Customer Journey, Marketing

Why Museums Need Customer Journey Mapping

by Gayle Ryan on July 5, 2018

Why Museums Need Customer Journey Mapping

Museums are some of the most admired and highly regarded destinations in cities around the world, often using leading technologies to showcase some of the most valuable objects ever created. While they often attract visitors from far and wide, museums frequently have difficulty converting those visitors into members and donors that provide regular streams of revenue. Too many museums lack knowledge of their patrons, cannot consolidate and share information, and find it challenging to coordinate processes across teams. As a result, efforts to achieve KPIs around membership sales and donation growth are uncoordinated.

To develop strategies that will enable you to capitalize on the visitors you attract to your exhibits, you need to understand your patrons’ journey from awareness all the way through to donation and loyalty. Mapping your customer journey will provide this understanding and help you achieve your goals. Here are some of the results you can achieve, and why museums need customer journey mapping.

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Customer Journey, Marketing

Why Performing Arts Organizations Need Customer Journey Mapping

by Gayle Ryan on June 13, 2018

Why Performing Arts Organizations Need Customer Journey Mapping

Performing arts organizations face unique challenges when it comes to understanding what drives attendance, ticket sales, loyalty, and profit. With several different sources of revenue, the business model is complex and nuanced, and with a small target audience of affluent patrons, the stakes are high. To succeed, you need to have a deep understanding of your patrons, and for that, you need customer journey mapping.

Here are some of the key advantages you’ll gain from mapping your patron journey.

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Customer Journey, Marketing

What is a Customer Journey Map?

by Gayle Ryan on June 12, 2018

What is a Customer Journey Map?

If you’ve been tasked with creating a customer journey map, or if you have heard that creating one would be useful, you may be asking “What is a customer journey map anyway?”. Here is your answer.

Customer journey map definition

A customer journey map is an outline of all of the different touchpoints customers have with a particular business, brand, service, or product. The outline usually covers every stage, from when the consumer becomes aware of the product or business, to the point at which the consumer makes a purchase, and through to subsequent purchases or other transactions until the customer churns. Generally, customer journey maps outline the entire customer lifetime; however, they can focus on a particular stage in the journey as well.

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Customer Journey, Marketing

Why your business needs to map its customer journey

by Wojciech Gryc on May 23, 2018

Why your business needs to map its customer journey

Nearly every business is keen to drive a positive customer experience. Businesses are constantly striving to improve the customer experience through investments in customer service, support, conferences, events, and countless other initiatives. Oftentimes, however, the business’s investments are wasted because marketing and customer-facing teams are not sure what the ideal customer journey looks like and are therefore misaligned. Misalignment can take many forms, but we often see this take shape by having marketing campaigns that compete with each other, customer service teams that are unsure how to manage certain buyers, and dashboards or metrics that don’t actually measure successful customer engagement.

Success in using software solutions like Canopy Labs requires organizational alignment and a clear idea of which customer experience metrics should be tracked and optimized. This is why Canopy Labs kicks off new business relationships by running a customer journey workshop. We work with organizations to map the current and ideal experience for their “typical” customers.

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Customer Journey, Marketing

Canopy Labs Panel on Personalizing the Customer Journey: The What, Why, and How

by Alexandra Maraldo on April 30, 2018

Canopy Labs Panel on Personalizing the Customer Journey: The What, Why, and How

Canopy Labs hosted an interactive panel discussion focused on personalization throughout the customer lifecycle on March 8, 2018, welcoming thought leaders and innovators from diverse industries.

5 Tips to Increase Engagement and Loyalty as a Transaction Based Firm

  • Offer free previews and packages for current customers to maintain dialogue with prime target audiences months in advance to new releases.
  • Present a blended digital campaign and gift guide leading up to the holiday season to spur up excitement for the prime sales season.
  • Create content personalized to a community instead of blast marketing using mass promotions and advertising.
  • Target content to individuals based on tracked behaviour, not self-selected preferences.
  • Invest in the creation and implementation of more advanced digital tools allowing for higher customer engagement.

