Grow your Revenue with Artificial Intelligence (AI)

Grow your Revenue with Artificial Intelligence (AI)

Presented by James Aziz and Brad Penwarden

Optimizing the Customer Journey through Artificial Intelligence and Machine Learning 

Did you know that almost two-thirds of opportunities involving advanced machine learning show substantial improvement in the performance of conventional analytics? Machine learning is more accessible than you might think. In leveraging artificial intelligence, you can enhance input flexibility, data volume, and model selection for more effective marketing operations, without having to modify your entire MarTech stack.

Through a collaborative presentation by James Aziz and Brad Penwarden at Munvo – the Marketing Solutions Specialists – our webinar will unpack the power of machine learning in the realm of artificial intelligence. Not only will this informative talk show how leveraging predictive analytics can create new competitor advantages, it will include an exclusive propensity model use case to dispel the process through which Munvo was able to architect a new infrastructure, with the ability to house and target a client’s 400+ million customer records.

From data mining to near-instant decisioning and real-time insights, discover how AI can boost the value of your next campaign.

James Aziz

James Aziz

Consultant, Munvo

With a diverse background spanning healthcare, research, enterprise software, and marketing management, James has continued to unlock the remarkable opportunities that artificial intelligence (AI) has to offer. At Munvo, James leverages this passion to deliver tailored solutions for the financial and hospitality sectors and helps clients enrich their marketing operations with emerging technologies.

Brad Penwarden

Brad Penwarden

Director of Products, Munvo

As the manager of Munvo’s Software Product Development team, Brad has drawn from his extensive experience in software architecture to employ agile software methodologies in Enterprise Marketing projects across Canada, the US, and Europe. Since first joining the company in 2009, Brad has efficiently connected developers and management to smoothly translate complex concepts into more accessible, colloquial terms.

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Adobe Experience Manager and Adobe Campaign: An Integration to Remember

Adobe Experience Manager and Adobe Campaign: An Integration to Remember

Discover How Integrating AEM with Adobe Campaign can Enhance your Omni-Channel Marketing Practice

As an Adobe partner, we at Munvo recognize that content creation lies at the core of any productive marketing strategy, activity, or cross-channel initiative. While businesses often use their campaign management applications separately from content management tools, a simple integration between Adobe Experience Manager (AEM) and Adobe Campaign can substantially improve their overarching marketing operations. In fact, this combination of Adobe products can help your company deploy consistent and highly personalized omni-channel experiences tailored and targeted to consumers across all industries. It’s no wonder that Adobe once likened AEM and Adobe Campaign’s compatibility to mixing chocolate with peanut butter.

In light of Adobe’s adaptable technologies, this article will draw from Munvo’s Adobe expertise to highlight the different ways that you can use Adobe Experience Manager with Adobe Campaign to better streamline content creation processes and accelerate campaign time to market.

Find out How Adobe AEM and Adobe Campaign Integrations Can Improve your Marketing Operations:

Maintain Consistent Practices

Time and time again, we have seen Munvo’s clients benefit from the integration of Adobe Experience Manager and Adobe Campaign. Underlying this success remains the capacity to create, deploy, and manage content that is both clear and consistent. By leveraging AEM’s email templates and drag-and-drop capabilities, in conjunction with Adobe Campaign’s personalization variables, you can optimize your marketing practice to create compelling email journeys. This integration serves to help your business capitalize on easy wins through the real-time synchronization of various Adobe tools and applications, such as advanced data and charting through AEM Forms’ Interactive Communications.

Keep Customers Interested through Personalized Digital Experiences

It’s no secret that real-time personalization is crucial for getting contemporary consumers to pay attention to – let alone engage with – your business’ marketing materials. In the ongoing pursuit of effective customer relevancy, marketers are under increasing pressure to manage an unprecedented volume of complex campaigns, each with a wide range of personalization options.

