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THE CUSTOMER JOURNEY
10 OBSERVATIONS
Nikki Mendonҫa
July 11th 2013
Werbeplanung.at Summit 2013
WHAT IS THE
CUSTOMER JOURNEY?
DESCRIBES ALL OF THE EXPERIENCES A CUSTOMER HAS
WITH YOUR ORGANISATION, BRAND OR PRODUCT AND...
IN A DIGITAL WORLD, UNDERSTANDING
THE CUSTOMER JOURNEY AND THEIR
EXPECTATIONS IS NOW CRITICAL TO
MARKETING’S SUCCESS
001.
CONSUMER DEMANDS HAVE CREATED A
‘NEW NORMAL’ IN CUSTOMER SERVICE
THE PROLIFERATION OF MOBILE
DEVICES AND SOCIAL MEDIA MEANS
THAT THE CUSTOMER JOURNEY IS
NO LONGER LINEAR
002.
THE JOURNEY IS NOW HUGELY INFLUENCED
BY OWNED, EARNED AND PAID CONSUMER
TOUCH POINTS..
CONSIDERATION
TRIAL
USAGELOYALTY
AD...
THE RAPID ADOPTION OF MOBILE
DEVICES MEANS THAT THE CUSTOMER
IS NOW ‘ALWAYS – ON’
003.
A ‘ROUND THE CLOCK’ SERVICE IS NOW A
MANDATORY OFFERING
004.
THE DIGITAL REVOLUTION HAS
TRANSFORMED THE CUSTOMER
JOURNEY FROM BEING AD CENTRIC TO
BEING CONTENT AND PEOPLE CENTRIC
FROM CREATING MESSAGES TO INFLUENCING
CONVERSATIONS AND BUILDING EXPERIENCES
THAT PEOPLE CAN RALLY AROUND
THE SOCIAL MARKETING REVOLUTION
HAS GIVEN MORE DEPTH AND BREADTH
TO THE CUSTOMER JOURNEY WITH THE
‘CONTROL’ MOVING AWAY FR...
THE RESEARCH PHASE THE POST-BUY PHASE
THE ‘HOLIDAY’ CUSTOMER JOURNEY
THE CUSTOMER JOURNEY HAS NOW
FORCED A STRUCTURAL AND
OPERATIONAL TRANSFORMATION
WITHIN COMPANIES
006.
CMOS NEED TO BE THE VOICE OF THE
CONSUMER, SHAPING AND MANAGING THE
CUSTOMER JOURNEY
CHIEF SALES AND
MARKETING OFFICER
Med...
REAL TIME BEHAVIOURAL DATA HAS
MADE THE CUSTOMER JOURNEY
MORE PERSONAL, ADAPTABLE
AND DYNAMIC.
007.
REAL TIME MARKETING IS A GAME CHANGER
TWITTER AD
TARGETING
DUAL SCREENING
PERSONAL
RE-TARGETING
THE CUSTOMER JOURNEY IS A COMPLEX
AND CONSTANT INTERPLAY BETWEEN
THE VIRTUAL AND PHYSICAL WORLDS
008.
THE CONTINUITY OF THE TOTAL EXPERIENCE
IS PARAMOUNT
THE CUSTOMER JOURNEY HAS NOW
BECOME A BUSINESS MODEL
DIFFERENTIATOR
009.
Focused on speed, simplicity and service
010.
THE CUSTOMER JOURNEY
MUST BE CUSTOMER
FOCUSED
QUESTIONS TO ASK YOURSELF
 Does the experience reinforce the brand proposition?
 Does the journey make the customer feel...
THANKS FOR LISTENING
Nikki.Mendonça@omd.com
@NikkiMendonça
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20130711 - Customer Journey - OMD - Nikki Mendonca

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CUSTOMER JOURNEY
Der Weg des Kunden zum Produkt umspannt Touchpoints in Online, Mobile, In-Store, Kundencenter, sozialen Netzen, Werbung im TV, Print, auf Plakaten, im Radio – einfach gesagt: Er sieht alles und das überall. Wie man dem Konsumenten trotzdem ein sinnvolles Bild der Marke gibt und ein unverwechselbares Angebot schafft. Wir begleiten den Konsumenten auf seinem Weg zum Kauf.

Nikki Mendonça
President, OMD, EMEA at Omnicom
I oversee all OMD offices across Europe, Middle East and Africa. We invest over $16.5b in media platforms and opportunities across 56 markets. OMD is the largest and most successful media agency network in the world handling the global communication strategies for world class clients that include Renault/Nissan, Vodafone, McDonald’s and Pepsico.

