Month: August 2020

Objective: a) Analyse CX gaps and propose solutions. B) Build/include in roadmap as that it can be addressed in the long term. c) Create solution MVP/ validate and scale (>90day)

1. What use cases can we envision that are lacking from our CX (now and in the future)?
2. Conduct a gap analysis of desired state vis a vis current state
3. Develop a marketing transformation roadmap to bring us forward & build the business case by extrapolation for future growth
4. Get senior leadership buy-in, create implementation plan and start executing
5. Launch as pilot for data validation (incremental delivery and clustered sequencing)
6. Deploy the re-engineered process, renewed/new capabilities, restructured org, redefined roles and re-architected systems

Outcome: Identify current / future state use cases and develop roadmap v1

Objective: a) Understand customer needs b) Identify gaps and short-term corrections leveraging data from S1 c) Define and develop high impact programs (repeatable and scalable) that will address customer needs

1. Segmentation & personas – define core target audiences and needs
   1. Who are our top 3-5 buyer personas
   1. Conduct internal and external research (qualitative) to gather motivations and aspirations
2. User journey mapping (e.g. Appendix 2) – identify high impact touchpoints that contribute to conversions and revenue (via workshops with internal stakeholders)
3. Content review & strategy – Do we have the right content at the different funnel stages to address customer needs? Where are the lifestyle stories?
4. Consolidated Reporting framework – single dashboard for holistic reporting across channels so that we can track progress for current and future campaigns/programs
5. Build stand-alone programs (aligned to a thematic editorial calendar) to address the main customer funnel phases (awareness, consideration, conversion, retention) e.g. always on search, email nurture, mobile app

Outcome: Customer user journey map and end-to-end engagement plan across all channels