By combining Adobe tools, you can facilitate the deployment of advanced omnichannel experiences at scale. Not only does this interactive use of AEM and Adobe Campaign give users access to new personalization features that would otherwise be unavailable, together they can guide marketers to keep up with the ever-changing landscape of real-time personalization.

Deploy Campaigns Quickly and Efficiently

We’ve all heard the saying “time is money,” as well as the more assertive marketing mantra “to create three times the amount of content in twice less the amount of time.” An integration between Adobe Experience Manager and Adobe Campaign can increase the velocity of just about any campaign’s time to market. By harnessing the Digital Asset Manager tool from AEM to host image/video assets from Adobe Campaign, you can take advantage of flexible drag-and-drop functionalities. In particular, the combination of AEM’s Digital Asset Manager with Adobe Campaign prompts the use and creation of templates that lock in the structure of your email, and so, better enable their drag-and-drop capabilities.

You can also utilize the powerful publishing and approval workflows to augment delivery time. These workflows in AEM ensure that content is fully approved before it gets pushed out to customers. In other words, you’ll have the capacity to deliver approved messages first authored in AEM directly via Adobe Campaign. By integrating the two, you can optimize the process of developing and disseminating [1]

Take Preventative Measures to Avoid Potential Errors

It’s time to minimize your manual mistakes. The rate and reoccurrence of human error is entirely manageable thanks to Adobe Experience Manager’s integration with Adobe Campaign. With AEM’s integration, you’ll have access to all the Adobe Campaign tools, assets, and pre-built templates necessary to compose personalized email messages without discrepancies. User data is, essentially, pre-populated to facilitate form submission, so that you and your creative team won’t actually need to learn how to use Adobe Campaign to develop highly personalized emails.

Thanks to the AEM and AC integration, businesses have reported a substantial drop in errors from 3-10 per week (approx. 16 hours of weekly reconciliation and rebuild time) to only 1 error every two weeks (less than 1.5 weekly hours to recuperate and rectify issues).[2] After all, error prevention is the key to expediting effective marketing materials to consumers.

Deliberate and Divide Tasks for Strategic Teamwork

Although collaborative campaigns can get chaotic due to versioning, quality control, and operational task division, the integration of Adobe Experience Manager and Adobe Campaign enables colleagues to work together in perfect harmony. Your creative and marketing teams will be equipped to consolidate data from different systems, and ultimately, unify and personalize your company’s website, emails, and marketing materials. This integration then allows for efficient metadata storage, handle versioning, and image resizing in response to various devices. It also simplifies the process of transferring content directly from Adobe Campaign to AEM without a hassle, while reusing AEM assets without the necessity of copying files from one system to another.

Next Steps

In the MarTech industry, we all want to work rapidly, save time, and increase productivity. These objectives are now increasingly attainable thanks to interactive capabilities of Adobe Experience Manager and Adobe Campaign.

Since 2013, Munvo’s 50+ Adobe certified experts have provided extensive services in streamlining content creation and accelerating campaign time to market, all while eliminating technology silos and complex data flows. AEM’s intuitive content creation and management capabilities are especially powerful when paired with Adobe Campaign’s propensity for refined reporting, measurement, and development. By embracing adaptable functionality enhancements within the Adobe Experience Cloud, you can fully amplify your business’s marketing initiatives.


[1] Note that these numbers refer to the experiences of our clients, reported internally at Munvo, 2018-2019.

[2] Ibid, 2018-2019.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

The SAS Global Forum Recap: 3 Key Takeaways

The SAS Global Forum Recap: 3 Key Takeaways

Get the Munvo Team’s Firsthand Account of the 2019 SAS Global Forum

We’re back! The Munvo team has returned from yet another immersive tech conference – this time, the 2019 SAS Global Forum held in Dallas, Texas. As we look back at all the events that have transpired over the course of this year’s gala, we reflect on just how aptly the forum fulfilled its theme, Analytics in Action.

