This document outlines the process taken by Jill Hewitt to develop a customer experience map for an entertainment loyalty program. It describes conducting member research through online bulletin boards and workshops, analyzing responses by segmenting members into groups like newbies and renewers. It discusses identifying touchpoints and triggers across a member's journey. The final sections provide lessons learned, including asking the right research questions to encourage storytelling, understanding audience segments, using client time wisely, and allowing emotions to guide customized communications for each member phase.

1. The Journey to a Customer
Experience Map
Jill Hewitt
September, 2013

2. A growing interest
2

3. A growing interest
3

4. A growing interest
4

5. A growing interest
5

6. A growing interest
6

7. Opportunity strikes
7
Entertainment Loyalty Program
" Pay an annual fee
" Earn rewards based on dollars spent
" One size fits all communications
Develop a Member Communications Plan
Email
Direct Mail
Text Messages
Mobile App
Website
Social Media

8. Our mission
8
“We want people to join or renew not just because of
how much they can save, but because they love
being a member”

9. Process
9
Triggers,
Touchpoints
and
Channels
Inventory
Member
Research
(Online
Bulletin
Boards)
Member
Experience
Workshops
with Client
Develop
initial model
of member
experience
Complete
Analysis of
member
research

10. Who do we need to talk to
Phase: Member Research
10
Newbies
Renewers
" Deciles 1-4
On the fence
" Deciles 5-7
Lapsed members
Enroll in person
Grandfathered in
Enroll online

11. Asking questions the wrong way
Phase: Member Research
11
When you use your membership,
what do you do? Walk me
through what you usually do and
what happens in return. Lots of
detail is appreciated.

12. Asking questions the right way
Phase: Member Research
12
Let’s tell a story – recount how you
first learned about the program.
" How did you learn about it? (read
something, someone told you, etc.)
" Where were you?
" How did you feel when you learned
about it?
" What did you do once you knew
about it?
" Did you join immediately or later?
" Did you need more information than
what you got initially?

13. So much data, so little time
Phase: Workshops
13

14. So much data, so little time
Phase: Workshops
14
" Color code respondents by
segment
" Green = newbie
" Pink = on the fence
" Yellow = renewer
" Orange = lapsed
members

15. Putting emotion onto the map
Phase: Develop Model
15
get. I want to get my money’s wortH.
Showing rewards =
enhanced perceived value
make It aBoUt me.
Personalization = relevan
receiving and redeeming rewards
Approach reward reward expiration
renewing membership
90 days before renewal renewal
letting membership lapse
Immediately after lapse
Learn that a reward is close
Earn reward
Use reward OR reward expires
Learn about renewal
Consider renewal
Renew membership
Decide not to renew
Attend as lapsed member
ConsiderLearn Renew
Decide not to
renew
A
gIve me more.
greater value
Making the shift from promoting movies to pro
movie-going experience at AM

16. Develop a rough model of member experience
Phase: Develop Model
16
SIGN-UP WEEKLY EMAIL RENEWALUSAGE EXPIRATION REMINDERREWARD
YEAR ONE
UNHAPPY
ELATED
Optimal experience Average experience Poor experience

17. The final product
17

18. Lessons Learned
18
1) Ask questions the right way
• Research questions should encourage story telling
2) Understand audience segments
• Color coding your respondent segments helps to identify trends
3) Use client time wisely
• Give clients interesting and vocal respondents (highs and lows)
4) Emotions point to communication customization
• Think about how to speak to your happy, indifferent and unhappy
customers at each phase

19. Questions?
Jill Hewitt
@jhewitt98
jhewitt@catalystinc.com
www.catalystinc.com
19