As the modern consumer's expectations of a sublime digital experience increase, so does the need for a new customer journey map. In this post, I unveil the Customer Insights Map, which makes the traditional exercise of customer journey mapping more intelligent by answering the nuances of today's buyers, leveraging machine learning, artificial intelligence, and path-to-purchase analytics to boost the lifetime value of customers.

1. Social Skills
Problem
Solving Skills
Digital
Transformation
System Skills
Transforming the Digital Experience via
Customer Journey Mapping
Digital Security &
Governance
Resource Management
Skills
Process Skills
Content Skills
Experience
Management
Organizational
Development
Digital Trade
Machine & Cloud
Learning
Platform
Management
Data Solutions
Architecture
Technical Skills
Information Technology
Services
Product Service
Integration

2. Digital transformation is quickly altering the
competitive landscape and forcing the workforce
to skill up to embrace the amount of data and
intelligence at our disposal.
Running an intelligent operation goes well
beyond gut checking decisions against limited
data sets. The best intelligent operations scale
human logic and empathy to tell rich stories. One
place those stories come to life is through
customer journey mapping exercises.
Intelligent Operations & Journey Mapping.

3. The Complex Customer Journey.
Leads
38%
More than half of all customer
interactions occur during a multi-
event, multichannel journey
38% of all customer journeys
involve more than one channel
of interaction
56%
Everything involved in organizational
growth is intertwined and dependent on
how well you understand your buyer’s
and employee’s needs across their
journey.
Effective customer journey mapping
exercises can only take place when you
set aside preconceived notions of how a
customer decides to buy from you.

4. 86% of buyers are willing to pay more for
a better experience with a brand but
only 1% of those brands consistently
meet those expectations.
To try to meet the modern consumer’s
elevated expectations, 47% of
organizations will use artificial
intelligence, such as chatbots and
virtual assistants. In addition, 40% of all
data analytics projects run will relate to
an aspect of the customer’s experience.
Improving Process to Improve Experience.
86%
59%
47%
40%
MEETING CUSTOMER EXPECTATIONS HEAD ON
86%

5. The mechanical process of the traditional
marketing funnel feels disjointed for the end
consumer and causes friction for the employees
as silo walls build sky high.
The disjointed handoff between the marketing
and sales departments will no longer suffice. It’s
this conveyor-belt style approach which robs
both employees and customers of a sublime
journey and end experience.
The Old Marketing Funnel Falls Short.

6. Organizations considered CX leaders
outperformed laggards on the S&P 500
index by nearly 80%.
Leading brands today are in the leader
spot because of their relentless focus on
delivering a more cohesive experience at
each stage of the buyer’s journey. But, in
order to deliver the type of experience in-
demand today, these organizations
know they must embrace the notion
that the buying funnel isn’t what many
once believed it to be.
A New Funnel for the Modern Customer.

7. Improving Customer Journey Analytics.
Iterating on past customer journey mapping exercises via innovative
methodologies can help deepen your insights into what’s happening and
deliver a better end-experience for both customers and employees..

8. The Customer Insights Map is
nuanced and detailed,
providing an intelligent layer
to gain a deeper analysis. By
merging qualitative and
quantitative data in one
place, you’re able to gain
unprecedented insights and
organizational buy-in for your
initiatives.
Presenting the Customer Insights Map.
Thinking
Touch
Points
Saying
Departments
Platforms
Assets
Metrics
Path to
Purchas
e
Opportunit
ies
Experience
Mapping
Customer
Insights Map
Feeling

9. ● Thinking
● Feeling
● Saying
● Touchpoints
● Dual Experience Mapping
● Departments
● Platforms
● Assets
● Opportunities
● Metrics
● Path-to-Purchase Comparison
Basic Anatomy of the
Customer Insights Map.
Feeling
Thinking
Touch Points
Saying
Departments
Platforms
Assets
Metrics
Path to Purchase
Opportunities
Experience Mapping
Customer Insights Map

10. Extracting Insights.
The way you visualize and interpret the Customer Insights Map helps extract
even deeper insights.
Horizontally: When you follow the
progression of your buyer through the
journey you can compare touchpoints
side-by-side and gain a deeper
understanding of how purchase
decisions unfold.
Vertically: By breaking down your
buyer’s journey into stages, you’re able
to get a better understanding of what’s
happening both internally and
externally throughout each stage of
the buyer’s journey.

