B2C marketing case #4
Customer engagement map visualization

Situation

While customer journey maps and personas are widely touted as being value, they often are relegated to becoming "sitting on the shelf" documents that are seldom, if ever, actively used by marketing, sales, customer success, or product development teams.

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Task

Create an easy-to-grasp visualization of customer journey maps and customer lifecycle journey maps with personas that are easy to understand and are usable to determine what kinds of intercepts should be developed at key "moments that matter."

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What I did

IAfter reviewing multiple depictions of customer and customer lifecycle journey maps, it became evident that most are designed to awe audiences with volume rather than focus on what is essential from the target audience's perspective.

The subsequent engagement architecture visualization was developed and subsequently refined based on feedback received from multiple marketers, product developers, and customer support staff. It has been used by companies ranging from Microsoft to Apple, RE/MAX, and SVB.