contextualized customer journeys

Copyright © 2015 Earley Information Science1

Contextualized Customer Journeys - the Digital Experience Blueprint

Copyright © 2015 Earley Information Science

Seth Earley, Earley Information ScienceAliza Gold, Projekt202Dave Wieneke, Connective DXClick to watch a recording

of this webinar

http://info.earley.com/roundtable-contextualize-customer-journeys


Today’s Agenda

Welcome & Housekeeping• Session duration & questions• Session recording & materials• Take the survey!

Key Issues & Considerations• Dave Zwicker, CMO

Earley Information Science (@davezwicker)The Panelist Point of View

• Seth Earley, CEO, Earley Information Science (@sethearley)• Aliza Gold, VP, Experience Strategy and Insight, Projekt202 (@alizagold)• Dave Wieneke, Digital Strategy Practice Director, Connective DX

(@UsefulArts)

Expert Panel DiscussionQuestions & AnswersJoin the conversation: #earleyroundtable

Copyright © 2015 Earley Information Science3Copyright © 2015 Earley Information Science

Contextualized Customer Journeys –the Digital Experience Blueprint


Have You Mapped the Customer Experience?

Is your organization implementingDigital transformation initiatives?

We have completely mapped out the customer journey within the last year and have a clear understanding of new digital touch-points

Yes…25%

Have you mapped the customer experience?


• It tells your customer’s “story”

• Connects channels & touchpoints

• Identifies pain points & gaps

• Discovers “moments of truth”

• Informs content & communications

• Drives higher revenue & retention

• Guides product & service innovation

• Fosters a customer-centric culture

Why Map the Customer Journey?


• Identify your buyer personas & dimensions

• Gather anecdotal research (interviews)

• Compile analytical research (data)

• Conduct “Voice of the Customer” programs

• Use metrics to validate & measure impact

Contextualizing Customer Journey Maps


• Understanding your buyer personas

• Eliminating pain points & gaps in the customer experience

• Determining your buyers’ “moments of truth”

• Conducting a customer journey mapping workshop

• Using research data, analytics and metrics

• What to do with your journey map after it’s completed

Key Questions and Considerations


POLLHave you created customer journey maps and buyer personas?


Panelist Points of View


Seth Earley - Biography

Seth EarleyCEO and FounderEarley Information Science

Over 20 years experience

Current work

Co-authorEditor

MemberFormer Co-Chair

FounderFormer adjunct professor

Guest speakerAIIM Master Trainer

Course Developer & Master Instructor

Data science and technology, content and knowledge management systems, background in sciences (chemistry)

Enterprise IA and Semantic Search

Information Organization and Access

US Strategic Command briefing on knowledge networks

Northeastern University

Boston Knowledge Management Forum

Long history of industry education and research in emerging fields

Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee

Editorial Journal of Applied Marketing Analytics

Data Analytics Department IEEE IT Professional Magazine

Practical Knowledge Management from IBM Press

Cognitive computing, knowledge and data management systems, taxonomy, ontology and metadata governance strategies


Context of the Customer Journey Map

Help multiple stakeholders understand the experiences of

customers and potential customers

Begin by understanding emotional and knowledge needs of the

customer and where they are frustrated or pleased with their

interaction

Helps to think outside the context of the technologies, systems,

processes, departments, campaigns, sites, pages, etc.

Driven by the specific needs of a type of buyer or user (persona) at

a specific point in time

There may be multiple journeys for a single persona and multiple

personas for a specific journey


Representations of specific users - a fictitious archetype of a person

Provide descriptions of personality traits and lifestyle details

Embodies various characteristics, attitudes and quirks

Includes lifestyle, education, demographics

May be used to describe “day-in-the-life”

Persona Development

• scenarios• tasks• content• interests• objectives

• processes• style• relationships to other

stakeholders • other relevant characteristics


Understand the customer Lifecycle Stages

Identify target roles and personas• Role is generalized user accomplishing a particular set of

tasks (buyer, customer service agent, salesperson)• Persona is a representation of a specific user

