The document discusses creating personalized customer experiences through mapping customer journeys across channels. It covers defining customer profiles and segmentation, mapping the end-to-end customer experience and touchpoints across channels, and measuring the impact of personalization efforts. The goals are to increase customer engagement, conversion, differentiate products/services, and increase purchase rates and loyalty.

1. Mapping Matters – creating
the “secret sauce” to a
personalized customer
experience

2. Agenda
→ Big picture customer experience
§ Why it matters
→ Personalization
§ Pillars of personalization
→ Customer journey
§ Mapping through channel
§ Customer segmentation
→ Content strategy
§ Content model
→ Bringing it all together

3. Amazing
Customer
Experiences

4. Current environment
→ Challenges
§ Competitive industries
§ Disjointed customer
experiences
§ Informed customers
§ Disruptive
technologies
→ Opportunity
§ Increase engagement
§ Increase conversion
§ Differentiate product
or service
§ Increase purchase
§ Increase loyalty

5. Improving CX : top priority
→ Drive revenues
→ Customer loyalty
→ Rewards investors
Figure 1*Forrester: The US Customer Experience Index, Q1 2015
by Megan Burns, April 20, 2015

7. Components of personalization
Delivering personalized customer experiences across multiple channels
3. Measure Impact of
Personalization
2. Define End to End
Customer Experience
Segmentation
Customer Journey
Content Map
1. Understand
Customer Profile

8. Functions that support: personalization
Understand Customer
Profile
• Create customer profile
• Define data that will be collected
• Behavioral and simple
• Define segmentation and
audiences
Define End to End Customer
Experience
• Define channels within the customer journey
• Define the touch points within each channel
• Define desired outcomes based on touch point
Measure Impact of
Personalization
• Define success
• Define KPIs
• Develop tagging strategy to collect data to
evaluate success
Data model design >collection
tactics>data location>consolidation
Behavioral triggers and simple data
insights
Segmentation and audience insights
Assign on owner of end to end customer experience
Channels align to end to end customer experience
Map Journey>Identify gaps in content or technical
functionality> assign desired outcomes to each
touch point with in the journey by channel
Content needed by channel>taxonomy aligned
through customer experience>
Business driver>defines success>individual
KPIs that align
Data dashboard design> build> convert to
actionable knowledge

9. Personalization maturity model
• Static web
experience
• Organization
understands
personalization
is important not
sure where to
start
• Doing some
experimental
testing & data
collection
• Tactically
approach
• Marginal
measurable
contribution
• Broad
segmentation
• Best practices
for multiple
touch points
within the
customer
journey
• Process in
place that
aligns to the
larger
personalization
strategy
• Offline and
Online channels
contributing to a
singular
customer profile.
• Roughly a 90%
view of the
customer
• Segment-based
personalization
with contextual
data
supplementing
persona types
• 1:1 Dialogue
• Organizational
mind shift to
continuous
testing and
innovation
around
personalization
• Customer data
is actionable
within all the
customer touch
points
Basic
Initiate
Optimize
Nurture
Align
CustomerSatisfaction
Personalization

11. Video
(YouTube)
Full Customer
Lifecycle
Campaigns
(Email,
Landing
Pages)
Retargeting
Digital
Advertising
(SEM,
Display,
Social)
Demand Gen
Social
Posting
(Twitter, FB,
LinkedIn)
Mobile
Applications
Email
Reach&
Awareness
Website
SEO
1st Party
Content,
Blogs)
Onboarding
Analytics
Web
3rd Party
Content
(Partners)
Millennials
Engagement
Programs
Branch
Content
Digital
Content
How we connect our work

12. Planning across channels
Website
Mobile
Social
Search
E-mail
Direct Mail
Commerce
Call Center
UnifiedCustomerProfile

13. High level journey
Trip Planning
Research Destination Search Hotels Arrive at Hotel
Use Amenities Post StayCheck-out Loyalty

14. Customer acquisition journey
Customer Acquisition
Targeted Email
Landing Page
No Conversion
Display Ad
Offer 1
Offer 2
Enter Booking Flow
Offer 1
Offer 2 Free Travel eBook
Re-target Offer 3
No Conversion
Revalidate Segment

15. Segmentation is a foundation
→ Define your base segments, start with a few.
→ What commonalities do these segments share?
§ Geo
§ Demo
§ Behavior
→ What makes the segments unique?
§ Communication Preference
§ Preferred Channels
→ Would you really market, or target this segment uniquely?
→ Is this a sub-segment or a set of targeting instructions?

16. Unified customer profile data
SITUATIONAL
• Date
• Time
• Device
• Location
BEHAVIORAL
• Origin URL
• Page views
• Time on page
• Clicks
• Downloads
PERSONALLY
IDENTIFIABLE
• Name
• Email
• Phone
• Company
• Title
COMMERCE
• In-store
purchases
• Online
purchases
• Discounts
CRM
• Sales
touchpoints
MARKETING
AUTOMATION
• Opens
• Clicks
SOCIAL
• Likes
• Interests
LOYALTY
• Status/rank
• Redemptions

17. Customer journey: mapping phase 1

18. Customer journey: mapping phase 2

19. Customer journey: mapping phase 3

20. Customer journey: mapping phase 4

21. Customer journey: mapping phase 5

22. Customer journey: mapping phase 6

23. Customer journey: mapping phase 7

25. Content consolidation
Marketing
Content
Customers
Want
Content
Marketing
Campaign Content | Product Content | Thought Leadership |Help | Blogs | Mail | Print |
Current State
(Siloed)
Future State Thought Leadership
Blogs
HelpCampaign Content
Product Content

26. Planning for modern content
Create
Omni
Channel
Conversion
Strategy
Define
Campaign
Goals
Select
Aligned
Topic(s)
Editorial
Planning /
Alignment
Publish
Content to
Web
Create
Sharable
Content
Measure
Conversion
Optimize

27. Hospitality personalization
Post Stay
• Thank you email
• Survey
• Detailed invoice
• Mobile check-out
Prior to Arrival
• Target special offers
• Web booking
• Email confirmation
• Detailed personal itinerary
On Property
• Itinerary updates
• Amenity info
• Spontaneous booking
• Target alerts

29. Q&A