From April 28-May 1, team members from Munvo’s Canadian and American offices explored the world of SAS; its products, services, and most recent MarTech innovations. During this time, we chose from a variety of over 700 scheduled sessions and dynamic workshops to attend. With more than 5000 participants, including leaders from global brands and trusted SAS partners, the 2019 Global Forum proved that everything really is bigger in Texas!

Discover Munvo’s 3 Main Takeaways from the 2019 SAS Global Forum:

The ‘Power of the Partner’ Rings True

The SAS Partner Forum on April 28 is where the Munvo team most effectively learned how to engage and build on our profound role as a SAS Focus Partner. This exclusive event is the only one of its kind that highlights how global brands can gain even more value from their respective SAS partnerships and collaborations. Speakers from various organizations shared their executive insights and expertise on a wide range of subjects pertinent to us. Munvo’s specialization in Customer Intelligence (CI) products – Customer Intelligence 360 (CI 360), Marketing Automation (MA), Real-Time Decision Management (RTDM)®, Marketing Optimization (MO)®, and the marketing operations management tool, CI 360 Plan – led us to examine the evolving Customer Intelligence hybrid architecture, as well as to discuss new product features with the Development and Product Management teams over at SAS

David Franklin, the keynote speaker and founder/CEO of Cloud Co-Op, drew from his 20+ years of experience in tech to emphasize the necessity of solid governance, growth, and implementation strategies with SAS. Not only did he attest to the crucial development of strong partner-to-partner relationships, he explained how fortifying these collaborative dynamics can lead to the expansion of your customer base.

During his presentation, Franklin also took some time to discuss his VETS2CLOUD Apprenticeship program, which provides veterans with real-world paid business experience through direct coaching within the industry. Conference attendees were similarly encouraged to learn about SAS’s Data for Good initiative, which capitalizes on the power of analytics to help solve humanitarian crises internationally.

As official sponsors of Swab the World – an organization dedicated to diversifying blood cell donors – we at Munvo understand the importance of giving back to our community, which is why the philanthropic message of the 2019 SAS Forum resonated with us so strongly. In fact, we were able to see how the Analytics in Action mantra could be applied firsthand through data-driven initiatives that aim to ameliorate people’s everyday lives.

The Takeaway?

While the depth of professional partnerships may vary, it is important to align yourself with causes and corporations that correspond to your core business values. In committing to the cultivation of increasingly meaningful relationships, your organization should always put in the same amount of hard work and dedication that you would like to see reciprocated.

Love to Learn, Long Term

The SAS Global Forum creates learning experiences that intuitively anticipate each attendee’s personal preferences. From classroom-style discussion to hands-on experimentation, the event was well – equipped and ready to accommodate its guests. Our team, naturally, sought to attend as many detailed presentations and workshops as possible. After all, they were conveniently divided into sections of both 20 and 50 minutes, which allowed for flexible conference scheduling.

Customer Intelligence was the central focus of several major presentations. There was even a private session limited to clients and select partners (like Munvo!), meant to unpack strategies for enhanced marketing capabilities. Other sessions we attended include talks on Analytics in AWS and Content Targeting Segmentation with CI360, both of which imparted a wealth of new information to our team.

On the third day of the conference, keynote speaker Reshma Saujani gave a compelling presentation that touched on the themes of learning and diversity in analytics. Along with being a lawyer, author, and TED Speaker, Saujani is the founder and CEO of Girls Who Code – a national non-profit organization aiming to close the gender gap in tech. During her talk, she implored industry leaders to mentor and empower women within an increasingly competitive field, while similarly encouraging more women to step out of their comfort zone, take risks, and embrace new challenges. She even highlighted a few projects from the Girls Who Code initiative that have gone on to achieve international recognition.

