Contextualized Customer Journeys

Copyright © 2015 Earley Information Science1
Contextualized Customer Journeys
- the Digital Experience Blueprint
Copyright © 2015 Earley Information Science
Seth Earley, Earley Information Science
Aliza Gold, Projekt202
Dave Wieneke, Connective DX
Click to watch a recording
of this webinar

Today’s Agenda
Welcome & Housekeeping
• Session duration & questions
• Session recording & materials
• Take the survey!
Key Issues & Considerations
• Dave Zwicker, CMO
Earley Information Science (@davezwicker)
The Panelist Point of View
• Seth Earley, CEO, Earley Information Science (@sethearley)
• Aliza Gold, VP, Experience Strategy and Insight, Projekt202 (@alizagold)
• Dave Wieneke, Digital Strategy Practice Director, Connective DX
(@UsefulArts)
Expert Panel Discussion
Questions & Answers
Join the conversation: #earleyroundtable

Contextualized Customer Journeys –
the Digital Experience Blueprint

Have You Mapped the Customer Experience?
Is your organization implementing
Digital transformation initiatives?
We have completely mapped
out the customer journey
within the last year and have
a clear understanding of new
digital touch-points
Yes…
25%
Have you mapped the
customer experience?

• It tells your customer’s “story”
• Connects channels & touchpoints
• Identifies pain points & gaps
• Discovers “moments of truth”
• Informs content & communications
• Drives higher revenue & retention
• Guides product & service innovation
• Fosters a customer-centric culture
Why Map the Customer Journey?

• Identify your buyer personas & dimensions
• Gather anecdotal research (interviews)
• Compile analytical research (data)
• Conduct “Voice of the Customer” programs
• Use metrics to validate & measure impact
Contextualizing Customer Journey Maps

• Understanding your buyer personas
• Eliminating pain points & gaps in the customer experience
• Determining your buyers’ “moments of truth”
• Conducting a customer journey mapping workshop
• Using research data, analytics and metrics
• What to do with your journey map after it’s completed
Key Questions and Considerations

POLL
Have you created customer journey maps
and buyer personas?

Panelist Points of View

Seth Earley - Biography
Seth Earley
CEO and Founder
Earley Information Science
Over 20 years experience
Current work
Co-author
Editor
Member
Former Co-Chair
Founder
Former adjunct professor
Guest speaker
AIIM Master Trainer
Course Developer &
Master Instructor
Data science and technology, content and knowledge
management systems, background in sciences (chemistry)
Enterprise IA and Semantic Search
Information Organization and Access
US Strategic Command briefing on knowledge networks
Northeastern University
Boston Knowledge Management Forum
Long history of industry education and research in emerging fields
Academy of Motion Picture Arts and Sciences, Science
and Technology Council Metadata Project Committee
Editorial Journal of Applied Marketing Analytics
Data Analytics Department IEEE IT Professional Magazine
Practical Knowledge Management from IBM Press
Cognitive computing, knowledge and data
management systems, taxonomy, ontology and
metadata governance strategies

Context of the Customer Journey Map
Help multiple stakeholders
understand the experiences of
customers and potential
customers
Begin by understanding emotional
and knowledge needs of the
customer and where they are
frustrated or pleased with their
interaction
Helps to think outside the context
of the technologies, systems,
processes, departments,
campaigns, sites, pages, etc.
Driven by the specific needs of a
type of buyer or user (persona) at
a specific point in time
There may be multiple journeys for
a single persona and multiple
personas for a specific journey

Representations of specific users - a
fictitious archetype of a person
Provide descriptions of personality traits and
lifestyle details
Embodies various characteristics, attitudes
and quirks
Includes lifestyle, education, demographics
May be used to describe “day-in-the-life”
Persona Development
• scenarios
• tasks
• content
• interests
• objectives
• processes
• style
• relationships to other
stakeholders
• other relevant characteristics

Understand the customer Lifecycle Stages
Identify target roles and personas
• Role is generalized user accomplishing a particular set of
tasks (buyer, customer service agent, salesperson)
• Persona is a representation of a specific user
Define actions, touch points, pain points, opportunities at
each stage
Determine content and information sources and lifecycles
Identify technologies that support tasks and interactions
Align “signals” with data architecture
Deconstructing the Journey Map
OPPORTUNITY
PAIN POINT
DATA
ARCHITECTURE
TOUCHPOINT

