using technology in customer experience mapping

NEXT GENERATION EXPERIENCE ROUNDTABLE DISCUSSION

March 18-20 2014

2 ©2014 suitecx inc.

Todays Agenda

¨  Historical use of technology in experience mapping

¨  What's new in tools/technology

¨  Touch ‘Inventories’

¨  3600 view of a touch

¨  Using technology for storytelling/mapping

¨  Carrying it forward to precision campaigns

¨  Case studies


Past tools of the trade – Off the shelf

Visio Omnigraffle

Stock Pictures

Storyboards

Excel

PowerPoint Hand drawn

¨  Pros ¤  Already in house

¤  Known templates ¤  Some analytics

¨  Cons ¤  Not designed for the purpose ¤  Require supporting Word, Excel documents

to collect and manipulate information ¤  Difficult to tie emotions and rational data

together to visualize experience ¤  Static views which end up “Posters”

¤  Generally not useful for both executive and day-to-day use


What's new in supporting technologies

¨  New underlying technology has brought new capabilities

¨  Move from ‘blueprint’ to CAD/CAM

¨  SaaS tools cost effective

¨  Highly configurable to meet multiple needs

¨  Rational and Emotional information can be displayed

¨  Filters can be easily used to present different ‘views’

¨  Data and artifacts can be attached via API’s

¨  Touch ‘objects’ can be copied, augmented and reused

¨  Supports strategy through execution without heavy retooling


COLLABORATIVE AND ‘SOCIAL’ Shared tool in ‘3D’ so you can visualize behavior and processes Can be reused strategy to execution

DYNAMIC VS. STATIC Enables continuous adaptations over time to drive strategy, planning and tactics. Provides a live “Dashboard’ that can reflect trends and progress

INFORMATION CONSOLIDATION Performance and operational data in once place Presents rational and emotional information

VISUALIZE AND MANAGE THE PATH TO PURCHASE AND EXPERIENCE Creates a visualization of your touchpoints and relevant information Shows where and when customers experience satisfaction/pain points

What new technologies bring to the table


Visualization of your touchpoints and relevant information


3600 view of a touch pulls all your data together


Single source of emotional and rational data

¨  Experience Objects, or EOs, can be easily customized and can contain and present any manner of data, including metrics, NPS, images, video, audio, etc.

¨  EO information is saved automatically to the Touch Inventory


Technology can support automated legends, changes, comments, approvals


Touch ‘inventory’ tools


Outbound 90%

Inbound 10%

Interactive 0%

Inventory view is useful to display global items

Current touch direction

Ideal State

Inbound 30%

Interactive 25%

Trigger 30%

Outbound 15%

¨  Total number of touches over time to determine spam or touch fatigue issues

¨  Quick view of what's working – what's not

¨  Touches at key relationship juncture – are you wasting money with overlapping messages

¨  Timing

¨  Cadence

¨  Channel over/underlap

¨  Departmental messaging gaps/overlaps


Storytelling shows where and when customers experience satisfaction/pain points


Precision 1:1 campaign design reuses touches


Technology supports marketing automation and content planning/execution


Any technology still needs to have a strong team behind it

Technology allows you to better express your findings

It shortens the time to present different views and opinions

It doesn’t imbue any knowledge or experience – that comes from you

It helps share, collaborate and present your insights and best practices up and

down the corporate ladder

Provides company knowledge

Provides innovation

Has a vision of what they want to achieve

Pulls in best practices and achievable improvement

Asks the right questions to the right people to uncover opportunities

Technology Team


¨  Documentation of each interaction point

¤  Wide variety of emotional/rational data points

¤  Holistic view of the company, employee & customer experience

¤  Flow across the path to purchase ¨  Clear presentation of what's working –

what's not – why not

¤  Data driven specifics

¤  Gaps and opportunities between each

¤  Barriers to conversion

¤  Revenue Acceleration ¨  Strategic insights

¨  Actionable tactics

¨  Collaborative planning vehicle

¨  Engagement of key stakeholders across divisions and business units

¨  Improved adsorption of information

¨  Forum for breaking down silos

¤  Realization that customers view and experience the whole brand and not divisions or business units

¤  As such, need for greater collaboration and coordination where customers are cutting across different parts of the organization

¨  Rationalization of company, employee and customer needs

¨  Emotional buy in through visual storytelling

Outputs of the technology/team process

INTANGIBLE TANGIBLE

Questions and Discussion

Thank you.

Valerie Peck – [email protected] Anne Cramer – [email protected] 510 655-6511 @custoholic

Contact us.

About Us Case Studies

Appendix


Founding Team

Valerie is a strategist and market development manager with more than 20 years of diverse experience delivering bottom-line results. She heads a marketing and customer experience management consultancy that focuses on coaching firms for both strategy and tactical execution. Her areas of expertise include go-to-market strategy, precision marketing, demand generation, customer journey mapping and CRM/Marketing Automation selection and management.

