Customer Success Journey mapping - Grow, Guide & Engage
Anthony Villella
Customer Success | Cloud Technology | Account Management | Customer Expansion | Service Delivery | Stakeholder Management | Renewals | Client Relationship
As a customer success professional one of the most important aspects of my role is to take my customer on a journey, ensuring value is released at different touch points throughout the contract.?
A journey map illustrates each step, stage, and milestone that your customer needs to go through to achieve success. Its purpose is to provide a repeatable blueprint that the customer success team can use to help users achieve their goals. As customer transition through the various stages they will be dealing with different parts of an organisation – ensuring a deeper connection across the business.
I recently came across a blog by Hubspot which cleverly called out three key stages of the customer journey.?Grow, Guide & Engage
Grow
Growth isn't just about your customers -- it's about your business, too. Growing comes once you've been able to provide support and service to help customers be happy and derive value from your product or service.?This stage offers a huge opportunity for businesses to grow alongside their customers by taking existing customers and helping them get more value, earn their trust, and get them to start promoting and reviewing you online to refer more customers.
The "grow" stage is about getting to the point where customers have earned so much value from your product?and?the service you provide that they're actually promoting you and helping you generate new customers. It aligns most closely with customer success.
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Guide
Guiding customers comes once you've learned about them by engaging with them when they purchase your product or service. It's about proactively guiding customers in ways you know will help them with education, recommendations, and strategic advice.
The "guide" stage aligns most closely with sales and customer success.
Engage
Engaging with your customers is about being there for your customers when they need it, opening up different channels for your customers to connect with you, and providing reactive customer support.
The "engage" stage aligns most closely with customer support.
Customer success is the culmination of customer support, project delivery and sales working together successfully - and taking it to the next level by working in partnership with customers.