How to Design Customer Experiences Using Persona-Driven Buying Journeys


Archived Published: 12 September 2014 ID: G00264694

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Summary

As customer experience-based competitive advantage surges in priority, many marketing leaders struggle with how to design experiences for — and time them with — the moments in the buying journey that count. Use this framework to design and deliver exceptional branded moments.

Table of Contents

  • Introduction
  • Analysis
    • Start With "Who": Create Personas to Illuminate and Inform Customer Experience
    • Identify "When": Map Personas to Key Moments on the Buying Journey
    • Inventory "What": Define Stories, Experiences and Services That Engage and Delight
    • Solve for the "How": Identify Systems, People, Process and Data to Enable Experiences
    • Define Pathways That Draw Audiences From Engagement to Conversion to Transaction and to Advocacy
    • Measure Continuously to Optimize Initial Experience Design Assumptions Over Time
  • Case Study
  • Gartner Recommended Reading
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