In addition, there were interactive ‘how-to’ demos and Super Demo Stations that covered just about any topic imaginable, from analytics and business intelligence to data management, programming, and marketing solutions. The Learning Lab also gave participants the chance to peruse plenty of visual material and tackle free e-learning courses, while the 10-minute SAS Quick Tips were available for those who generally prefer concise subject overviews or best practice summaries. More than this, the SAS Global Forum incorporates a Post-Conference Training program as part of its offerings, in order to extend your conference experience and continue learning beyond the dates of the event. 

The Takeaway?

The SAS Global Forum was organized so that the most prominent data and analytic hot topics were clearly conveyed and communicated – regardless of your professional background or preferred learning style.

Connect and Collaborate with Industry Leaders

This year’s conference provided us with an ideal atmosphere to catch up on the latest trends in data management, alongside some top leaders in the MarTech industry. For this reason, we must reiterate the event’s overarching ambiance to accurately wrap up our SAS Forum Recap.

The schedule and set up were organized so that we could easily meet and connect with new peers. Not only were we welcomed with a Happy Hour celebration upon our arrival, the Quad’s ‘tradeshow’ atmosphere was perfect for mingling with other SAS specialists and sponsors from the beginning to the very end of the Global Forum.

For North and South American visitors specifically, the SAS Cala – or, the Canadian and Latin American Gala – made for an excellent networking opportunity that could potentially lead to new partnerships.

Meanwhile, the Kickback Party on April 30 was, by far, one of the most beloved occasions for socializing. Guests were invited to Gilley’s Dallas, a massive 90 000 square-foot venue, or ‘playground’ for adults to shoot pool, ride a mechanical bull, enjoy live country music, or simply dance the night away.

The Takeaway?

Work and play go hand-in-hand in the world of SAS! The forum’s emphasis on human connection once again reinforces their Analytics in Action mantra.

In light of the information absorbed over our four days at the SAS Global Forum, this Munvo Recap unpacks just a few of the team’s main highlights, insights, and observations. There’s so much more information for us to review and reflect on, in order to continue solidifying our SAS practice. As we look ahead to next year’s event, we’ll be ready to get learning again!

Were You at the 2019 SAS Global Forum and Want to Connect? Contact Us Here!

Fill out the form and one of our representatives will reach out to as soon as possible.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

2019 Adobe Summit: 5 Sessions You Won’t Want to Miss

2019 Adobe Summit: 5 Sessions You Won’t Want to Miss

Munvo Unpacks the Most Anticipated Adobe Campaign Sessions at This Year’s Adobe Summit

Adobe Promises an Innovative, Informative, and Inspiring Event

The Adobe Summit is one of the most talked about tech events each year – and the 2019 Digital Experience Conference is no exception. A number of our Munvo consultants (10 of our team members, to be exact!) will be in Las Vegas from March 26-28 for a period of interactive learning, listening, and networking.

An annual tradition, the Adobe Summit is packed with ample A-list presenters who will impart their wisdom, advice, and share inspirational success stories with attendees. In fact, this season’s schedule comprises of more than 300 informative sessions. That’s why we perused the itinerary ahead of time, to narrow down several talks that our Munvo specialists recommend for current and aspiring users of Adobe Campaign.

Take a Look at Munvo’s Top 5 Must-See Sessions at This Year’s Adobe Summit

S114 – Acronym-mageddon! Data Technologies Everywhere!


Dan Raff, Expert, Adobe
Joe Berg, Marketing Manager, 3M


Tuesday, March 26
1:00 PM – 2:00 PM

Get settled in and start off with Dan Raffe and Joe Berg’s session on leading data technologies today. In this talk, Berg, the Marketing Manager over at 3M, will outline how the development of a data-driven economy has shaped his business. Raffe, a renowned Adobe Expert, will also reveal the importance of analyzing and understanding consumer data on all levels, from its storage and organization to the way that it is activated in a complex ecosystem for marketing and IT teams alike.

