six practices to design customer experiences
TRANSCRIPT
Customer expectations are rising
56% of customer interactions happen during a multi-event, multi-channel journey1
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The majority of
customer engagement
is through journeys.
1McKinsey 2013 | Customer Journey
Simply being relevant isn’t enough
• How do I feel?
• What do I need
at this instant?
• What will I need
next?
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of CEOs think they
deliver an
exceptional
customer
experience1
of customers stated
that the average
brands doesn't
understand them
as individuals2
51% of customers left because of poor
customer experience2
80%
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78%
1 IBM 2013| State of Marketing, IBM’s Global Survey of Marketers 2 IBM 2015 | eConsultancy Study
Why does the customer experience
gap exist?
Designing customer experiences requires understanding and planning
across their entire journey. And then executing that coordinated plan
across channels.
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Yelp
$
Customer experience has an
impact on the bottom line
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Five-Year Stock Performance Of Customer Experience Index (Cxi) Leaders Versus Laggards Versus S&P 500 (2007 to 2011)
Source: Watermark Consulting
Marketing organizations are
challenged to deliver a holistic
customer experience
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People TechnologyData
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
• Define KPIs to measure success
• Use analytics to measure and continually optimize
the journey
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The Customer Experience Designer
is a key leadership role
AnnCustomer Experience
Designer
EvanChannel
Owner
TomVP
Marketing
PattyMarketing Operations
Planner
AnthonyCustomer Data Analyst
EdwardPerformance
Analyst
Carlos Creative
Manager
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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
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• 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
Core tenets for the customer
experience designer
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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?”
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Identify and definestrategic market segments
Align a business goalto the market segment
Alllocate expense againstthe experience design for
the market segment
Collaborate to design with key stakeholders across the marketing organization
Monitor and optimize performance to achieve the
business goal
Build and engage customer with the right content through the right
channels at the right time
Key elements to successful
intentional omni-channel design
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“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
Translating conceptual designs to
execution
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Key take aways
• Design with intent for a
market segment
• Create an environment of
collaboration across the
marketing organization
• Make designs measurable
and continuously optimize
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IBM Journey Designer empowers marketers to collaborate, design
and continually improve customer experiences and results
• Collaboratively design customer experiences across any channel
• Align experiences, goals and costs for each strategic segment
• Iterate using real-time design and workflow capabilities
• Seamless integrate the full marketing ecosystem across online and offline
• Provide a blueprint to drive coordinated execution and performance
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IBM Marketing Solutions make it easier to
design meaningful customer experiences
across applications, devices and time,
accelerating today’s results and
tomorrow’s ambitions.
Learn more at
ibm.com/marketing
Watch the on-demand replay of this webinar: https://ibm.biz/BdXeb2