Case 2: Customer Journey Map

Video lecture cover image

Summary

  • Online lecture: How to improve relations with clients: Customer Journey Map.
  • My role: Methodologist and Training specialist
  • Company: Svitlo, the modern library of educational content
  • Target audience: marketers, entrepreneurs, analytics, managers from 20 to 50 y.o., russian speaking audience
  • Duration: 25 minutes
  • Experts: a marketer with 10+ year-experience
  • Lecture elements: teaser + video lecture + CJM templates + lecture outline

Project timeline

Stage 1. Research

  • Length: 1 weeks
  • Result: chosen expert for the lecture with its main subject

Usually our Production got a list of topics from the Marketing Dep based on surveys or tests people replied on in company’s telegram channel or instagram stories. Afterwards, I’m working with the list of experts to present to the team: search, chat online, meet to brainstorm topics and subjects they are proficient in. Then I present the one I have chosen (top 2-3) to the team. After one-hour discussion and Q&A the expert is chosen and I continue communicating to him to get more details about the steps forward. It was so in this case. For expert base forming I have used my ‘“warm” contacts and recommendations from them.

Stage 2. Preparation

  • Length: 2 weeks
  • Result: script and presentation for an expert during the filming

This stage includes several essential steps I as a methodologist need to do to get the successfully organised process of filming on a date planned. First step was to organize one more brainstorm with the expert and one of our department members; there we defined the main pains, topics to cover these pains, found cases from the expert’s experience to match as well as figured some practical tasks to include in a video-lecture or to the worksheet only.

rehearsal with a trainer of public speaking skills

After, we worked online in an excel special table I made as a suitable one to have everything in one place. One more helpful tool for an expert was a rehearsal with a trainer of public speaking skills. We had 1-2 hours rehearsal with a presentation to check and correct during the process. Last but not least, I am responsible for the fact checking: how actual the info expert will share is, info sources match, etc.

Stage 3. Filming day

  • Length: 2 hours
  • Result: video material for production

For the whole process on this stage the producer is a responsible one. My main task is to support the expert while he is recording the lecture, to listen to the language he uses, how he is saying words, phrases, and control the links to be formed between different info blocks. Intro and sum up is smth what I do recommend to write word by word in advance and to film it as it goes in its order. Jokes on the set are welcomed!

filming an expert in studio

Stage 4. Production

  • Length: 3 weeks
  • Result: final video lecture and worksheets

This stage reveals the most comprehensive process throughout online lecture production. Why? Because before there were 2-3 people involved in each stage, but here it is 7 people from the team; moreover, several cycles were usually made to make changes and prove the suitable “best” variant. So, the stage starts with an installation I receive after the filming. I work in an Excel adopted table writing the whole animation for the motion designer. Then two people reread it, after there could be some changes proposed and discussed; recheck spelling is usually outsourced as well as all the materials translation.

worksheets for the lecture

At the same time, I work under the worksheets for the lecture: with the expert, using external sources, by adopting and testing a variety of schemes and tables I develop for the lecture learners. And yes, all the worksheets I tested on the team and colleagues asked questions and told me what was good or what was not enough or too easy; more often there is smth missing, like a short manual how to work with this worksheet and when this extra edu material should be integrated in the learning process with a lecture like this. The final video lecture and edu materials are in need of being proved by the expert. As he/she does it, we are ready for a lecture release. lecture learners

Website copywriting was also on my side. I wrote a core knowing the lecture and its sense the best. I spent 1-2 days there. Notice, it should be all the parts of the lecture figured out in order to mention all of them somehow on the landing page.

screenshot of website with lecture

Stage 5. Release

  • Length: 2 days
  • Result: published lecture on the web and posts in social media made

Release date we plan in advance, but it appears more real 2-3 days before it would be published. For release there are several things are in a lecture production checklist:

  • The smm plan two weeks in advance and ready for publication from the content department
  • The post about the lecture published with an indexed link by the expert on this lecture
  • The landing filled with the text on 2 languages and checked 3-4 times
  • Happy team congratulations!

thank you page