Presented by Ken Rutsky, KJR Associates at Totango's Customer Success Summit. Watch his presentation here: https://vimeo.com/62458132

1. Customer Journey Mapping
Why, How and Now!
Customer Success Summit
March 2013
Ken Rutsky – President and CEO
KJR Associates, Inc.

2. why…

3. Offerings
Buyer Expectations
Valuation

4. wait a minute…

5. Whose success
anyways?
• Are we putting our
success ahead of the
customers? Are they
aligned??

6. It’s not your journey
• Isn’t the customer in charge?
Dare we guide them?

7. 3 myths

8. Myth 1: It’s ALL About
Customer Acquisition

9. Myth 1: It’s ALL About
Customer Acquisition
Customer Acquisition Customer Growth
Lead to Deal Deal to Value
61% of revenue...
comes from existing customers

10. Myth 2: Focus on Recurring
Revenues

11. Myth 2: Focus on Recurring
Revenues
Create recurring
value, revenues will
follow

12. Myth 3: Data, Data, Data …

13. Myth 3: Data, Data, Data …
Cancellations are preceded by non-use

15. customer journey mapping

16. Customer Journey Map
Create a model in-line with customer value
USERS
USAGE
FUNCTIONALITY
GROW
DECREASE
FIRST
VALUE DECREASE
START
NOT USING
ONBOARD NOT USING
FAILED

17. 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

18. Define Onboarding Progress
START FIRST
Onboarding VALUE
Established
Is an account making progress?

19. Define Onboarding Progress
START FIRST
VALUE
Onboarding
All Good:
Healthy usage;
New, just started onboarding
Notice:
Little usage;
Still onboarding after 30d
Risk:
No usage;
Still onboarding after 60d

20. Define Established Account Progress
START FIRST
VALUE
Established
All Good:
Healthy usage;
Full license and feature utilization
Notice:
Moderate decline in usage;
Partial license and feature utilization
Risk:
Sharp decline in usage;
Low license and feature utilization

21. From Model to Measure …
START FIRST
VALUE
Onboarding Established
All Good: All Good:
Healthy usage; Healthy usage;
New, just started onboarding Full license and feature utilization
Notice: Notice:
Little usage; Moderate decline in usage;
Still onboarding after 30d Partial license and feature utilization
Risk: Risk:
No usage; Sharp decline in usage;
Still onboarding after 60d Low license and feature utilization

22. Understand Engagement Signals
Usage
User Actions
Assets Created
Business Human
Demographics Contract
Interactions Touch
Training Company size Licenses Tagging
Support Requests Region LTV
Surveys/NPS Account Ownerships Renewal Date

23. Engagement Actions
Right Right Right Right
Customer Action Channel Time
In real-time, every time …

24. From Mapping to Automation
Trial - Curiosity
Trial - Evaluating
Recommended Actions
Trial - Hot
• Hot: Call. Ready to buy.
• Evaluating: E-mail daily.
Next step tip.
• Curiosity: E-mail weekly.
Value prop.

25. the customer journey mindset

26. The Customer Journey Mindset Shift
• Orientation –From transaction
to journey
• Ongoing
• Cross functional
• Aligned

27. The Customer Journey Mindset Shift
• Perspective – selling to
guiding
• Full life-cycle
• Listening over telling
• Suggestion over dictate

28. The Customer Journey Mindset Shift
• Focus – Revenue to
value
• Understand
• Act
• Measure
• Improve

29. in closing
Public workshop at All About the Cloud 5/7, San Francisco
Team workshops available through KJR
Ken Rutsky – ken@kjrassociates.com
Twitter: @jayrutz
Blog – kenrutsky.com/velocity