Improve Customer Experiences #CX by architecting their journey and crafting marketing. Customer Journey Mapping #CJM puts a customer lens on your strategy and provides a visualization of customer interactions that helps galvanize organizations. By putting marketers in their customers’ shoes a Customer Journey Map visualization drives broad understanding, customer empathy and organizational alignment. Identifying key “Moments of Truth”, pain points and interactions unlocks a myriad of opportunities. From delivering greater value & enriching customer insights to driving engagement, using Customer Journey Maps can help orchestrate and personalize customers’ experiences throughout all interactions across their entire lifecycle.

1. Customer Journey Mapping
GET SOCIAL
#CJM
@AileenCahill
@Custoholic
NEDMA – May 15,2017

2. ©2015 suitecx – Confidential
Customer Experience Glossary of Terms
• Customer: Any person coming in contact with the brand
• Experiences: The sum of what the customer takes away from ALL the
interactions they've had with you
- Customers always have an experience (good, bad, or indifferent)
• Interactions: A memorable event – with a beginning, middle, and end
- The activities in which customers engages with the brand
• Touch Points: Inbound, Outbound, Interactive – human or automated
- A Touch Point is where emotions, process, systems, data all intersect
- often the ‘fault line ‘between the company and the customer
2

3. ©2015 suitecx – Confidential
Difference Between CX & UX
Customer Experience Design - Looks at the entire experience across ALL
Interactions and throughout the entire customer journey
• Customer’s touch points with the brand are various and only some may involve
products or services
• Requires a great deal of business skills
User Experience Design - User interacting with one product or interface
• UX is a small subset of CX, as each product needs to be user friendly
• Requires physical design and ergonomics
3

4. ©2015 suitecx – Confidential
What IS Customer Journey Mapping?
4
An Incredibly Powerful Customer Experience TOOL!
Visual Depiction of:
• Customer Needs & Expectations vs. Actual Interactions and Experiences
• Your Customer’s Experience vs Competitions
• Current State vs. Desired State

5. ©2015 suitecx – Confidential
• Customer insight
driven
Invest/divest
• Customer needs
• Pain Points
• Moments of
Truth
• Competitive
Differentiation
• ID ‘white spaces’
• Unmet audience
needs
• Determine table
stakes
• Define GTM
strategy
• Prioritize
development
• Sales decline
• Competitor
encroachment
• NPS/CSAT
declines
• Increased
Complaints
• Guide UX
• Defines Path to
Purchase
• ID moments of
truth
• Conversion
points
• Campaigns
focused on
Experience &
Journey
• Personalized
• Targeted
• Triggered
• Time based
When Should You Use Customer Journey Mapping?
Strategic Planning
ALWAYS! It Builds Customer Value from Strategy  Execution
Precision MarketingUX InputsBiz ChallengeNew Products
5

6. ©2015 suitecx – Confidential
BENEFITS - Companies That Use CJM Perform Better!

7. ©2015 suitecx – Confidential
A Customer Journey Mapping Prototype Plan
7
10-20 Days
25-30 Days
15-20 Days*
1. Current
State
2. Experience
Mapping
3. Recco’s
Plan
• Scope
• Objectives
• Resources
Gather
• Artifacts
• Research
• Analytics
Map
• Design & Ideate
• Plot Interactions
• Metrics, Data &
Collateral
Outputs
• Drill Downs
• Prioritization
• Biz Case
Roadmap
• Recommendations
• Roadmap
• Resource
Requirements

8. ©2015 suitecx – Confidential
Best Practices and Principles of CJM
8
Put Yourself in Your Customers Shoes…
What are they:
• Thinking
• Feeling
• Doing
Awareness Exploration Consideration Trial Repeat Evangelism
Longitudinally Across Their Lifecycle
• Convene a cross functional team representing Sales, Service, Support and key interaction
owners such as retail, web, ecommerce. Customer Experience is EVERYONE’s job
• Conduct research – Mystery shopping, customer interviews, call center listening posts…

9. ©2015 suitecx – Confidential
What Makes A Good Journey Map?
•A visualization of customer
interactions through many filters e.g.
emotional, rational…
•Living document that evolves
•A harmonized reflection of the Voice
of the Customer
•Detail level commensurate with
objectives & biz purpose
•Art meets science with a dash of
chemistry
•Multiple stakeholders and agency
partners involved
9

