Leverage customer experience use cases to drive business goals
Move from one-off use cases to scalable, repeatable customer experiences. Use this framework to define, prioritize, and activate use cases tied to measurable business outcomes. It provides a shared language across marketing, product, technology, analytics, and creative—so teams move from idea to execution aligned on a common goal.
Use case framework: Why → Who / What / Where → How
- Why: The business objective and north star KPI. The why grounds everything else.
- Who: Defined audience or segment
- What: Message, offer, or call to action
- Where: Channel or touchpoint
- How: Execution across five pillars, data, audience, journey, measurement, and content (e.g., data inputs, segmentation logic, orchestration, test/control, content assets)
This structure ensures teams work from the same script and stay aligned as complexity increases.
From idea to impact
- Ideate: Define use cases in a standard format (why → who/what/where → how) in a cross-functional session
- Prioritize: Use a value vs. feasibility model as a value compass—not a precise ROI model—and document a testable hypothesis
- Plan & Activate: Define requirements and measurement upfront (KPI, baseline, test/control), then build and launch (data, audiences, journeys, content, QA)
- Measure: Evaluate performance against KPIs using test-and-control to verify impact
- Scale: Refine and expand based on results; maintain a prioritized, cross-functional roadmap (not a wish list)
Evolve your use cases (Crawl → Walk → Run)
- Crawl: Simple, batched, channel-specific use cases using limited data
- Walk: Triggered, cross-channel journeys with more integrated data and measurement
- Run: Real-time, individualized experiences powered by unified profiles and advanced decisioning
You don’t need to start at “run” to deliver value, focus on the next step based on your current capabilities.
How to apply
- Inputs: Business goal (why), KPI, available data, channels, cross-functional stakeholders
- Outputs: Standardized use case definition, testable hypothesis, prioritized roadmap, activation and measurement plan
Get started
Download the framework template and supporting resources to run a structured workshop and produce a prioritized, measurable roadmap ready for activation.
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