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Venture Accelerator

INSTITUTE FOR ENTREPRENEURSHIP

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Customer Experience

USING CUSTOMER JOURNEY MAPPING TO ENSURE POSITIVE CUSTOMER EXPERIENCES…EVEN WHEN THINGS GET CRAZY

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80% of customers consider their experience with a company to be as important as its products

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For Each Archetype:

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What type of relationship does your customer want to have with you?

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Types of Relationships

  1. Transactional
  2. Long Term
  3. Personal Assistance
  4. Dedicated Personal Assistance

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  1. Self-service
  2. Automated Services
  3. Communities
  4. Co-creation

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Read more: https://strategyzer.uservoice.com/knowledgebase/articles/1194373-how-do-i-use-the-customer-relationships-building-b

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Examples of Relationships

  1. Your doctor
  2. The airline you’re buying a ticket from
  3. Your grocery store
  4. The vendor you buy software from at work
  5. Instagram
  6. Nike
  7. Neosporin
  8. Real Estate Agent

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Based on the type of relationship, you can map the ideal interactions

What are the most critical phases of your interaction with a customer? How will you know if you got them right?

How can customers contact you, and how quickly will you respond?

How should customer complaints be addressed?

Who in your organization is ultimately responsible for customer satisfaction?

How can you go “above and beyond” for your customers?

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Customer Journey

Mapping:

Acquisition

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Customer Journey

Mapping:

Retention & Referral

Referrals - Net Promoter Score

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Key Performance Indicators

Track, Measure, and Adjust: How to turn everything you do into measurable results! 

Define one KPI for each stage

KPI = Key Performance Indicators

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Building Your Map

  1. Use customer journey map templates
  2. Set clear objectives for the map
  3. Build customer personas and define their goals
  4. Highlight your target customer personas

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  1. List out all touchpoints/interaction-points
  2. Determine resources you have and what you'll need
  3. Take the customer journey yourself
  4. Make the necessary changes

Start with these steps to build your customer journey map:

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Buyers’ Journey Map

https://blog.hubspot.com/service/customer-journey-map#free

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THURSDAY: Present to Mentors

  • Structure: 5min Pitch with 5min Review/Q no A & Feedback
  • Use this presentation for:
    • Testing Your Assumptions
    • Getting Feedback
    • Asking Advice
    • Constructive Criticism
  • Goals: Transparent and educational business-review process

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Presentation to Mentors

  • All pitches, always should include elevator pitch as opener - imagine this is the first time the audience is hearing about it

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  • Quick note about what you’d like the mentors to be thinking about as you present
  • Quick traction slide for reference (20 seconds max)

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  • Demonstrate you learned from feedback in first pitch where relevant

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Presentation to Mentors

Overall goals:

  • Demonstrate you know WHO your customers are
  • WHAT you’re solving/ “job” you’re doing (and why they aren’t being served today)
  • HOW your customers want to be served
  • HOW you’ve validated any of the above (interviews, research, DATA)

Use these tools to communicate:

  • Vision, Mission, Values
  • Customer Archetypes
  • Customer Journey Map
  • Journey Map Learning
  • Brand strategy/ style/ voice
  • Positioning Map

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Sample Flow

Elevator Pitch & Ask Framing (20 sec)

Customer Archetypes

(1 min)

Data frm Customer Discov (Job/Need) - “What we know” - (30 sec - 1 min)

Traction Slide

(20 sec)

What we are still trying to learn (30 sec)

Vision + Mission

(20 sec)

Journey Map (1 min)

Sample Brand voice

(20 sec)

Positioning Map (30 sec)

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This Week

  1. Tomorrow: Founder Fireside Chat with Laborjack
  2. Thursday: Pitches @ 11:30

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  1. READ: www.business.com/articles/build-customer-personas/
  2. Upload Buyer’s Journey Mapping, Customer Journey Map to Google Drive
  3. Develop/ Review Competitive Analysis
  4. Watch Micro-Learnings

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Thank you!

SEE YOU TOMORROW