10. ©2015 suitecx – Confidential
Company Personality Impacts Your ‘Approach’
Experience
Design
PAINOROBJECTIVE
STRATEGYORNEWPRODUCT
Approaches
UX vs. CX
Methodologies
Company
Personalities
Application
Consultancy/MarketingServiceProviders
Agency
MapAllTouches–Hypothesis
QuickFire/ProblemSolving/Story
SixSigma&Data
Emotional/Persona/Ethnographic
SystemsDesign
Agile
Campaigns/UseCases
BrandAds/Digital/Social
FastPaced/Good
Enough/Non-
traditional
DetailOriented/
Conservative
Typical ‘coaches’
Drivers
10

11. ©2015 suitecx – Confidential
Objective – a SYNCHRONIZED 360o Customer Experience
11
Ideally, a Data Management Platform - DMP

12. ©2015 suitecx – Confidential
Pulling It All Together
12
Data
Communications
Processes
VOC surveys
Interviews
Customer Journey
Emotions

13. ©2015 suitecx – Confidential
Mapping Gives You Context And Emotional Insights

14. ©2015 suitecx – Confidential
START - Customer Segments &/or Personas
14
Benefits of Segments
• Statistically rigorous
• Quantitative customer
representation
• Robust analytic modeling possible
– Predictive analytics, “Look
Alike” & targeting
Benefits of Personas
• Bring to life what customers are
thinking/doing/feeling
• Provide emotional cues
• Readily relatable
• Enriches organizational
understanding

15. ©2015 suitecx – Confidential
Then Use Your Data – Big, Smart or any ;^)
• Compile your data to reflect the customer lifecycle and journey
• Pull data together from all technologies and platforms
• Map to the lifecycle then:
- Create scenarios by buyer segments
- Look at path to purchase – best, worst, most trodden
- Look at path to repurchase – best, worst, evangelism
- Is there an obvious loyalty path?
- Look at other elements based on your Industry/Vertical
- Don’t forget to add in partners or multi-level B2B supply chains
15

16. ©2015 suitecx – Confidential
Be Sure to Include Digital Data & Analytics
• Clickstreams
• Rating and Rankings
• Social data
• Path to Purchase
• Conversion clickstreams
• 3rd party data from your vendors
• Web, email and SEM streams
16

17. Kimberly Clark
JumpstartMD
Bank of the West
Xanterra
Case Studies

18. ©2015 suitecx – Confidential
Approach #1 – Big Picture Opportunity Identification
Objectives
• Quick Diagnostic – First Days on the New Job
• CX Driven Innovation – white space, new product development, competitive advantage
Approach
• ID lifecycle phases and key interactions
• Story-tell/Map across departments – expose over/underlaps & waste/gaps
• Current state – Inch Deep Mile Wide
• Then Future State & Roadmap for Transformation
Outcomes
• High level view - socializing information
• High level action items
• Basis for validation, business case & ongoing research
Next Steps
• Fleshing out touchpoints or deeper dives into stories to answer questions or address ideas
Tips
• By mapping inside out first – Spending on touches your customers may never resonate with…
18

19. ©2015 suitecx – Confidential
• Approved Phase 2 implementation of new programs
• Deep Dive Journeys
• Quick Fire Workshops – 3 Days 2 Brands
• Defined buying journey through research and interviews
• Created views with MOT’s and likely buying patterns
• Mapped Lifecycle e.g. pre-natal/first 100 days/active toddler; MOTs,
typical content consumption and campaigns
• Recommendations for People/Process/Data/Technology
requirements
CHALLENGE /
OPPORT UNI TY
RESULTS
APPROACH / SOLUT I ON
19
Case Study #1 – Global CRM Opportunity
Assessment
Global CRM team
needed to
understand
customer journey by
market
Gap assessment,
maturity model,
Business Case & 3 yr
plan

20. ©2015 suitecx – Confidential
KOR Future NCE Traditional – Aversion to Trial
Current state KC touch
New KC touch
Non-KC Consumer Action

21. ©2015 suitecx – Confidential
KOR Future with Care Giver – Aversion to Trial
Current state KC touch
Non-KC Consumer Action
Care Giver Action