S108 – Transforming Customer Data into High-Value Audiences


Kris Groulx, Manager of Analytics and Insights, TELUS
Nagrendra Nukala, Multi-Solutions Architect, Adobe


Tuesday, March 26
5:30 PM – 6:30 PM

While the first day of the Adobe Summit is often filled with orientation-style festivities, you’ll want to make it out to Kris Groulx and Nagendra Nukala’s discussion of TELUS’s digital journey. Groulx, who manages Insights and Analytics at TELUS, pairs up with Adobe’s Multi-Solution Architect, Nukala, to examine TELUS’s personalization strategies. More specifically, they will provide insights on how to master Adobe Audience Manager (AAM), a data management platform (DMP) meant to improve your targeted marketing initiatives.

S309 – Pushing the Limits of Email Design and Innovation


Bruce Swann, Group Product Marketing Manager, Adobe
David DeVore, Founder and CEO, Story Ports


Wednesday, March 27
2:00 PM – 3:00 PM

Digital marketers, developers, and campaign managers are equally excited for Bruce Swann and David DeVore’s collaborative talk. This session, hosted by the Group Product Manager at Adobe and the Founder/CEO of Story Ports, respectively, explores the most current and cutting-edge capabilities available for dynamic email design and the deployment of engaging campaigns. Most importantly, Swann and DeVore will provide tips and tricks for mastering cross-channel experiences that intersect – whether it be through the overlap of social media, email, and/or website design.

S981 – Digital Transformation in Life Sciences: A MarTech Perspective


Joe George, Head of Marketing Technology COE, Abbvie Inc.
Thomas Swanson, Head of Industry Strategy and Marketing, Adobe


Thursday, March 28
9:30 AM – 10:30 AM

On the last day of the Adobe Summit, you’ll want to rise early enough to catch Joe George and Thomas Swanson’s discussion of digital transformation and its implications on running a successful MarTech business today. In this talk, Abbvie’s Head of Marketing Technology, George, joins forces with Swanson, the Head of Industry Strategy and Marketing at Adobe, to outline the tangible ways that digital transformation processes are actually implemented.

S304 – Triple Threat: 24 Hour Fitness, Microsoft Dynamics 365, and Adobe Campaign


Ben Tepfer, Technical Evangelist for Microsoft, Adobe
Mike Carney, Vice President of Marketing, 24 Hour Fitness


Thursday, March 28
2:30 AM – 3:30 AM

Why not end your summit experience with a use case that prioritizes personal fitness and lifestyle goals? Leave it to Ben Tepfer, a Microsoft Technical Evangelist, and Mike Carney, the VP of Marketing at 24 Hour Fitness, to showcase various methods for effectively connecting with consumers as they navigate complex customer journeys. Together, they will highlight the value of both knowing and prioritizing your audience.

More to Come

Keep in mind that these are just a few of the many sessions that you should see if you’re currently working with or planning on adopting Adobe Campaign. Other notable speakers include actress, producer, and entrepreneur, Reese Witherspoon, Microsoft CEO, Satya Nadella, comedian Mindy Kaling, and of course, Adobe President, Shantanu Narayen – not to mention a long-awaited performance by The Killers. It is no wonder that Adobe promotes its digital conference as “a week that will change your thinking about brand experiences.”

Be sure to stay tuned for a follow-up blog, as our colleagues will be reporting back from Las Vegas to share their take on the 2019 Adobe Summit.

Are you also attending the Digital Experience Conference? Feel free to contact us using the form below if you’re interested in meeting up at the conference.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Munvo Receives Adobe Campaign Specialty Certification

Munvo Receives Adobe Campaign Specialty Certification

Munvo Receives Adobe Campaign Specialty Certification

Investing and Demonstrating Leadership As An Adobe Experience Cloud Partner

Today we are announcing the latest acknowledgment we’ve received from Adobe – our Adobe Campaign Specialty Certification. This achievement is in recognition of our commitment to building a team of high performing Adobe Campaign consulting resources as well as the successful completion of multiple Adobe Campaign projects.