11. Mapping your post-purchase
experience empowers your brand to
not only create return customers, but
also make customers into brand
advocates.
Post purchase, customers go through
the stages of:
● Adoptor
● Loyalist
● Advocate
● Brand Advocate
Customer Insights
Mapping Post-Purchase.
Feeling
Thinking
Touch Points
Saying
Departments
Platforms
Assets
Metrics
Path to Purchase
Opportunities
Experience Mapping
Customer Insights Map

12. Improvement in Action: Pinduoduo.
Pinduoduo doubled in size in only 5
quarters, reaching 443 million active
buyers and 195 million Monthly Active
Users to date.
Taobao
JD.com
Pinduoduo
Weipinhui
Pinduoduo’s Rise to Success
$1.6b X2 443m 195m
Monthly Active
Users
Active BuyersDoubled in Size
in 5 Quarters
Raised through a
United States IPO
Usage Rate of Top-10 Chinese E-Commerce APPs

13. By integrating a social element into
ecommerce, and allowing consumers to
inform their needs directly to the
manufacturer, Pinduoduo addressed a
user need and now has the highest
retention rate of all China’s e-commerce
platforms with 76.9% retention.
Improvement in Action: Pinduoduo.
Pinduoduo
Retention Rate E-Commerce APPs After 7 Days
76.9%

14. The quality of Zappos’ post-
purchase service & benefits is
one of the reasons the
company grew so quickly.
With an intelligent customer
journey map, your team can
be empowered to improve
your customer’s experience,
increase the lifetime
value(LTV) to customer
acquisition costs (CAC) ratio,
and create a more sublime
end-to-end experience.
Zappos: Businesses Looking Beyond Acquisition.

15. When you think of a journey map, you naturally think they can
only be about customers. I’m going to shift gears here for a
second and talk specifically to an often overlooked group of
people — your employees. To digitally transform, you need to
be just as aware of what’s happening with your teams as you
are with your customers. And not just in a simple way like this...
Exceptional Digital Experience
Initiatives Start Internally.

16. Exceptional Experiences Start Internally.
In today’s era where digital
transformation is necessary for survival,
you need employees who can look at
things pragmatically, analytically, and
empathetically.
Monitoring these employee’s
experiences on the Customer Insights
Map is critical.
PainsAssets
EMPLOYEE
MotivationsAs
sets
SolutionsAssets
MeasurmentA
ssets

17. Businesses with a strong
learning culture had as
much as 50% higher
engagement and retention
rates than organizations
that don’t value continual
professional development.
Skilling up your employees
in the areas that will be
critical over the next decade
will help spur growth and
transformation initiatives.
Professional Development Builds Engaged Teams.
Platform
Management
HighLow
Social Skills
Problem-solving
skills
Digital Transformation
System Skills
Digital Security &
Governance
Resource Management
Skills
Process Skills
Content Skills
Experience Management
Product Service
Integration
Digital Trade
Machine &
Cloud Learning
Data Solutions
Architecture
Technical Skills
Information
Technology Services
Organizational Development
Collaboration
Skills

18. Organizational
Intelligence
Digital transformation is the
foundation and catalyst for employee
experience, customer experience and
other transformative efforts. Skewing
the prioritization of other initiatives
away from digital transformation can
cause you to embark on an initiative
without the right people, processes or
platforms available.
Digital Transformation Fuels Other Initiatives.
Better
Experiences
Agile
Development
Initiative
Data
Architecture
Initiative

19. Improving any experience requires feedback to
know where things are going wrong, but
building those feedback loops takes work — so
much so that many organizations avoid it. This
point is especially true when it comes to the
employee’s experience.
Innovative companies map internal data to
better understand what their employees need
and find areas of opportunity for growth.
Quantifying the Employee Experience.
CUSTOMEREMPLOYEES

