With consumers constantly connected, it’s critical for marketers to understand all of the contexts and touchpoints consumers have with their brand. Leslie Mohn rejoins Mike Osswald at the platform to show methods for mapping these connections in order to improve the connected experience. www.hansoninc.com/summit

1. EXECUTE
WITH PURPOSE
MAPPING THE CONNECTED
CUSTOMER EXPERIENCE

2. LESLIE MOHN
ERIK PORTER
DAVE RODRIGUEZ
DIRECTOR OF
USER EXPERIENCE
ARCHITECTURE
CREATIVE
DIRECTOR
DIRECTOR OF
FRONT-END
DEVELOPMENT

3. CUSTOMER EXPERIENCE MAPPING
SITEMAPS AND FLOWCHARTS

4. Jennifer and Mike just set their wedding date and they are looking to register for gifts at RetailCo.
Their registry will include many items that will be helpful to them at their rural home. They need
things for both inside and outside, and are also considering some remodeling projects.
Customer Journey
Retail Gift Registry – Wedding
1-7 days
1 day
Research/Planning
Create
1-7 days
6-8 weeks
Shopping
Creating
Gift Registry Options
1-7 days
Sharing
Checking/Receiving
Share, Email, Print
Received Status Pre/Post Event
STAGES
DOING
Log-In (option)
Any
device
In store
or at
service
desk
THINKING
• Excited about their event
• This is the easy part
• Need to choose gifts across a wide offering
Opportunities
EXPERIENCE
• Does RetailCo have a gift registry?
• How do I start?
• What gifts do we need, I wonder what they
FEELING
team
member
Confirm
Create Registry
Browse
Reviews
team
member
team
member
Select Products
in store
Share Registry
home
Set Date / Location
Confirm
Set Privacy
• Am I ready to make this public?
• How do I shop for my own stuff?
• This is fun!
have we want?
Record Registry
• Wow, this is super convenient
• I hope we really get X, Y, Z.
• How do I let people know where
we register?
• This is going to be fun
• We need to agree on all
these gifts
• Where do we start?
• What do we really need?
• Which style suits us best?
• Need to make sure we specify the
Review Registry
• Cool, we can print
•
announcement cards
I am going to share this on
Facebook
• Relieved by how easy that was
• Excited about having gifts picked out
• Stressed about all of the remaining
items on our list
right model numbers
• I wonder which gifts we
have received so far?
• Oh cool, we’re getting that!
• Excited to have things checked
off the list
• Anxious for the event
• Nervous about all the things that
still have to get done
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Relevance
Relevance
Relevance
Relevance
Relevance
Helpfulness
Helpfulness
Helpfulness
Helpfulness
Helpfulness
• Convey the process clearly
• Send helpful tips email reminder
• Follow-up loop if they stall
• Help plan what to ask for
• Promote specific registry-based
• Convey the process clearly
• Offer customer assistance
• Offer welcome kit
• Comparison/explanation/value prop.
• Ensure they start / coupon/discount
• Promote specific product lines – incentives
incentives and adjustments
• Offer customer assistance
• Suggestions/sets / optional items
• Explain in-store vs. custom order
• Promote announcement cards
• Tips on who/how to share
• Offer customer assistance
• Offer discounts on unpurchased items

5. CUSTOMER EXPERIENCE MAPPING
CONNECTION FRAMEWORK
Contexts and touch points to Consider
•
Who
Youth — Adult Self — Family — Older / Parent — Team / Group
•
Stage
Awareness — Interest — Planning/Researching — Selection — Purchase — Support — Loyalty
•
Life Activity
Self Expression — Discovery — Preparation — Managing — Shopping — Social — “Me Time”
•
Time
Length of Purchase Cycle — Day — Night — Weekdays — Weekends
•
Place
Home — Work/School — Public — Auto/Travel — In-Store
•
Device
Small Screen — Medium Screen — Large Screen — Multi / Public Screen

6. See more at
HANSONINC.COM/SUMMIT