Class Introduction

 

Build a Customer Journey Map that Drives Engagement

 

Lesson Info

Class Introduction

Hey guys, I am Tara-Nicholle Nelson, and I am still stoked to be talking to you about how to build a customer journey map that drives product engagement and marketing engagement. So there's a lot of approaches to customer journey mapping. Most of the time, especially in my career, I've worked mostly in digital, most of the time when someone says customer journey map, they actually mean sort of a map of someone's path through your brand channels. From the time they learn about your brand to the time they buy or use, what is their experience. That's not what we're talking about today. Actually, let me tell you what we are going to talk about today. By the end of this class, you will know how to rethink your customer through the lens of the transformational consumer frameworks that we've been working through. And this is kinda important, you're gonna know how to actionably define the big, human-scale problem your customer is coming to you and your business, your product, your service to s...

olve, actionably being the key word because we can do lots of cool talk but we're actually here because we want to sell products, sell services, so we'll talk about that. We will talk a little bit about the difference between good data and bad data and who your customer is and is not, why to become an expert on their journey, how to do that. We'll cover the number one rule of customer research, and I'm excited for you guys to learn that because I'm anticipating the reaction I'm gonna get already. And we'll talk about, I think one of the, as someone who runs a consumer insights firm, one of the biggest reactions I get about consumer insights is that sounds amazing and expensive. Right, how do I do that if I don't have a whole bunch of money to spend? So we will spend actually a significant amount of time talking about that. And then, how do you turn the consumer insights of customer research and customer journey map into change, into doing things differently at your company, especially if there are a bunch of other people you have to get on board? So we'll talk about some of that too. As we talk, these are the social media channels that I'm on. You're welcome to follow me or join in the conversation here. And this is actually a great moment in time to download your bonus resources from TransformationalConsumer.com/CreativeLIVE because in the downloads, you'll find a sample filled out customer journey map that we're actually gonna break apart and talk through in this session. And you'll find a blank one too so that if you're on your own or watching this later, you get to be able, you can fill it out for your own business and actually start using it. Quick review. I just want to always set context. Why are we having this conversation? We are having this conversation because disengagement, the disengagement struggle is real, as evidenced by the look on this young man's face. It is harder and harder to, even though all of us have gotten the memo that content is important to publish, it's really hard to get people to watch it, to read it, to listen to it. It's really hard to get people, even once they buy or download your product, to use it multiple times over and over. And as we know, getting them to use it or come to it or read it or watch it over and over is sort of the linchpin of long-term success and sustainability of a business. The framework that I'm presenting in this series of courses for breaking through what I've been calling the disengagement dilemma is a consumer insights framework. It's really a lens for looking at, understanding, and engaging your customers through the frame of the changes that they want to make in their lives and to their own behavior for the healthier, for the wealthier, for the wiser. And as we've talked about before, this is really not a framework that's intended to be or limited in utility for health and finance and education companies. Although it works really for them, it also works for, it works for many companies. In fact, I have a little rubric. If you're selling booze or if you're selling guns, perhaps those are not good products to try to market transformationally. Most everything else can be. I want to give you this one example. I used to jokingly say in talks, I guess, like, garbage bags aren't really that transformational of a product. And then, someone wrote me an e-mail saying, you know, last year, my family and I read that book, the Marie Kondo book, The Life Changing Magic of Tidying Up, and we decided as a family that you know what, we probably would get along better if our stuff wasn't all, if we didn't have so much clutter, if our stuff wasn't in each other's way all the time. We don't need to buy a new house. We just need to declutter this one. So they decided to work through the Kondo program, and they literally went out and bought garbage bags in an effort to further this, like, make their relationships better, free up their energy, make themselves more productive at home and in their kids' homework spaces. So even though I made the joke, that garbage bags are not that transformational, they actually are, which brings me back to the point that I kinda want to emphasize throughout this series of classes, which is this is about, this entire exercise is about shifting the way you think about what you do to the way your customer thinks about it, which is broadly and overlapping. They're not thinking garbage bags are in the consumer packaged goods sector. That's not how people think, real people who buy your product think about your product. They think, I want to declutter to help my life run smoother so thing I need to buy is garbage bags. And when you start thinking about, yes, that means somebody watching that markets garbage bags should be thinking abut partnering with the Kondo people or the decluttering people. That is how people actually think about products. So, transformational consumers are not a small group of people. It's about 50% of all US adults, and they're spending about four trillion dollars a year in their efforts to live better lives. And in defining the way we define transformational consumers is with this acronym HUMAN. They're focused on getting healthier, wealthier, and wiser. They do that on an ongoing basis. They have a constant series of what we call personal disruption campaigns, which are really just goals that they're setting to change their own behavior. Transformational consumers exhibit an extreme growth mindset which just means that they really believe, and it's funny that I'm saying they like they're someone else because I am the quintessential transformational consumer, but they have an extreme growth mindset, which just means they believe that if they can change their own behavior, they can really change almost anything about their lives. They're not stuck with playing the hand of cards that they were dealt by life or by their parents or whatever. They have a bias toward action, whether they learned that bias, and many of us have learned it and cultivated it intentionally, or whether they were born with it. And they engage in a never-ending search to find the content, the products, the services, that help them make these really hard to make behavior changes that they've been trying to make on their own for so long. As you start to do the work, and I've asked that you consider really mapping out and carving out some time and space, head space, heart space, calendar space, to actually do the change management of reaching and engaging the transformational consumer, there are basically a series of things that you have to rethink first internally and then in the way you do them in the outward facing world with your customers. The first rethink, and we dealt with this in the second class of this series, is to rethink what you sell and to rethink your competition as well. In fact, let's kinda review those. So rethink what you sell, I'm proposing and asking that you think about this as you sell a transformation, not just a product. Rethinking your competition, your competition is actually not any other company or any other provider of a service in your competitive set, what we could call your competitive set. The competition is any obstacle that gets between your customer and the transformation that they would like to see, the same transformation that your company extensively exists to help trigger and create for them.

Class Description

Most of the time, marketing campaigns leave us feeling empty. But every now and then, along comes a business that makes us think: “Wow! They totally get me!” Their messaging makes us feel inspired, understood and looking forward to more interactions with that brand.

But how can we, as marketers, create our own “they really get me” moments that engage and inspire our customers? Step one is clear: First we have to really get our customers.

This course focuses on the tools and frameworks that will help you map your customers’ real-life experience of trying to be healthier, wealthier and wiser to your product or service. You’ll use methods that offer clear directions on how to develop your product, digital, content and marketing programs.

In this class, you’ll learn how to:

  • Figure out who your customer is, looking both at your existing customer base and target buyers of your product, as well as anyone dealing with the problem you exist to solve.
  • Develop customer journeys and personas that allow you to zero in on your customers’ goals.
  • Translate those frameworks into actionable brand, engagement and content marketing strategies.
  • Become a respected advocate for your users and create a user-centered company culture.
  • Align your teams, products and initiatives to the same customer journey.