"How to Create a Cohesive Customer Experience" Worksheet (by Denise Lee Yohn)

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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.

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"How to Create a Cohesive Customer Experience" Worksheet (by Denise Lee Yohn)

  1. 1. how to build a breakthrough brand -- worksheethow to create a cohesive customer experienceA customer experience architecture is a tool to help you optimize, prioritize, and unify all of your customerexperiences. Follow these steps to build one: example1. 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 Builda Breakthrough Brand” video series and access other worksheets • mail@deniseleeyohn.com • © 2012 Denise Lee Yohn, Inc. • 917 446 9325 •

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