Build a Customer Lifecycle Map

Learning Objectives

After completing this unit, you’ll be able to: 

• Create a customer lifecycle map.
• Add stages for customer acquisition, onboarding, claims management, and policy renewal.

Prerequisites

Before you start, make sure you complete the following.

Required

• Complete the Survey Basics module to find out how you can create and send surveys.
• Complete the Salesforce Surveys for Admins module to translate, automate, and evaluate your surveys.
• Complete the Design and Distribute Surveys with Salesforce Feedback Management module to enable surveys and set up permissions for the Salesforce Feedback Management license.
  
  

Suggested 

• Complete the CRM Analytics Customer Lifecycle Analytics module to gather actionable insights from survey responses.

Tough Times at Cumulus Insurance

Cumulus Insurance is a customer-focused insurance company that delivers great experiences and has earned a loyal customer base. Its secret sauce of success is simple: listen to the customer and create real value for them. The leadership team knows that it’s their customers’ approval (or disapproval) of the services that determines the fate of the company. The team’s focus on customer experience has resulted in a positive brand image, a high customer retention rate, and consistent growth.

However, the last quarter saw a significant dip in revenue and below-average customer ratings. Reports show a drop in customer satisfaction for onboarding, claims, and renewals. 

Enter Customer Lifecycle Maps

To find out the cause of the downward trend, the leadership team has decided to use Customer Lifecycle Maps to measure CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) across the different stages of the customer lifecycle. A customer lifecycle map can be configured to automatically send out surveys to customers at each key stage of their journey. Cumulus can then review the feedback to spot existing gaps in customer service and fix them. In this module, we’ll follow along as Cumulus sets up and uses Customer Lifecycle Maps to improve the customer experience.

Matt, the super admin at Cumulus, takes up the task of setting up the feature. You need a Salesforce Feedback Management license and the right permission set to use Customer Lifecycle Maps. Cumulus Insurance already has the license, so Matt creates the permission set and assigns it to himself. To find out how you can do this, see Get Started with Salesforce Feedback Management.

Ready to Get Hands-on with Customer Lifecycle Maps?

Launch your Trailhead Playground now to follow along and try out the steps in this module. To open your Trailhead Playground, scroll down to the hands-on challenge and click Launch. You also use the playground when it's time to complete the hands-on challenges.

As a Salesforce admin, Matt has customized a few objects and fields in the Cumulus org, and you won’t see surveys related to Cumulus in your Trailhead Playground. You won’t be able to follow along with all the steps but you’ll be able to attempt the hands-on challenges.

Prework

Before setting up a new customer lifecycle map, you must complete the following tasks. Matt has already enabled Surveys and set up permissions for the Salesforce Feedback Management license. Here’s how he enables Customer Lifecycle Maps.

1. Click and select Setup.
2. Enter Survey Settings in the Quick Find box, and select Survey Settings.
3. Enable Surveys if you haven’t already.
4. Enable Customer Lifecycle Maps.

If you don’t see the option to enable Customer Lifecycle Maps, make sure you have enabled Surveys and set up permissions for the Salesforce Feedback Management license.

Next, Matt confirms email template settings.

1. From the App Launcher, find and select Email Templates.
2. Click the dropdown menu next to Embed_a_Survey_Link and select Edit.
3. Click Save.
4. Do the same for the email template Embed_a_Survey_Question.

Set Up a New Map

Before creating a map, you must create a survey for each stage of the map, configure its default settings, and activate the survey. Matt has already created NPS surveys for each stage of the customer lifecycle map. 

Here’s how he configures the default settings and activates the surveys.

• Click to open the App Launcher, enter Surveys in the search box, and select Surveys.
• Click the dropdown arrow on the right for the survey you want to configure.
• Select Open Latest Version.
• On the Survey Builder page, click and select Default Settings.
• Click Email Templates and select Embed_a_Survey_Link.
• Click Save.
• Click Activate.

By activating the survey, you’re ensuring that questions from the survey get tied to the desired stage of the lifecycle map.

You can also create copies of a survey by selecting Make a Copy from the dropdown menu inside Survey Builder.

To build a customer lifecycle map, Matt must create a new map and define its various stages: customer acquisition, onboarding, claims management, and policy renewal. Here’s how Matt creates the map and adds the customer acquisition stage.

1. Click and select Setup.
2. In the Quick Find box, enter Maps and select Customer Lifecycle Maps under Survey.
3. Click New Map.
4. Enter Cumulus Insurance NPS in the Name field. The Developer Name field gets automatically filled in.
5. In the description box, enter Measuring the NPS scores of customers throughout their journey.
6. For Customer Satisfaction Metric, select NPS.
7. Click Save.
8. Locate the map Cumulus Insurance NPS and click +New Stage.
9. Enter Customer Acquisition as the stage name. The developer name is automatically filled in.
10. In the description box, enter Measuring customer NPS for the acquisition stage in the customer journey.
11. In Survey Questions, select the survey Cumulus Customer Acquisition.
12. Click the Question dropdown and select the question Please rate your recent experience with us.
13. Click Save.

Next, Matt adds the customer onboarding stage.

1. Click +New Stage.
2. Enter Customer Onboarding as the stage name. The developer name is automatically filled in.
3. In the description box, enter Measuring customer NPS for the onboarding stage in the customer journey.
4. In Survey Questions, select the survey Cumulus Customer Onboarding.
5. Click the Question dropdown and select the question Please rate your experience with us.
6. Click Save.

Likewise, Matt creates the stages of claims management and policy renewal with the following details.

That’s a Quick First Win

Matt has set up a customer lifecycle map with stages and linked each stage with the right NPS survey. You can add as many stages as you want as long as those correspond with the customer lifecycle that you wish to track. In the next unit, we follow along as Matt sets up survey triggers, which specify the conditions to send survey invitations.

Resources

• Salesforce Help: How Do Customer Lifecycle Maps Work?
• Trailhead: Survey Basics
• Trailhead: Salesforce Surveys for Admins