20. Looking at how the C-Suite
works together can help
uncover ways where
departments can drop those
silo walls and start
collaborating more
effectively. This collaboration
is critical to developing a
sublime end-to-end customer
and employee experience.
Analyzing Internal Experiences.
Review
Assets
Create/
Revise
Assets
Implement
Changes
Cross
Check
Findings
Extrapolate
Insights
Visualize
Data
Structure
Data
Collection
Model
Data
Knowledge
Dissemin-
ation

21. Analyzing Internal Experiences to Improve LTV:CAC.
Looking specifically at the
transition between the path-
to-purchase and path-to-
loyalty, you’re able to see
where experiences drop off
both internally and externally.
These drop offs can signal
opportunities to lower
attrition and improve
LTV:CAC ratios.
Path to Purchase Path to Loyalty

22. One of the first steps in customer
journey mapping is to run a gap
analysis.
A gap analysis assesses whether you
have the right systems and software
in place to gather needed data,
whether your people are primed to
receive the results, and whether an
asset like the Customer Insights Map
will get adopted and democratized
across the organization.
Improving Experiences With a Gap Analysis.
WHERE ARE
WE NOW?
WHERE DO WE
WANT TO BE?
HOW DO WE
GET THERE?

23. Analytics like this from Google
360 can tell you about how
the customer moves through
the funnel, but it’s not going
to help you understand the
“why” of their behavior.
Knowing the “why” is what
will make your brand stick in
the minds of consumers and
increase the lifetime value of
that buyer.
Increasing Stickiness with Deeper Analytics.
Business Related Services Channel Position on the Path to Purchase

24. Analysis must go well beyond Google
data, and take into account behavioral
psychology and macroeconomic trend
analysis.
This is the reason why visionaries like
Steve Jobs dug into the true motivations
behind consumer’s behaviors; instead of
pumping money into advertising, or
even into more traditional research
studies.
Increasing Stickiness with Deeper Analytics.
It isn’t the
consumer’s job
to know what
they want.
“
-Steve Jobs

25. When you analyze the path-to-purchase, you’re looking more closely at the
series of channels a buyer goes through when engaging with your brand.
The sequence of those channels is critical when it comes to helping you
better understand how a person progresses in their relationship with your
brand.
P2P Analytics Guiding Digital Transformation.
Customer Lifetime Value
Repeat Purchase Rate (RPR)
Repeat Purchase Rate (RPR) Revenue Velocity
Customer Lifetime Value
Active Engagement Rate
Path-to-Purchase
Path 1
Path 2
Active Engagement Rate Revenue VelocityPath 1
Path 2
% Traveled
Path
% Traveled
Path
Average
Duration
Average
Duration
Average
Revenue
Average
Revenue

26. Back in 2012, Target dove head first
into path-to-purchase analytics and
pattern recognition to find an
approach that would hone in on the
purchase behavior of new parents.
Target’s P2P Analytics In Action.
Compressed Data
PREDICTIVEOUTPUT
Encode Decode

27. Target discovered 25 common items
that were typically purchased a few
months prior to creating a baby
registry, and was able to retarget
parenting ads to customers who
bought those common items. Early
retargeting was key to creating
repeat customers.
P2P Analytics In Action.

28. Plenty of thought leaders, such as
IBM, ClickFox, and others in this space
continue to work hard at mastering
the art of data and analytics to
transform customer experience.
Though these platforms are powerful,
they can only be as powerful as the
people running them.
Strong Approaches with Stronger Foundations.
750
500
0

29. When someone as prolific and
influential as Mary Meeker exposes
the rising cost of CAC and the highly
competitive nature of the market
today, it’s clear there’s a need to
make adjustments. Rather than
focusing on lowering CAC alone,
leading organizations are focused
more on improving the LTV:CAC ratio.
P2P Analytics Guiding Digital Transformation.

