Is the sum of all experiences
a customer has with a supplier
of goods and or services,
over the duration of their
relationship with that supplier.
The Customers Journey.
To Keep in Mind...
How to create content to provide
the best experience to your customer
Promotions, PR, displays, webinars, email, newsletters, social media, video, WOM, web.
“Put the same attention as if it were the product”
“Blow them away since the ﬁrst contact”
Packaging, sales page, events, sales person,
trade show, invoice, check out process, up sale, web navigation.
Forums, social media, delivery, loyal program,
customer service, thank you, customer appreciation, surveys, auto responder.
What you should focus on,
every interaction is a chance.
The Narrative Arc.
What is your
at this point?
How is he feeling?
What’s the action
you want your customer to do?
Ok, they’re with you.
What are you giving them?
(They haven’t bought anything yet)
(Whats the emotion here?)
What would blow your
people out of the water?
(Not happened at this point)
What’s the emotion
when they’re feeling burned
out of the brand?
What invitation can you give
them to re-engage?
How do you invite them to share
their experience with your brand?
The Narrative Arc.
Featuring them on networks.
Send a suprise gift card?
Phonecall after purchase?
Dinner with top customers?
Invitation with a hashtag.
You can try one touch point per quarter.
Take your process and educate everyone on it.
(Everyone must be aware of the experience you’re trying to create.)
You can focus on one action at a time and test.
(This also helps with measurements)
Be very clear with your invitations.
(Be aware of the many calls to action your customer will have)
What are you giving to your customer?
Take the time to pay attention to your customers.
(Mind your customers happiness, be fan of their idols.)
Costumers often have very low expectations, use that on your favor.
(The real world sometimes sucks, you know.)
It’s not only about your brand.
(Me, Me, Me < Lifestyle)
Integrate touchpoints into your workﬂow.