What ads this holiday season do you find memorable and effective?
See the top 10 from Ad Age...
The 10 Most Effective Holiday Ads: Focus on Philanthropy Works for Walmart
http://adage.com/article/news/10-effective-holiday-ads/245757/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1388013874
Thursday, December 19, 2013
Friday, December 13, 2013
Lost and Found: Why Journey Mapping Is Critical to Your Business
just re-posting this interesting article by David Clark of SDL. I have conducted many journey maps throughout my career and can't say enough about the value they offer if done well. A few excerpts...
...In theory, an effective journey map highlights the actual flow of the customer experience—from initial awareness of a need to fulfillment of that need. They force a business to look at all of the components of the experience, not just the ones that are well understood, currently surveyed, or well funded for innovation/process improvement.
...Journey Maps are “about the process, not the picture,” and that “different customers go through different journeys. So the most effective CJMs [customer journey maps] look at the paths of individual customer segments. Sometimes there are even different CJMs for individual customers in a single segment
...Each customer will take a different journey—just like snowflakes, no two are alike. The key is to create an optimal set of potential experiences for them, whichever path they take.
...The best journey maps are always created based on ethnographic research, contextual interviews, and, increasingly, analysis of social data.
...Properly executed and measured, your journey map and associated customer feedback will highlight the barriers and the enablers in the journey. Each of these will likely correspond to a part of your organization.
... journey maps are at their best when used to map all customer interactions across the journey to develop an understanding of common pain points and challenges across all the moments of truth in different experiences and across different customer personas
...different customers place a higher value on different experiences
The full article is at
http://www.dmnews.com/lost-and-found-why-journey-mapping-is-critical-to-your-business/printarticle/323279/
...In theory, an effective journey map highlights the actual flow of the customer experience—from initial awareness of a need to fulfillment of that need. They force a business to look at all of the components of the experience, not just the ones that are well understood, currently surveyed, or well funded for innovation/process improvement.
...Journey Maps are “about the process, not the picture,” and that “different customers go through different journeys. So the most effective CJMs [customer journey maps] look at the paths of individual customer segments. Sometimes there are even different CJMs for individual customers in a single segment
...Each customer will take a different journey—just like snowflakes, no two are alike. The key is to create an optimal set of potential experiences for them, whichever path they take.
...The best journey maps are always created based on ethnographic research, contextual interviews, and, increasingly, analysis of social data.
...Properly executed and measured, your journey map and associated customer feedback will highlight the barriers and the enablers in the journey. Each of these will likely correspond to a part of your organization.
... journey maps are at their best when used to map all customer interactions across the journey to develop an understanding of common pain points and challenges across all the moments of truth in different experiences and across different customer personas
...different customers place a higher value on different experiences
The full article is at
http://www.dmnews.com/lost-and-found-why-journey-mapping-is-critical-to-your-business/printarticle/323279/
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