Rob Davis, Managing Partner for Business Development and Alliances, said, “This achievement is the recognition of our commitment and success in helping the Adobe customer base achieve their marketing goals through the implementation of the Adobe Campaign technology. Organizations need marketing solutions that meet their requirements, can be deployed quickly and help drive business value. Meeting these needs requires commitment, collaboration and innovation between Munvo and our technology partner Adobe.”

“Our commitment to the Adobe technology goes back to 2012 when we became one of the first Neolane partners in North America. After Adobe’s acquisition of the company in 2013, we continued to work together to deliver high performing marketing solutions for clients across different industries”, states Mathieu Sabourin, Munvo’s President and Founder.

Our Adobe delivery capabilities aren’t limited to Campaign, as our consultants hold more than 40 certifications across Adobe Campaign, Experience Manager and Audience Manager. Working in close coordination with Adobe, we have contributed to the successful completion of over 300 Adobe Campaign projects.

In addition, our latest capability investments included enabling cross-module functionality. For example, implementing the email template capabilities of AEM to support Adobe Campaign solutions. These are just a few reasons why we are so proud of our newly obtained Adobe Campaign Specialty Certification.

A big thank you to everyone here at Munvo and to our partners at Adobe.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for AdobeSAS, and Unica Marketing Solutions

Business Process Management: Why You Need It

Business Process Management: Why You Need It

For those of us who work in intricate work environments, it becomes easy for things to get lost in translation. This is why it is essential for organizations to have traces of Business Process Management (BPM) incorporated into their structure. To help explain my point, let us observe this basic scenario that most people can understand – and probably relate to.

So, Tom needs to submit a report to marketing by Friday, but Kelly needs first to approve it. However, before Kelly can accept it, Matthew needs to update the report because David from sales has sent a change request. Still, even after Kelly approves the report, Tom must wait for his senior advisor to look over it before he sends it out.

Sounds familiar to anyone?

The situation just described is a great example of a simple business process that is being compromised by multiple roadblocks. For those of you involved in numerous projects all at once, identifying bottlenecks and other issues is important if you want to be efficient.

The roadblocks listed in the example above are a series of inconsistencies deriving from a lack of processes. By introducing sustainable business processes, you can help improve the flow of work within your team and across your organization.

Optimizing Your Process Flow

Process mapping is a great technique for recognizing inefficiencies in a workflow. It will allow you to define and organize what your organization does, as well as identify where all the different responsibilities lie, and with whom.

Having detailed, documented processes in place allows individuals to see the big picture, and it also helps lay out the particulars of a workflow. For these reasons, it is important to identify what could be considered a barrier or waste in your workflow.

The Basics of Process Mapping does a great job of outlining the idea of waste. We can define waste as any activity that takes up resources but does not add any value to the process (Damelto, 2009). The most common type of waste would be delays in the process flow, such as waiting for approvals or sign-offs. Additionally, we can also look at waste as spending time performing an unnecessary step or protocol.

Benefits of a Robust Business Process

To effectively refute waste, it is crucial that organizations implement robust business processes. By doing so, organizations negate the risk of waste in current processes as well as in new ones. When mapping out a process, it is important to keep two points in mind: Streamlining Processes and Accountability for Work.

Streamlining Processes:

Start by identifying all the impractical parts of the process – sign-offs, approvals; anything that seems redundant or impractical. Once identified, try removing as many of them as possible in hopes to reduce waste and better streamline the process. Finally, evaluate and try to rearrange the order of process steps or simplify some of the actions so that operations spend less time floating around in the pipeline.

Accountability for Work:

By clarifying responsibility across organizations, it becomes easier to pinpoint who would be accountable for each step in the process. This helps isolate where problems are if you come across any delays. It also helps reduce waste by getting rid of the “blame game” by associating responsibility to their respected contributors.