Published in: Business, Education

Transcript of "20130711 - Customer Journey - OMD - Nikki Mendonca"

  1. 1. THE CUSTOMER JOURNEY 10 OBSERVATIONS Nikki Mendonҫa July 11th 2013 Werbeplanung.at Summit 2013
  2. 2. WHAT IS THE CUSTOMER JOURNEY? DESCRIBES ALL OF THE EXPERIENCES A CUSTOMER HAS WITH YOUR ORGANISATION, BRAND OR PRODUCT AND THE EMOTIONAL RESPONSES THEY PROVOKE, FROM THE FIRST EMAIL THEY RECEIVE TO SPEAKING WITH A CUSTOMER SERVICE REPRESENTATIVE IN STORE.
  3. 3. IN A DIGITAL WORLD, UNDERSTANDING THE CUSTOMER JOURNEY AND THEIR EXPECTATIONS IS NOW CRITICAL TO MARKETING’S SUCCESS 001.
  4. 4. CONSUMER DEMANDS HAVE CREATED A ‘NEW NORMAL’ IN CUSTOMER SERVICE
  5. 5. THE PROLIFERATION OF MOBILE DEVICES AND SOCIAL MEDIA MEANS THAT THE CUSTOMER JOURNEY IS NO LONGER LINEAR 002.
  6. 6. THE JOURNEY IS NOW HUGELY INFLUENCED BY OWNED, EARNED AND PAID CONSUMER TOUCH POINTS.. CONSIDERATION TRIAL USAGELOYALTY ADVOCACY Influencer programmes to drive earned media Incentivises my purchase
  7. 7. THE RAPID ADOPTION OF MOBILE DEVICES MEANS THAT THE CUSTOMER IS NOW ‘ALWAYS – ON’ 003.
  8. 8. A ‘ROUND THE CLOCK’ SERVICE IS NOW A MANDATORY OFFERING
  9. 9. 004. THE DIGITAL REVOLUTION HAS TRANSFORMED THE CUSTOMER JOURNEY FROM BEING AD CENTRIC TO BEING CONTENT AND PEOPLE CENTRIC
  10. 10. FROM CREATING MESSAGES TO INFLUENCING CONVERSATIONS AND BUILDING EXPERIENCES THAT PEOPLE CAN RALLY AROUND
  11. 11. THE SOCIAL MARKETING REVOLUTION HAS GIVEN MORE DEPTH AND BREADTH TO THE CUSTOMER JOURNEY WITH THE ‘CONTROL’ MOVING AWAY FROM THE COMPANY TO THE CONSUMER. 005.
  12. 12. THE RESEARCH PHASE THE POST-BUY PHASE THE ‘HOLIDAY’ CUSTOMER JOURNEY
  13. 13. THE CUSTOMER JOURNEY HAS NOW FORCED A STRUCTURAL AND OPERATIONAL TRANSFORMATION WITHIN COMPANIES 006.
  14. 14. CMOS NEED TO BE THE VOICE OF THE CONSUMER, SHAPING AND MANAGING THE CUSTOMER JOURNEY CHIEF SALES AND MARKETING OFFICER Media Procurement Social/PR Creative Sponsorship E-Commerce Retail Corporate Communications CRM
  15. 15. REAL TIME BEHAVIOURAL DATA HAS MADE THE CUSTOMER JOURNEY MORE PERSONAL, ADAPTABLE AND DYNAMIC. 007.
  16. 16. REAL TIME MARKETING IS A GAME CHANGER TWITTER AD TARGETING DUAL SCREENING PERSONAL RE-TARGETING
  17. 17. THE CUSTOMER JOURNEY IS A COMPLEX AND CONSTANT INTERPLAY BETWEEN THE VIRTUAL AND PHYSICAL WORLDS 008.
  18. 18. THE CONTINUITY OF THE TOTAL EXPERIENCE IS PARAMOUNT
  19. 19. THE CUSTOMER JOURNEY HAS NOW BECOME A BUSINESS MODEL DIFFERENTIATOR 009.
  20. 20. Focused on speed, simplicity and service
  21. 21. 010. THE CUSTOMER JOURNEY MUST BE CUSTOMER FOCUSED
  22. 22. QUESTIONS TO ASK YOURSELF  Does the experience reinforce the brand proposition?  Does the journey make the customer feel in charge?  Is the experience solving a customer need or problem?  Does the journey save the customer money?  Is the experience convenient and easy for the customer?  Can the experience offer a cost saving for the brand?  What are the opportunities to cross/up sell and drive more revenue?  How does the journey affect customer satisfaction and ‘brand love’?  Does the experience help tangibly differentiate your brand in a cluttered marketplace?
  23. 23. THANKS FOR LISTENING Nikki.Mendonça@omd.com @NikkiMendonça
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