30. Bringing AI Into Path-to-Purchase Analytics.
Parsing single touchpoint analytics
into data nodes isn’t difficult.
The real power of path-to-purchase
analytics, though, comes when you
delve into the decision science behind
the journey analytics and take the
requisite steps to understand the
customer’s journey at a macro- and
micro-level by asking the right
business questions.Humanization
Process
Data
Data
Algorithms

31. Path-to-Purchase Analytics With AI.
“It’s not the algorithms or the
technology which moves the needle for
organizations — it’s the agile approach
and frameworks of which the
technology is a component in bringing
real value and meaningful results.”
- Cassidy Hilton, RocketSource VP of
Data Science

32. Life-Time Value Over Customer Acquisition Cost.
Sometimes, the channels which draw
the highest conversions yield the
lowest LTV. Uber Eats learned that
lesson by adopting machine learning
and AI to better understand the
buyer’s path-to-purchase and path-
to-loyalty.
In taking this uncommon approach,
Uber Eats quickly surpassed the
competition and is on track to deliver
$4 billion more worth of food in 2019
than 2018.
Machine Based Learning Approach
The Result
Uber Eats
Grub Hub
Industry Average

33. SENTIMENT BY AIRLINE AIRLINES’ TOP REASONS
FOR NEGATIVE SENTIMENT
MOST COMMON REASONS
FOR NEGATIVE SENTIMENT
MOST RETWEETED
NEGATIVE SENTIMENT
SENTIMENT OVER TIME SENTIMENT BREAKDOWN
MOST COMMON WORDS
FROM NEGATIV TWEETS
Analysis of Traveler’s Tweets From a Week in Feb 2015
Simplifying the Complex.
When the crosshairs of AI and
machine learning come into focus,
the results bring massive amounts of
value. It’s through this convergence
that you can simplify data even
further. This simplicity lets you
leverage insights and tell a story to
everyone within the organization,
effectively dropping silo walls and
generating ideas for growth.

34. Customer Insights Map Drops Silo Walls.
Meeting IT goals and
objectives starts with
organizational alignment. A
Customer Insights Map,
which spreads across the
organization, can help teams
speak the same language,
breaking down technological
silo walls, which are one of
the top barriers to
transformation.
Top Challenges to Meeting Digital Tranformation Goals
Organizational
Alignment
Governance Skills Scope &
Architechture
Competency Partnerships Other
2018 2019
9%
59% say that technological
silos are the leading barrier
to transformation
33%
29%
17%
20% 20% 20%
12%
11%
7%
5%
1% 1%
13%
9%

35. Organizational Alignment Via a Digital Twin.
Using a customer journey map can
serve as a digital twin, fueling your
core strategy.
By taking the insights from a digital
twin, analyzing them, running
predictive models, and optimizing
opportunities, you’re able to better
align your organization’s “why” closer
with your customer’s and employee’s
emotional and logical triggers.
No Man’s Land Excellent Brand Euphoria

36. A Digital Twin Can Fuel Growth.
WeChat launched in 2011 and by 2018
had over 1 billion Monthly Active Users
(MAU). Their growth is expected to
continue to grow to over 90%
penetration in China by 2021.
Insights available via a digital twin
can help uncover growth
opportunities along the customer’s
journey.
Number of Monthly Active WeChat Users?
Top Ranked Items Sold On WeChat

37. Developing a Sublime Customer Experience.
Architecting a sublime customer
experience isn’t a one-off approach. It
must be agile enough to evolve
alongside the customer’s journey.
By using microservices and event-
driven architecture, you can set up
your platforms to ebb and flow
alongside market expectations and
demands.
Data
Visualization
Data
Visualization
ETLData Sources

38. Evolution in a Complex Space.
By leveraging a business transformation framework with an intrinsic human
touch (StoryVesting), aligning people, processes and platforms, and deploying
Hoshin methodologies we can engage in more insightful customer journey
mapping exercises known as Customer Insights Mapping.

39. Insulate your business
from disruption.
Learn more at
RocketSource.co/Blog/Customer-Journey-Mapping