Define actions, touch points, pain points, opportunities at each stage

Determine content and information sources and lifecycles

Identify technologies that support tasks and interactions

Align “signals” with data architecture

Deconstructing the Journey Map

OPPORTUNITY

PAIN POINT

DATA ARCHITECTURE

TOUCHPOINT


Deconstructing the Journey Map

HOW MUCH WILL IT COST

WHAT IS NEAR ME

HOW CAN I CONTACT THEM

ARE THEY FLEXIBLE

HOW FAST CAN IT HAPPEN

CAN I CANCEL

IS IT EASY

SHOULD I WAIT

WILL IT BE DONE ON TIME

DO I HAVE ENOUGH INFO

CAN I DO IT MYSELF

DO I NEED PROFESSIONAL ADVICE

THINKINGPAINPOINT

DOINGTOUCHPOINT

WEB SEARCH

User-personalized search options

IDENTIFY RELATED PRODUCTS

OVERVIEW PURCHASE &SUPPORT

SHARE OPINIONS

CUSTOMER EXPERIENCE

OVERWHELMING SITE

BROKEN LINKS

OUTDATED INFO

ONLINE FORMS ASK TOO MUCH

AUTOMATED VOICE

NO LOYALTY REWARDS

NO ORDER INFO

NO PASSION

NO POST PURCHASE CONNECT

FEELINGEMOTION

PAIN

CURIOSITY

DECISION

FRUSTRATION

LOYALTY

SATISFACTION

KNOWLEDGE

DISAPPOINTMENT

CONTEXTUALIZEDOPPORTUNITY

Optimize search terminology and SEO

Organize for faceted search, present user reviews, shorten path to product page, save searches and user ID

Email promotion is personalized based on user-supplied data and search behavior

Present related product recommendations (special snow gloves, electric starter option)

Organize site to present contextual content like video tutorials

Organize & suggest social media and product review options to persona


Complex organizations have many classes of user. The challenge is when to define at the appropriate level of granularity

“Solver” is a class of user representing many types of job roles.

Ask “can we impact this class of user in a meaningful way?

Complex organizations and diverse users


Solver can be broken down into more granular roles according to segment, BU specific job: • Consumer• Contractor• Business unit customer• …Business Unit Customer can be further divided into types of users (personas). • Don, Director of

Maintenance• Stuart, Design Engineer• …

Example Mapped to Customer Lifecycle


Customer Journey Map

Has a need for a snowblower and looks online for info

Gets email promotion for “winter savings sale” featuring snowblowers

Buys a snowblower and related products

Takes delivery and starts to use the snowblower

Shares experience via social media and site reviews

Compares products using site navigation & search

How powerful, how expensive, what brand, what features

Can I get the model I want on sale, when do I have to act, how much can I save

I need to buy this now to get the price and beat the first winter storm

How to start it up quickly, how to operate, where to store it

I really like this snowblower, want to share the news with others

Browse or search by categories: Brand, price, horsepower, ratings

Search for snowblower, find products, look for recommendations

Click thru the offer button to a page with user-personalized (saved) search options

Select snowblower and also buy some related products that are recommended

Open box, read manual, call support line, view online video tutorial

Write a review and share with followers on Facebook and twitter

Use search bar and refine search with search facets (categories)

How fast can I get the driveway plowed, will it break down, is it easy to operate

Great price, I like the models available, have to act soon, better buy it now

Afraid I made the wrong choice, hope it can be returned or exchanged

Too impatient to wait for a support agent, searches for online video

I like to share ideas with my friends and family

Lots of options, can I afford the one I want, what if it is unreliable

Optimize search terminology and SEO

Email promotion is personalized based on user-supplied data and search behavior

Present related product recommendations (special snow gloves, electric starter option)

Organize site to present contextual content like video tutorials

Organize & suggest social media and product review options to persona

Organize for faceted search, present user reviews, shorten path to product page, save searches and user ID

JOURNEY

THINKING

DOING

FEELING

CONTEXTUALIZEDOPPORTUNITIES


CustomerPersonalization

ContentPublishing

SiteMerchandizing

ProductInfo. Mgt.

