Customer Experience Game

Step 1: Take five minutes and review the data of your target customer on your own. Understand how he uses digital today.

Step 2: Work as a team and create your company name and decide what you are trying to sell to your customer.

What is the Customer Life Cycle?

Forrester

Customer

Journey Game

The customer life cycle is a framework for how customers interacting with your brand. The framework consists of 4 stages: Discover, Explore, Buy, Engage.

Game Board

Rules of the Game

Weekly Activities

Social Media Activities

Internet & Ads

* Time in hours

Target Persona Data

Base: US online adults (18+) who access the internet at least weekly or more often from the following devices

Meet Jerry Stevens. He is your company’s target customer. Provided is data on which digital devices and channels he spends his time on, in addition to data on his relationship with ads. Use the information in this packet to lend insight into which channels are best to move him along the customer lifecycle.

Base:1,282 US online adult (18+) males, age 35-45 and household income $100k+

Source: North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada)

Base: 57,499 US online adults (18+)

Source: North American Technographics Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)

Base:1,282 US online adult (18+) males, age 35-45 and household income $100k+ with a mobile phone (Multiple responses accepted)

General Information

Interactions with Companies/Brands

Source: North American Technographics Online Benchmark Survey (Part 2), Q2 2012 (US, Canada)

Mobile Activities

Salary: 100K, financially stable

Geographical Location: North America/Suburban

Interests: baseball, hiking, and technology gadgets

Name: Jerry Stevens

Age: 43

Status: Married

Family: 2 young kids

ZOOM IN TO SEE HOW JERRY USES DIFFERENT CHANNELS

Base:2,446 US online adult (18+) males, age 35-45 and household income $100k+ with a mobile phone

Source: North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada)

Base:1,282 US online adult (18+) males, age 35-45 and household income $100k+ with a mobile phone (Multiple responses accepted)

Step 3: Determine which channels you will use to get your customer to Discover you (hint: use your customer data!). Lay those channel cards on the board next to the Discover stage. Continue to map your customer’s journey, using the most appropriate channel cards to move your customer from one stage of the life cycle to the next. Use at least one channel card in each stage of the life cycle.

Step 4: Use your Sharpie marker and write down all of the internal and external groups that you’d have to work with in each phase of the lifecycle (IT, PR, Agency, User Experience, Analytics, etc.).

Road Block Cards

Channel Card

Can be randomly distributed to negate one of the channels due to budget or executive approval, so players will need to find a workaround with another channel.

Step 5: Share with your peers!

Note: why you picked to use that channel and how it helps move the customer to the next stage of the life cycle.