← The Experience Gap
Closing the Experience Gap · Experience erosion
Multi-Channel Journeys
A way of combining data, content and channel to deliver personalised experiences across the overall customer journey.
How it works
Crawl, walk, run
We identify a key phase of the journey that has gaps or is sub-optimal, define target segments, then map the desired message across relevant channels.
An additional step identifies the personalisation target state for sub-segments and creates a phased crawl–walk–run approach, so impact is achievable.
Case study · Automotive
Challenge. A well-known automotive manufacturer was struggling to sell accessories through a tactical broadcast approach, and had poor post-purchase experience scores.
Approach. A 12-month early ownership programme combined tailored, useful tips and educational content with the accessories most popular for the model purchased.
Business impact
Higher NPS
Increased accessory purchase
Increased engagement vs previous approach
High levels of retailer support