Valerie Peck, CEO

Michael Hill, CTO

Anne Cramer, COO

Michael is a passionate and detailed senior level manager, product/service developer and technical strategist. Michael has over 25 years of PMO experience in Technology, Construction Technical Services, Technology Manufacturing, Start-ups, Government and Not-For-Profits. Tackling projects large and small and managing teams of up to 64 members and budgets of up to 14 million; Michael has delivered many business critical solutions and strategic plans.

Anne is a seasoned strategy and management consulting professional with deep expertise in creating and implementing data-driven, customer-centric business strategies. She is a specialist in managing large-scale projects around technology implementation, process improvement, acquisition and retention strategies. She has strong process and user experience focus. Anne has led projects and managed teams in a variety of industries including gaming and entertainment, retail, financial services, health care, and technology in the United States, Europe and other international markets.


Customer experience improvement

§  Immediate improvement of revenue due to decreased drop off §  Improved experience comments/survey results §  Drove business case for marketing automation tools

§  Conducted company-wide diagnostic with Patient, Employee and Institutional inputs

§  Created Experience Map to fully understand patient journey

§  Developed initiatives to close gaps (OPIT)

§  Developed requirements, RFP’s and managed bid processes for marketing automation solution

§  Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts

Client experiencing growing pains Focus on acquisition left Patients feeling neglected

Realized technology plan would not work without a Go-to-Market Strategy and clearer understanding of Marketing/Sales Needs/Objectives Business Requirements

Need to drive automation and consistency across multiple storefronts, online and across communications channels

Challenge/Opportunity

Results

Approach/Solution


Nafta-wide Agribusiness Customer Diagnostic/Touchmap

§  Immediate improvement in Sales/Marketing relationship leading to higher utilization of each other’s capabilities §  Segmentation schema adopted to help manage sales resources and drive lead nurturing email programs, training, events §  New SAP solution design in blue print phase §  Assetlink DAM system implemented §  Prototype Program taken to Europe and South America

§  Organizational assessment across Sales, Marketing and Service to determine gaps in CRM efforts §  Created Touchmap to fully understand grower through retailer and distributor journey §  Developed initiatives to close gaps (OPIT) §  Developed requirements, RFP’s and managed bid processes for SFA, MRM,CRM solutions §  Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts

Client had several failures to launch CRM programs Sales/Marketing not in agreement on how to proceed

Realized technology plan would not work without a Go-to-Market Strategy and clearer understanding of Marketing/Sales Needs/Objectives Business Requirements

Concern about alienating Resellers kept them from collecting relevant end user data - Sales and Marketing often blind in trying to create lead nurturing programs


Results

Approach/Solution


Precision Marketing Program

§  Program was approved by Corporate and installed in 2013 §  Using segmentation in deeper behavioral survey to gain further understanding of needs and selling strategy

§  Completed a full segmentation study including all facets of Broker interactions and Employee group bags §  Identified top segments with highest Current Value and further researched needs/behavior online and offline §  Developed a buyer journey and buyer personas §  Created marketing tool requirements §  Developed contact strategy and 8 standard communications workstreams (to be messaged by segment)

B2B (Broker) division of needed to have its current ‘stable’ of Brokers sell more plans

Marketing efforts so manually intensive that only basic newsletters and communications were being delivered via mass emails

Everyone currently treated the same at all touchpoints and Brokers though satisfied weren't growing the market


Results

Approach/Solution


B2B Buyer Journey and Analysis


Results §  Leadership saw the level of complexity of the different constituents and were able to develop additional strategies §  Map now being used to deepen understanding of relationships across LOB’s as well as customers §  Salesforce tool being mapped to different use cases based on insights §  Communications now being mapped more closely to derive additional insights

Approach/Solution §  Through interviews of all Institution/Employee/Customers created a complex, multi-faceted buyer journey map §  Highlighted pain points, moments of truth and key interaction points for use in creating Salesforce.com processes §  Identified opportunities to improve relationships with Eye Care Professionals in many different ways

Eye Care Professional/Optics division of VSP desired to move towards more sales/marketing automation but didn’t understand buyer journey

Complex set of influencers and buyers made development of a set of use cases and programs difficult without customer insight

Business wanted to start to message customers with the right type of message, appropriate timing and offers


Segmentation and precision marketing plan


Results §  New program very successful §  Added new email marketing capabilities (staff and technology) to leverage knowledge §  Increased sales starting to build

Approach/Solution §  Completed a full segmentation study including all facets of data §  Identified top 3 segments with highest Lifetime Value and further researched needs/behavior online and offline §  Blended with Deluxe segmentation data to ID cross over sales opportunities §  Developed a buyer journey and buyer personas

Mid-sized division of Deluxe prints focusing on business printing needed a more focused growth and upsell/cross sell capability

No clear understanding of what was working (not working) on online path to purchase Wanted best practices for email revenue lift

Precision Marketing to improve sales without increasing marketing budget sign Wanted to incorporate parent company segment knowledge

using technology in customer experience mapping

Software

emotional information

experience mapping whats

experience static views

relevant information

different views data

touch inventory tools

operational data

manner of data