三阶段方法论：打造与优化实体场景体验.docxVIP

TheCX

playbook:

Location-basedbusinesses

Your3-stageapproachtodesigningandimprovingexperienceinlocation-

basedbusinesses

3

Tableof

Tableof

contents

4Introduction

8End-to-endXMforlocation-basedbusinesses

13Phase1:Locationfoundation

17Phase2:OptimizeandExpand

22Phase3:Activate+Scale

28Bestpracticesinlocation-basedcustomerexperience

SECTION1

Introduction

5

IntroductionGOBEYONDPHYSICALLOCATIONSTOUNDERSTANDTHE

Introduction

TRUEIMPACTOFEVERYTOUCHPOINT

Tolocation-basedbusinesses(LBBs),physicalspaceiseverything—orisit?Wethinkof

LBBsasanybusinesstiedtoaphysicallocationsuchasgrocerystores,hotels,restaurants,rentalcaroperators,healthcareproviders,andmanyotherbusinesseswhereabrickand

mortaroperationiscentraltotheirbusiness.

Andwhilethatphysicalspaceisessential,it’snotthewholestory.

Throughoutthecustomerjourney,thereareplentyoftouchpointsthatoccuroutsideofthosephysicalspaces,includingsocialmedia,reviewwebsites,email,advertisingplacements,andmanymore.

Theexperienceyourcustomershavewithyourcompanyisthecumulativeexperienceprovidedbyallthosetouchpoints.

SoforLBB’s,designingnewexperiencesandconstantlyiteratingthemtodeliveroncustomerexpectationsrequiresatrueomnichannelapproach.

6

QualtricscustomerxM

Qualtrics

customerxMM

Here’safewofthequestionsyouneedtobeabletoanswer:

Whatroledoeseachlocationplayintheoverallbrandexperience?

+Howareourcustomersusingmultipletouchpointsinconvertingtopurchase?

+Whatvalueneedstobecontributedateachofthosetouchpointstoencourageconversion?

+Howdoyourecognisecustomersacrosstouchpoints?

+Howdoyouoptimisethelocationexperiencetocontinuethepurchaseconversion?

+Howdowemeasurethatlocationscontributiontorevenue?

+Howdoyoubetterengageourfrontlineteamstodelivertheexperienceofourbrandpr