Case Study: Sales Lead Journey Mapping
Verisk Analytics
Sr. Manager CX Strategy
2021 – 2023
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Acquisition
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Engagement
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Conversion
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Key Takeaways
Journey Mapping is a key tool in the empathy toolkit. Its analysis helps to identify opportunities productivity, user experience, and white space strategy. Some common targets for journey mapping:
- Recurring revenue opportunities
- First experience for customers
- Time to revenue
- Communication planning
- User Experience enhancements
Summary
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Opportunity
One of the key tools in the Customer Experience toolbox is journey mapping. During my tenure as Senior Manager of CX Strategy one of my more successful projects was enhancements to our sales lead process. The opportunity initiated from customer feedback responses which spoke directly to poor communication in the lead generation workflow.
We needed to identify enhancement opportunities that would improve the first experience of new customers and speed time to revenue.
Challenges
The initial red flags in the process were communicated in the customer feedback and comments. The feedback spoke directly to the lack of response from customer support and sales representatives. This initial contact from customer support and offline communication was not being recorded in the lead generation pipeline. As well there was poor communication between internal teams to properly track the lead generation workflow.
Outcome
The final proposal for enhancements led to simplification in Sales Force workflow, addition of one new hire, as well as refinements to the Sales Force environment.
These successful enhancements were accomplished using journey mapping exercises to identify the gaps in efficiency in the workflow and journey of sales leads from customer support first contact to conversion to sales opportunities.
Collaborative ideation sessions with Sales and Service teams identified pain points and gaps in communication.
Interviews and ride along sessions with service teams and sales teams helped guide understanding of daily workflows.
This data was collected and eventually culminated in a Journey map of the sales lead generation workflow. This helped to illustrate the gaps and opportunities as well as identify effective action items based on level of effort and resource investment.