The face of marketing is rapidly changing. And content first marketing has been called one of the most effective strategies for connecting with the next generation. That means putting the customer first. How? Read on for a beginner’s guide to putting the customers at the center of all of your marketing efforts.Read More
Despite our best efforts over the last 50 years to create the perfect service design blueprint, things are still a little cray. This all got a little worse about 5 years ago when CX reared it's head and introduced the customer journey into the Kaizen, LEAN manufacturing ecosystem that had been finally streamlined and grown into a mature practice of "Service Design".
Flash forward to today where it's not enough for the CFO and COO to have the nexus of data that runs the organization. Now we have to incorporate the CTO and CMO. All of these Silos have to talk transparently to each other. The problem? They all speak different data languages.
At Service Design Week 2018, Advisory Board Member Dennis Wakabayashi broke opened the door to a whole new era of C-Suite Centricity where AI and Machine Learning tools will rapidly unite the C-Suite visibility into customer behavior as a single unified view of the business and the customer at scale. Essentially introducing a harmony of demand and supply at scale using AI Tools.
Although AI and Machine learning will do the data crunching that humans cannot, the real barrier is still HUMAN CENTERED and requires savvy design professionals, evangelists and practitioners to make Centricity and asset for your business.
If you want to kick start your CX/Service Design transformation. Integer Group has more info and a scheduling app at: https://www.21chickens.com/ that can help you get going in the right direction.
What do you think are the most important challenges facing organizations today as they transform into human centered, customer centric and data driven organizations? Please leave your thoughts in the comments below.
Developing a marketing strategy today is harder than ever now that everyone from your favorite blogger to fortune 500 companies using marketing automation and data as fuel for engagement. Adding to the confusion is that, almost overnight everyone started talking about something called “Journey Maps”.
Let’s start with a quick peek into the confusion by looking at a Pinterest board I’ve been curating for the past few (click here for a library of journey maps)
As you can see, there are so many hypothetical journeys a customer can take, and yet none of them actually provide a customer feedback loop to tell you if “you’re doing it right.”
Journey Mapping For Real
Using a tool like www.pointillist.com or www.thunderhead.com to complete your marketing strategy by providing a customer data feedback platform, delivers quantitative visualization of customer experiences and touchpoint attribution.
Marketplace Advantage and Operational Intelligence
When you tackle customer journeys and experience paths after creating your content and creative work, (instead of prior) the results are measurable, your insights valuable and business intelligence thrives.
So what’s the answer?
A Journey Map should/will quantify the experiences of every audience,, every person, and every touchpoint at scale.
If you are drawing diagrams that are essentially “horizontal” renditions of old fashioned sales funnels then I suggest learning more about “Experience Design”, “User Experience” and “Human Centered Design”. All of these topics delve into emotional and physical connections to your customer and use diagrams to help facilitate developmental conversations. These practices are also valuable to “Service Mapping” where the goal is to decrease friction between brands and customers.
Disclaimer: I am NOT compensated or sponsored by Pointillist or Thunderhead