Personalizing and enriching your customer journeys will increase engagement with your audience and provide them with a unique 1:1 relationship with your brand. Using real-life examples at Weight Watchers, Matt Lattanzio will demonstrate how using behavioral queues to trigger personal journeys can make your customers feel heard and supported, while enhancing your brand advocacy.

1. Matt Lattanzio@WeightWatchers | mlattanzio@weightwatchers.ca
DIGITAL MARKETING MANAGER
WEIGHT WATCHERS CANADA
TORONTO, ON ~ MAY 18 – 19, 2017 | DIGIMARCONCANADA.CA
#DigimarconCanada
Building the
Customer Journey
KEYNOTE

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For 50 years, we’ve helped
millions of people change their
relationship with food for good.
Our Beyond the Scale program
is a holistic weight loss approach
that focuses on the whole you.
We inspire and guide members
towards healthier choices to
become the fullest expression of
themselves.
WEIGHT
WATCHERS

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A JOURNEY IS A CUSTOMER’S
RELATIONSHIP WITH YOUR
BRAND, AND THE STORY THAT
YOU WANT TO TELL THEM.

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BE A
STORYTELLER
• Like any story, you want your
customer’s attention, and that means
providing engaging content that feels
personal and relevant
• Use behavioral cues to start journeys,
such as taking an action on your app
or website, purchasing a specific
product or service, or cancelling a
subscription
• Can be single or omni-channel,
as long as you are reaching your
customers where they are
• Can be sequential (Tip 1, Tip 2, Tip
3), recurring (Save 20% on Facebook
& Email), or a mixture of both

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WHAT’S THE MORAL OF YOUR STORY?
Even if your journey is not successful in reaching
your specific goal, what message do you want to
leave your customers with?

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THE RIGHT
TOOLS FOR
THE JOB
• There are several marketing
automation tools that allow you
to easily setup customer journeys
through multiple channels
• Choose the tool that makes sense for
your business and that can support
you as your strategy evolves. Think
for the future, not just one project.

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• Use your customer data to drive
your strategy
• What problems can you find
within your data? (i.e. Only 20%
of your customers are actively
using your app)
• Can you track and measure this?
• Strive for a “single view of a
customer” so that all of your
customer data is in one place
• This allows you to track a single
customer’s relationship with your
brand
• Work collaboratively with your
IT department and marketing
technology teams
KNOW YOUR
AUDIENCE

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CHOOSE YOUR
ADVENTURE
• Using your customer data, find
ways to personalize content in a
meaningful way
• Example: Identify which customers
are not actively using your app and
develop content that speaks to this
problem and to this audience
• Use customer attributes within your
content to make it feel more personal

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CASE STUDY:
TRACKING
JOURNEY
• We know that members who track
their food regularly through our app
are more successful, so we identified
members who were not tracking and
encouraged them to start
• We did this by providing personalized
content and recipes with engaging
creative
• Personalized images
• Recommended recipes

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YOU’LL NEVER
KNOW IF YOU
DON’T ASK
• We don’t currently have accessible
data on what meals members are
tracking, so we asked

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YOU’LL NEVER
KNOW IF YOU
DON’T ASK
• This allowed us to personalize a
menu for each meal selection

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REWARD
GOOD
BEHAVIOUR
• Sending a “trophy” email is a simple
way to reward good behaviour and
gamifies the process

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THE RESULTS
• This journey has only been
running for 1 month, but the early
results are very successful
of recipients have started tracking
Open Rate Click Rate
Email 1 – Track Like a Pro 40.93% 5.95%
Email 2 – We’ll Curate a Menu 39.34% 7.83%
Email 3 – Menu (All Versions) 43.32% 7.71%
Email 4 – Be a Tracking Star 36.35% 2.24%
Total Engagement 40.22% 6.18%
22%

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• Start small - tackle one simple
problem that journeys can help
solve
• Use your existing data to strategize
first about what content to include,
what your goals are, etc.
• Start with 1-2 triggered emails
before expanding to several
touchpoints
• Test everything - make sure your
content is right before launching to
your full audience
• Find a benchmark for which to
measure success and agree on
what success looks like
• Don’t have enough customer data?
Ask for it! People are willing to
provide data to brands they trust if
the pay-off is worth it
TAKEAWAYS

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BUILDING THE CUSTOMER JOURNEY
Matt Lattanzio, Digital Marketing Manager