Presented at Content Jam, in Chicago on November 5, 2015. Understanding your customers as who they are and where they are in the journey helps content marketing work better.

1. ustomer Experience
Investigator
Become Your Company’s

2. Yellow Lime Blueberry Green Apple Red Paprika
Cognitive Dissonance

3. …is the discomfort experienced when simultaneously holding two or
more conflicting cognitions: ideas, beliefs, values or emotional
reactions. In a state of dissonance, people may sometimes feel
"disequilibrium": frustration, hunger, dread, guilt,
anger, embarrassment, anxiety, etc.
…people have a motivational drive to reduce
dissonance by altering existing cognitions, adding new
ones to create a consistent belief system, or
alternatively by reducing the importance of any one
of the dissonant elements.
Cognitive dissonance

4. Customers don’t live in
the world you create.
Have you seen it
through their lens?

5. “Our billing department is great! Bills get sent out
on time like clockwork, and customers get friendly
email reminders.
They are SO on top of things.”
Company Joe
“Our billing department is
great! Billsget sent out on
time like clockwork,and
customersget friendly
email reminders.
We are SOon top of
things.”

6. Customer Joe
“Their billing department is terrible! They STILL
send my bill to the wrong address and I’ve replied
to several of their emails asking them to change it.
Why can’t they fix it?”

7. Get to know your
customers.

8. • Single white male
• Age 41
• Works 48-60 hours/week
• Foodservice Manager, in-house
• Manages 26-50 people
• Focused on profit and time-
efficiency
• Spends more time in the kitchen and
dining room than in the office
• Biggest challenges:
• Not enough office time
• Often blamed for increased
overhead or decreased revenue
NOT
REALLY
Is this your customer?

9. YES!
Is this your customer?

11. Ricochet Robert
• 41 years old
• Works crazy hours on salary
• Stays late to finish paperwork and
administrative tasks
• Reads and comments about time
management, employee engagement
and fitness
• Has a budget for software but isn’t sure
what can help him save time
• Goals:
• Automate some of the administrative
and scheduling tasks
• Focus more on developing and
engaging with his crew
• Increase profits and overall efficiency
• Move up to corporate level
management
• Have more personal time to train for
marathon
“I can’t go on being
everything to everyone
at my workplace. They
seem to think it’s OK
because I don’t have a
wife and kids.”
What motivates your customer?

12. Good content addresses the need.

13. Customers are quirky and irrational.

14. Are you speaking their language?

15. Know the customer
journey.

16. A Touchpoint (contact point, customer contact, Moment of Truth, point
of contact) describes the interface of a product, service or brand with
customers/users, non-customers, employees and other stakeholders,
before, during and after a transaction. This may be applied in business-
to-business as well as business-to-consumer environments
What IS a touchpoint?

17. I search from my iPhone
I have a need
I’ve read excellent Yelp reviews
I select this
company
The first bill does not make sense
I start the
relationship
I call the 800 number from the website
• I’m transferred 4 times
• My issue is not resolved
I have a
customer service
issue
I visit my account online
• I can only cancel by telephone
I want to take
my business
elsewhere
Take an inventory from the outside

18. PURCHASE
Buying/
Onboarding/
Deployment
AWARENESS
Pre-Sale/
Pre-Need
CONSIDERATION
Engagement/
Casual Research
SELECTION
Filling
THE Need/
Comparison
Shopping
SATISFACTION
Expectations Met
LOYALTY
Delight
ADVOCACY
Proactive
Know your journey phases

19. Awareness

20. Consideration

21. Selection

22. Purchase

23. Satisfaction
60% - 80% of lost or defected
customers previously claimed to be
at least somewhat satisfied. Bain & Company

24. Loyalty

25. Advocacy
80% of today’s marketing reach
comes from amplification through
advocacy. social@Ogilvy

26. Sales Process
Hiring Process
Internal
Communications
Customer
Communications
Online/Mobile
Experiences
Customer Service
Social Media
Monitoring
Exit Process
Experience
Metrics & KPI
Identify the pieces

27. Discover Shop Buy Use Renew Depart
Organize and evaluate

28. • Surveys/verbatims
• Previous mapping results
• Customer anecdotes
• Feedback emails
• Segments and personas
• Online reviews and social comments
Where is there already data?

29. Directly
Related
•Sales team
•Customer service reps
•Marketing
Indirectly
Related
•Billing and shipping
•IT professionals
•Advertising
Connect your teams.

30. “It’s always been done this way…”
Map the micro
My product is
missing parts.
I call the number on
the website.
Rep says I called the
wrong number,
transfers me.
Customer service
transfers me to Parts.
My time is running
short.
Music plays while I
wait but CD is
skipping and making
me agitated.
Customer service
puts me on hold.
Parts puts me on
hold again. I’m really
upset now.
Lunch break is over,
still no answer!
Try tomorrow… Last
time I buy from here!

31. 40% of consumers use
online shopping carts
to access items later
using different devices.
25% of online customers
who abandon the sales
process do so because
of poor navigation.
Stay channel-agnostic
Bronto
Baymard Institute

32. Invite customers into
the process.

33. Recent Customers
• What works well
• Clues for
improvement
• Quick fixes
• Turning good into
WOW
Lost or Defected
Customers
• Identify serious
problem spots
• Insight on competitors
• Clues for future
innovation
Conduct customer interviews

34. Stop obsessing over
your brand.

35. Knowing the true
customer journey is
about OPPORTUNITY
and COST SAVINGS.

36. Start at
the top
Core
values
Metrics
Five-year results:
•Stock value has grown
~197%
•Customer credits were
reduced by 80%
•$7.5 BILLION USD (~£44.6
Billion) was saved in
customer service
expenses
Create a cross-functional team

37. $370 Million
in 3 years
Keep investing in the experience

38. Yellow Lime Blueberry Green Apple Red PaprikaPurple Plum Yellow Bananas Red Apple Green Lime

39. Relevance is relative

40. Thank You!
360connext.com
Jeannie Walters
CEO | 360Connext
Jeannie Walters
@jeanniecw
“Creating fewer ruined
days for customers”