Business Processes and New Employees

Onboarding new hires become much easier with the help of a process map. It is hard enough as a new employee to learn the ins-and-outs of a business, but what makes it even more challenging is the lack of proper processes – no matter the task.

How long does it usually take for a new employee to understand your processes? This question is an excellent way to judge how efficient your business process is. If an organization finds it takes new hires too long to understand certain business processes, documented business processes can help clarify any uncertainties they may have. It also provides new employees the resources they need to engage in a new responsibility or task independently.

Some Tools for Process Mapping

The flow process chart presented to the members of the American Society of Mechanical Engineers in 1921 was one of the first real structured methods for documenting process flow. Flowcharts are still used for basic process mapping, and they are often seen as the starting point when pinpointing a particular process and the bottlenecks.

Organizational relationship maps can also be used to outline internal or external relationships between parts of an organization. While they do not show specific work activities, they are a good way to understand the bigger picture before deep diving into the details.

Example of Organization Relationship Map

Organization Relationship Map


While relationship maps do a great job of getting the big picture, swimlane diagrams help with getting into the finer details of a process. Swimlane diagrams outline internal or external relationships among parts of an organization – just like relationships maps do. However, swimlane diagrams also specify the related work activities of each organization.

Example of a Swimlane Chart

Swimlane Chart

Remember, it is very easy to lose track of all your tasks when you are swimming in projects. That is why putting proper business processes in place can help you to avoid being compromised by roadblocks and bottlenecks. By introducing a sustainable business process, you are contributing to improving the flow of work within your team and across your organization.


Damelio, R. (2009) The Basics of Process Mapping. 2nd edn. New York: CRC/Productivity Press.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Creating a Customer Journey in the World of Enterprise Marketing

Creating a Customer Journey in the World of Enterprise Marketing

As a Business Solutions Consultant, my engagements tend to be short and sweet – yet very frequent. Through my years of experience, I have come to notice an uptick in the use of customer journey maps for the world of Enterprise Marketing. To provide some clarity on this concept, which may be a strange idea for new marketers – or at least the implementation of it – we will examine a fictional campaign and develop it over a series of steps.

What is a Customer Journey?

So, before I begin, and as I mentioned above, some of you are probably wondering “what is this customer journey you speak of?” As for others, the topic of customer journeys may already be familiar to you; and rightfully so, this is not a new concept by any means. In fact, I even sourced a couple of links from the McKinsey & Company website – one of which is an article published from 2009!

The concept of a customer journey focuses on the steps and interactions a customer undergoes before committing to purchase. It is an evolution of the traditional funnel model where a client starts with a list of potentials, they then begin eliminating products one-by-one, until finally choosing a winner. On the other hand, the customer journey model recognizes that most customers start with a list and then add-and-remove products as they go along. More importantly, the journey model also accounts for the fact that the decision process can be disturbed mid-way by new players entering the fray.

Case Study: My Dentist

To effectively illustrate how a customer journey works, we will use a hypothetical case study. This fictional campaign will focus on my dentist, regular check-ups, and his customer retention program. In laymen’s term, how I get called twice a year to schedule and get reminded about my appointments.

Since we are looking at this from the enterprise marketing perspective, we need to make a few of assumptions:

  • There is a list of customers and prospects;
  • We have been given consent to market to the list;
  • For the most part, we will be ignoring the technical challenges.

At the same time, we also need to make some assumptions on the details of their current campaign:

  • The primary communications channel is the phone;
  • Five months after the customer’s last appointment, they receive a phone call to set up another one;
  • The customer receives a reminder call one day before the date;
  • The cycle then repeats.

In the case of other services (fillings, root canals, and so forth), these appointments are scheduled just like regular check-ups; however, there is no need to reschedule every six months.

