Pamela Herrmann - The Key to Reducing Churn - Mapping Your Customer's Journey

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The document discusses reducing customer churn by mapping the customer journey. It notes that churn can happen due to unmet expectations or business changes like going out of business. To reduce churn, the document recommends extending customer lifetime value through a customer-centric approach and gaining actionable insights. It provides a 5-step process to identify problem areas in the customer journey using data analysis: 1) select a process to examine, 2) analyze data, 3) find drop-off points, 4) measure customer sentiment to understand thoughts, feelings and actions, and 5) ensure data analysis informs marketing improvements through testing hypotheses.

Marketing

THE KEY TO
REDUCING CHURN
MAPPING YOUR CUSTOMER’S JOURNEY
PamelaHerrmann.com@Pamherrmann

PAMELAHERRMANN.COM
THE COMMUNICATION CONUNDRUM

2 REASONS WHY
CHURN HAPPENS
PamelaHerrmann.com@Pamherrmann

DEATH OR MARRIAGE
i.e., They go out of business or they get acquired
PamelaHerrmann.com@Pamherrmann

UNMET EXPECTATIONS
EXPECTATIONS
OUTCOME DISAPOINTMENT
PamelaHerrmann.com@Pamherrmann

CUSTOMER RETENTION
EXTEND LIFETIME VALUE
CUSTOMER CENTRIC
INCREASED PROFITS
ACTIONABLE INSIGHTS

SIMPLE
IDEAS,
DEEPLY
UNDERSTOOD
PamelaHerrmann.com@Pamherrmann

PICK ONE PART OF THE OPERATION OR END TO END
• Email onboarding
• Funnel
• Support tickets
• Calls
• Departments
• Fulfillment
• Upsell / downsell sequence
STEP 1 //
PamelaHerrmann.com@Pamherrmann

STEP 2 //
START WITH YOUR DATA
• Analytics
• Feedback
• Support tickets
• Social
• Ratings & review
PamelaHerrmann.com@Pamherrmann

STEP 3 // IDENTIFY DRILL SITES
• At what stage do they stop taking all action and fall off the grid
• At what stage are customers not taking the expected action
• At what stage do you see support tickets coming in
PamelaHerrmann.com@Pamherrmann

STEP 4 // MEASURE SENTIMENT
WHAT ARE THEY THINKING?
• IQ
• Skills
• Reasoning
• Knowledge
• Experience
• Education
PamelaHerrmann.com@Pamherrmann

STEP 4 // MEASURE SENTIMENT
WHAT ARE THEY FEELING?
• Desires
• Motivation
• Attitudes
• Preferences
• Emotions
• Values
PamelaHerrmann.com@Pamherrmann

STEP 4 // MEASURE SENTIMENT
WHAT ARE THEY DOING?
• Are they moving as predicted?
• Are you managing their expectations?
• Are you asking too much or too little?
• How high are you asking them to jump?
• Is what you’re asking in alignment with their perceived value?
PamelaHerrmann.com@Pamherrmann

STEP 5 // WHERE DATA ANALYSIS
& MARKETING MERGE
• If data collection is the goal, confer with Marketing to ask if this
data set is substantive to their work
• Begin with a hypothesis that you can test out
• Ask your team to provide 2 questions as to how you can improve
the copy
PamelaHerrmann.com@Pamherrmann

[PLACEHOLDER FOR MAP OF
IBOTTA CASE STUDY]

THANK YOU
PamelaHerrmann.com@Pamherrmann

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Pamela Herrmann - The Key to Reducing Churn - Mapping Your Customer's Journey

1. THE KEY TO REDUCING CHURN MAPPING YOUR CUSTOMER’S JOURNEY PamelaHerrmann.com@Pamherrmann

2. PAMELAHERRMANN.COM THE COMMUNICATION CONUNDRUM

3. 2 REASONS WHY CHURN HAPPENS PamelaHerrmann.com@Pamherrmann

4. DEATH OR MARRIAGE i.e., They go out of business or they get acquired PamelaHerrmann.com@Pamherrmann

5. UNMET EXPECTATIONS EXPECTATIONS OUTCOME DISAPOINTMENT PamelaHerrmann.com@Pamherrmann

6. CUSTOMER RETENTION EXTEND LIFETIME VALUE CUSTOMER CENTRIC INCREASED PROFITS ACTIONABLE INSIGHTS

7. SIMPLE IDEAS, DEEPLY UNDERSTOOD PamelaHerrmann.com@Pamherrmann

8. PamelaHerrmann.com@Pamherrmann

9. PamelaHerrmann.com@Pamherrmann

10. PamelaHerrmann.com@Pamherrmann

11. PamelaHerrmann.com@Pamherrmann

12. PamelaHerrmann.com@Pamherrmann

13. PamelaHerrmann.com@Pamherrmann

14. PamelaHerrmann.com@Pamherrmann

15. PICK ONE PART OF THE OPERATION OR END TO END • Email onboarding • Funnel • Support tickets • Calls • Departments • Fulfillment • Upsell / downsell sequence STEP 1 // PamelaHerrmann.com@Pamherrmann

16. STEP 2 // START WITH YOUR DATA • Analytics • Feedback • Support tickets • Social • Ratings & review PamelaHerrmann.com@Pamherrmann

17. STEP 3 // IDENTIFY DRILL SITES • At what stage do they stop taking all action and fall off the grid • At what stage are customers not taking the expected action • At what stage do you see support tickets coming in PamelaHerrmann.com@Pamherrmann

18. STEP 4 // MEASURE SENTIMENT WHAT ARE THEY THINKING? • IQ • Skills • Reasoning • Knowledge • Experience • Education PamelaHerrmann.com@Pamherrmann

19. STEP 4 // MEASURE SENTIMENT WHAT ARE THEY FEELING? • Desires • Motivation • Attitudes • Preferences • Emotions • Values PamelaHerrmann.com@Pamherrmann

20. STEP 4 // MEASURE SENTIMENT WHAT ARE THEY DOING? • Are they moving as predicted? • Are you managing their expectations? • Are you asking too much or too little? • How high are you asking them to jump? • Is what you’re asking in alignment with their perceived value? PamelaHerrmann.com@Pamherrmann

21. STEP 5 // WHERE DATA ANALYSIS & MARKETING MERGE • If data collection is the goal, confer with Marketing to ask if this data set is substantive to their work • Begin with a hypothesis that you can test out • Ask your team to provide 2 questions as to how you can improve the copy PamelaHerrmann.com@Pamherrmann

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23. [PLACEHOLDER FOR MAP OF IBOTTA CASE STUDY]

24. THANK YOU PamelaHerrmann.com@Pamherrmann