Six practices to design customer

experiencesMelody Dunn, Jasmine Basrai, Douglas Foulds

Why focus on customer

experience design?

Customer expectations are rising

56% of customer interactions happen during a multi-event, multi-channel journey1

3IBM Marketing Solutions

The majority of

customer engagement

is through journeys.

1McKinsey 2013 | Customer Journey

Simply being relevant isn’t enough

• How do I feel?

• What do I need

at this instant?

• What will I need

next?

4IBM Marketing Solutions

of CEOs think they

deliver an

exceptional

customer

experience1

of customers stated

that the average

brands doesn't

understand them

as individuals2

51% of customers left because of poor

customer experience2

80%

5IBM Marketing Solutions

78%

1 IBM 2013| State of Marketing, IBM’s Global Survey of Marketers 2 IBM 2015 | eConsultancy Study

Why does the customer experience

gap exist?

Designing customer experiences requires understanding and planning

across their entire journey. And then executing that coordinated plan

across channels.

6IBM Marketing Solutions

Yelp

$

Customer experience has an

impact on the bottom line

IBM Marketing Solutions

Five-Year Stock Performance Of Customer Experience Index (Cxi) Leaders Versus Laggards Versus S&P 500 (2007 to 2011)

Source: Watermark Consulting

Marketing organizations are

challenged to deliver a holistic

customer experience

8IBM Marketing Solutions

People TechnologyData

9

Best Practices in

Customer Engagement

What is required to do really great

intentional omni-channel design?• Establish customer experience designer leader role

• Standardized on the strategic market segments for

your company

• Define the customer journey stages for your

company

• Classify and map your interactions, offers and

content to journey stages

• Define KPIs to measure success

• Use analytics to measure and continually optimize

the journey

10IBM Marketing Solutions

The Customer Experience Designer

is a key leadership role

AnnCustomer Experience

Designer

EvanChannel

Owner

TomVP

Marketing

PattyMarketing Operations

Planner

AnthonyCustomer Data Analyst

EdwardPerformance

Analyst

Carlos Creative

Manager

IBM Marketing Solutions 11

What skills does a customer

experience designer need?

• Strategically minded

• Ability to influence leaders and

peers in the marketing organization

• Collaborates well across disciplines

• Understands the process and

workflow for customer engagement

IBM Marketing Solutions 12

• Design for a specific market segment tied

to a business goal

• Designs need to be done collaboratively with the

marketing team

• Use analytics to inform the experience designs

• Designs must be actionable and continuously

improved

• Execute what you design to accurately measure

Core tenets for the customer

experience designer

IBM Marketing Solutions 13

Meet Ann, the customer experience

designer Ann has hundreds of experiences to design and needs to be able to collaborate with others at CityCool to make it all happen.

“Wouldn’t it be great if I could visually lay out all the online and offline interactions, request and track work related to the Journey, and understand if the design is delivering the desired results?”

IBM Marketing Solutions 14

Identify and definestrategic market segments

Align a business goalto the market segment

Alllocate expense againstthe experience design for

the market segment

Collaborate to design with key stakeholders across the marketing organization

Monitor and optimize performance to achieve the

business goal

Build and engage customer with the right content through the right

channels at the right time

Key elements to successful

intentional omni-channel design

IBM Marketing Solutions 15

“What I whiteboard looks very different in

Programs, it is difficult to translate from a

whiteboard right now”

• ~ Strategy and Creative Lead

“There is human error in programs when you

transfer from the sandbox to rebuilding from

scratch in production”

• ~ Director of Marketing

Operations

Translating conceptual designs to

execution

IBM Marketing Solutions 16

Key take aways

• Design with intent for a

market segment

• Create an environment of

collaboration across the

marketing organization

• Make designs measurable

and continuously optimize

26IBM Marketing Solutions

Design a new way to work

with IBM Journey Designer

IBM Journey Designer empowers marketers to collaborate, design

and continually improve customer experiences and results

• Collaboratively design customer experiences across any channel

• Align experiences, goals and costs for each strategic segment

• Iterate using real-time design and workflow capabilities

• Seamless integrate the full marketing ecosystem across online and offline

• Provide a blueprint to drive coordinated execution and performance

IBM Customer Engagement Solutions 19

IBM Marketing Solutions make it easier to

design meaningful customer experiences

across applications, devices and time,

accelerating today’s results and

tomorrow’s ambitions.

Learn more at

ibm.com/marketing

Watch the on-demand replay of this webinar: https://ibm.biz/BdXeb2