Customer Experience (CX) | Shannon M. Owens

Creating a unified experience across all channels

Maintaining a strong, recognizable brand identity in every customer interaction

Delivering relevant messaging based on customer data and behavior

Continuously analyzing and refining CX strategies to enhance user satisfaction

Enhancing Customer Experience Through Strategic Digital Marketing

Challenge:
CCHC needed to improve its digital presence to better serve its audience, but its existing website and content strategy lacked a clear customer experience (CX framework). Users faced difficulties navigating content, engaging with resources, and connecting with CCHC’s services. Additionally, inconsistent social media messaging limited audience engagement.

Solution:
At my company, The Marq Digital, I led a strategic digital marketing initiative focused on improving CX through research-driven insights. We conducted stakeholder interviews to uncover user pain points, performed a website audit to identify UX gaps, and developed persona-driven content strategies. Key deliverables included:

• Persona Segmentation & Content Strategy: Tailored messaging and content recommendations aligned with audience needs

• Website Audit & UX Enhancements: Actionable improvements for navigation, accessibility, and engagement

• Social Media Content Calendars: Consistent, user-centered messaging across two platforms

By prioritizing customer experience in every phase, we delivered a seamless, engaging digital strategy that strengthened CCHC’s connection with its audience and improved overall digital engagement.

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Digital Experience & CX Strategy Enhancement

Led insights and strategic recommendations to enhance digital banking experiences, focusing on UX optimization, AI-driven personalization, and seamless checkout processes. Key contributions included:

• Optimized Digital & Payment Experience: Identified and addressed gaps in payment integrations (Apple Pay, Google Pay, PayPal) to improve frictionless transactions.

• Enhanced Customer Engagement: Recommended AI-driven personalization and improved push notification strategies for better customer interaction.

• Strategic CX & Brand Evolution: Proposed modernization of rewards programs and brand image, benchmarking against leading financial institutions (AmEx, Bank of America, Itaú).

• Scalability & Future-Readiness: Explored gamification, UX continuity solutions, and digital adoption for younger, digital-native customers.

• Cross-Industry Best Practices: Conducted competitive analysis on fintech and loyalty program leaders, integrating key learnings into actionable banking strategies.

This work reflects a deep understanding of digital transformation in financial services, balancing innovation with user-centric design.

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Enhancing AutoZone’s Digital CX with Epsilon

Led a strategic proposal to revamp AutoZone’s digital customer experience (CX) by leveraging Epsilon’s expertise in testing, learning, and AI-driven optimization. Key contributions included:

• Website Optimization & Personalization – Implementation of A/B testing, AI-powered recommendations, and data-driven content strategies to streamline navigation and boost conversions.

• Seamless Omnichannel Integration – Align web, mobile, and in-store experiences for a cohesive customer journey.

• AI-Driven Enhancements – Develop intelligent search, predictive personalization, and automated customer support solutions to enhance engagement.

Back-End Performance & Security – Strengthen infrastructure with API integrations, database optimizations, and fraud detection mechanisms.

This transformation proposal aimed to position AutoZone for increased digital engagement, higher conversion rates, and long-term customer loyalty.