Customer journey maps have long been thought of in linear terms: the customer begins clicking on an ad, is taken to the website, browses, and purchases. The trouble is, we're creating linear maps for customers who think in a messy loop. It's time to make a CX that thinks like the customer--It's time to make a customer continuum. This, along with the emerging societal norms and behaviors caused by the pandemic, means that we're long overdue for a CX overhaul. Join Jared Johnson, Director Of Product Strategy at Kin+Carta, and learn how to modernize your customer experience.

1. The Customer Continuum:
Making Customer Journeys That Think
Like We Do
Jared Johnson Julie Lawson
With: Moderated by:
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2. 2Humanize Your Brand
Since 2007, they’ve been the industry leader in building community and
engagement solutions. Their robust Engagement Platform delivers powerful online
communities and communications software designed to engage your users across
every stage of their journey. Community is not just a feature. It’s more than just a
forum or support portal. A community is about creating a centralized destination
that customers want to return to again and again, creating lasting connections with
and among you and your customers.

3. 3Humanize Your Brand
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https://www.customerexperienceupdate.com/frs/13821147/the-customer-
continuum---making-customer-journeys-that-think-like-we-do

4. 4Humanize Your Brand
About Jared Johnson
Jared Johnson is Director of Product Strategy with Kin + Carta, a global digital transformation firm.
Over the last ten years, Jared has been focused on helping brands create meaningful connections
with their customers, partners and employees through digital experiences. At Kin + Carta, Jared is
passionate about helping clients innovate with speed, win through experimentation, and deliver never-
been-done-before experiences. Jared thrives on ideating digital experiences that help people and also
help brands achieve their outcomes. In his free time, Jared enjoys hiking, Chicago's stand-up comedy
scene, and can be found playing guitar at open mics around the city.
About Julie Lawson
Julie Lawson majored in English at Boston University. She worked at the college radio station,
WTBU, where she developed a passion for producing shows with good music and good stories.
She started her career at a small publishing house in Los Angeles and went on to become Webinar
Coordinator at Aggregage, where she produces webinars and facilitates BTS webinar functions. In
her spare time, she enjoys going to the beach, camping and reading great books.

5. Question
According to Salesforce.com, what percentage
of B2B customer journeys start online?
answer in the GoToWebinar chat window -->

6. Answer
61%

7. 7Humanize Your Brand
• Why should you care about re-thinking your customer
journeys?
• What exactly are journey maps? What do they look like?
• Where do you start with customer continuum in your
business?

9. Recognizing that many
shoppers were looking for
certain items, Target has
begun posting if highly sought
after items are in-stock, so you
don’t waste time walking the
aisles.

10. On March 24, SoFi pivoted to offer
20% cash back on DoorDash and
popular streaming services.
April 1, Chase Freedom added “select
streaming services” including Netflix, Hulu,
Disney+, Sling, YouTube TV, SiriusXM, Spotify
and more to their Q2 rewards categories.
These were held over from the previous
quarter’s bonus categories.
Financial services firms, like
SoFi seen here, pivoted to
offering streaming services
as a reward category on
March 23, during the
beginning of the pandemic,
to drive spend as people
streamed more video

11. Apple released an
iOS update that
makes it easier to
unlock an iPhone
while wearing a
facemask
11

12. Stock market volatility changes customer needs
12
Volatility drives..
● More meetings and questions from clients.
● More of the un-advised seeking their first
advisor.
● More switching of wealth advisors.
+26%
Increase in UBS wealth clients
in the Americas logging in
March 2020 compared to
December 2019.1
1 UBS Q1 2020 Results Presentation

13. COVID forces a re-
thinking of sales
channel conflicts
Universal Studios experimented with
skipping movie theater distribution and
going directly to making the Trolls World
Tour rentable for $19.99 in lieu of a
traditional premier.
The experiment was a success ($95MM in
rental fees in 19 days), and with better
terms (the studio kept 80% of revenue, as
opposed to 60% if they went through
movie theaters)1
13
1 https://deadline.com/2020/04/trolls-world-tour-vod-revenue-universal-coronavirus
Movie theater
distribution
Direct-to-digital
movie releases
Field sales team eCommerce
Retail sales
Wholesaling
eCommerce
Direct-to-consumer

14. Most retail financial services brands asked
customers to digitally self-service instead of calling

15. Applying Lessons Learned
from the 2008 Financial Crisis
and Past Pandemics to your
Customer Experience

16. COVID-19 STRATEGY BRIEFING
1
6
Reduced travel and increased working from home during the 2003
SARS pandemic helped drive China’s embrace of eCommerce, and
Chinese firms like Alibaba and JD.com.
USA stay-at-home orders, based on University of Washington’s
recommendations, will last even longer than when China was
under a World Health Organization (WHO) travel advisory, which
lasted from March 15 to June 24, 2003.1
We are acting under the assumption that the USA will see a lasting
increase in eCommerce even after physical distancing ends. This
creates an opportunity to offer unique eCommerce experiences.
PROPRIETARY AND CONFIDENTIAL
Lessons from SARS in China
1 https://www.ncbi.nlm.nih.gov/books/NBK92479/

