What we’re going to do in this tutorial …
We are going to create what we call the customer strategy roadmap.
This lists the main areas of skill, ability and so on that the customer needs to have or get good at, in order for them to solve the problem that they face.
(The problem for which your service is the solution.)
And it lists each one of them as a scale from 1 to 5, for instance.
You can use this document to work with a customer to identify the areas they should work on most.
Here’s an example.
Let’s say your customer is in Birmingham, and their goal in life is to drive to Aberdeen.
We can break that down into some smaller bits.
They will need to be good at driving, have a working car, have money for fuel, have directions, and they have to believe it’s possible. That’s 5 areas, and as you can see, it covers most of the main bases.
For each of those 5 areas, we can then have a scale, like so:
Good at Driving: A 1 means they are a menace to everything on the road including themselves. A 7 means they can do the Magic Roundabout in Hemel Hempstead with a cup of tea balanced on their head.
Have a Working Car: A 1 means the vehicle they own is a rust-heap up on bricks which is currently on fire. A 7 means they have (insert your favourite ever car here) in (your favourite colour) and it’s in factory mint condition.
Have Money for Fuel: a 1 is penniless, a 7 is bottomless bank account.
Have Directions: a 1 means the only knowledge they have of Aberdeen’s location is a vague impression that it’s just along the coast from Brighton. A 7 is they can recite the route off by heart and do accurate pencil sketches of every junction and roundabout.
Have the Belief it’s Possible: a 1 means they fear the gods will strike them down if they even attempt it. A 7 is the unshakeable conviction since childhood (bordering on monomania) that they were put on this earth to drive to Aberdeen.
(You might be wondering what the difference is between the customer journey and the customer roadmap. The journey is how they are going to progress through our world of marketing and product purchases. The roadmap is their progress towards their own goals.)
Why we need to do this …
- People hate advertising, but they love advice.
- If you can become your customer’s trusted expert, they will listen to you more, and buy from you more, which is what we want.
- The roadmap helps us know more about their situation or problem than they do. It helps us better assess where they are, and where they need to focus their attention on to get the best results.
- It helps us design better products that people want to buy, and design better marketing that people actually want to read and listen to.
- It’s also something they want and value, which can then become the start of a beautiful friendship between you.
How we are going to do this …
There are 3 stages to this:
- First, we create the assessment matrix, which is your equivalent of the scaled areas above.
- Next, we can create a document around that which we’ll use to tell people about the areas, and use as an assessment and education tool.
- Lastly we will put it to work for us, for instance as a lead magnet (the name for something you give away in return for someone’s contact details) or as the basis for a call (“Let’s assess where you are, Mr Customer, and see what you need to do next.”)
Step 1: Create the Assessment Matrix
Divide the customers journey into 5-7 areas of core skill, knowledge, ability, achievement etc
Draw a grid on a blank piece of paper which has the same number of columns as you have created areas, and create 7 rows
- If 1 is customer as a beginner (or in a bad place) and 7 is customer as highly proficient (or in a good place) note in each box what that looks like. If 7 is too granular – use 5 stages.
Step 2: Create the Roadmap Document
Create an intro that explains the importance of this, why you are qualified to assess them, and that you created this doc to help people achieve better results in the area you are concerned with.
Do a page for each area:
– Summarise the area (what is it)
– Tell them what being at 1 stops you from doing, and puts you at risk from
– Tell them what being at 5 or 7 helps them do, and what opportunities are available as a result
– Note some of the reasons people struggle to get this right.
– Explain what getting it right entails (at a high level)
– Say how YOU help people get it right
Include your assessment matrix
Add in any case studies or examples of what getting it wrong/right looks like. Put the wrong ones first, right ones last.
Add a description of your products, saying how they help different levels, and add a call to action for people to contact you to create a solution to help them get to 5.
Section 3: Using It
You can use it as a deliverable for a consultancy call – you ask them questions to assess where they are, and then send them the doc along with a typed rating for each level, and recommendations about how to improve key areas (using your services).
TIP: Create the email as a template – then you can just add in a few numbers, and few personalised notes and hit send.
EXTRA CREDIT: if you have done it in PowerPoint, put a ring around each relevant score, and save it as a PDF with their name – looks more personal!
You can use print it out and give it to people etc face to face at meetings or events
A fast and inexpensive way to do this if you don’t have graphic designers etc on tap is to create it in PowerPoint, and save it as a PDF.
If you want, you can use a wheel rather than a matrix – a matrix is easier design-wise though! 😉