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VMLY&R appoints Payal Vaidya as EVP, Experience Design


VMLY&R appoints Payal Vaidya as EVP, Experience Design
She will be a part of the senior leadership council, leading the Customer Experience Design vertical and will be responsible for evangelizing Design Thinking and customer-first experiences
Payal Vaidya
Global brand and customer experience agency VMLY&R has appointed Payal Vaidya as Executive Vice President, Experience Design, a role that will shape the agency’s evolving Customer Experience practice.
Rising Star Awards 2021 Entry Deadline - Monday, May 31, 2021 -
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Prior to joining VMLY&R, Vaidya co-founded The Thinking Hats Innovation in New York City, focused on launching, sustaining and innovating with brands on their experiences, products and services. She has robust global experience in transforming brands and businesses in India, APAC, and the US markets. ....

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Managing and Maintaining Your Customer Journey Mapping Program


Now that we’ve laid out the foundational steps for customer journey mapping, it’s time to look into the execution aspect. Steps 4, 5 and 6, if you will.
That’s going to take customer journey map maintenance and management, governance for multiple stakeholders, insights into how your maps evolve and the sophistication of your understanding of your customers, according to Noz Urbina of Urbina Consulting.
“That s when we re getting really serious,” he said. “It is common for enterprise teams to have implementation challenges around journey mapping because it presents a change to standard operating procedures and a more disciplined approach to content development.” ....

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Taking the Initial Steps Toward Customer Journey Mapping


PHOTO:
Jazmine
Customer journey analysis and optimization is among the top investment priorities for customer experience practitioners, according to the CMSWire State of Digital Customer Experience 2021 report. It trailed the top area: analytics, insights and dashboarding.
Customer journey mapping combines a lot of those two investment areas. It is a discipline that involves interdepartmental collaboration, research, technology and customer data management. The goal? Determine how customers interact with brands from marketing to acquisition to onboarding to loyalty programs and lifetime customer value efforts and improve customer experience along those journeys. Ultimately, create the ideal customer journey map.
Organizations approach customer journey mapping in many ways. Here, we’ll explore some of the foundational elements, the initial steps in crafting a customer journey mapping program. ....

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