Mapping the Connected Customer Experience

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With consumers constantly connected, it’s critical for marketers to understand all of the contexts and touchpoints consumers have with their brand. Leslie Mohn rejoins Mike Osswald at the platform to show methods for mapping these connections in order to improve the connected experience.

www.hansoninc.com/summit

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Mapping the Connected Customer Experience

  1. 1. EXECUTE WITH PURPOSE MAPPING THE CONNECTED CUSTOMER EXPERIENCE
  2. 2. LESLIE MOHN ERIK PORTER DAVE RODRIGUEZ DIRECTOR OF USER EXPERIENCE ARCHITECTURE CREATIVE DIRECTOR DIRECTOR OF FRONT-END DEVELOPMENT
  3. 3. CUSTOMER EXPERIENCE MAPPING SITEMAPS AND FLOWCHARTS
  4. 4. Jennifer and Mike just set their wedding date and they are looking to register for gifts at RetailCo. Their registry will include many items that will be helpful to them at their rural home. They need things for both inside and outside, and are also considering some remodeling projects. Customer Journey Retail Gift Registry – Wedding 1-7 days 1 day Research/Planning Create 1-7 days 6-8 weeks Shopping Creating Gift Registry Options 1-7 days Sharing Checking/Receiving Share, Email, Print Received Status Pre/Post Event STAGES DOING Log-In (option) Any device In store or at service desk THINKING • Excited about their event • This is the easy part • Need to choose gifts across a wide offering Opportunities EXPERIENCE • Does RetailCo have a gift registry? • How do I start? • What gifts do we need, I wonder what they FEELING team member Confirm Create Registry Browse Reviews team member team member Select Products in store Share Registry home Set Date / Location Confirm Set Privacy • Am I ready to make this public? • How do I shop for my own stuff? • This is fun! have we want? Record Registry • Wow, this is super convenient • I hope we really get X, Y, Z. • How do I let people know where we register? • This is going to be fun • We need to agree on all these gifts • Where do we start? • What do we really need? • Which style suits us best? • Need to make sure we specify the Review Registry • Cool, we can print • announcement cards I am going to share this on Facebook • Relieved by how easy that was • Excited about having gifts picked out • Stressed about all of the remaining items on our list right model numbers • I wonder which gifts we have received so far? • Oh cool, we’re getting that! • Excited to have things checked off the list • Anxious for the event • Nervous about all the things that still have to get done Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance Relevance Relevance Relevance Relevance Helpfulness Helpfulness Helpfulness Helpfulness Helpfulness • Convey the process clearly • Send helpful tips email reminder • Follow-up loop if they stall • Help plan what to ask for • Promote specific registry-based • Convey the process clearly • Offer customer assistance • Offer welcome kit • Comparison/explanation/value prop. • Ensure they start / coupon/discount • Promote specific product lines – incentives incentives and adjustments • Offer customer assistance • Suggestions/sets / optional items • Explain in-store vs. custom order • Promote announcement cards • Tips on who/how to share • Offer customer assistance • Offer discounts on unpurchased items
  5. 5. CUSTOMER EXPERIENCE MAPPING CONNECTION FRAMEWORK Contexts and touch points to Consider • Who Youth — Adult Self — Family — Older / Parent — Team / Group • Stage Awareness — Interest — Planning/Researching — Selection — Purchase — Support — Loyalty • Life Activity Self Expression — Discovery — Preparation — Managing — Shopping — Social — “Me Time” • Time Length of Purchase Cycle — Day — Night — Weekdays — Weekends • Place Home — Work/School — Public — Auto/Travel — In-Store • Device Small Screen — Medium Screen — Large Screen — Multi / Public Screen
  6. 6. See more at HANSONINC.COM/SUMMIT

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