The Customer Journey

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Muriel Van Craenenbroeck, Cegeka's Online Solution Manager, explores the customer journey in an omnichannel world, in B2C as well as B2B. Think goals & KPI's, marketing personas, top tasks and content to support customers in their choices throughout the entire customer journey. Map your touch points to the customer journeys and make an experience map for each journey. Measure, analyse and adapt in an agile way.

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The Customer Journey

  1. 1. It’s All in the Mix 5 november Felixpakhuis Antwerpen Customer Journey Muriel Van Craenenbroeck #AIM13
  2. 2. “ it's not about what you sell but how you sell ” Demian Sepp
  3. 3. “ If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions ” McKinsey
  4. 4. McKinsey funnel
  5. 5. 2 1 3 4 loop Bron: McKinsey
  6. 6. noise two way consumer driven alignment loyalty changes
  7. 7. How to
  8. 8. goals KPI’s Reports goals & KPI’s
  9. 9. persona’s
  10. 10. “ Try to make every task easy to complete and you make everything complicated ” Gerry McGovern top tasks
  11. 11. 1 attract initial consideration
  12. 12. 2 inspire demonstrate inform 1 active evaluation simulate
  13. 13. inspire
  14. 14. inform
  15. 15. simulate
  16. 16. 2 1 convert conversion 3
  17. 17. convert
  18. 18. 2 1 3 valorize activate facilitate 4 post purchase experience & loyalty
  19. 19. facilitate
  20. 20. valorize
  21. 21. 2 1 inspire demonstrate inform attract simulate convert valorize activate measure facilitate 4 3
  22. 22. Sam’s customer journey touch points experience map
  23. 23. touch points
  24. 24. experience map
  25. 25. insights problem areas opportunities results
  26. 26. # stakeholders for purchase experience before purchase repetitive buyers B2B
  27. 27. focus align attention loop take aways

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