JOURNEY DESIGNER: Transforming how Marketing Plans Customer Experiences

Transcription

1 JOURNEY DESIGNER: Transforming how Marketing Plans Customer Experiences 09/09/ IBM Corporation

2 PLEASE NOTE: IBM s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. 29

3 WHAT WE WILL COVER TODAY Why do intentional customer experience design? What is required to have great customer experiences? How do you get started? 3

4 INTENTIONAL OMNI-CHANNEL DESIGN IS IMPORTANT BECAUSE CUSTOMER EXPECTATIONS ARE SOARING Customers expect Seamless experiences across channels Relevant, personalized, and meaningful interactions You to anticipate their wants and needs To be in control of their journey 80% of CEOs think they deliver a superior customer experience Only 8% of their customers agree *SOURCE: The State of Marketing 2013: IBM s Global Survey of Marketers, IBM Center for Applied Insights 2015 IBM Corporation #IBMamplify 3

5 CUSTOMER EXPERIENCE HAS AN IMPACT ON THE BOTTOM LINE Source: Watermark Consulting Five-Year Stock Performance Of Customer Experience Index (Cxi) Leaders Versus Laggards Versus S&P 500 (2007 to 2011) 2015 IBM Corporation #IBMamplify 4

6 WHAT IS REQUIRED TO DO REALLY GREAT INTENTIONAL OMNI-CHANNEL DESIGN? Establish customer experience designer leader role Standardized on the strategic market segments for your company Define the customer journey stages for your company Classify and map your interactions, offers and content to journey stages 2015 IBM Corporation #IBMamplify 5

7 THE CUSTOMER EXPERIENCE DESIGNER IS A KEY LEADERSHIP ROLE Tom VP Marketing Edward Performance Analyst Anthony Customer Data Analyst Carlos Creative Manager Patty Marketing Operations Planner Evan Channel Owner Ann Customer Experience Designer 6

8 WHAT SKILLS DOES A CUSTOMER EXPERIENCE DESIGNER NEED? Strategically minded Ability to influence leaders and peers in the marketing organization Collaborates well across disciplines Understands the process and workflow for customer engagement 2015 IBM Corporation #IBMamplify 7

9 CORE TENANTS FOR THE CUSTOMER EXPERIENCE DESIGNER Design for a specific market segment tied to a business goal Designs need to be done collaboratively with the marketing team Use analytics to inform the experience designs Designs must be actionable and continuously improved Execute what you design to accurately measure 8

10 MEET ANN THE CUSTOMER EXPERIENCE DESIGNER Ann has hundreds of experiences to design and needs to be able to collaborate with others at CityCool to make it all happen. Wouldn t it be great if I could visually lay out all the online and offline interactions, request and track work related to the Journey, and understand if the design is delivering the desired results? 2015 IBM Corporation #IBMamplify 9

11 KEY ELEMENTS TO SUCCESSFUL INTENTIONAL OMNI-CHANNEL DESIGN Identify and define strategic market segments Align a business goal to the market segment Alllocate expense against the experience design for the market segment Collaborate to design with key stakeholders across the marketing organization Build and engage customer with the right content through the right channels at the right time Monitor and optimize performance to achieve the business goal 10

12 TRANSLATING CONCEPTUAL DESIGNS TO EXECUTION What I whiteboard looks very different in Programs, it is difficult to translate from a whiteboard right now ~ Strategy and Creative Lead There is human error in programs when you transfer from the sandbox to rebuilding from scratch in production ~ Director of Marketing Operations 11

13 JOURNEY DESIGNER DEMO (NEW IN 2015!) Intuitive canvas that goes from intentional omni-channel design to execution easily 12

14 PREVIEW OF JOURNEY DESIGNER ROADMAP The Launch of the Sleekfit 2.0 Last year, CityCool unveiled a cutting-edge electronic watch called Sleekfit. After a profitable market response and feedback from consumers, CityCool is ready to launch the Sleekfit 2.0. Our story starts... Anthony, the Customer Data Analyst for CityCool, needs to support the Sleekfit 2.0 launch to meet the goal of increasing revenue by 10% for the CityCool Emerging Products division. 13

15 Anthony logs into the IBM Marketing Cloud 14

16 Anthony lands on his customized workspace. Anthony knows that the Top tier active women market segment is a good group to target to help achieve his business goal. He opens the market segment. 15

17 Anthony selects the purchase endpoint of the Sleekfit to create a set of recommended paths that will provide insight into how to address this segment to encourage sales of the Sleekfit

18 Anthony is provided path recommendations based on revenue, commonly traveled and fastest to purchase. He decides to go with the highest average revenue path and creates a storyboard template for Ann. 17

19 With a recommended path from Anthony, Ann now continues with her design and is brought into the storyboard template with the recommended interactions already populated. She can then collaborate with the rest of her team to complete the storyboard. 18

20 Ann checks her storyboard calendar to double check that she is happy with how the in market dates and due dates for each interaction are organized. 19

21 Ann then goes to look at the attached creative for the landing page. 20

22 Ann sees a full preview of the landing page s html. She notices that the picture of the Sleekfit in the landing page is old, so she adds a comment through mark up to make note of it for herself and all her colleagues. 21

23 Ann also sends a work request to her Creative Manager, Carlos, to ensure that the error in the landing page is corrected as soon as possible. 22

24 Ann can view her team s and her own work on her work calendar to ensure her storyboard meets its in market dates 23

25 Ann knows that the various channel interactions that she has placed in the Compare stage are best organized within an Journey map.. So, Ann groups the interactions into a Journey Map. 24

26 KEY TAKEAWAYS Design with intent for a market segment Create an environment of collaboration across the marketing organization Make designs measurable and continuously optimize 2015 IBM Corporation #IBMamplify 26

27 JOURNEY DESIGNER SPONSOR USER PROGRAM Is your organization interested in shaping the future based on real problems and solutions? Does your organization want to actively provide feedback? Does your organization want an early view and preparation for the release of a business solution? Does your organization want a closer working relationship with IBM? If the answer is Yes Contact: UserExp@us.ibm.com Visit the Amplify Innovation Studio to speak with our Sponsor User Advocate for more information IBM Corporation #IBMamplify 27

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