Customer Experience Ecosystem Mapping

Marketing & Strategy Workshop

Wednesday, November 16, 2011San Francisco, CA
  • Wednesday November 16

    • 08:30 AM - 09:00 AM

      Breakfast Reception
    • 09:00 AM - 09:15 AM

      Welcome And Introductions
    • 09:15 AM - 10:30 AM

      Presentation: Intro To The Customer Experience Ecosystem
      • A framework for understanding the complex interdependencies that shape all customer interactions
      • Examples of companies that have taken control of their customer experience ecosystems
    • 10:30 AM - 11:00 AM

      Exercise: Identifying Key Personas And Pain Points
      • Creating the foundation for the ecosystem map
    • 11:00 AM - 11:15 AM

      Break
    • 11:15 AM - 12:15 PM

      Exercise: Mapping The Customer Journey
      • Identifying the steps in the customer journey
      • Identifying all relevant touchpoints
    • 12:15 PM - 01:15 PM

      Lunch
    • 01:15 PM - 02:15 PM

      Exercise: Identifying The Components Of The Ecosystem
      • Identifying the people, processes, policies, and technologies that affect the customer journey
    • 02:15 PM - 02:45 PM

      Exercise: Root Cause Analysis
      • Uncovering the underlying drivers of experience
    • 02:45 PM - 03:00 PM

      Break
    • 03:00 PM - 03:30 PM

      Exercise: Prioritizing Key Customer Experience Initiatives
      • Determining which people/groups are receiving appropriate value from the ecosystem — and which are not
      • Identifying policies, processes, and technologies that aren't enabling positive customer experiences
    • 03:30 PM - 04:15 PM

      Discussion: How To Extend The Ecosystem Mapping Process
      • Sharing key insights, surprising root causes, and areas that require more exploration
      • Discussing how participants can leverage this process at their own firms
    • 04:15 PM - 04:30 PM

      Wrap-Up