Noz Urbina

Presentation

Customer Journey Mapping for Coherent Customer Experience on Any Channel

A customer journey map (CJM) is a vital tool for building future-proof content strategies and content models that are customer-centric, not brand- or channel-centric. Customer journey mapping enhances our understanding of users, potential experiences and brand interactions across multiple touch-points and channels.

Customer journey maps are a way to lay out the story of accomplishing a series of tasks from a user's perspective. Instead of listing a series of tasks or sales lifecycle phases in an abstract way, or describing a static persona with no sense of time or place, CJMs seek to paint a detailed picture of the user's experiences, content needs, and feelings along the way to accomplishing an objective. Although conceptually similar to a use case, process description, or a workflow diagram, CJMs are richer and more customer-centric. Across the stages of the journey, CJMs bring together content requirements with a matrix of potential channel details such as devices, staff interactions, and physical environments. This unifies a large amount of customer understanding into a consumable deliverable, allowing teams to build personalisation and omnichannel-ready content models and editorial plans. Because they help improve processes, refine content targeting, and enable contextual and personalised content, CJMs are becoming key elements in modern content projects.

Join our session to get a template, methodology, and business justification for customer journey mapping that you can use with your teams and even colleagues across silos. Start improving your content strategies the minute you get back to work.

Biography

Noz Urbina is a globally recognised leader in the field of content strategy and customer experience consultancy who can effectively bridge organisational and user goals. He is well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalised, contextually relevant content experiences in an omnichannel environment. He is co-author of the book "Content Strategy: Connecting the dots between business, brand, and benefits" and lecturer at the University of Applied Sciences, Graz, Masters Programme in content strategy.

He has coached teams, developed processes and spearheaded solutions that have helped organisations leverage content assets to stand out in their sectors, while avoiding headcount increases and wasted costs. After 14 years in the content world, he founded his consultancy Urbina Consulting in 2013.