On March 8, thought leaders in marketing and eCommerce shared their insights on the value of personalizing the customer journey and explored the intricacies of integrating marketing interventions into the customer lifecycle. The event encompassed a panel discussion featuring an all-star group of marketing innovators, moderated by Canopy Labs’ co-founder and CEO Wojciech Gryc. Panelists included James Connell – Vice President eCommerce & Marketing at Roots, Rob Lamb – Managing Director at the Canadian Opera Company, and Larysa Rodriguez – Director, Strategy and Channel Management, Global Targeted Marketing at Scotiabank.

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Customer Journey, Marketing

The Customer Experience Maturity Model (CXMM)

by Wojciech Gryc on April 25, 2017

The Customer Experience Maturity Model (CXMM)

Canopy Labs has now worked with over 400 companies that are interested in optimizing their customer journeys. During our five years working in this space, we have seen numerous varieties of skill sets, data sets, and capabilities.

The Status Quo

In a business environment where the only constant is change, whether it be from consumers or providers, companies need to be able to pinpoint problems with their customer experience and position accordingly. Yes, there are a plethora of tools and resources out there that help businesses improve aspects of their customer experience; however, the tricky part is selecting these tools wisely. One common challenge is maintaining a narrow and focused scope of action that fits your company’s strategic needs.  To overcome this challenge, you first need to assess and understand your company’s position on the CX spectrum, similar to a data-based SWOT analysis. You can then leverage your knowledge of your customer experience maturity to correctly approach improving the customer journey for current and prospective customers.

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Customer Journey

A Vision for AI-Driven Customer Journeys

by Wojciech Gryc on March 2, 2017

Companies are investing heavily in customer data hubs and integration strategies to build a full, 360-degree view of every customer. At the same time, marketing clouds are becoming more connected, enabling marketers to orchestrate their customers’ experiences in one place, across all channels.

However, as marketers work to map more complex and in-depth customer journeys, they tend to discover a scaling issue with these approaches: the more experiences, sub-segments, and models you optimize for, the more complex the entire orchestration process becomes. Ironically, this can lead to more manual work, where marketers need to create new content and copy, and manually run more campaigns. What marketers need is a solution that can automate the thousands of decisions around a customer’s journey, the experience they should be exposed to, and the content that enables this experience.

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Customer Journey, Marketing

Why Museums Need a Lifetime View of Patrons

by Sammy Lau on August 9, 2016

Picture the last time you visited a museum, whether in your city or on a recent vacation. You probably went online to check opening hours, exhibitions, and ticket prices. You arrive at the museum, wait in line to purchase your tickets, spend a few hours viewing the collection, and stop by the museum store on your way out. You might find there’s so much left to see, you join as a member so you can come back again soon.

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Customer Journey, Marketing

What is a 360-Degree Customer View?

by Wojciech Gryc on May 6, 2015

What is a 360-Degree Customer View?

One of the most common challenges we come across when talking to businesses is the need for a unified profile of each customer. A 360-degree view of your customers affords you the ability to respond to, and optimize for, each customer’s context and journey. Building this view can come with technical challenges, but the investment often leads to happier customers, more frequent purchases, and ultimately more revenue for your B2C business.

What you can do with a 360-degree customer view

1. It aggregates all your customer activity into one place. Customer activity is centralized into this view, so your business can track which channels each customer prefers, how they interact with you, and what their preferences seem to be.

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Customer Journey, Product Updates

The new Canopy Labs: optimizing and mapping the customer journey

by Wojciech Gryc on March 5, 2015

The new Canopy Labs: optimizing and mapping the customer journey

Over the past year, we’ve had the pleasure of working with companies to analyze and optimize over $15 billion in annual revenue. We’ve helped NHL teams sell season tickets, retailers with hundreds of stores personalize customer offers, and travel companies personalize product bundles for every traveller.

In the process, we’ve learned about the incredible importance of the customer journey. Every customer reaches a buying decision in a unique way, and understanding their stage in the buying cycle is critically important to converting them and earning their loyalty.

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