By Scott Thomsen at ProductCamp Twin Cities 2016 This session is designed to help product managers and marketers think about the customer journey as part of the product itself. Companies like Uber, Harry's, Dollar Shave Club and FitBit have all used rich customer insights combined with technology to intertwine the experience and product.

1. Hi!

2. “Any customer can have a car
painted any color that he wants so
long as it is black.”
- Henry Ford
Way Back in 1909…

3. Traditionally…
Wye Contextual Marketing, LLC - CONFIDENTIAL
Communication Vehicles Carried Implicit Context
Boundaries Were Well Defined
Interactivity Was Limited
Immediacy Wasn’t Expected

4. Wye Contextual Marketing, LLC - CONFIDENTIAL 4
A Mere 96 Years Later…
First Moment of Truth
When a customer encounters a product at the store
Second Moment of Truth
When a customer purchases a product and
experiences its quality as per the promise of the
brand
- A.G. Lafley
Chairman, CEO
Proctor &Gamble

5. Blurring the Lines…
Wye Contextual Marketing, LLC - CONFIDENTIAL

6. Today’s Communication…
Wye Contextual Marketing, LLC - CONFIDENTIAL
Context is now Important
Boundaries are limitless
Interactivity is Implied
Immediacy IS Expected

7. Today’s Product Development…
Wye Contextual Marketing, LLC - CONFIDENTIAL
Barriers to Entry Are MUCH Lower
Design and Prototyping are Quicker
Supply Chains are Turnkey and Fast
Commerce Vehicles are Ubiquitous

8. Wye Contextual Marketing, LLC - CONFIDENTIAL 8
Quiz 1… What is This?
Archos Jukebox
Launched:
December 9, 2000
Discontinued
May 16, 2003

9. Wye Contextual Marketing, LLC - CONFIDENTIAL 9
Quiz 2… What is This?
iPod
Launched:
2001
Discontinued
Really… Never….

10. The Customer Lifecycle
Discover
Explore
Buy
UseAsk
Repurchase
Brand
Champion
Wye Contextual Marketing, LLC - Confidential

11. The Challenge
Wye Contextual Marketing, LLC - CONFIDENTIAL 11

12. The Sometimes Harsh Reality
Understanding Customers is more Difficult than Ever
Creating Contextually Relevant Messages is Necessary
Proliferation of Platforms Creates Complexity
Interactions Loose Relavency
Generally… Our Marketing Lives SUCK!!
Wye Contextual Marketing, LLC - CONFIDENTIAL
12

13. The Customer Journey
Wye Contextual Marketing, LLC - CONFIDENTIAL
13

14. The World Around Me
Wye Contextual Marketing, LLC - CONFIDENTIAL
GPS sensor
Ambient light sensor
Optical Scanner
Accelerometer
Gyroscope
Compass
Barometer
NFC (ApplePay)
BLE
WiFi

15. Wye Contextual Marketing, LLC - CONFIDENTIAL
“the group of conditions that exist where and
when something happens”
1511/12/16

16. Moments: Building Blocks of a Journey
Wye Contextual Marketing, LLC - CONFIDENTIAL

17. A Collection of Moments
Wye Contextual Marketing, LLC - CONFIDENTIAL
17

18. Contextual ”Big 6”
Who?
What?
When?
Where?
Why?
How?
Wye Contextual Marketing, LLC - CONFIDENTIAL

19. Separating the “How” and “Why”…
A-1 A-2 A-3
B-1 B-2 B-3
C-1 C-2 C-3
Wye Contextual Marketing, LLC - CONFIDENTIAL
Traditional Customer SegmentationCustomer Interaction

20. Separating the “How” and “Why”…
A-1 A-2 A-3
B-1 Persona B-3
C-1 C-2 C-3
Wye Contextual Marketing, LLC - CONFIDENTIAL
Traditional Customer SegmentationJourney Mapping

21. The Customer Lifecycle
Discover
Explore
Buy
UseAsk
Repurchase
Brand
Champion
Wye Contextual Marketing, LLC - Confidential
Only 26% of
companies
currently
create
persona’s in
these phases.
While over 66%
of companies
create personas
in the buy
phase.

22. Why Focus on Journey Mapping?
• Better Operational Decision Making. Forrester Consulting asked
marketers why they were adopting customer journey work, 64% cited
improvements in operational decision-making…
• Increased Customer Advocacy. Research by Wharton School of Business
found that a referred customer has a 16% higher lifetime value.
• Increased Revenue. An Oracle Customer Impact Study found that 86% of
buyers said they would pay more for a better customer experience.
• Decreased Customer Churn. Harvard Business School report, on average,
increasing customer retention rates by 5% increases profits by 25%-95%
Wye Contextual Marketing, LLC - CONFIDENTIAL
22

23. Wye Contextual Marketing, LLC - CONFIDENTIAL 23
Barriers to Journey Mapping
Source: IBM - Forrester Research, 2016
* Respondents choose 3

24. Parameter Based Interactions
Wye Contextual Marketing, LLC - CONFIDENTIAL

25. Case Study… Best Buy Stores
Wye Contextual Marketing, LLC - CONFIDENTIAL

26. Case Study… Best Buy Stores
Wye Contextual Marketing, LLC - CONFIDENTIAL

27. Thanks!