The Journey to a Customer Experience Map Jill Hewitt

  September, 2013

A growing interest

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A growing interest

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A growing interest

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A growing interest

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A growing interest

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Opportunity strikes

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 Entertainment Loyalty Program "   Pay an annual fee "   Earn rewards based on dollars spent "  One size fits all communications

 Develop a Member Communications Plan

 Email

 Direct Mail

 Text Messages

 Mobile App

 Website

 Social Media

Our mission

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 “We want people to join or renew not just because of

how much they can save, but because they love being a member”

Process

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Triggers, Touchpoints and Channels Inventory

Member Research (Online Bulletin Boards)

Member Experience Workshops with Client

Develop initial model of member experience

Complete Analysis of member research

Who do we need to talk to Phase: Member Research

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 Newbies

 Renewers " Deciles 1-4

 On the fence " Deciles 5-7

 Lapsed members

Enroll in person

Grandfathered in

Enroll online

Asking questions the wrong way Phase: Member Research

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 When you use your membership, what do you do? Walk me through what you usually do and what happens in return. Lots of detail is appreciated.

Asking questions the right way Phase: Member Research

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  Let’s tell a story – recount how you first learned about the program.

"   How did you learn about it? (read something, someone told you, etc.)

"   Where were you? "   How did you feel when you learned

about it? "   What did you do once you knew

about it? "   Did you join immediately or later? "   Did you need more information than

what you got initially?

So much data, so little time Phase: Workshops

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So much data, so little time Phase: Workshops

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"  Color code respondents by segment "  Green = newbie "  Pink = on the fence "  Yellow = renewer "  Orange = lapsed

members

Putting emotion onto the map Phase: Develop Model

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AMC Stubs Experience MapI deserve vIP treatment.

Loyalty programs = special treatmentI love stUBs; I’ll tell my frIends.

Brand ambassadors = program referralsHelP me Understand wHat I get.

Program features awareness =EHQH¿WV�VDWLVIDFWLRQ

I want to get my money’s wortH.

Showing rewards = enhanced perceived value

make It aBoUt me.

Personalization = relevant messaging

Guiding Principles

Movie-goer Journeylearning and signing Up

Find out about program sign upStagesPlanning and attending movies

Receive card renewalreceiving and redeeming rewards

Approach reward reward expirationrenewing membership

90 days before renewal renewalletting membership lapse

Immediately after lapse

/HDUQ�DERXW�SURJUDP�DQG�EHQH¿WVAssess program valueSign up

Receive membership cardAttend movies to begin earning rewards

Learn that a reward is closeEarn rewardUse reward OR reward expires

Learn about renewalConsider renewalRenew membership

Decide not to renewAttend as lapsed member

Doing

ConsiderLearn RenewDecide not to

renewAttend as a

lapsed member

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Feeling

Opportunities

• Jazzed about earning free items.• Comfortable with my research; I’ll sign up next time.• Interested because I think it could save me money.

• Skeptical; I’ll research the program more.• Annoyed. I just want the crew member to leave me alone.

• Appalled that you are asking me to pay for a loyalty program.

• Excited because I want to see new movies.• Intrigued when I get promotions about movies that I want to see.• Glad that the crew members are so friendly.• Enjoy the modern amenities of the theatre.

���8QLQWHUHVWHG�LQ�$0&�SURPRWLRQV�WKDW�GRQ¶W�¿W�P\�PRYLH�WDVWHV�

• Upset that it’s taking so long to earn a reward.• Unhappy with the high cost of movie-going.

• Thrilled. This saved me some money and now I’m hooked.• Happy that it was fast and easy to redeem my reward.• Glad because I earned the reward quickly.

• Discouraged. I wish I got more of a reward.

• Angry that rewards expire. I earned them; they should never expire.

• Grateful for the notice because I don’t want to miss out.• Happy to renew; it was easy. • Pleased that I can use rewards toward renewal cost.

• A little irritated because I just don’t have time now but will renew at my next visit.• Disappointed that I have to pay again.

• Unappreciated.• Mad because I never received a reward.

• Miss the rewards now that my membership has lapsed.

• Let down because AMC didn’t recognize my loyalty.���'LVVDWLV¿HG�WKDW�WKHUH¶V�D�UHQHZDO�FRVW�

Signup

• 0DNH�LW�HDV\�IRU�PRYLH�JRHUV�WR�XQGHUVWDQG�PHPEHU�EHQH¿WV�DW�D�JODQFH�• Let movie-goers see what they are missing out through in-theatre experience • Encourage members to promote AMC Stubs

• Make it even easier for crew members to sell & promote the program • Partner with Fandango (and others) to promote the program• Leverage segmentation and personalization to deliver relevant messages to members

• Introduce surprise and delight approach for members based on their value• Optimize life-cycle communications to reinforce value of program and drive retention• ,GHQWLI\�SURJUDP�PRGL¿FDWLRQV

$

gIve me more.

$GGHG�IHDWXUHV��EHQH¿WV�� � greater value

Ongoing non-linear

Non-linear, but time based

Linear Process

Making the shift from promoting movies to promoting the

movie-going experience at AMC Theatres.

$

February 2013

Develop a rough model of member experience Phase: Develop Model

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SIGN-UP WEEKLY EMAIL RENEWAL USAGE EXPIRATION REMINDER REWARD

YEAR ONE

UNHAPPY

ELATED

Optimal experience Average experience Poor experience

The final product

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Lessons Learned

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1)  Ask questions the right way •  Research questions should encourage story telling

2)  Understand audience segments •  Color coding your respondent segments helps to identify trends

3)  Use client time wisely •  Give clients interesting and vocal respondents (highs and lows)

4)  Emotions point to communication customization •  Think about how to speak to your happy, indifferent and unhappy

customers at each phase

Questions? Jill Hewitt @jhewitt98 jhewitt@catalystinc.com www.catalystinc.com

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