Go from two-dimensional experience maps to a collaborative, living tool - this deck from suitecx shows you how.

1. NEXT GENERATION EXPERIENCE
ROUNDTABLE DISCUSSION
March 18-20 2014

2. 2©2014 suitecx inc.
Todays Agenda
¨ Historical use of technology in experience mapping
¨ What's new in tools/technology
¨ Touch ‘Inventories’
¨ 3600 view of a touch
¨ Using technology for storytelling/mapping
¨ Carrying it forward to precision campaigns
¨ Case studies

3. 3©2014 suitecx inc.
Past tools of the trade – Off the shelf
Visio
Omnigraffle
Stock Pictures
Storyboards
Excel
PowerPoint
Hand drawn
¨ Pros
¤ Already in house
¤ Known templates
¤ Some analytics
¨ Cons
¤ Not designed for the purpose
¤ Require supporting Word, Excel documents
to collect and manipulate information
¤ Difficult to tie emotions and rational data
together to visualize experience
¤ Static views which end up “Posters”
¤ Generally not useful for both executive and
day-to-day use

4. 4©2014 suitecx inc.
What's new in supporting technologies
¨ New underlying technology has brought new capabilities
¨ Move from ‘blueprint’ to CAD/CAM
¨ SaaS tools cost effective
¨ Highly configurable to meet multiple needs
¨ Rational and Emotional information can be displayed
¨ Filters can be easily used to present different ‘views’
¨ Data and artifacts can be attached via API’s
¨ Touch ‘objects’ can be copied, augmented and reused
¨ Supports strategy through execution without heavy retooling

5. 5©2014 suitecx inc.
COLLABORATIVE AND ‘SOCIAL’
Shared tool in ‘3D’ so you can visualize
behavior and processes
Can be reused strategy to execution
DYNAMIC VS. STATIC
Enables continuous adaptations over time to drive
strategy, planning and tactics.
Provides a live “Dashboard’ that can reflect trends
and progress
INFORMATION CONSOLIDATION
Performance and operational data in once
place
Presents rational and emotional information
VISUALIZE AND MANAGE THE PATH TO PURCHASE AND EXPERIENCE
Creates a visualization of your touchpoints and relevant
information
Shows where and when customers experience satisfaction/pain
points
What new technologies bring to the table

6. 6©2014 suitecx inc.
Visualization of your touchpoints and relevant information

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3600 view of a touch pulls all your data together

8. 8©2014 suitecx inc.
Single source of emotional and rational data
¨ Experience Objects, or
EOs, can be easily
customized and can
contain and present
any manner of data,
including metrics, NPS,
images, video, audio,
etc.
¨ EO information is saved
automatically to the
Touch Inventory

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Technology can support automated legends, changes, comments,
approvals

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Touch ‘inventory’ tools

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Outbound 90%
Inbound
10%
Interactive
0%
Inventory view is useful to display global items
Current touch direction
Ideal State
Inbound
30%
Interactive
25%
Trigger
30%
Outbound
15%
¨ Total number of touches over time to
determine spam or touch fatigue issues
¨ Quick view of what's working – what's not
¨ Touches at key relationship juncture – are
you wasting money with overlapping
messages
¨ Timing
¨ Cadence
¨ Channel over/underlap
¨ Departmental messaging gaps/overlaps

12. 12©2014 suitecx inc.
Storytelling shows where and when customers experience
satisfaction/pain points

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Precision 1:1 campaign design reuses touches

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Technology supports marketing automation and content planning/
execution

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Any technology still needs to have a strong team behind it
Technology allows you to better express
your findings
It shortens the time to present different
views and opinions
It doesn’t imbue any knowledge or
experience – that comes from you
It helps share, collaborate and present
your insights and best practices up and
down the corporate ladder
Provides company knowledge
Provides innovation
Has a vision of what they want to
achieve
Pulls in best practices and achievable
improvement
Asks the right questions to the right
people to uncover opportunities
Technology Team

16. 16©2014 suitecx inc.
¨ Documentation of each interaction point
¤ Wide variety of emotional/rational data
points
¤ Holistic view of the company, employee &
customer experience
¤ Flow across the path to purchase
¨ Clear presentation of what's working –
what's not – why not
¤ Data driven specifics
¤ Gaps and opportunities between each
¤ Barriers to conversion
¤ Revenue Acceleration
¨ Strategic insights
¨ Actionable tactics
¨ Collaborative planning vehicle
¨ Engagement of key stakeholders across
divisions and business units
¨ Improved adsorption of information
¨ Forum for breaking down silos
¤ Realization that customers view and
experience the whole brand and not divisions
or business units
¤ As such, need for greater collaboration and
coordination where customers are cutting
across different parts of the organization
¨ Rationalization of company, employee and
customer needs
¨ Emotional buy in through visual storytelling
Outputs of the technology/team process
INTANGIBLETANGIBLE

