Use cases show brands how consumers interact with their products and services. They highlight the individual experiences of customers so companies can better connect with them.
Unfortunately, it’s often difficult to organize and manage use cases, especially in large organizations.
“Now a lot of companies that we talked to struggle with where to begin in terms of how to prioritize and even identify what their use cases are,” said Karen Wood, Senior Director, Product Marketing at Acquia, in her MarTech presentation. “So, we always recommend starting to look at use cases in the realm of how would that impact the end consumer.”
She added, “So rather than thinking about the different teams in the different brands that are leveraging the use cases, what is the experience going to be like for the end consumer?”
What makes identifying use cases so difficult has much to do with generic and disjointed experiences, says Wood. Multiple departments, channels, and teams often lead to siloed consumer experiences.
“So, rather than thinking about it as the consumer flows through the journey across many different experiences, it’s really each individual siloed team or department that’s powering the discrete and unique experiences,” said Wood. “Our recommendation as we talk about use cases is to think about it cohesively across teams across touchpoints, and…