This document summarizes a presentation about building brands through customer experience. The presentation discusses defining customer experience, mapping customer journeys, and understanding customer motivation. It encourages companies to visualize all customer touchpoints and remember individuals as people remember people. The presentation also advocates mapping various customer journeys to identify unexpected interactions and experiences that matter most to customers. Finally, it suggests companies can build thousands of brands by engaging customers through personalized experiences that appeal to intrinsic motivations like status, access, power, and experiences rather than just extrinsic motivations like acquiring stuff.

1. Building Brands Through Customer Experience
2013 AMA Marketing Summit
June 5th, 2013
Chris Lovett: @burghdaddy
Vice President, Marketing Experience Channel Manager: PNC
Adjunct Professor: Point Park University
Image Source: amazon.com

2. Today’s Journey
• About me
• What is Customer Experience?
• Mapping a Customer’s Journey
• Building a Thousand Brands
• Customer Motivation
• Q&A Session

3. Customer Experience
What we think is happening
Image Source: http://www.oprah.com/relationships/Have-a-Happier-Marriage-Improve-Marital-
Satisfaction

4. Customer Experience
What is really happening
Image Source: http://www.motheringadventures.com/2013/03/grocery-shopping-gone-crazy.html

5. How do you touch your customers?
How do they touch you?
Customer
Experience
Brand
Static
Human
Sta
Interactive
Product
Promotion
Direct
Collateral
Sales
Call Center
Service
Staff
Support
web
blogs
social
mobile
products

6. KnowledgeAwareness Consideration
Pre-Purchase
Selection
Purchase Post-Purchase
LoyaltySatisfaction Advocacy
When do you touch your customers?
What happens when you do?

7. What if companies could
remember people....
...as well as people remember
peopleImage Source: wellsfargo.com

8. Journey Mapping
Image Source: http://www.business2community.com/customer-experience/todays-customer-
choose-your-own-adventure-0488700
Mapping out as many
customer journeys that
you can think of will
visualize unexpected
interactions and steer
experiences that will
really matter to your
customers.

9. Journey Mapping
happening
Image Source: walmart.com

10. Pre-Purchase Purchase Post-Purchase
Activities
Motivations
Questions
Sees
marketing
Ask friends for
advice
Takes test
drive
Programs SYNC
Car broke
down
Make the
best choice
See
different model
on sale
Finishes financing
quickly
How much
can I afford
What is the
best I can get
for budget
Is it in stock
How do I set up
the radio
Image Source: ford.com

11. Building a Thousand
Brands
“STS down 16%”
Image Source: jcp.com
“CEO Fired”
“We will eliminate coupons” - CEO
Ron Johnson, 2011
“We are bringing back coupons” -
CEO Ron Johnson, 2012

12. Hates coupons
Loves the environment
Trendy
Not brand loyal
Tech savvy
Busy
Growing family
Like psychology of saving
Career minded
Stylish but practical
Brand Loyal
Likes coupons
Likes people and
experiences

13. Hates coupons
Loves the environment
Trendy
Not brand loyal
Tech savvy
Busy
Growing family
Like psychology of saving
Career minded
Stylish but practical
Brand Loyal
Like’s coupons
Likes people and
experiences

14. Hates coupons
Loves the environment
Trendy
Not brand loyal
Tech savvy
Busy
Growing family
Like psychology of saving
Career minded
Stylish but practical
Brand Loyal
Like’s coupons
Likes people and
experiences
ENGAGE PROTECTGROW
With customer experience - you can build
a thousand brands

15. Conscionables Organics Foodies Experientials

16. •Status
•Access
•Power
•Stuff
Customer Motivation:
Extrinsic

17. Customer Motivation:
Intrinsic
Intrinsic motivation is deeper
and more powerful
Image Source: nike.com

18. Q&A