Does this sound familiar?
Why it happens
Most companies never design their customer journey. It grows. Each team builds the part it owns, with its own tools, fields and definitions, and that works fine until the company adds a product, a market or a team.
Addressing issues within each team on its own won't solve it. You need to take a step back and review the journey end to end. This is where outside help is especially useful: as an external, I'm not looking at how each team performs, but at what works and what breaks along the journey as a whole. From there, the journey can be designed as one system: shared stages and definitions, clear ownership at every step, and customer data that travels with the customer.
What I build and fix
Journey design
- Mapping your current journey from first touch to renewal, across every customer-facing team
- Lifecycle stages and shared definitions everyone works with
- Clear ownership and responsibilities at every stage
Handovers and alignment
- Handovers from marketing to sales, sales to onboarding and customer success, and deal to finance
- Feedback loops from customers to product
- The same definitions in your CRM, your processes and your reporting
Enablement
- Playbooks and process documentation for every team
- Training sessions, so your teams run the new process themselves
For the deeper work on each half of the journey, see New business: sales pipeline & lead management and Existing business: customer retention & expansion.
What you walk away with
One documented customer journey from first touch to renewal, with clear stages, owners and handovers, built into your CRM and understood by every team.