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Moment of Truth in Public Transportation : How to Get, Keep and Grow Customers ?
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Moment of Truth in Public Transportation : How to Get, Keep and Grow Customers ?

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How to Get New Customers in Public Transportation ? Strategy, Digital Marketing and Customer Relationship to Improve the "Moments of Truth" of the Customer's Path.

How to Get New Customers in Public Transportation ? Strategy, Digital Marketing and Customer Relationship to Improve the "Moments of Truth" of the Customer's Path.

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  • 1. Moments of truth in public transport How to get, keep and grow customers in the digital era ? Conseil en stratégie et innovation 74, rue Ange Blaise• 35000 Rennes info@15marches.fr   www.15marches.fr
  • 2. Moments of truth This presentation is subject to a Creative Common,s Licensy BY : you are free to reuse this content, adapt or remix. You should always cite this document : 15marches, Moments of Truth in Public Transportation www.15marches.fr
  • 3. Mass transit www.15marches.fr
  • 4. Niche market Source : Transdev www.15marches.fr
  • 5. Client The Mayor Is Here www.15marches.fr
  • 6. Customer 89% of people have never been called or mailed by the public transport operator (source : Transdev)   www.15marches.fr
  • 7. Innovation www.15marches.fr
  • 8. Routine www.15marches.fr
  • 9. Prendre des décisions difficiles Potential www.15marches.fr
  • 10. Market decline www.15marches.fr
  • 11. Opportunities www.15marches.fr
  • 12. Competition www.15marches.fr
  • 13. New models www.15marches.fr
  • 14. End of the model www.15marches.fr
  • 15. Which way to go ? Source : Chris Burden Metropolis www.15marches.fr
  • 16. Getting new customers is the only way to succeed www.15marches.fr
  • 17. The 3 « moments of truth » in purchasing Source : Google ZMOT www.15marches.fr
  • 18. New medias, new moments Source : Google ZMOT www.15marches.fr
  • 19. The « zero » moment of truth in the digital era Source : Google ZMOT www.15marches.fr
  • 20. Moments of truth in public transportation How to get customers (and keep them) in the digital era ? www.15marches.fr
  • 21. First moment : change
  • 22. « The first day I decided to move differently » www.15marches.fr
  • 23. Combination of individual and collective interests MAKE AWARE MOTIVATION Individual interest: « I have good reasons to ride the bus » Collective interest: « I act positively pro environment » www.15marches.fr
  • 24. Create strong brands to spread values www.15marches.fr
  • 25. Develop a sense of belonging www.15marches.fr
  • 26. Second moment : Decision
  • 27. « First impression matters » www.15marches.fr
  • 28. Sim-pli-fy and help the decision www.15marches.fr
  • 29. Call-to-action www.15marches.fr
  • 30. Third moment : first steps
  • 31. First time is important www.15marches.fr
  • 32. Welcome and help www.15marches.fr
  • 33. Take the « right to fail » for granted www.15marches.fr
  • 34. Fourth moment : Move
  • 35. Majority of travellers are independant… www.15marches.fr
  • 36. …but some need help www.15marches.fr
  • 37. Solve your customer’s problems, even the smallest www.15marches.fr
  • 38. Fifth moment : interact
  • 39. Customer is the one who choose the channel www.15marches.fr
  • 40. Get information anywhere anytime www.15marches.fr
  • 41. Trust comes with interaction www.15marches.fr
  • 42. Sixth moment : share
  • 43. Customers become medias www.15marches.fr
  • 44. Virality www.15marches.fr
  • 45. Reputation is the new advertising www.15marches.fr
  • 46. www.15marches.fr
  • 47. Just do it ! www.15marches.fr
  • 48. 49   www.15marches.fr
  • 49. 15marches,  from  innova*on  to  business   EXPLORER Veille Prospective Stratégie CONCEVOIR Design de solutions Business model Planification LANCER Exécution Communication Changement Contact  :  info[at]15marches[dot]fr   www.15marches.fr
  • 50. Did you like it ? Share it! Follow us on twitter : @15marches www.15marches.fr
  • 51. You may also like Software is eating public transport December 2013! Strategy and innovation consulting 74, rue Ange Blaise • 35000 Rennes info@15marches.fr! 1 Software is eating the public transport (6000+ views) 52   www.15marches.fr