A deep dive into how customers experience your brand, solutions and services and how to prioritize investments to improve the journey.

1. Understanding the Customer
Experience Journey
Pat Nicholson
Alta Resources
VP of Business Development
Mark Gavin
Avtex Solutions
VP of Strategic Consulting

2. Session Goal!
Get you thinking about the importance of “experience”!
How is your brand (i.e. product and services)
“experienced” by your customers?
How does your role/department influence
“experience” during a customer’s journey?
…the knowledge of “experience” can/should drive your
organizational investments.

3. www.avtex.com/engage
CX Mobile Question #1:
Generally speaking, which business
discipline does your role best align with
from the list below?
1). President/CEO/Leader
2). Marketing
3). Information Technology
4). Customer Care
5). Operations
6). Other
View Results

4. Understanding the Experience
What does your experience journey look like?
Six phases of the Customer Journey
Theoretically…In reality…
Sales & Marketing
Operations & Customer Care

5. Device
Channel
Experience
Reaction
Customer
Doing & Thinking?
?
Experience is multi-dimensional
It’s critical that you understand the components!
Re-Engage?
Leave?
The Journey can be…
• Iterative w/stops & starts
• Filled with critical Moments of
Truth!
• Emotional
• Traveled via multiple devices
• Derailed by a weak link
…always presents an opportunity
to differentiate and establish a
competitive advantage!

6. Understanding the Experience Components
Document and analyze to determine best experience investment!
1). CXO Approach “Outside-In” Perspective  Journey Mapping

7. Understanding the Experience Components
Document and analyze to determine best experience investment!
2). iCXO “Inside-Out” Perspective  “Day in the Life” / ABC Sessions
 Have we equipped our staff to succeed as a normal course of operation (i.e. or
does it take an A1 performer to create a great customer experience)?
 To answer this question we examine…
• Access to Information
• Business Process
• Communication & Collaboration
• Pains/Issues/Concerns  “There must be a better approach!”

8. www.avtex.com/engage
CX Mobile Question #2:
Which option below most closely
aligns with your organization’s
customer experience (CX) maturity?
View Results
1). We don’t have a CX program at this time.
2). We’ve started CX planning.
3). Initial CX strategy is currently in place.
4). We’ve updated our initial CX strategy at
least once.

9. Alta Resources – Customer Experiences
Patrick J. Nicholson
Vice President, Business Development | Alta Resources
Possessing a bachelor’s degree in marketing and personnel management from the University of
Wisconsin—Madison, Pat Nicholson is a senior-level executive with 24 years of experience, including
sales management and inside/outside. Since 1995, he has served business-process-outsourcing
company Alta Resources by uncovering ways to leverage integrated solutions across customer care,
sales, e-commerce and fulfillment.

11. Respect the Roll!

12. Importance of Consistency

14. Alta’s Gumball Campaign
• History/Rationale for Campaign
• Campaign Messaging Overview
• Campaign Promise
• Evidence to Believe
• Campaign Timeframe
• Campaign Levers (see next slide)

15. Campaign Levers
• Candy machine with direct mail piece included in custom
packaging.
• Personal calls/emails via Business Development driving users
to landing page (in line with shipping notifications).
• Follow up candy refills and supporting collateral every two
months (up to three refills) reinforcing message and referring
prospect to landing page.
• Video on landing page discussing importance of B2B and key
findings.
• Digital survey provided where recipients could vote for the
next candy refill
• Click-through and page view analysis and follow-up

17. Session Summary
CX improvement effort “musts”…
 Assess in detail, document, and socialize the experience journey of:
 External Customers (those buying your product & services)
 Internal Customer (the staff that supports the journey)
 Ability to manage and influence will be dependent upon this knowledge
 Investment decisions should align with CX improvement opportunities

18. Call to action!
• Contact your Avtex account executive to find out
how the Avtex Strategic Consulting team can help
you with your Customer Experience efforts!