Digital Commerce

Content Model Taxonomy Meta Data

Context-Aware Information Architecture

Structured (Operational) Data Unstructured (Big) Data

BusinessIntelligence

WorkgroupCollaboration

Enterprise Search

ContentManagement

Digital Workplace

CustomerData

ProductData

HistoricalData

Information Infrastructure

Marketing Content

PIM | DAM | CMS | CRM | ECM | ERP

OperatingData

Information Management Platforms

Contextualized User Experience

Contextual Reference Architecture


POLLDoes your organization have a shared vision of the buyer persona?


Aliza Gold - Biography

VP, Experience Strategy & Insight

Projekt202

Leads national practice for Experience Strategy at projekt202 utilizing deep data and insight to envision the best experiences and move to skilled execution to help companies create products and services that people love.

15 years of experience as a creative leader, strategist, researcher, and designer. Has led innovation and strategy projects for clients including AT&T, Samsung, MercedesBenz, CapitalOne, Apple, Pepsico, and Expedia, in verticals such as finance, travel, healthcare, social networks, enterprise support, and more.

31

Multicultural Millennial | Married, with one child | College educated | Never owned a home | New Loan

New ConsumerDesired Experience: SUPPORTIVEMotivation: Reach the dream of a home of their own

Sandra’sJourney

pinterest buzzfeed Seo/sem youtube facebook datalegend time

QUESTIONS AWARENESS

Where?


Dave Wieneke - Biography

Digital Strategy Practice Director,

Connective DX

Heads up the Digital Strategy practice for Connective DX, a digital experience agency based in Portland, Ore. And Boston, MA. He’s a faculty member of the Rutgers Business School where he teaches mobile design and digital business transformation.

Clients include healthcare and financial services leaders, as well as innovators in publishing and wearable technology. Prior to agency life, built digital teams at Thomson Reuters Legal, Sokolove Law, and the Christian Science Monitor.

A graduate of the Rhode Island School of Design, you can find him tweeting at @UsefulArts and blogging on the future of digital marketing at www.UsefulArts.us.


Your Questions and Answers


Suggested Resources• Altimeter: http://www.altimetergroup.com/pdf/reports/The-2014-State-of-Digital-Transformation.pdf• Forrester: http://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html

http://solutions.forrester.com/Global/FileLib/Reports/The_CMO's_Blueprint_For_Strategy_In_The_Age_Of_The_Customer.pdfhttp://solutions.forrester.com/Global/FileLib/Reports/The_CIO's_Blueprint_For_Strategy_In_The_Age_Of_The_Customer.pdf

• Touchpoint Dashboard: http://touchpointdashboard.com/2015/03/journey-mapping-rule-1-map-from-customer-viewpoint/http://touchpointdashboard.com/2015/04/how-to-create-a-customer-persona/http://touchpointdashboard.com/2015/03/validating-your-journey-maps-for-cx-success/

• PeopleMetrics: http://cdn2.hubspot.net/hub/221727/file-33376447-pdf/PDFs/Introduction_to_Customer_Journey_Mapping_ebook_PeopleMetrics.pdf?t=1445978587937

• Harvard Business Review: https://hbr.org/2010/11/using-customer-journey-maps-to/• Bigdoor Blog: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/• DesigningCX: http://designingcx.com/cx-journey-mapping-toolkit/• Boagworks: https://boagworld.com/usability/how-to-run-a-customer-journey-mapping-workshop/• CMO.com: http://www.cmo.com/articles/2012/10/30/customer-journey-mapping-10-tips-for-beginners.html• Web Designe Views: https://webdesignviews.com/step-step-guide-creating-effective-user-journey-maps/• MyCustomer: http://www.mycustomer.com/feature/experience/how-use-your-customer-journey-map/168239• B2Binternational: https://www.b2binternational.com/publications/customer-journey-mapping/• McKinsey: http://www.slideshare.net/McK_CMSOForum/customer-experience-journey-webinar-v10-091713• GetROIonline: https://www.getroionline.com/small-business-internet-marketing-tips/5-benefits-of-defining-your-companys-buyer-personas-

infographic


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