Business Challenge: Customer journey mapping, and tracking, had become for the sales team another kind of annoying to-do list and labor of less-than-love. Challenge was to come up with a way — an experience, not just marketing package — that would engage sales, and all employees, to empathize and truly engage in the journey in human terms — seeing a customer as a person who needs help, knowledge and things at distinctly different times in the relationship.
Target: Internally, focus on Sales Team; Externally, the transparency of sharing this can accelerate journey itself.
Customer Insight: When you walk the talk — literally, physically, through touch, sound and sight, you learn not only faster but deeper, with longer recall. Sounds obvious, but so much tech communication sidesteps the obvious: if the experience doesn’t lead to an outright expression of understanding and value, and enjoyment, then it’s the experience, not the story or the storyteller, that is not working.
Strategy: Position the customer journey itself as clear and simple and engaging (i.e., fun).
Creative Solution: Create experiential “theater” as the classroom. Demonstrate journey’s value through a physical walk-through and real, human touch.
Business Value: Engagement is the foundation of relationships that wins and keeps new business.
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