sales, marketing, customer service)
• Includes all interactions • All communication no matter
the medium • Transcends departments • Exists whether you know it or
not. • Involves the entire team and
any third-party you employ
You Have a Customer Experience (but you may not know it)
Every company provides a customer experience. Your company does too, regardless of whether you create it consciously.
That experience may be good, bad or indifferent, but the very fact that you have customers, you interact with those customers in some manner, and provide them products and services, means that they have an experience with you and your brand. (Source: HBR)
It’s up to you whether it’s superlative, awful or industry
average.
The Customer Journey
In the age of the customer, there is nothing more important for your business than ensuring each lead and/or client goes through a consistently superior customer experience.
That is where customer journey mapping comes into play.
A customer journey map is a visual representation of every touchpoint (based on actions and behaviors) that your customers have with your brand.
Customer Journey: The fundamental piece of knowledge you need to start with is a thorough understanding of the journey that your customers take with your company.
Journeys
GreenRope Journeys: The Basics
What are they?
• Journeys consist of workflows, drip campaigns, group assignments, actions, and behaviors• Journeys can be triggered via
a signup form, manually, or a workflow• Journeys can include all
touchpoints• Create different journeys
depending on the paths you want each lead/customer to take• Journey are for all contacts
What aren’t they?
• Group specific – journeys can be triggered, experienced, ended regardless of group structure or assignment• A drip campaign – they
are not just a series of emails• A substitute for real life
interaction• A set it and forget it
strategy
Best Practices: JourneysFirst, identify your current journey and then determine what you’d like it to look like…
Then,• Always have a beginning, middle and end• Always end your journey for complete analytics• Don’t forget to link all of your stages together• Build from the customer’s POV• Look at the experience as a whole NOT just one
touchpoint• Optimize your customer journeys by testing and
measuring KPIs• Create actionable customer journeys – drive
them toward your end goal!
Blog resources: GreenRope’s JourneysBenefits of Customer Journey MappingCustomer Journey Mapping Best Practices
Drip Campaigns
The Drip Campaign: Making a SplashOften called drip campaigns but known by many other names – drip marketing, automated email campaign, lifecycle emails, auto-responders and marketing automation- the concept is the same; they’re a set of marketing emails that will be sent out automatically on a schedule. (Source: Zapier)
Benefits: • Streamline and standardize
your process• Automate the
sales/marketing process, saving time and increasing efficiency
• Educates and engages leads, as well as customers (depending on goal)
• Keeps your brand top-of-mind with consistent messaging
• Delivers helpful analytics
Goals:• Educate leads and customers • Build and maintain awareness• Increase conversions • Actively engage contacts • Drive contacts down your funnel• Increase meaningful touchpoints
Drip Campaigns: Why & How
Steps to creating drip campaigns in GreenRope:
1. Establish purpose of drip campaigns
2. Establish trigger3. Create email template,
emails and add content4. Add new drip campaign
in Automation > Drip Campaigns
5. Test, test, test!
• Drip campaigns are group specific.• Drip campaigns can be sent immediately
after a contact is added to a group, within a certain number of days after that contact is added, a specific date, or the same date every year.• Use filters to only have a portion of the total
number of contacts in the group receive the drip campaign.• Drip campaigns can be activated by a Journey
via workflow or assigning a contact to a group.• Drip campaigns are great for lead nurturing,
new clients onboarding, turning MQLs in to SQLs, and much more. • Activate workflows when a particular
message in a drip is sent. • Remember, all emails in a drip campaign
WILL be received by the contact unless you end it manually, via click
Workflows
Workflows:Smooth ‘Sale-ing’ A workflow consists of a sequence of steps, activities, and/or tasks that can happen over a period of time. Workflows help implement specific business processes and help a team/business stay organized and on top of their follow-ups, projects & tasks.
Why Workflows?
• Streamline and standardize your internal process• Tie sales, marketing and operations together • Can be triggered by journeys • An action taken in a journey can trigger a workflow• Activate workflows to drive engagement • Effective use of sales and marketing efforts to drive leads down
the funnel
Workflows, when used within a journey, help trigger human touchpoints as well as specific activities to be completed based on a predetermined action the contact has taken.
Creating your Customer Experience Recipe • Identify holes in your
customer experience.• Establish your
touchpoints• Determine triggers • Develop content • Create your drip
campaigns• Create your workflows • Build your journeys• Test, test, test!!!
TIME FOR A POLL!!!!
THANK YOU!!!!
For questions, please email [email protected]
Or contact the GreenRope Support [email protected]