17. Questions and Discussion
Thank you.

18. Valerie Peck – vpeck@suitecx.com
Anne Cramer – acramer@suitecx.com
510 655-6511
@custoholic
Contact us.

19. About Us
Case Studies
Appendix

20. 20©2014 suitecx inc.
Founding Team
Valerie is a strategist and market development manager with more than 20 years of diverse
experience delivering bottom-line results. She heads a marketing and customer experience
management consultancy that focuses on coaching firms for both strategy and tactical execution. Her
areas of expertise include go-to-market strategy, precision marketing, demand generation, customer
journey mapping and CRM/Marketing Automation selection and management.
Valerie Peck, CEO
Michael Hill, CTO
Anne Cramer, COO
Michael is a passionate and detailed senior level manager, product/service developer and technical strategist.
Michael has over 25 years of PMO experience in Technology, Construction Technical Services, Technology
Manufacturing, Start-ups, Government and Not-For-Profits. Tackling projects large and small and managing teams
of up to 64 members and budgets of up to 14 million; Michael has delivered many business critical solutions and
strategic plans.
Anne is a seasoned strategy and management consulting professional with deep expertise in creating and
implementing data-driven, customer-centric business strategies. She is a specialist in managing large-scale projects
around technology implementation, process improvement, acquisition and retention strategies. She has strong
process and user experience focus. Anne has led projects and managed teams in a variety of industries including
gaming and entertainment, retail, financial services, health care, and technology in the United States, Europe and
other international markets.

21. 21©2014 suitecx inc.
Customer experience improvement
§ Immediate improvement of revenue due to decreased drop off
§ Improved experience comments/survey results
§ Drove business case for marketing automation tools
§ Conducted company-wide diagnostic with Patient, Employee and Institutional inputs
§ Created Experience Map to fully understand patient journey
§ Developed initiatives to close gaps (OPIT)
§ Developed requirements, RFP’s and managed bid processes for marketing automation solution
§ Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts
Client experiencing growing pains
Focus on acquisition left Patients feeling
neglected
Realized technology plan would not
work without a Go-to-Market Strategy
and clearer understanding of
Marketing/Sales Needs/Objectives
Business Requirements
Need to drive automation and
consistency across multiple
storefronts, online and across
communications channels
Challenge/Opportunity
Results
Approach/Solution

22. 22©2014 suitecx inc.
Nafta-wide Agribusiness Customer Diagnostic/
Touchmap
§ Immediate improvement in Sales/Marketing relationship leading to higher utilization of each other’s capabilities
§ Segmentation schema adopted to help manage sales resources and drive lead nurturing email programs, training, events
§ New SAP solution design in blue print phase
§ Assetlink DAM system implemented
§ Prototype Program taken to Europe and South America
§ Organizational assessment across Sales, Marketing and Service to determine gaps in CRM efforts
§ Created Touchmap to fully understand grower through retailer and distributor journey
§ Developed initiatives to close gaps (OPIT)
§ Developed requirements, RFP’s and managed bid processes for SFA, MRM,CRM solutions
§ Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts
Client had several failures to launch CRM
programs
Sales/Marketing not in agreement on how
to proceed
Realized technology plan would not
work without a Go-to-Market Strategy
and clearer understanding of
Marketing/Sales Needs/Objectives
Business Requirements
Concern about alienating Resellers
kept them from collecting relevant
end user data - Sales and
Marketing often blind in trying to
create lead nurturing programs
Challenge/Opportunity
Results
Approach/Solution

23. 23©2014 suitecx inc.
Precision Marketing Program
§ Program was approved by Corporate and installed in 2013
§ Using segmentation in deeper behavioral survey to gain further understanding of needs and selling strategy
§ Completed a full segmentation study including all facets of Broker interactions and Employee group bags
§ Identified top segments with highest Current Value and further researched needs/behavior online and offline
§ Developed a buyer journey and buyer personas
§ Created marketing tool requirements
§ Developed contact strategy and 8 standard communications workstreams (to be messaged by segment)
B2B (Broker) division of needed to have its
current ‘stable’ of Brokers sell more plans
Marketing efforts so manually intensive that
only basic newsletters and communications were
being delivered via mass emails
Everyone currently treated the same at all
touchpoints and Brokers though satisfied weren't
growing the market
Challenge/Opportunity
Results
Approach/Solution

24. 24©2014 suitecx inc.
B2B Buyer Journey and Analysis
Challenge/Opportunity
Results
§ Leadership saw the level of complexity of the different constituents and were able to develop additional strategies
§ Map now being used to deepen understanding of relationships across LOB’s as well as customers
§ Salesforce tool being mapped to different use cases based on insights
§ Communications now being mapped more closely to derive additional insights
Approach/Solution
§ Through interviews of all Institution/Employee/Customers created a complex, multi-faceted buyer journey map
§ Highlighted pain points, moments of truth and key interaction points for use in creating Salesforce.com processes
§ Identified opportunities to improve relationships with Eye Care Professionals in many different ways
Eye Care Professional/Optics division of VSP
desired to move towards more sales/marketing
automation but didn’t understand buyer journey
Complex set of influencers and buyers
made development of a set of use
cases and programs difficult without
customer insight
Business wanted to start to message
customers with the right type of message,
appropriate timing and offers

25. 25©2014 suitecx inc.
Segmentation and precision marketing plan
Challenge/Opportunity
Results
§ New program very successful
§ Added new email marketing capabilities (staff and technology) to leverage knowledge
§ Increased sales starting to build
Approach/Solution
§ Completed a full segmentation study including all facets of data
§ Identified top 3 segments with highest Lifetime Value and further researched needs/behavior online and offline
§ Blended with Deluxe segmentation data to ID cross over sales opportunities
§ Developed a buyer journey and buyer personas
Mid-sized division of Deluxe prints focusing on
business printing needed a more focused growth
and upsell/cross sell capability
No clear understanding of what was working
(not working) on online path to purchase
Wanted best practices for email revenue lift
Precision Marketing to improve sales without
increasing marketing budget sign
Wanted to incorporate parent company
segment knowledge