Customer Life Cycle
Problem
Spredfast lacked visibility into the entire customer life cycle. From marketing & sales through client churn, there were a lot of touch points that had never been viewed together as a singular journey.
Goals
Define the customer journey in a visual framework.
Incorporate actions and goals from all client-facing teams.
Help Spredfast improve communication to prospects and customers.
Design Artifacts
Customer Influences
Spredfast Influences
Persona Building
Empathy Map
Sketches
Version 1
Version 2
Digital Framework
Version 1 - Touch Points
People are assigned to each touchpoint. Each touchpoint is aligned to a phase of the journey. Client roles are above, while internal company roles are below.
Version 2 - Swim Lanes
Clear areas of focus and mystery for different teams. Highlights areas of over and under communication.
Final Version
This model shows who has the largest influence over each area, and which customer persona they can have the biggest impact on.
Outcome
The Spredfast marketing team were able to use this artifact as a guide to gain more context about the persona they were targeting and where in the life cycle they were. Choices around content and design were made based on this artifact that directly impacted the success of marketing campaigns.