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Supporting the customer journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
=
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
=
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
=
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
=
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
=
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
=
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
=
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
=
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
= =
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
= =
A customer Journey
AWARENESS
RESEARCH
SELECTION
ORDER
ACQUIRE
REVIEW
DECISION
REPEAT
PROCESS
The key is getting customers to finish and repeat the journey
No journey is the same and the majority do not reach the end
By creating compelling & complementary communications
A customer Journey
WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
Suppliers
ERP/Main
hand-
written
note
<XML>
Input
Author
Approv
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Releas
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Clean
Analysi
s
Web
Database
Web site
Typical internal company
processes to support the
customer journey
WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
Suppliers
ERP/Main
hand-
written
note
<XML>
Input
Author
Approv
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Releas
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Clean
Analysi
s
Web
Database
Web site
Analysi
s
Catalog
<XML>
Input
hand-
written
note
Author
Create
Approve
Releas
e
Clean
Typical internal company
processes to support the
customer journey
WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
Suppliers
ERP/Main
hand-
written
note
<XML>
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Author
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Clean
Analysi
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Releas
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Analysi
s
Flyer/Ad
Typical internal company
processes to support the
customer journey
hand-
written
note
<XML>
Input
Author
Approv
e
Releas
e
Clean
Analysi
s
Web
Database
Web site
Analysi
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Catalog
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written
note
Author
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Digital catalog
Integrat
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WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
ManuallyEmbed
References
Suppliers
ERP/Main
Typical internal company
processes to support the
customer journey
Web
Database
hand-
written
note
<XML>
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Author
Approv
e
Releas
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Clean
Analysi
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Database
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WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
Digital catalog
Integrat
e
Approve
Release
Enrich
Release
ManuallyEmbed
References
ERP/Main
Suppliers
Web
Database
Typical internal company
processes to support the
customer journey
Import
Approve
Release
Create
hand-
written
note
<XML>
Input
Author
Approv
e
Releas
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Clean
Analysi
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Database
Web site
Analysi
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Catalog
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Author
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WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
Mobile
Windows
phone
Digital catalog
Integrat
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ManuallyEmbed
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Suppliers
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WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
Mobile
Windows
phone
Digital catalog
Integrat
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Release
Enrich
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ManuallyEmbed
References
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Suppliers
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Database
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note
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Release
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phone
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Enrich
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ManuallyEmbed
References
hand-
written
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POS
Author
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Relea
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Clea
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WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
ERP/Main
Web
Database
Other
Channels
Windows
phone
Suppliers
hand-
written
note
<XML>
Input
Author
Approv
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Releas
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Clean
Analysi
s
Web
Database
Web site
Analysi
s
Catalog
<XML>
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written
note
Author
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Approve
Releas
e
Clean
Author
Create
Approve
Release
Clean
Analysi
s
Flyer/Ad
ERP/Main
Import
Merge
Release
Author
Email Mobile
Windows
phone
Import
Approve
Release
Create
Digital catalog
Integrat
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Approve
Release
Enrich
Release
ManuallyEmbed
References
hand-
written
note
<XML>
Input
POS
Author
Approv
e
Relea
se
Clea
n
WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
ERP/Main
Web
Database
Other
Channels
Windows
phone
Suppliers
Multiple Languages
hand-
written
note
<XML>
Input
Analysi
s
Web
Database
Web site
Analysi
s
Catalog
<XML>
Input
hand-
written
note
Author
Create
Approve
Release
Clean
Analysi
s
Flyer/Ad
ERP/Main
Import
Merge
Release
Author
Email Mobile
Windows
phone
Import
Approve
Release
Create
Digital catalog
Integrat
e
Approve
Release
Enrich
Release
ManuallyEmbed
References
hand-
written
note
<XML>
Input
POS
Author
Approv
e
Relea
se
Clea
n
WEB COMPARISON E-MAIL SOCIAL SMARTPHONE STORE CALL IPAD/TABLET FLYER/AD
CATALOG/
SITES NETWORKING CENTER
ERP/Main
Web
Database
Other
Channels
Windows
phone
Suppliers
Multiple Languages
● Siloed processes leading to inconsistent product information to customers
● Repetition of product content management tasks increase workload
● Not enough detail/depth to product information for customers
● No single view of analytics on product information for decision making
● Lack of cross selling/up-selling in individual channels and across channels
● Multiple, manual preparation and approval processes resulting in long lead times
product introductions
 REDUCED CUSTOMER SATISFACTION  LOST SALES

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