Denver Startup Week 2015 Recap
Denver Startup Week Recap
Recently, Elevated Third had the privilege of hosting a session during the Denver Startup Week. If you’re not familiar with the event, it’s a full week jam-packed with keynotes, workshops, and networking events attended and hosted by innovative and influential minds from all across the Rocky Mountain region. And best of all, it’s completely free! This was our third year speaking at the event, and the energy was palpable. Each year, Startup Week continues to exceed our very high expectations. The community of collaboration that has been built from the ground up, the rapid year-over-year growth, and the group of influencers in attendance all continue to excite, inspire, and impress us.
For our DSW session, we shared our insight on the topic of customer journeys, or the numerous touch points that customers face as they work their way through the conversion process with a company, and the many obstacles to finalizing a sale that can crop up along the way. Learning about your customer’s journey is an important part of understanding your customer, your process, and your own business from the inside out, and is applicable to companies of all shapes and sizes, whether or not you’re a startup.
If you missed our session or need a recap, here are a few key takeaways to remember.
Make sure you take the time to actually research your customer’s experience. Without research as a foundation, you are essentially taking a shot in the dark. As you research, stay focused on the parts of the journey that matter most, or you’ll run the risk of overloading yourself with useless data and getting off track. Decide which foundational elements should be tweaked. What is the core of the problem, and what, if changed, will make the biggest difference?
Transform The Experience
After you have done your research and gathered insight on the problem, you then have to work on making it better. Create relevant and concise customer personas to use as tools to inform decision making. Make sure you’re not stereotyping based on assumptions by confirming them with some sort of primary research. Build an inventory of possible customer interactions, and be mindful of how different touch points can overlap and influence each other. Again, confirm by asking your customers to validate. Finally, map out the entire process and work to identify ways to streamline it and reduce pain points.
Engage Your Team
Give your team the support they need to make sure all your hard work doesn’t go to waste. Empower your people on the ground who serve as the face of your company, and make sure they are cared for.Try to identify complete journeys and identify how small issues might culminate into a poor experience overall. Ensure that your team is receiving real feedback on their performance. Make changes to your established policies, fill in your gaps, and work on aligning your company culture to help support everyone in understanding the new company values built around your procedural changes. Get teams together to create buy-in, reduce siloing, eliminate cross-functional disconnects and solve problems.
Start by planning out how you intend to track results, what constitutes success and failure, and be organized about it. Choose a time period to track your results, and stick with it. Analyze your results, and be sure to sample from a data set that is large enough to be relevant. Finally, don’t be afraid to double back and adjust your course if the strategy isn’t working.