The document outlines a practical guide for optimizing the customer journey, emphasizing the importance of personalized experiences and targeted communication. Key steps to success include assembling a skilled team, acquiring appropriate tools, mapping customer journeys across channels, and aligning technology with business goals. It also highlights significant statistics on customer experience improvement and offers lessons learned from past experiences in implementing these strategies.

1. You’re Not Ready For It:
A Practical Guide to Optimizing the
Customer Journey

2. Product Marketing Director
Acquia
stephen.skidmore@acquia.com
Eric Hanser
Presenters
Associate Director Planning
Mirum
eric.hanser@mirumagency.com
Stephen Skidmore

3. QUESTIONS?
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ask questions!

4. Mirum: Let’s make what’s next.
Mirum is a borderless agency of over 2400 digital
savants, storytellers, makers and relentlessly curious
minds who are united by an uncommon drive to make
what’s next.
Active in 24 countries, we work across our global network of expertise
to transform business, design innovative digital experiences and
activate commerce at a global and local level. We are capable of
delivering global solutions while providing local support. Mirum is part
of the J. Walter Thompson Company and the WPP Network.
Visit mirumagency.com for more information.

5. 88%
Customer experience professionals who
said their firms are doing some form of
customer journey mapping
Key Stats

6. 47%The amount of incremental spend you can
expect when nurturing a lead over several
steps of the consumer journey
Key Stats

7. 30%
How much targeted, relevant
communication can drive revenue growth
Key Stats

8. HOW do you get
there?

9. Checklist for Success:
1. Find a Person with the skills to run the initiative
2. Buy a Tool to orchestrate a personalized customer journey
3. Map the Journey across all touchpoint and channels
4. Deliver an Experience that is targeted and relevant for consumers
5. Get Results, share the success, and grow the program.

10. Lessons Learned
Resistance
Based on
Past
Experiences
Lack of Clear
Authority
Structure
Everyone
Wants a
Seat at the
Table

11. Smart Tip: It Takes a Team
Identifying key stakeholders, executive
sponsorship, and team structure is as
(or more) important than staffing alone.

12. Checklist for Success:
1. Find a Person with the skills to run the initiative
2. Buy a Tool to orchestrate a personalized customer journey
3. Map the Journey across all touchpoint and channels
4. Deliver an Experience that is targeted and relevant for consumers
5. Get Results, share the success, and grow the program.

13. Lessons Learned
Let the
Strategy
Lock
Avoid
Short-Term
Decision
Making
Consider The
Ecosystem

14. Smart Tip: Align Technology with Your Goals
Define business goals, set objectives,
and then find a tool that meets your
specific needs and environment.

15. Checklist for Success:
1. Find a Person with the skills to run the initiative
2. Buy a Tool to orchestrate a personalized customer journey
3. Map the Journey across all touchpoint and channels
4. Deliver an Experience that is targeted and relevant for consumers
5. Get Results, share the success, and grow the program.

16. Lessons Learned
Over-
complexity
Can be
Paralyzing
There’s
Never
an “Ideal”
State
Find Your
Guiding
Principles

17. Smart Tip: Start With a Foundation
Identify and prioritize key products or
consumer segments and start there.

18. Checklist for Success:
1. Find a Person with the skills to run the initiative
2. Buy a Tool to orchestrate a personalized customer journey
3. Map the Journey across all touchpoint and channels
4. Deliver an Experience that is targeted and relevant for consumers
5. Get Results, share the success, and grow the program.

19. Checklist for Success:
1. Find a Person with the skills to run the initiative
2. Buy a Tool to orchestrate a personalized customer journey
3. Map the Journey across all touchpoint and channels
4. Deliver an Experience that is targeted and relevant for consumers
5. Get Results, share the success, and grow the program.

20. Lessons Learned
Stakeholders
Have
Separate
Goals
Seeing
Success
in Failures
Culture isn’t
Created
in a Deck

21. Smart Tip: Leverage Physical Spaces
Don’t underestimate the value of
creating physical spaces for
collaboration, understanding, and a little
showmanship!

22. THIS is how you
get there.

23. New Checklist
1. Create a Team: Identify key stakeholders, executive sponsorship, and
team structure to determine staffing needs.
2. Align Technology to Goals: Defining business goals, setting objectives,
and then finding a tool that meets your needs.
3. Start with a Foundation: Identify and prioritize key products or consumer
segments and map the customer journey for them first.
4. Tailor Your Results to the Audience: Develop a reporting structure for
sharing results across the organization in a way that makes it easy for
everyone to understand.

24. 94%
Customer
Satisfaction
Rating
Leveraging
Drupal, the
Largest Open
Source
Community
3,000+
customers,
including
1,600
enterprises
30+
Fortune 100
customers
800+
Employees
Global
Partner
Program
GDPR
Ready
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.
THE OPEN SOURCE DIGITAL
EXPERIENCE COMPANY
WHO IS ACQUIA

25. SAVE THE DATE
17-18 JUNE 2019
Royal Garden Hotel
London, UK
https://europeengage.acquia.com

26. QUESTIONS?
Please use the Chat feature to
ask questions!