Mapping Matters - Creating the “Secret Sauce” to a Personalized Customer Experience

Mapping Matters – creating the “secret sauce” to a personalized customer experience

Agenda →  Big picture customer experience

§  Why it matters →  Personalization

§  Pillars of personalization →  Customer journey

§  Mapping through channel §  Customer segmentation

→  Content strategy §  Content model

→  Bringing it all together

Amazing Customer

Experiences

Current environment → Challenges

§  Competitive industries §  Disjointed customer

experiences §  Informed customers §  Disruptive

technologies

→ Opportunity §  Increase engagement §  Increase conversion §  Differentiate product

or service §  Increase purchase §  Increase loyalty

Improving CX : top priority → Drive revenues → Customer loyalty → Rewards investors

Figure 1*Forrester: The US Customer Experience Index, Q1 2015 by Megan Burns, April 20, 2015

Components of personalization Delivering personalized customer experiences across multiple channels

3. Measure Impact of Personalization

2. Define End to End Customer Experience

Segmentation Customer Journey

Content Map

1. Understand Customer Profile

Functions that support: personalization Understand Customer Profile •  Create customer profile •  Define data that will be collected •  Behavioral and simple •  Define segmentation and

audiences

Define End to End Customer Experience •  Define channels within the customer journey •  Define the touch points within each channel •  Define desired outcomes based on touch point

Measure Impact of Personalization •  Define success •  Define KPIs •  Develop tagging strategy to collect data to

evaluate success

Data model design >collection tactics>data location>consolidation Behavioral triggers and simple data insights Segmentation and audience insights

Assign on owner of end to end customer experience Channels align to end to end customer experience Map Journey>Identify gaps in content or technical functionality> assign desired outcomes to each touch point with in the journey by channel Content needed by channel>taxonomy aligned through customer experience>

Business driver>defines success>individual KPIs that align Data dashboard design> build> convert to actionable knowledge

Personalization maturity model

•  Static web experience

•  Organization understands personalization is important not sure where to start

•  Doing some experimental testing & data collection

•  Tactically approach

•  Marginal measurable contribution

•  Broad segmentation

•  Best practices for multiple touch points within the customer journey

•  Process in place that aligns to the larger personalization strategy

•  Offline and Online channels contributing to a singular customer profile.

•  Roughly a 90% view of the customer

•  Segment-based personalization with contextual data supplementing persona types

•  1:1 Dialogue •  Organizational

mind shift to continuous testing and innovation around personalization

•  Customer data is actionable within all the customer touch points

Basic

Initiate

Optimize

Nurture

Align

Cus

tom

er S

atis

fact

ion

Personalization

Video (YouTube)

Full Customer Lifecycle

Campaigns (Email,

Landing Pages)

Retargeting

Digital Advertising

(SEM, Display, Social)

Demand Gen

Social Posting

(Twitter, FB, LinkedIn)

Mobile Applications

Email

Reach& Awareness

Website

SEO

1st Party Content,

Blogs)

Onboarding

Analytics

Web

3rd Party Content

(Partners) Millennials

Engagement Programs Branch

Content Digital

Content

How we connect our work

Planning across channels

Website

Mobile

Social

Search

E-mail

Direct Mail

Commerce

Call Center

Unified C

ustomer Profile

High level journey

Trip Planning

Research Destination Search Hotels Arrive at Hotel

Use Amenities Post Stay Check-out Loyalty

Customer acquisition journey

Customer Acquisition Targeted Email

Landing Page

No Conversion

Display Ad

Offer 1

Offer 2

Enter Booking Flow Offer 1

Offer 2 Free Travel eBook

Re-target Offer 3

No Conversion

Revalidate Segment

Segmentation is a foundation → Define your base segments, start with a few. → What commonalities do these segments share?

§  Geo §  Demo §  Behavior

→ What makes the segments unique? §  Communication Preference §  Preferred Channels

→ Would you really market, or target this segment uniquely? →  Is this a sub-segment or a set of targeting instructions?

Unified customer profile data

SITUATIONAL •  Date •  Time •  Device •  Location

BEHAVIORAL •  Origin URL •  Page views •  Time on page •  Clicks •  Downloads

PERSONALLY IDENTIFIABLE •  Name •  Email •  Phone •  Company •  Title

COMMERCE •  In-store

purchases •  Online

purchases •  Discounts

CRM •  Sales

touchpoints

MARKETING AUTOMATION •  Opens •  Clicks

SOCIAL •  Likes •  Interests

LOYALTY •  Status/rank •  Redemptions

Customer journey: mapping phase 1

Planning for modern content

Create Omni

Channel Conversion

Strategy

Define Campaign

Goals

Select Aligned Topic(s)

Editorial Planning / Alignment

Publish Content to

Web

Create Sharable Content

Measure Conversion

Optimize

Hospitality personalization

Post Stay •  Thank you email •  Survey •  Detailed invoice •  Mobile check-out

Prior to Arrival •  Target special offers •  Web booking •  Email confirmation •  Detailed personal itinerary

On Property •  Itinerary updates •  Amenity info •  Spontaneous booking •  Target alerts

Mapping Matters - Creating the “Secret Sauce” to a Personalized Customer Experience

Technology

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