Develop a Customer Experience Architecture to optimize, prioritize, and unify all of your customer experiences. Watch the video and download the worksheet here: http://deniseleeyohn.com/cohesivecustomerexperiencevideo This is part of a 10-video series, "How to Build a Breakthrough Brand" (http://deniseleeyohn.com/breakthroughbrand). Whether you’re building a brand from scratch or looking to strengthen your competitive advantage, “How to Build a Breakthrough Brand” provides the tools and instruction you need. Each of the 10 videos introduces a key step in the brand development process, and the accompanying worksheet outlines the points to get you started. Visit http://deniseleeyohn.com for more brand-building insights and instruction.

1. how to build a breakthrough brand -- worksheet
how to create a cohesive customer experience
A customer experience architecture is a tool to help you optimize, prioritize, and unify all of your customer
experiences. Follow these steps to build one:
example
1. brand platform – articulate your brand identity and
competitive brand positioning.
brand identity (what do you stand for):_______________
_____________________________________________________
competitive brand positioning (how do you compare
to other options): ___________________________________
_____________________________________________________
_____________________________________________________
2. customer experience strategy – describe how
you want your brand to be experienced in any
channel or touchpoint: ___________________________
_____________________________________________________
_____________________________________________________
3. channel requirements and objectives – outline the business requirements and objectives of each
channel and touchpoint – include the unique operational capabilities and assets of each:
channel 1: _____________________________________________________________________________________________
channel 2: _____________________________________________________________________________________________
channel 3: _____________________________________________________________________________________________
channel 4: _____________________________________________________________________________________________
4. target segments – outline the needs and drivers of purchase decisions and brand perceptions for
each target customer segment:
segment 1: _____________________________________________________________________________________________
segment 2: _____________________________________________________________________________________________
segment 3: _____________________________________________________________________________________________
segment 4: _____________________________________________________________________________________________
5. prioritization – create a grid using the channels from channel 1 channel 2 channel 3 channel 4
#3 above as the columns and the segments from #4 segment 1
above as the rows. For each column/row intersection, segment 2
designate its importance. Use criteria such as profit
segment 3
potential, fit with your long-term strategy, ability to
segment 4
differentiate, and value to the customer.
6. description – for each high priority intersection, describe the ways to meet the segment-specific
needs. Outline what the customer should experience through all levers of the experience – product,
service, content, community, value, facilities, sensory experiences, etc.
7. evaluation – assess the completed architecture as a whole “house.” Check:
? is the brand platform delivered throughout?
? do the discrete experiences deliver on the overall customer experience strategy?
? do the experiences complement and enhance each other?
Revise the architecture as needed.
8. integration – overlay onto the architecture a map that shows the flow between
different experiences and how you will integrate them to deliver seamless cross-
channel customer experiences.
visit http://deniseleeyohn.com/bbb to view Denise’s “How to Build
a Breakthrough Brand” video series and access other worksheets
• mail@deniseleeyohn.com • © 2012 Denise Lee Yohn, Inc. • 917 446 9325 •