Sample Customer / Member Journey
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Customer JourneyExpectations of Member / Benefits of Membership
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State of Awareness
WhereCompany GoalsCustomer Goals
Customer Thoughts/Feelings
Check the boxNext level
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UnawareEmailCreate awareness,Go on with their dayBusy
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Socialintrigue, curiosityDay-dreamingTired
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With FriendsPlanningStressed
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PRBored
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Excited
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AwareEmailCommunicate benefits, featuresIs this interesting,
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SocialConnect with consumer
relevant, useful, annoying
If existing customer - dang, should I cancel to get this new promo?
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Website - mobile/desktopFilter
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ConsiderationWebsite - mobile/desktopHelp to make the decisionResearchCurious
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Is this what I wantInvestigative
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Can I afford this?Cautious
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What are my alternatives
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PurchaseWebsite - mobile/desktop
Help the customer determine best choice
Quickly make a decision
Excited
Clearly understands the offer
Probably on the phone
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Set up the customer for a long-term relationship
Concerned
Able to find necessary info
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Frictionless process
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ActiveSee belowSee belowSee belowSee below
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EvangelistSpread the messageEsteemRecognition - private
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Status
Recognition - public - social, email, onsite
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$'s from referrals
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Just wants to share something cool
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CancelledWebsite - account login
Provide relevant in an accessible way
How do I cancel ASAP?AnnoyanceAble to cancel efficientlyPhone call?
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Website - chat?
Determine reasons for cancellation
FrustrationAcknowledgment
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Phone
Communicate options (as appropriate)
Confusion / Ignorance
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Do best that this is a pause, not end to the relationship
Travelling
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I better not have to follow-up
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Expectations of Member / Benefits of Membership
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Active StatusWhereCompany GoalsCustomer GoalsCustomer FeelingsCheck the boxNext level
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Step-by-Step on Active Status
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Post Purchase
Site - congratulations page
Confirm order has gone thruConfirmExcitedConfirmationUnexpected offer
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Info about what to expectMove on with her dayBuyer's remorse
Begin the process of value prop
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Referrals
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Order ConfirmEmailConfirmationConfrmationOkay, fine, I'm moving on
Near real-time delivery in inbox
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Move on
Don't delete in case I need this again
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BillingMerchant processing
Make sure goes thru for all customers due to be billed on a given day
What's this on my card?
3-4 lag from billing to delivery
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Retry / communicate problem to customer
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Account updater working
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Pre-Box DeliveryReinforce decisionIntroduce account managementAnticipationReinforce decision
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Introduce benefits of membership
What am I getting?Onboarding materials
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Pre-Ship Email (Shipment 2 and beyond)
Communication about upcoming order
Decide on whether wants it
Yea!
Same lead time prior to processing each shipment
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Reinforce brand legitimacy
Know easily what to do if want to change
Already?
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Marketing opportunityI meant to cancel
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I've got a lot to do
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Ship ConfirmEmailTransparencyArrives
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Expectation management
Correct tracking number
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Tracking info detail
Expectations communicated appropritaely
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Delivery / Unboxing
Typically at member's residence
Delivery what was expected
Confrim order is correct
Yea!
Box includes what was ordered
Unexpected surprise
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And in a way that impressesUnpack and storeWhere is my box?
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Set up customer for success
Where am I going to put all this stuff?
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Help customer feel empowered, not lost, not alone
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Delivery EmailEmailNotificationYet another emailConfirm arrival
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Request for feedback
Oh crud, I forgot. Hope someone doesn't snag it
Easy link if there are issues
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Communicate member-focused biz
Referral links
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Tease referral program
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Between BoxesEmailEncourage consumptionUse product Content
Lifehacker-type content
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SocialAddress any issues
Hope there's help to make things less difficult
Helpful tips, gadgets
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Website
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3rd party sites
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Shipment 2 and beyond
Continue to build relationship
Sufficient notification of next box (3 days?)
Rewards for longevity as a member
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Part-concierge, assistant, resource
New items?Point program
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Other items to add?Bonus items
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Solicit feedbackSpecial offers
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Acknowledgment
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Referral program
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Member recognition
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Ask for their input, help
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Give them opportunities to participate
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Connect offline / inperson
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