17. How much less mobile has COVID made
people in New York?
**University of Washington’s Institute for Heath Metrics and Evaluation (IHME). Data is from Aug. 12, 2020

18. COVID-19 STRATEGY BRIEFING
1
8
On average, it takes 66 days for a new behavior to
become automatic. — European Journal of Social Psychology
Florida Sept. 1 154 days
**University of Washington’s Institute for Heath Metrics and Evaluation (IHME). Data is from Aug. 12, 2020
California Dec. 1
Stay-at-home ordered
Apr. 1
Mar. 19
Mobility Reduced by at least
20% through…**
258 days
New York Mar. 22 Oct. 4 197 days
Days for digital self-service
behaviors to become automatic…
Texas Apr. 2 Sept. 10 162 days

19. 19
A Tale of Two Recession Strategies
Defense-only strategy
• Focused on cost reduction
• Focused on existing revenue
generating products
• Stopped innovation investments
• Outcome: Samsung invested in
emerging tech during the
recession and since then bested
Sony in TV and smartphone tech.
Hybrid offense + defense
strategy
• Focused on efficiency
• Experimented with new product
categories based on changing
customer behavior during the
recession
• Outcome: Target made their
Archer Farms brand a $1.8B
business
Stock prices from 2008
recession to today

20. So why should you care about re-thinking
your customer journeys?
• Your competitors are making changes to their businesses to account for their customers’
new journeys.
• Customer experience leaders are setting new expectations around how adaptable
companies can be.
• Your customers’ new habits are here to stay, even if there is a COVID vaccine tomorrow
and social distancing ends.
• A deluge of new channels, devices, and technologies which make the CX landscape
dynamic, and ever-changing.

21. 21Humanize Your Brand
• Why should you care about customer journeys?
• What exactly are journey maps? What do they look like?
• Where do you start with customer continuum in your
business?

22. 22Humanize Your Brand
How the
Customer
Journey Has
been Visualized
Traditionally

23. The customer journey at 50,000 feet
Source: Forrester

24. The customer journey at 50,000 feet
Source: Forrester

25. When are
pure linear
customer
journey
maps useful?
You are focused on a specific persona,
that is based in research, who has
specific job-to-be-done. For example,
“Techie Tara wants to open a checking
account”
You are focused on a micro-journey,
specific event, or happy path, such as
depositing a check, or changing your
grocery delivery time.

26. 26Humanize Your Brand
Persona-driven
Journey Map

27. 27
Targeted, linear customer journey
map specific to COVID-19
Spring:
At or near peak physical distancing
Summer:
Return to normality in waves
Fall/Winter:
Potential second wave of infections
The prospect or
customer is….
Needs to buy
groceries online
Needs digital forms
of entertainment
Needs to order
food for
delivery
Worried about
touching doors and
buttons in public
Worried about
touching the POS
Wants to reunite in-
person with friends
and family, but money
is tight
Shelter-in-place dates
announced for the fall
in anticipation of a
second wave
Stress about new
shelter-in-place orders
Trying to call in or
digital self-service en
masse
Opportunity to Help
Customers
Provide a list of
grocery delivery
services in their
area
Provide discounts
coupons or deals for
video games and
streaming services
Provide
discounts,
coupons, or
deals for food
delivery
Provide a touch
tool
Push new and
existing cardmember
to provision to
mobile wallets to
avoid physical
contact at the POS
Discount on travel,
ability to separate
vacation spend from
normal spend
Discounts on
equipment to work
from home, family
entertainment and
games
offer low/no interest
advances on new
stimulus money
highlights more
powerful chatbot, IVR,
and self-service tools

28. Why are Customer
Continuums
Valuable to CX
Professionals?

32. How to
visualize the
non-linear
Customer
Journey as a
Continuum

33. 33Humanize Your Brand
• Why should you care about customer journeys?
• What exactly are journey maps? What do they look like?
• Where do you start with customer continuum in your
business?

34. Get Started with Five
Customer Continuum
Principles
1. Empower Employees: Employees are engaged as part of the vision. Empower your core team
to interview customers on a regular basis. Give them the tools and autonomy to re-think what
existed before (personas, journey maps, processes, customer advisory boards, etc.)
2. Product Mindset: Customer journey maps are living, breathing documents. Don’t treat them
like projects with an end date, but as products requiring iterations and updates.
3. Focus on Business Outcomes: What form of visualizations will be most actionable and
understandable for your business as a whole? Align with wider business goals.
4. Test Early & Often: All your customer experience touchpoints need to be built around
customer needs, based on research. Test with users so you don’t risk missing the mark.
5. CX Champions Support the Core: A core CX strategy team should be cross-functional and
include at minimum a User Researcher, a Designer, a Strategist, and a Product person.

35. 35Humanize Your Brand
Q&A
Julie Lawson
With: Moderated by:
Director of Product Strategy, Kin + Carta
Linkedin page: /in/JaredRobertJohnson
Twitter: @JRJ2
Website: kinandcarta.com
Jared Johnson
Webinar Coordinator, Aggregage
Linkedin page: /in/Julie-Lawson/
Email: julie@aggregage.com
Website: customerexperienceupdate.com
https://www.customerexperienceupdate.com/frs/13821147/the-customer-continuum---making-customer-
journeys-that-think-like-we-do