Map the Path to Purchase

1. Map the Path to Purchase Using Customer Journey Maps to Enhance Customer Experience and Increase Revenue Presented by: Lindy Zars, SVP, Marketing VGM & Associates

2. Customer Experience • Who do you consider your “customers”? • On a scale of 1-10 with 10 being the most, how well do you think you know your customers? • How do you want your customers to feel after interacting with your company? • How do you train your staff today to impact that emotion/experience? • Do you stay in touch with your customers after they interact with your company?

3. Acquiring a new customer is five times as expensive as retaining an existing customer • 44% of companies admit they “have a greater focus” on acquisition, while 18% focus on retention • The rest claim to have equal focus • 89% of businesses “see customer experience as a key factor in driving customer loyalty and retention” • 76% of companies see Customer Lifetime Value (CLV) as an “important concept for their organization” • The success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20% • The healthcare industry is now recognizing CLV, and retaining them for longer within the business Customer Experience & CLV Bottom Line: Gain an edge over competition and increase revenue with experience/journey strategies across your organization

4. Six Things Customers Really Want • Customers want a compelling experience.  Businesses are giving them customer service, and not very good customer service at that. • Customers want personal focus.  Business provides a product focus.  Sell benefits for the individuals rather than the features the engineers think are cool. • Customers want reciprocal loyalty.  Businesses supply endless prospecting.  How much does your company spend on branding, lead generation and demand creation versus customer satisfaction.  If it’s less than 80/20, your company is doing better than most. Source: What Customers Really Want, Scott McKain

5. Six Things Customers Really Want • Customers want differentiation.  Businesses offer sameness.  Companies are getting better about offering differentiation within a range.  The ability to custom design your Nike shoes online comes to mind. • Customers want coordination.  Businesses offer confusion.  This problem is getting worse rather than better as customers interact with companies across multiple channels when the companies remain siloed in terms of structure and where customer data resides. • Customers want innovation.  Businesses want to maintain the status quo.  Apple effectively took online digital music from Sony.  One was innovative, one wanted to maintain the status quo. Source: What Customers Really Want, Scott McKain

6. Case for CHANGE • The Professional Disrupters: Tech Giants Are Here • Patient Disruptors: New Systems of Care • Disrupted Prescriptions: Alternatives to Meds • Disrupted Resources: The Recruitment & Retention Crisis • Video Disruption: Targeted, Individualized & Interactive • One in three patients is essentially self-diagnosing online  • Approximately 50 million Americans suffer from chronic pain, creating a clear market for alternative treatments • According to Gartner, 83 percent of customers are accessing digital marketing channels late in the purchasing process. (Customers are making it most of the way through their decision journey before they visit your store or website) • This rings especially true for healthcare, where consumerism has hijacked how patients research and consume services Industry Disrupters Source: Franklin Street

7. A customer journey map is a visual representation of the process a customer or prospect goes through to achieve a goal with your company • With the help of a customer journey map, you can get a sense of your customers' motivations -- their needs and pain points • It’s a simple tool that tells a story, the customer’s story, over time Customer/Patient Journey Map

8. Map audience pain points, emotions, questions, goals, and actions across the journey—from start (pre-awareness) to finish (retention) • Map specific strategies to the journey to help you get in front of audiences at the right time, with the right content • Only by looking at the customer’s experience through his or her own eyes—along the entire journey taken—can you really begin to understand how to meaningfully improve performance Customer/Patient Journey Map

9. Step back and identify the nature of the journeys customers take—from the customer’s point of view • Understand how customers navigate across the touchpoints as they move through the journey • Anticipate the customer’s needs, expectations, and desires during each part of the journey • Build an understanding of what is working and what is not • Set priorities for the most important gaps and opportunities to improve the journey • Come to grips with fixing root-cause issues and redesigning the journeys for a better end-to-end experience • Share with your entire organization – it becomes a true blue print for service Customer/Patient Journey Map

10. Set clear objectives for the map • Profile your personas and define their goals • List out all the touchpoints • Identify the elements you want your map to show • Take the customer journey yourself • Make necessary changes • ASK your customers questions and get their feedback (all segments) Customer/Patient Journey Map

11. Put into Action: Customer Personas • Group customers into like categories: • Referral sources • Patient • Disease state • Continued needs • Care giver • Others?

12. Put into Action: Journey Mapping • Step 1: The Trigger Event • Step 2: Planning • Step 3: Engagement • Step 4: Commitment • Step 5: Experience/Evaluation

13. Put into Action: Inform, Influence, Impact • Identify all the ways you can inform, influence and impact your patient’s experience at each step of their journey path • Advertising medium selection • Messaging and images/video • Relevant and meaningful content • Resources to educate and empower your patients/customers/referral sources • Tailored messages that are helpful and of high value to your prospective patients as they engage in their health care decision-making • Helpful calls-to-action to learn more, book an appointment or purchase your product or services—with emphasis on making it easy to access your organization’s products and services • Making their experience with your organization and its products and services exceptional and surpassing expectations • Encouraging your patients to share positive experiences with others who may benefit from knowing about their experience

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18. Know your customers – data is your friend! • Helpful tools and systems • Create Impactful Experiences • Nurture • Feedback System that closes the loop • Reward the loyal • Crawl, walk, run Final Thoughts

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