The document discusses customer journey mapping to improve the customer experience. It notes that most firms expect to compete on customer experience by 2016, but only 20% of organizations consider their customer experience initiatives advanced. The document defines customer experience as the collection of all customer interactions that influence their perception of and relationship with a brand. It presents a model of the customer journey showing where a customer's needs, goals, and life changes intersect with a company's products, services, channels, people, processes and technology at moments of engagement.

1. MAPPING THE
CUSTOMER JOURNEY.

2. TODAY’S GOAL
DEEPEN YOUR UNDERSTANDING OF
“CUSTOMER” JOURNEY MAPPING—
TO DRIVE A BETTER CUSTOMER
EXPERIENCE AND MAKE
SMARTER DECISIONS.

3. Sourced: Gartner, Adobe
89% 89% 91%
of firms expect to
compete mostly on
customer experience
by 2016, compared
to 36% in 2010.
of customers say
they have switched
brands because of
a bad customer
experience.
of organizations
say they aspire
to be among the
customer experience
leaders in their
industry, yet only
20% consider their
initiatives to be
advanced.
WHY DOES CX MATTER?

4. The collection of all interactions a customer has
that ladders up to their perception of, emotional connection
to, and ultimately their relationship with your brand.
OUR VIEW OF
CUSTOMER EXPERIENCE.

5. PRODUCT/
SERVICE
CONTENT
COMMS
WHERE YOU AND YOUR “CUSTOMER” MEET:
CHANNEL
PEOPLE
PROCESSES
TECHNOLOGY
YOU

6. PRODUCT/
SERVICE
CONTENT
COMMS
CONTEXT
TRANSACTION
EDUCATION/
RESEARCH
LIFE
CHANGE
GOAL
NEED
YOUR
“CUSTOMER”
WHERE YOU AND YOUR “CUSTOMER” MEET:
CHANNEL
PEOPLE
PROCESSES
TECHNOLOGY
YOU

7. PRODUCT/
SERVICE
CONTENT
COMMS
CONTEXT
TRANSACTION
EDUCATION/
RESEARCH
LIFE
CHANGE
GOAL
NEED
YOUR
“CUSTOMER”
WHERE YOU AND YOUR “CUSTOMER” MEET:
CHANNEL
PEOPLE
PROCESSES
TECHNOLOGY
YOU MOMENT OF ENGAGEMENT
MOMENT
OF
ENGAGEMENT