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CX to Create Differentiation

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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
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Digital Marketing Resources:

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. 

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

    ABOUT THIS DIGITAL MARKETING MODULE

    CX Essentials
    Jonathan Lovatt-Young
    Skills Expert

    This short course covers the principles of customer experience, or CX, and demonstrates techniques and useful tools that you can use to manage CX for an organization.

    You will learn how to:

    • Understand the basic concepts of CX
    • Understand the steps involved in assessing the current CX
    • Understand the best practice processes to design what the CX should be
    • Understand the best practice methods for delivering the planned CX
    • Understand how an iterative approach to customer experience design can improve organizations’ overall performance

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