Comment reliez-vous votre feuille de parcours client à votre proposition de valeur et à votre promesse de marque ?

Customer journey maps must align with company-wide Customer Success strategy. This strategy is part of the higher strategic goals of the corporation, and here is where value proposition meets the journey that customers should follow to be successful. We must understand what makes our offering different (no matter if it is product/service/whatever) so we can insert that differentiation inside the proposed customer journey map.

A proposta de valor é o cerne do que a sua empresa promete entregar aos seus clientes. É crucial que essa proposta seja clara, única e atraente. A promessa da marca, por outro lado, é como você comunica essa proposta e as expectativas que você estabelece para o cliente. Destaque o que faz sua marca ser única no mercado.

What makes your product or service special? That's your value proposition. It's why customers should choose you over others. Your brand promise is the feeling you give customers. It's what you stand for and how you make them feel. To figure this out, you need to: 1. Learn about your market and customers 2. See what your competitors are doing 3. Explain how you solve problems and meet needs better than others This helps you clearly say why customers should choose you and how you'll make them feel

Customer journey maps need to fit into the broader Customer Success strategy of the company. This strategy is integral to the corporation's overarching goals, where the value proposition intersects with the customer journey for success. It's crucial to grasp what sets our offering apart, be it a product, service, or other, and weave that uniqueness into the customer journey map.

To define your value proposition and brand promise, research your market, customers, and competitors. Your value proposition should clearly explain how your product or service uniquely solves customer problems and stands out from competitors. Your brand promise, on the other hand, should convey the emotional connection and values that resonate with your audience, outlining what you stand for and how you make them feel.

Customer Journeys, or Customer Success Paths/Plans, are essential tools to create brand advocates. But we cannot create them with the aim of mapping our companies brand with their interests. We MUST think about customer business outcomes first. Once we have realized what our customer wants to achieve, we can start depicting the steps to make them successful. By doing so, our customer will consider us their trusted advisors, and hence, they will be more keen to become advocates. Think on what customer needs first. It never works the other way round.

I discover that we can use our customer journey map to highlight our value proposition by focusing on touchpoints. At each stage of the journey, we can show how our product or service is solving our customers' problems. A common example could be when Netflix uses customer journey maps to understand how customers discover and watch content. By understanding the customer journey with each touch points. For instance, Netflix recommendations, which probably uses machine learning to recommend content to customers based on their viewing history and interests. This helps customers discover new content that they might be interested in. Thus, Netflix is able to recommend content that is more likely to be of interest to each individual customer.

A customer journey map visually outlines the path customers take from discovering your brand to becoming loyal advocates. It includes touchpoints, actions, emotions, and pain points experienced along the way. To create this map, gather data from surveys, interviews, analytics, and feedback. Utilize various formats like diagrams or software to visualize these stages and interactions effectively.

In my software journey, I've found that the customer journey map becomes a canvas to illuminate our value proposition, emphasizing touchpoints. At each phase, we unveil how our product addresses customer pain points. A prime instance is Netflix, employing journey maps to optimize content discovery through machine learning-backed suggestions. By decoding customer touchpoints, we tailor solutions, ensuring personalized value resonates in every engagement

Entender a jornada do cliente é fundamental para garantir uma experiência consistente e satisfatória. Cada ponto de contato é uma oportunidade para reforçar a proposta da marca. Listar todos os pontos onde os clientes interagem com a marca, seja online ou offline é o primeiro passo para entender que tipos de ações podem ser criadas.

Consistently train and educate your customer service and sales teams about the value proposition and brand promise. Ensuring that every team member understands and communicates these elements effectively at each customer interaction strengthens the brand's image and customer perception.

How to link the outcomes that customers will get with our corporate strategy? This is the 💫 magic of a good Customer Success Strategy, where customer journey maps meet the value proposition of your company. Taking into consideration that your value proposition and customer journey maps are created, you need to make sure there are milestones in that map where the value you want to provide is uncovered. Think about Value Assessments as unique activities to unveil what your customer is getting from working with you. Mark these value conversations inside the journey, so you can ensure your customer is achieving their goals while acknowledging your part on their success.

