Digital Marketing - Study Notes:
Differentiation mapping
All the hard work can now be put to use. By aggregating CX for each dimension, an average can be displayed for the category. This is best displayed as a bar chart. It shows at a glance the maturity within the entire category for competitors and comparators.
By plotting your own organization maturity as a line across the map, it will expose where the organization over and under-performs.
The third stage is to use your Organizing Idea framework. Look for moments in each dimension that align to your strategy. What can you own and do better than the category?
In total there will be around seven specific areas where:
- The category average is low
- Your organization has the mindset to focus
- The management team are aligned around these points of difference
Jonathan Lovatt-Young
Jonathan has over 20 years' experience in the areas of digital design, brand strategy and user experience. He has held senior roles within a number of high-profile agencies and consultancies including Tribal DDB, Accenture Digital and DigitasLBi, working with a range of major clients.
By the end of this topic, you should be able to:
- Systematically analyse CX within an organisation
- Evaluate methods for delivering a designed CX
- Reflect on tactics for maximising customer experience for an organisation
