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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
Copyright © 2015 Earley Information Science2
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
Copyright © 2015 Earley Information Science4
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?
Copyright © 2015 Earley Information Science5
• 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?
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• 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
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• 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
Copyright © 2015 Earley Information Science8Copyright © 2015 Earley Information Science
POLLHave you created customer journey maps and buyer personas?
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Panelist Points of View
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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
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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
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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
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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
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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
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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
Copyright © 2015 Earley Information Science16
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
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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
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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
Copyright © 2015 Earley Information Science19Copyright © 2015 Earley Information Science
POLLDoes your organization have a shared vision of the buyer persona?
Copyright © 2015 Earley Information Science20
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.
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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?
Copyright © 2015 Earley Information Science
POLLWhat is the biggest challenge in mapping customer journeys?
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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.
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Your Questions and Answers
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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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Earley Information Science helps organizations establish a strong
information architecture and content management foundation
Realize your digital transformation
vision with EIS.
Earley Information Science (EIS)Information Architects for the Digital Age
Founded – 1994
Headquarters – Boston, MA
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