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Meet Kath

PERSONALIZATIONSERVICEMOBILE

Kath is a 39 year old full time mother. She is married to Keith and has two children Ella (5) and Adam (8). She is the main shopper for the family and gets frustrated when she can’t find what she wants. She is a heavy smart phone user, buys on-line and will download apps to try and make her life easier. Her family life is hectic with her husband traveling in a busy job and her kids active in school activities and sports. Kath wants to spend weekends together as a family.

Kath wants “to live a healthy life so she can enjoy being with her children when they grow up.” She wants to eat better, lose weight and feel good about herself. She feels uncomfortable comparing herself to the other mothers at the elementary school. She is determined to change her current lifestyle. Having been unsuccessful with magazine advice she researches healthy women and healthy inspirational websites and has signed up for some monthly subscriptions on her tablet. She has even started to pose questions on their websites.

This Consumer Experience Map describes the art of the possible, based on IBM’s thought leadership and extensive customer experience.

Kath begins to explore new healthy food options after a recent physical. She wants to eat more healthy but has a hard time cooking healthy with her busy schedule. She begins to search the internet on her tablet and asks friends about their successes and failures.

While Kath is browsing her local running club's website, she sees a forum topic about eating more healthy. Kath creates a post asking for quick and easy healthy recipe ideas for her family.

Kath is also interested in health snacks to have in between meals instead of her normal junk food fix. While Kath is visiting healthy living sites she sees a banner ad from Global Line Foods about health snack ideas. Kath clicks through to the Global Line Foods website that has healthy snack ideas along with nutritional meal ideas for her family.

While on Global Line Foods' website, Kath sees that if she registers on the website to get exclusive recipes she will also receive a set of coupons. The recipes that Kath has previewed sound really innovative and something she would like to try. Since she is impressed with what she has seen so far, she decides to register on Global Line Foods' site.

Later in the week, Kath checks back with the forum and sees a post by a Global Line Food’s Ambassador with several recipe ideas. She also notices several follow on posts by fellow runners recommending the recipes. Kath keeps the recipe ideas in the back of her mind as something she would like to try in the future.

During the registration process, Kath answers a few questions about her interests along with sharing her Facebook and Twitter ids.

Included in the coupons presented to Kath is one for Yogalicious Yogurt that she would like to try. Kath decides that she would like the Yogalicious Yogurt coupon that is exclusive to Kroger. While Kath has shopped at Kroger in the past, her preferred supermarket is Publix. Kath decides to give Kroger another try.

Kath is asked if she would prefer a mobile or printed version of the coupon. Kath much prefers mobile coupons and installs the global foods application that has coupons and recipes.

Later that night, Kath creates a post on her running club's forum site asking what other runners think about Yogalicious Yogurt.

While Kath is shopping at her local Kroger she plans to redeem the Yogalicious Yogurt mobile coupon that she received from registering on Global Line’s web site.

While in the store, Kath receives an alert about a new line of Delightful Skillet Sauces that Global Line is launching that are one aisle over. Kath opens the app and sees a couple healthy recipes made with the new line of skillet sauces. The recipes look familiar to Kath as she remembers these are the same recipes recommended to her on her running forum.

Kath picks up a couple flavors of new sauces from the Delightful Skillet Sauce display on their new release promotion. Kath likes the idea of cooking quick and healthy meals for her family and is excited to try a couple of the different flavors that her fellow running club members have recommended.

Kath and her family are really enjoying Yogalicious Yogurt and Delightful Skillet Sauces. She is now purchasing both on a regular basis and posts about how great they are on her running club's website.

Later in the week, Kath receives an email from Global Line asking her to like Yogalicious Yogurt on their Facebook page and to share yogurt based meal ideas and recipes.

Later that evening, Kath is browsing the Global Line recipe app on her tablet about different recipes for the Toasted Sesame and Garlic sauce that she bought earlier in the week. She finds a recipe that she would like to try.

While making the recipe, Kath is confused by the directions and clicks a button on the app to talk with a Global Line representative to get help. When the call starts, the Global Line representative sees the same recipe that Kath is making and guides her through the process.

At the end of the call, the representative suggests that Kath try a newly released Alfredo Lite Skillet Sauce and offers to send Kath a free sample. Kath is ecstatic and can't wait to try the new sauce.

Kath is very pleased with the service provided to her along with such a great recipe. She posts on Facebook, the unbelievable service she received from Global Line along with a picture of the dish she created.

The next day, Kath receives an email asking her to provide feedback on both the recipe and sauce. Being so pleased with the dish she created, she completes a review and posts it on both her Facebook and running club forum.

A few months go by and Global Line hasn't detected any new activity for Kath. This along with an impending Komen race event triggers a new marketing opportunity for the launch of the new Natura Nutrition Bar line.

Kath receives a SMS message for a promotion Global Line is planning for a new nutrition bar they are launching and will be promoting with samples and coupons at a ‘Komen Race for the Cure’ event scheduled in Kath’s community.

Kath clicks through the SMS to her personalized invitation in the Global Line mobile app. Kath sees that if she brings five friends to the Global Line booth at the Komen event each person will receive a free box of the new Natura Nutrition Bar.

Kath is really excited for the Komen race and plans to stop by the Global Line tent with five of her friends from her running club.

Kath attends the Komen event with five of her running partners. They all sample the different Natura Nutrition Bar flavors and talk to the Global Line representative about the ingredients.

While in the Global Line booth, Kath and her friends see a display on healthy recipes complete with samples.

Kath and her friends go over to the recipe and samples section where Kath’s friends register to get access to coupons and recipes. During the registration process, they are asked a few health and wellness questions.

While in the booth, Kath and her friends sample the top rated recipes with the quick meal sauces that were posted by consumers. Kath can't believe that one of the recipes she submitted has been selected.

Kath and her friends love all the recipes they sample. At the end of their 'tour', they each scan a QR code on their phone that takes them to a web page where they can sign up to have quick meal sauces delivered monthly. With all the excitement going on with the event and catching up with one another, Kath doesn't complete the subscription order.

Later that evening after arriving home, Kath remembers that she didn't complete the subscription order. She pulls out her tablet and completes the order where she left off.

Kath and her friends have a great time at the event. They all post on Facebook how much fun they had and congratulate Kath on being selected as having one of the best recipes!

They also post on their running club's site their reviews of the Natura Nutrition bar and their favorite flavors. Cookies and Crème is the clear favorite.

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