From the course: Marketing Foundations: Integrated Marketing Strategies
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Customer experience mapping
From the course: Marketing Foundations: Integrated Marketing Strategies
Customer experience mapping
- Do you know how your customers experience your brand? More importantly, do you know what they want their experience to be? As my friend, colleague and prominent thought leader, Brian Solis likes to say, "Welcome to the new era of business, "in which your brand is defined by those "who experience it." The best experiences don't happen by accident, but through a process we call customer choreography mapping, which aligns your business goals with customer needs and behaviors. While customer choreography mapping is a dynamic ongoing process, it begins with the following five steps. Step number one, assemble a brand choreography task force. Marketing is everybody's job. Your task force should reflect that. Fill your team not only with marketers, but also with expert employees, working in areas such as product design, IT, HR, and customer service. Next, setup a one-day customer mapping session. Customer engagement starts with an engaged team. So, do what you can to enliven the meeting by…
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