How Customer Journey Mapping Improves the Customer Experience

Posted by Phil Nanus on 9/15/17 5:00 AM

We’re excited about our upcoming Technology Services World conference this fall in Las Vegas. This year’s theme is the Art and Science of the Customer Journey, and within my area of research, customer success, many attendees will realize this theme is definitely in our wheelhouse.

As part of the customer journey, we usually see two bigger phases of customer success maturity. The first is when we observe a group of professionals working across a company on projects and initiatives that improve the customer’s experience, which we refer to as the “thematic” view of customer success. The second is an organization that has one or more of three common charters of customer success: adoption, retention, and expansion. Regardless of maturity of your customer success and customer experience initiatives, being able to improve your customer’s experience should be a top priority for these teams.

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Topics: customer success, Customer Success Maturity Model, Art and Science of the Customer Journey

Where Professional Services Fit Into the Customer Journey

Posted by Bo Di Muccio on 9/12/17 5:00 AM

How far the industry has come in the last 5-10 years! At the beginning of this transformation nearly a decade ago, virtually all technology professional services organizations were perfectly content to play a “Level 2” role. That is, they had capabilities and offers that were almost exclusively focused on getting customers up and running on the core technology product. 

Of course, that’s still an important function of professional services (PS) for any tech company. But nowadays, we’re getting a lot more questions indicating that PS is rapidly being pulled and pushed into being more of a Level 3/Level 4 engine, that is to say, a capability that directly helps customer achieve business outcomes. 

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Topics: professional services, LAER, recurring revenues, Art and Science of the Customer Journey

Optimize and “Appify” Your Customer Journey Maps with Analytics

Posted by Jeremy DalleTezze on 9/8/17 5:00 AM

Customer journey maps are typically the result of a business planning exercise to better understand B2C customer experience sequences. With journey maps in hand, suppliers can then purposefully control and optimize the interactions to improve supplier outcomes in typically narrow circumstances.

However, the customer journey for a large technology buyer is complicated and dynamic. In this post, I’m going to explain that journey and how you can deliver a dynamic and more customized approach to customer journey mapping, an approach I like to refer to as “appifying,” with the help of analytics.

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Topics: data analytics, customer experience journey mapping, LAER, Art and Science of the Customer Journey, customer journey mapping

The Customer Journey in Industrial Equipment

Posted by Harald Kopp on 7/28/17 5:00 AM

Smart, connected products and smart services have had a major impact on the world, not only in the way businesses are run, but also to the customer journey over the whole customer lifecycle. As part of TSIA's research initiatives, we track the latest industry trends affecting the industrial equipment (IE) sector, which includes automation technology, instruments and components, and solution providers leveraging industrial equipment. In this post, I’m going to be sharing how these changes to the customer journey, brought about by the increasing adoption of smart technological capabilities, are playing a part in the industrial equipment sector.

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Topics: industrial equipment, internet of things (IoT), smart, connected products, smart services, Art and Science of the Customer Journey

Rethinking the Sales Funnel for Existing Customers

Posted by Steve Frost on 7/14/17 5:00 AM

This fall, TSIA will be digging deep into the topic of the Art and Science of the Customer Journey at our annual Technology Services World conference in Las Vegas. To introduce this theme, the rest of the TSIA research team and I will be sharing our thoughts on how it relates to our specific area of research, which in my case is expand selling. In this entry, I’ll be sharing a look at the journey from lead to closed deal for new opportunities with existing customers, how this process is different than it is for new customers, and why Services touchpoints have to be accounted for in the process.

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Topics: technology services, sales, expand selling, marketing, sales costs, Art and Science of the Customer Journey

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