Deconstructing the Journey Map
HOW MUCH WILL IT COST
WHAT IS NEAR ME
HOW CAN I CONTACT THEM
ARE THEY FLEXIBLE
HOW FAST CAN IT HAPPEN
CAN I CANCEL
IS IT EASY
SHOULD I WAIT
WILL IT BE DONE ON TIME
DO I HAVE ENOUGH INFO
CAN I DO IT MYSELF
DO I NEED PROFESSIONAL ADVICE
THINKING
PAINPOINT
DOING
TOUCHPOINT
WEB SEARCH
User-personalized search options
IDENTIFY RELATED PRODUCTS
OVERVIEW PURCHASE &SUPPORT
SHARE OPINIONS
CUSTOMER
EXPERIENCE
OVERWHELMING SITE
BROKEN LINKS
OUTDATED INFO
ONLINE FORMS ASK TOO MUCH
AUTOMATED VOICE
NO LOYALTY REWARDS
NO ORDER INFO
NO PASSION
NO POST PURCHASE CONNECT
FEELING
EMOTION
PAIN
CURIOSITY
DECISION
FRUSTRATION
LOYALTY
SATISFACTION
KNOWLEDGE
DISAPPOINTMENT
CONTEXTUALIZED
OPPORTUNITY
Optimize search terminology and SEO
Organize for faceted search, present
user reviews, shorten path to product
page, save searches and user ID
Email promotion is personalized based
on user-supplied data and search
behavior
Present related product
recommendations (special snow
gloves, electric starter option)
Organize site to present contextual
content like video tutorials
Organize & suggest social media and
product review options to persona

Complex organizations have
many classes of user. The
challenge is when to define at
the appropriate level of
granularity
“Solver” is a class of user
representing many types of job
roles.
Ask “can we impact this class
of user in a meaningful way?
Complex organizations and diverse users

Solver can be broken down into
more granular roles according to
segment, BU specific job:
• Consumer
• Contractor
• Business unit customer
• …
Business Unit Customer can
be further divided into types of
users (personas).
• Don, Director of
Maintenance
• Stuart, Design Engineer
• …
Example Mapped to Customer Lifecycle

Customer Journey Map
Has a need for a snowblower
and looks online for info
Gets email promotion for
“winter savings sale” featuring
snowblowers
Buys a snowblower and
related products
Takes delivery and starts to
use the snowblower
Shares experience via social
media and site reviews
Compares products using site
navigation & search
How powerful, how expensive,
what brand, what features
Can I get the model I want on
sale, when do I have to act,
how much can I save
I need to buy this now to get
the price and beat the first
winter storm
How to start it up quickly, how
to operate, where to store it
I really like this snowblower,
want to share the news with
others
Browse or search by
categories: Brand, price,
horsepower, ratings
Search for snowblower, find
products, look for
recommendations
Click thru the offer button to a
page with user-personalized
(saved) search options
Select snowblower and also
buy some related products
that are recommended
Open box, read manual, call
support line, view online video
tutorial
Write a review and share with
followers on Facebook and
twitter
Use search bar and refine
search with search facets
(categories)
How fast can I get the
driveway plowed, will it break
down, is it easy to operate
Great price, I like the models
available, have to act soon,
better buy it now
Afraid I made the wrong
choice, hope it can be
returned or exchanged
Too impatient to wait for a
support agent, searches for
online video
I like to share ideas with my
friends and family
Lots of options, can I afford
the one I want, what if it is
unreliable
Optimize search terminology
and SEO
Email promotion is
personalized based on user-
supplied data and search
behavior
Present related product
recommendations (special
snow gloves, electric starter
option)
Organize site to present
contextual content like
video tutorials
Organize & suggest social
media and product review
options to persona
Organize for faceted search,
present user reviews,
shorten path to product
page, save searches and user
ID
JOURNEY
THINKING
DOING
FEELING
CONTEXTUALIZED
OPPORTUNITIES

Customer
Personalization
Content
Publishing
Site
Merchandizing
Product
Info. Mgt.
Digital Commerce
Content Model Taxonomy Meta Data
Context-Aware Information Architecture
Structured (Operational) Data Unstructured (Big) Data
Business
Intelligence
Workgroup
Collaboration
Enterprise
Search
Content
Management
Digital Workplace
Customer
Data
Product
Data
Historical
Data
Information Infrastructure
Marketing
Content
PIM | DAM | CMS | CRM | ECM | ERP
Operating
Data
Information Management Platforms
Contextualized User Experience
Contextual Reference Architecture

POLL
Does your organization have a shared vision of the buyer
persona?

