The customer experience is the sum of all of the interactions between your brand and your contacts. Your contacts include your leads, prospects, customers and anyone else who interacts with your organization.

A great customer experience starts with understanding the customer journey. That is where customer journey mapping comes into play. Once you understand the customer journey, you can develop your campaigns and workflows accordingly. Let’s take a closer look.

Customer Journey Mapping (Journeys)

Who is responsible for the customer journey?

Chief Marketing Officer (CMO) or anyone in charge of higher-level marketing strategy
Customer Experience (CX) Designer

Stage in Process:

Planning stage: Before you develop any campaigns you need to set your objectives and establish customer paths – or journeys.

Characteristics of a Customer Journey:

May include a mix of drip campaigns, workflows, emails, and other personal touchpoints
The path the user takes largely depends on their actions and/or decisions
A journey includes every aspect of the journey – not just singular campaigns
A customer journey can be triggered via a signup form, manually or by a workflow
Journeys are not group specific; however, a journey can drop or remove a contact into/from groups
A journey has a beginning, middle, and end, but also takes into account what happens in between.

Use Cases:

Visual representations of the customer experience as a whole (from the time a customer comes into contact with your brand and beyond).
Map out the path a contact takes depending on their actions – each path varies.
Identify holes in your process to establish consistency in your sales and marketing processes.

Benefits:

Ties your sales, marketing and operations departments together to ensure consistency across the entire customer experience.
Establish stages in the customer journey depending on contact engagement.
Increase collaboration amongst your team members, as well as engagement with clients
Learn more about how leads and customers engage with your brand and flow through your funnel.
Journeys are channel agnostic meaning they take into account all channels, both online and offline.

Drip Campaigns/Campaigns

Users/Who:

Campaign managers
Email marketers
Marketers focused on day-to-day campaigns
Lead nurturing marketers
Pipeline marketers
Onboarding/training managers

Stage in Process:

Execution Stage: Once you have an established marketing strategy and a bird’s eye view of what you customer journeys look like, you can break your efforts down into campaigns.

Characteristics of a Drip Campaign:

Drip campaigns are a series of emails that go out over a predetermined time frame.
Drip campaigns are group specific.
Drip campaigns make up part of the customer journey.
Drip campaigns can be activated by a journey.
Drip campaigns are a great lead nurturing tool.

Use Cases:

Typically used as a single effort to reach one goal (i.e. qualifying a lead, requesting a trial, onboard a new client).
Singular campaign to assist in lead nurturing or onboarding.

Benefits:

Streamline and standardize your sales and marketing process to create consistency.
Saves time and increase efficiency by automating the process.
Educates and engages leads as well as current clients and customers.
Delivers analytics to let you know how your efforts are performing. Are you leads converting?

Workflows

Users/Who:

Operations managers
Sales managers
Onboarding managers
Customer experience managers

Stage in Process:

Planning and Execution Stage: Once you have an established marketing strategy and a bird’s eye view of what you customer journeys look like, you can break your efforts down into touch points. For example, if a new leads clicks on a “Request Demo” button in one of your campaigns, you would trigger a sales follow up workflow that would notify and assign a salesperson the task of following up.

Characteristics of a Workflow:

Workflows consist of a series of activities that are assigned to particular people within your organization.
Workflows activities typically follow each other in the order that the activity or tasks need to be completed.
Workflows make up part of the customer journey.
Workflows can be activated by a journey.
Workflows can be activated by a drip campaign.
Workflows can activate a journey.
Workflows can activate a drip campaign.
Workflows bridge the gap between sales and marketing by streamlining and integrating the sales and marketing process.

Use Cases:

Develop a repeatable pattern of business activity, for example sales follow ups, onboarding steps, etc.
Systemize your internal process to ensure that all tasks and activities are completed on time.
Add in human touch points and other activities that do not involve email marketing, drip campaigns, etc. Activities can include: meetings, phone calls, send contact, follow up, send thank you card, etc.

Benefits:

Improved communication between departments as well as with leads and customers.
Reduced errors resulting in reduced costs and increased employee success.
Increases transparency and gives visibility to overall progress, communication, and interaction with leads and clients.
Keeps your team organized and on top of their projects and tasks which translates into more consistent customer experiences.

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Drip Campaigns, Journeys, and Workflows: Cheat Sheet