O alinhamento garante que a experiência do cliente seja integrada e coerente em todas as fases da jornada. Personalize, treine e mantenha a consistência observando sempre o feedback!

In the realm of software products, weaving customer outcomes into our corporate strategy is the essence of a robust Customer Success Strategy. By strategically placing value assessments within the customer journey map, we uncover key milestones where our value proposition aligns seamlessly. These unique activities not only reveal the value customers derive but also ensure their success aligns harmoniously with our corporate objectives. It's the magic where customer journey meets strategic impact.

From my experience in the consumer goods industry, aligning your value proposition and brand promise with your customer journey map is crucial for delivering a seamless customer experience. It's not just about attracting customers; it's also about retaining them by reducing friction points and enhancing satisfaction at every touchpoint. As customer needs and market dynamics evolve, it's also important to continually review and optimize this alignment.

Implement a system for real-time monitoring of customer interactions and feedback across various channels. Quick response to customer inquiries, complaints, or feedback not only improves customer satisfaction but also provides valuable insights for optimizing your value delivery at different stages of the customer journey.

As part of any Success Plan with any customer, there must be milestones where you ask: "how are we doing?". These milestones in the Customer Journey Map are key to identify possible gaps or opportunities to develop your brand in that customer. It is recommended that any type of feedback gathered is based on data. Surveys are a good tool, but it is also best if you can work on defining what is success for your customer, identifying the KPIs that will show the real value for them. Having value conversations usually involves C-level stakeholders, so keep track of those KPIs and revisit them with some sort of frequency (having a dashboard that shows trends would be the perfect world).

Within the software realm, embedding "performance check-ins" along the Customer Journey Map proves pivotal in spotting gaps and brand growth possibilities. Gather insightful feedback by aligning it with defined success metrics and customer-focused KPIs. Engage in strategic dialogues with C-level influencers, consistently tracking KPI trends via dynamic dashboards. This proactive stance not only refines success plans but also nurtures enduring customer contentment.

From my experience in the consumer goods industry, measuring and optimizing value delivery is a continuous cycle that requires constant attention. Gathering customer feedback, analyzing it effectively, and implementing changes based on the insights gained is crucial. This iterative measuring, analyzing, and optimizing process is critical to enhancing customer satisfaction and loyalty. Furthermore, it's important to remember that customers may value other aspects of your product or service, so segmenting your customer base can provide more targeted and practical improvements.

Você não pode gerenciar o que não pode medir. É importante rastrear como a entrega de valor está sendo recebida pelos clientes. Defina indicadores de performance que reflitam o sucesso na entrega da proposta de valor.

By integrating relevant touchpoints throughout the customer journey that align with their value proposition and brand promise, successful companies establish a strong sense of trust and credibility. For example, if a brand promises eco-friendly products, they can incorporate sustainable practices at each stage of the customer journey, from sourcing materials to packaging and disposal. This consistent commitment to environmental responsibility builds trust with customers who prioritize sustainability.

Value is understood by customers if you link it with their desired business outcomes. Therefore, value perception needs to be worked as part of a Success Strategy with your customers, using tools like Customer Journey Maps and activities like Value Assessments. It never works the other way round.

In my experience with software products, aligning the customer journey map with the value proposition and brand promise is paramount. Map touchpoints to showcase how each interaction reinforces our unique value. This integration not only enhances user experience but ensures our brand promise resonates at every step, fostering trust and loyalty. #CustomerExperience #BrandAlignment 🌐✨

Incorpore sua promessa de Marca: A promessa de marca é a expectativa que você estabelece para seus clientes. Se a sua marca promete inovação, a cultura corporativa deve incentivar a criatividade e a experimentação entre os funcionários. Isso significa dar espaço para novas ideias e estar aberto a sugestões que possam melhorar o atendimento ao cliente.

Your brand is more impactful when all supporting elements are linked. If your customer journey includes direct interaction with important brand elements, you will leave a stronger impression.