22. ©2015 suitecx – Confidential
Website
Pages Visited
Two Moms go to Huggies Site & Enroll in Baby Club
Baby is due any day and mom is online trying to arrange last
minute details for baby’s arrival.
She is physically uncomfortable and needs to complete her
preparations online. Including getting diapers for her new baby.
She visits huggies.com. There she finds a wealth of helpful
information and signs up for Baby Club.
D ATA C O L L E C T I O N
Email
Address
Due Date
& Gender

23. ©2015 suitecx – Confidential
First time mother
Went to prenatal pages on site
Data Enrichment – Fashion
conscious
Cookie Pooling – Heavy social
media
Experienced Mom
Went to parenting pages on site
Data Enrichment – Owns home
Cookie Pooling – Been on
parenting sites for over a year
Identification
Jennifer 20 years old
Trudy 30 years old
Data
Enrichm
ent
Cookie
Poolin
g
K C AC T I O N
SegmentationSegmentation
I N S I G H T
These Moms
are Quite
Different!

24. ©2015 suitecx – Confidential24 © 2015 Merkle. All Rights Reserved. Confidential
Congratulations
on your brand
new baby
daughter!
Helpful tips
for new
moms
New Mom
survey
Congratulation
s on your new
family member
Links to content &
vloggers – managing
multiple children < 4 yrs
old and Introducing
toddler to a new sibling
Community
Invitation; Time
saving tips for
busy moms & user
generated content
K C O P P O R T U N I T Y
Targeted Email Communications:
Targeted Communications
Jennifer
20 years old
First time
mother
Trudy
30 years old
Experienced
Mom

25. ©2015 suitecx – Confidential25 © 2015 Merkle. All Rights Reserved. Confidential
K C O P P O R T U N I T Y
Retargetin
g
She’s energetically
posting many pictures of
her new baby on
Facebook and shopping
for mommy & me fashions
She’s tired and
looking for time
saving tips & tricks
Social media
sites
Children’s and
women’s
clothing sites
Parenting
websites
Online
shopping sites
Age & Weight
Based
Sampling
E-Commerce
Subscription
Website Pages Visited
D A T A C O L L E C T I O N
Terrestrial Address
Child’s
Weight &
Name
Jennifer
20 years old
First time
mother
Trudy
30 years old
Experienced
Mom
Retargeting & Data Collection
Call To
Action

26. ©2015 suitecx – Confidential
Approach #2 – Research-based & Deep
Use - Specific pain point or business challenge
Approach – Drill Down
• Define tight parameters of where you’re going to focus
• ID every touch you can find & Identify Marketing Assets & Collateral – content, tools, programs, creative and
annotate with MOT, Pain Points, Data etc.
• Pinpoint “Gaps & Overlaps”
• Identify and document Potential Problems or Weaknesses - missing or inaccessible data, channel silos,
organizational barriers
Outcomes – Specific Findings
• Recommendations at a granular level
• Actionable opportunities
Next Steps
• Augment with Audience user research and mystery shopping
• Pull in as much performance data as possible
Tips
• Data driven analysis on acquisition, retention, churn and key gaps is critical to support the mapping
activities with solid proof
26

27. ©2015 suitecx – Confidential
• Immediate decrease in patient drop off
• Increased patient referrals
• Improvement in comments around the patient experience
• Conduct company-wide interviews with patients &
employees
• Create customer journey maps fully understand the patient
experience across all lifecycle stages
• Develop initiatives to close gaps around organization,
processes, information and technology
• Need for a marketing automation solution
CHALLENGE /
OPPORT UNI TY
RESULTS
APPROACH / SOLUT I ON
27
#2 Case Study “Growing Pains”
Identify reasons for decreased revenue and retention
Inordinate focus on
acquisition and
growth by expansion
left patients feeling
neglected.