Aliza Gold - Biography
VP, Experience
Strategy & Insight
Projekt202
Leads national practice for Experience Strategy at
projekt202 utilizing deep data and insight to envision the
best experiences and move to skilled execution to help
companies create products and services that people love.
15 years of experience as a creative leader, strategist,
researcher, and designer. Has led innovation and strategy
projects for clients including AT&T, Samsung,
MercedesBenz, CapitalOne, Apple, Pepsico, and Expedia,
in verticals such as finance, travel, healthcare, social
networks, enterprise support, and more.

31
Multicultural Millennial | Married, with one child | College educated | Never owned a home | New Loan
New Consumer
Desired Experience: SUPPORTIVE
Motivation: Reach the dream of a home of their own
Sandra’s
Journey
pinterest buzzfeed Seo/sem youtube facebook datalegend time
QUESTIONS AWARENESS
Where?

POLL
What is the biggest challenge in mapping customer journeys?

Dave Wieneke - Biography
Digital Strategy Practice
Director,
Connective DX
Heads up the Digital Strategy practice for Connective DX, a
digital experience agency based in Portland, Ore. And Boston,
MA. He’s a faculty member of the Rutgers Business School
where he teaches mobile design and digital business
transformation.
Clients include healthcare and financial services leaders, as well
as innovators in publishing and wearable technology. Prior to
agency life, built digital teams at Thomson Reuters Legal,
Sokolove Law, and the Christian Science Monitor.
A graduate of the Rhode Island School of Design, you can find
him tweeting at @UsefulArts and blogging on the future of digital
marketing at www.UsefulArts.us.

Your Questions and Answers

Suggested Resources
• Altimeter: http://www.altimetergroup.com/pdf/reports/The-2014-State-of-Digital-Transformation.pdf
• Forrester: http://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html
http://solutions.forrester.com/Global/FileLib/Reports/The_CMO's_Blueprint_For_Strategy_In_The_Age_Of_The_Customer.pdf
http://solutions.forrester.com/Global/FileLib/Reports/The_CIO's_Blueprint_For_Strategy_In_The_Age_Of_The_Customer.pdf
• Touchpoint Dashboard: http://touchpointdashboard.com/2015/03/journey-mapping-rule-1-map-from-customer-viewpoint/
http://touchpointdashboard.com/2015/04/how-to-create-a-customer-persona/
http://touchpointdashboard.com/2015/03/validating-your-journey-maps-for-cx-success/
• PeopleMetrics: http://cdn2.hubspot.net/hub/221727/file-33376447-
pdf/PDFs/Introduction_to_Customer_Journey_Mapping_ebook_PeopleMetrics.pdf?t=1445978587937
• Harvard Business Review: https://hbr.org/2010/11/using-customer-journey-maps-to/
• Bigdoor Blog: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
• DesigningCX: http://designingcx.com/cx-journey-mapping-toolkit/
• Boagworks: https://boagworld.com/usability/how-to-run-a-customer-journey-mapping-workshop/
• CMO.com: http://www.cmo.com/articles/2012/10/30/customer-journey-mapping-10-tips-for-beginners.html
• Web Designe Views: https://webdesignviews.com/step-step-guide-creating-effective-user-journey-maps/
• MyCustomer: http://www.mycustomer.com/feature/experience/how-use-your-customer-journey-map/168239
• B2Binternational: https://www.b2binternational.com/publications/customer-journey-mapping/
• McKinsey: http://www.slideshare.net/McK_CMSOForum/customer-experience-journey-webinar-v10-091713
• GetROIonline: https://www.getroionline.com/small-business-internet-marketing-tips/5-benefits-of-defining-your-companys-buyer-personas-
infographic

Earley Information Science helps
organizations establish a strong
information architecture and content
management foundation
Realize your
digital transformation
vision with EIS.
Earley Information Science (EIS)
Information Architects for the Digital Age
Founded – 1994
Headquarters – Boston, MA
www.earley.com
For more info contact:
Dave.Zwicker@earley.com

Contextualized Customer Journeys

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