The document outlines a whitepaper on managing customer experience (CE) as a crucial responsibility for marketers, detailing strategies for developing and executing a CE strategy. It includes sections on defining CE, tools for customer insight, best practices for implementation, and methods for measuring success, supported by case studies across various industries. The whitepaper emphasizes the need for alignment between CE and corporate strategy and offers practical guidance for overcoming implementation challenges.

1. Customer Experience: A Roadmap
for Marketers
Preview of a CMA whitepaper

2. The Opportunity for Marketers
• Managing customer experience is everybody’s job, which
leads to the questions:
• How do you know what to manage?
• Where do you start?
• Our whitepaper discusses how to tackle developing a
customer experience strategy and then execute against it.

3. Contents
• Customer Experience: A Definition
• Strategy and Tools
• Keys to Implementation
• Measuring for Success
• Case Studies

4. Customer Experience: A Definition
Customer experience (CE) is the sum total of ALL
interactions a customer has ever had with a brand:
tangible, visual, emotional, read, blogged, consumed,
experienced.

5. Strategy and Tools
To capture the customer’s perspective, great marketers start
by looking at their businesses from the outside in,
envisioning the brand experience as their customers see it.
1. Aligning Customer Experience Strategy with
Corporate Strategy: Where does your organization
operate?
2. Defining the Audience: Where do you fit in the
customer’s world?
3. Mapping the Customer Experience
4. Using Maps to Drive Prioritization

6. Keys to Implementation
• Best Practices Checklist: A checklist can help shape initial
directions and goals while also aiding efforts to work through
typical obstacles and challenges.
• Implementation Challenges: Every organization faces
challenges to some degree. The key is to keep the focus on
actions and solutions that will aid in reaching the bigger goal of
customer experience.
• Case Study: Customer experience program implementation,
a large North American retailer.

7. Measuring for Success
• Why Measure?: Measurement program case study, NatWest
Bank.
• Measurement Opportunities: The goal is to determine what
can be measured, the value of the metric, and the ability (and
willingness) to adapt and evolve using measurement learning.
• Communicating Measurement Results: Communicating the
results of customer experience research and measurement to the
right people at the right time keeps the program alive within the
organization. There are many ways to approach the
dissemination challenge.

8. Case Studies
• Case study illustrations show how customer
experience objectives and approaches can differ
by industry category:
Travel and Leisure
Retail
Technology
Consumer Goods
Financial Services
Healthcare

9. The Authors
• Margaret Bowman - Owner/President, Bowman & Associates
• Stephanie Bullock - Director, Marketing Strategy, Canada Post
• Jason Dubroy - Vice-President, Shopper Marketing, DDB Canada
• Adrian Fuoco - Strategic Marketing Manager, Seasonal and Brand,
Canadian Tire Corporation
• Pam Harris - Senior Director Marketing, CIBC
• Tim Hodapp - Vice-President, Ipsos Reid
• Shaun Little - Principal, Merton House Consulting
• Ivana Manzon - Chair, Integrated Marketing and Customer Experience
Council
• Kaksha Mehta - Senior Manager, Marketing, RBC
• Jill Roussy - Partner, Spark Ideas
• Lori Steiner - Director, Membership and Loyalty Marketing, CAA (South
Central Ontario)
• Rachel Thompson - Director, Corporate Accounts Marketing,
Sun Life Financial

10. Download CMA Paper
http://bit.ly/Wb8Lq9
(Available to members of Canadian Marketing Association)