Problem statement

Admins traverse a variety of products and have combinations of products. These do not have a cohesive experience between touch points.

There are many different systems and teams that touch Admins through their journey.

We need to review the end-to-end experience from the administrator’s perspective to understand the breadth of their needs, pain points, and opportunities for improvement.

This exercise will help people to empathize with the admin experience and facilitate discussions around the complexity of our licensing and billing administration portals.

What is a journey map?

A customer journey map tells the story of the customer’s experience from initial contact through the long-term relationship.

The goal of a journey map is to identify how we can improve and prioritize the most impactful changes by seeing the journey as the customer experiences it.

Target persona

Common admin types fall into three categories:

Single user admins

  • Purchasing and administering the license for themselves

  • Both the end-user and account administrator

  • Changes settings in admin center when necessary

  • In charge of billing and license allocation

Accidental IT admin

  • Job title not related to IT

  • Administers and uses the product

  • Controls access for their team

  • Typically has between 2-10 users

  • In charge of billing and licenses

IT Admin

  • Job title related to IT or system administration

  • Manages licenses for multiple teams and products across the company

  • Not typically an end-user of products

  • Not in charge of billing, only license management

  • Advanced enterprise settings, SSO

To simplify the journey mapping process we focused on the Accidental IT Admin persona, as that demographic made up the majority of the admins in the system. We also focused on products related to communication and collaboration (GoToMeeting and GoToConnect) as those were the majority of products sold.

Number of users per account

68% of admins have 10 or less users

Methods

The journey mapping workshop was hosted via an online meeting and used Miro to organize the data. This was achieved via 2 meetings that totaled 3 hours of time. The 20 participants spanned across 14 different teams in charge of their own touch points, including marketing, customer success, sales operations, customer support, commerce, and admin center specialists.

Results

Discovery phase

How do admins learn about our products?

Admin Actions

Needs and Pains

  • Explore LinkedIn or other adverts

  • View feature comparison charts online

  • Compare different products (i.e. GoToMeeting vs GoToConnect)

  • Confusion over whether to choose GoToMeeting or GoToConnect

  • Comparison sites do not match with marketing pages

  • Different LinkedIn pages for LogMeIn and GoTo due to branding changes

Touch sales

  • Reach out to sales team for a demo

  • Listen to sales pitch

Touchpoints

  • Marketing pages

  • Support pages

  • Community forums

  • Inbound sales teams

Trial phase

How do admins decide on the correct solution for their needs?

Admin Actions

Needs and Pains

  • Trial the service (through ecom or touch)

  • Register with email (and E911 address for GoToConnect)

  • Check email for verification code to activate account

  • Admins need a quick way to test the service

  • Difficulty testing phone service with a desk phone if the digital soft phone doesn’t meet needs

  • Ecom trial conversion rate only 2% - pushed into touch sales channel

Touch sales

  • Admin must wait for the sales representative to provision trial licenses to account

Touchpoints

  • Marketing pages

  • GoTo Admin Center

  • Support pages

  • End product (GoToMeeting and GoToConnect)

Onboarding and first use

How do admins feel confident deploying the product?

Admin Actions

Needs and Pains

  • Add test users to provide feedback on the software

  • Read nurturing and training emails

  • Learn and adjust account level settings

  • Confusion between accessing product and being directed into GoTo Admin Center to assign licenses (note: Accidental IT admins are in the user mindset)

  • The Plans and Pricing page advertises different prices than what the admin is being charged

Touch sales

  • Admin works with a sales rep for VoiP network testing

  • 2 kickoff calls in the first 30 days with the onboarding team

  • The onboarding team assists in account setup and device configurations

Touchpoints

  • Live and on-demand trainings

  • GoTo Admin Center

  • Support pages

  • End product (GoToMeeting and GoToConnect)

Conversion to paid licenses

How do admins convert from a trial to a paid license?

Conversion channels

Needs and Pains

  • 14 day trial ends (auto converts into free license)

  • Admin adds more users than trial allows, prompt to buy additional licenses

  • Admin encounters feature gates that require paid subscription

  • Transitioning from an eCommerce account to a touch sales account leads to customers losing phone numbers, account info, and configuration

Admin Actions

  • Add a credit card or set up invoices

  • Take survey for trialers

Touchpoints

  • GoTo Admin Center

  • Billing portals (different for each sales channel)

  • End product (GoToMeeting and GoToConnect)

  • Email with discount code

Touch Sales

  • Meeting with sales rep to buy licenses

  • Sales engineers set up devices and port numbers

Provisioning and deployment

How do admins set up the product for their end-users?

Admin Actions

Needs and Pains

  • Add users and assign groups

  • Set up devices and locations

  • Customize account settings; enable/disable features

  • Set roles and permissions for admins and managers

  • Receive onboarding and nurture emails over first 14 days

  • Differences in plan tiers and features are not documented well

  • Admins request to set or reset user passwords

  • Time to completion is hindered by the device shipping process and number porting time

  • Paper billing adds time and confusion for admins

  • Difficulty contacting sales rep for lower spend clients

Touch sales

  • Onboarding project is generated in system

  • Onboarding team helps in the first 30 days

  • Set up paper billing quotes

Touchpoints

  • GoTo Admin Center

  • Billing portals (different for each sales channel)

  • Support pages

  • End product (GoToMeeting and GoToConnect)

  • Live and on-demand training (accessed via emails)

Upgrade, downgrade, and cancel

How do admins maintain account usage and health?

Admin Actions

Needs and Pains

  • Onboard new employees; remove former employees

  • Add licenses through billing portals

  • Update payment method

  • Run usage reports to optimize and reallocate resources

  • Suspend or delete users

  • Friction to cancellation

  • Some GoToConnect features are tied to a cost increase. but it is not clear what features will add to the bill

  • Confusion between billing centers and admin center

  • Admins will replace a user’s name and email vs deleting and adding a new user

  • Difficulty contacting sales rep for lower spend clients

  • Terminology in admin center is not clear (i.e. inactive, suspended user)

Touch sales

  • Regular account health check-ins with account reps

  • View and pay invoices

Touchpoints

  • GoTo Admin Center

  • Billing portals (different for each sales channel)

  • Support pages