Now that we have established our scenario, let us look at the two primary reasons why my dentist would be interested in enhancing the customer journey:

  1. Better customer experience: This is the first consideration of the journey, as we want to make sure outside players have a hard time disrupting the sales process.
  2. Service a larger numbers of customers without increasing staff or workload: This is the second part of the model, where we focus on improving productivity through campaign automation.
Customer Journey #1

Figure 1: Current state of the Campaign

The current set up has all the hallmarks of a marketing campaign. There is a triggered event (check-up date), there are two touch points with the client, and finally, there is a conversion (services rendered). This simple process is a good start; however, this is by no means a complete customer journey.

Let us bring in some additional technology so that my dentist can reach out to clients through other channels. Logically, the next step would be to set up a few automated email communications. One to invite customers to register for their next appointment – either by phone or online – and a second to thank the client for their visit and to encourage them to set up another appointment six months from that date.

With these channels in place, our campaign would now look like this:

Customer Journey #2

Figure 2: Not a complete journey

At this stage, some organizations would start calling Figure 2 a journey. However, I must disagree. To the trained eye, Figure 2 is simply a multi-touch campaign over two different channels. The more experienced campaign manager will also identify multiple concerns with our hypothetical campaign. Here is why:

  • If the ‘Thank You’ email allows a customer to register for their next appointment, then what happens to the first communication in the chain?
  • What if the client forgets, or changes his mind, in the next six months?

What is missing here – and is one of the first steps of turning this campaign into a journey – is the link between the ‘Thank You’ email and our initial contact communication. I would propose an additional link making the campaign look more like this:

Customer Journey #3

Figure 3: Still not a journey – but close!

At this stage, our customers are capable of booking future appointments themselves, or they can simply let the system remind them. As for those customers who prefer phone calls, that channel is still available. We are also checking off one of the more relevant check boxes to ensure a smooth customer experience (to properly continue with this case study, we will also assume that the website for booking appointments works correctly.)

However, we are still missing a way to nurture the relationship with the client to efficiently ensure that competitors do not sway them during the decision process. Additionally, this is also an excellent opportunity to provide additional value to the customer. To do both these things, we add two other communications into the regular cycle. For the sake of this example, these communications will be sent out two and four months after the initial check-up, respectively. Additionally, we will want to ensure a seamless customer experience on the website. To do so, a customer that clicks on the registration link in their email should have their information pre-filled in the online form, leaving them with just having to select a date.

Finally, we need to make the journey campaign more responsive to the signals our customers are sending us. As you will recall, we already started addressing this point in Figure 3 by calling the customer if they failed to register on the email.

To do so, we will:

  • Override our check-up campaign if the customer is undergoing other procedures.
  • Create an Exemption List to send fewer email communications to clients that do not engage in emails or on our website (no email opens, no registrations, no article clicks, and so forth)

After making all these adjustments, our journey campaign will start looking more like this:

Customer Journey #4

Figure 4: A more complete journey!

With all these changes, the above campaign begins to fulfill the objectives we initially identified – along with addressing the customer’s state – while providing added value. Here are the key success points we need to remember:

  • Our online experience allows more bookings without significantly increasing the load of the administrative staff. It might even lessen the load if existing customers adopt the process.
  • The awareness messages promote our brand recognition, ensuring we are on the initial list of potential service providers.
  • The reminder email and phone call ensure our customers can register for their check-up promptly and through their preferred contact channel (a preference we can start storing for the future!)
  • Finally, our Exemption List ensures that we stay mindful of the current state of our customers and do not over-market to them or propose them unnecessary check-ups.

The result of this campaign should be a better retention rate and increased customer satisfaction – something we should remember to measure, but we will keep that for another article.


Court, D. (2009, June). The consumer decision journey. Retrieved February 3, 2017, from McKinsey & Company,

Edelman, D., & Singer, M. (2015, October). The new consumer decision journey. Retrieved February 3, 2017, from McKinsey & Company,

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