28. ©2015 suitecx – Confidential
360o Experience Mapping pulls it all together
28

29. ©2015 suitecx – Confidential
Approach #3 – Opportunity Assessment
Objectives
• Outside In – Focus through lens of customer & competitive dynamics
• Balance - wide enough to see the big picture and just deep enough see key elements & moments of truth
Approach – First wide then strategic drill downs
• Map as many competitors comparisons as possible to have a range of information to draw from
• Personas are great here – especially if you are targeting prospect groups you don’t know well
• Pinpoint key moments of truth – lifecycle, friction in the process, personas that have very different
expectations
Outcomes
• ID Actionable opportunities
• Investment guidance – what's table stakes – what's nice to have – what not to focus on at all
Next Steps
• Augment with robust user research
• Story telling by lifecycle and persona brings it to life
Tips
• Mapping by persona as a great way to research your competitors when developing a new product/service for
purposes of driving design, and UX
29

30. ©2015 suitecx – Confidential
• All future new products will be grounded in CX
• Bank maintaining competitive database for ongoing Bank projects
• Legacy processes were a deal breaker competition onboarding in
hours BOW in weeks
• Target audience acquisition deemed too expensive
• Document current customer experience across competitors
• Map entire customer journey; Awareness, Funding, Account
Opening, & Closing
• Compared across key personas to ID pain points & moments of truth
• Identified myriad of opportunities for winning combo of best
product offering and customer experience
CHALLENGE /
OPPORT UNI TY
RESULTS
APPROACH / SOLUT I ON
30
#3 Case Study – Opportunity Assessment NPD
Enter a new market for
a state-of-the-art
banking
A fresh approach for
launching product with a
competitive advantage

31. ©2015 suitecx – Confidential
Molly Millennial Vs Samantha Senior – Persona
CJM Comparison

32. ©2015 suitecx – Confidential
Consumer Mapping
Experience Mapping isn’t a stand-alone exercise
32
Mapping only outbound touches
Does not address the whole customer
experience. Omits initiation points as
Well as feedback loop.
Solution: Map ALL interactions to get a
full picture
No clear view of outcomes
Interesting collection of facts that
are not actionable. No
understanding of how they connect.
Solution: Focus on actionable insights
and the initial objectives .
Organizational Alignment
Need the full cooperation and access to
the staff across the organization to be
sure the right information is collected
and shared.
Solution: Be as deep and wide as possible
Process Only Mapping
Provides lots of data but no real insight
into the emotions of the employees or
customers limiting actionable insights.
Solution: Be sure to add emotional inputs,
ethnographic research and VOC /VOE.

33. ©2015 suitecx – Confidential
Common Challenges
• Organizational Silos
• Executive Alignment
• Resource Allocation
• Metrics
• Advertising & Marketing Agencies
• Common Understanding of Most Valuable Customers
• Defined & Objective Customer Experience Goals
33

34. Q&A
ACahill@AgileMarketingGrp.com
@AileenCahill
Thank You!
suitecx.com
@custoholic

35. ©2015 suitecx – Confidential
Approach: Blended - start agile drive deeper
Use Case – Find the opportunity – develop an action plan
Objectives
• Quickly determine where the best use of focus/funds might be
• Create actionable approach – do now, do next, fit in, do not
• Move complex organization forward - together
Approach
• Diagnostic for a broad view of VOC, VOE, CX Maturity – ID key areas for improvement
• Mystery shop an story-tell/map across properties to ID CX issues
• Develop segments and supporting personas for use in strategy (investment) and tactics (campaign planning, cross sell)
• Map future state 3 year roadmap
• Create future state experiences for training hospitality teams and transformation
• Create CX driven precision marketing
• Outcomes
• Both executives and part time teams ‘get it’ at a level they can relate to
• Up to 800% lift in campaign response – REALLY
• 3 year investment plan with benchmarks and KPI’s being achieved
• Next steps
• Ongoing updates and continuous improvement using mapping and added data as it is available
Tips
• By mapping outside in first – able to see what need to be fixed NOW as well as opportunities for future investment
35

36. ©2015 suitecx – Confidential
• Using as a basis for 2015 go to market strategy
• Creating lifecycle marketing using new CRM database and toolkit
• Developed journey maps for top brands and properties
• Identified strengths and weaknesses for each property across customer lifecycle
• Created a lifecycle marketing strategy
C H A L L E N G E /
O P P O R T U N I T Y
R E S U LT S
A P P R O A C H / S O L U T I O N
36
Case Study
Use Case – Creating precision marketing strategy to execution
Hospitality conglomerate had
multiple properties with
different experiences
Marketing was challenged with
pulling emotional and rational
information together
In order to drive revenue using
new segmentation and
marketing platform needed to
understand guest journey