1. Journey Mapping: Walk In Your Customer’s Shoes
Linda Feeney, Director, Global Engagement
Elmer Almachar, Senior Director, Strategy and Innovation
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2. Objectives for today
Discuss the “who, what, where, how and why” of journey mapping
Illustrate journey mapping in action
Encourage “stepping into” your customer’s shoes
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3. Our place in the Northwestern world
The “Where”
Our place in the Northwestern world
Toronto
Düsseldorf
Chicago
Beijing
Tel Aviv
Miami
Hong Kong
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4. 100% ~37.6 53% 194K Opportunity Risk & Our students The “Who”
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5. 95% 30% B2B B2C It has to matter!!! At the crossroads Stay put
From…
Our students
To…
95%
30%
Stay put
Change careers
From…
Our program
To…
B2B
B2C
Education
Community
ROI challenge
Service
Impact
It has to matter!!!

6. The “Why” and “What” of journey mapping…
Key “struggles” of their journey with us
Method of empathy
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7. Journey mapping in 5 “easy” steps
The “How”
Journey mapping in 5 “easy” steps
Define the problem
Choose the profile
Map the journey – and validate
Identify opportunities
Drive and measure change
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8. 1 Define the problem A good problem is… Relevant to the mission
Time bound (beginning and end)
Tractable to solving
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9. 1 Define the problem Two problems “Buyer’s or starter’s remorse”
“Now what?”
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10. 1 Step into the problem… Hypothesize outcome…
“Kellogg made me feel empowered about paying the tuition…”
“Kellogg made me feel that I will always have a community as an alum…”
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11. 2 Choose the profile Hypothesize personality…
Composite of demographics
Composite of personalities
“Tail-end” personality
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12. Choose the “tail-end” personality2
Choose the “tail-end” personality
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13. Step into the personality…2
Step into the personality…
Jaime is…
IT Director
Wants to switch careers
U.S. Citizen, degree from Mexican university
2 kids, 12 and 16
Admissions experience – has required a lot of hand- holding
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14. 3 Map the journey Interactions Jaime has externally to us
Positive
Negative
Neutral
Interactions Jaime has with us
Activities we perform that Jaime doesn’t see
Future state ideas
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15. 3 Step into Jaime’s journey – “Buyer’s remorse” External
Talks to family
Talks to bank
Boss talks to him
Not sure worth it
1st tuition bill
pre-work
Interactions
We call; he’s in!
“Yes!” deposits
health form
Internal
Sets up Net ID
Sets up Canvas
Sets up Stud. account
Future state ideas
Pair up with “mentor”
Coordinate messages
Walk thru process
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16. 3 Step into Jaime’s journey – “Now what?” External
Celebrates with family
Missing Kellogg
“What do I do as an alum?”
alumni donation
Interactions
Pre-graduation meeting
Graduation
Post-grad. “gift”
expired Net-ID
Internal
Net ID expired
Alumni Assoc.
Future state ideas
Pair up with “alumni mentor”
Coordinate messages
Alumni onboarding
Keep Net-ID
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17. 3 Validate map – “Buyer’s remorse”
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18. Identify opportunities4
Identify opportunities
Collect future state ideas
Collect themes
Coordinate messages
Alumni onboarding “
We are mixing our messages ”
We don’t launch them into the alumni community “
Keep Net-ID
Alumni mentor ”
More FTE
Alumni boot camps “
How do we enable life long learning? ”

19. Identify opportunities4
Identify opportunities ”
Implement
Impact
Low
High
Hard
Easy
Low hanging fruit
Consider
“Chien”
Themes “
We are mixing our messages ”
We don’t launch them into the alumni community “ “
How do we enable life long learning?

20. Identify opportunities4
Identify opportunities
Implement
Impact
Low
High
Hard
Easy
Coordinate messages
Alumni onboarding
Alumni mentor
Alumni boot camps
Keep Net-ID
More FTEs

21. Identify opportunities4
Identify opportunities
Implement
Impact
Low
High
Hard
Easy
Coordinate messages
Alumni onboarding
Alumni mentor
Alumni boot camps
Keep Net-ID
More FTEs

22. X 5 Drive and measure change Prioritize Focus Coordinate messages
Alumni onboarding
Alumni mentor
More FTEs
Alumni boot camps
Focus
Coordinate messages
“Alumni dinners”
Alumni mentor
Alumni boot camps X
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23. 5 Drive and measure change Align Drive change
Finance
Coordinate messages
Alumni onboarding
Drive change
Create a pre and post graduation onboarding experience which
Leverages top-of-mind focus
“Launch to alum” presentation
Asks them to contribute time to community
ELC Dinners
EMBA section of Alumni Newsletter
EMBA Program
Alumni Relations
Marcomm
Admissions

24. 5 Drive and measure change Measure outcome(s)
Increased alumni engagement defined by reading the newsletter
Goal
Increased engagement defined by participation and impact of “ELCs”
Open rate
CTR
Measure
Actualized
Participation
Conversion rates
Hypothesized
“Kellogg made me feel that I will always have a community as an alum…”
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25. 5 ELC!!! 30% 44% 6% 14% Customized Newsletter Open rate From… To… CTR
First edition of customized newsletter!
Targeted and relevant
Salient interests
News
Lifelong learning
Stay connected
Giving back
From…
Open rate
To…
30%
44% 6%
14%
CTR
ELC!!!
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26. 5 ELC Impact Conversion rates from session to application
Number of ELC attendees
Percent of applicants attending session
13.4%
13.0%
+146%
+136%
+458%
5.5%
2.4%
Pre
ELC (YTD)
Pre
ELC (YTD)
Pre
ELC (YTD)

27. 5 ELC Impact Cost per prospective Dollars Attendance per event Number
Cost per event
Dollars
2,316
+100%
-58%
-84%
Pre
ELC
Pre
ELC
Pre
ELC

28. 5 “Journey” metric – “Buyer’s remorse” example First interest
Pre
Post
First interest
Point 1
Point 2
Point 3
Point 4
We call; he’s in!
Point 5
Point 6
Point 7
Point 8
Overall
Aggregate average
4.38
4.69

29. 5 “Buyer’s remorse” example First interest We call; he’s in! Pre Post
Point 1
Point 2
Point 3
Point 4
Point 5
We call; he’s in!
Point 6
Point 7
Point 8
Overall journey
Overall average
4.38
4.69

30. Empathy and the whole journey
Administrators view: functional areas
Funct. 1A2
Funct. 2
Functional area 1
Funct. 1A
Funct. 1A1
Functional area 2
Funct. 1B
Holistic view: one journey
Experience 1
Experience 2 2 1
Experience 3 4
Experience 4 3
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31. Understand their struggles throughout their journey
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32. Questions?
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