Cs customer journey-v01


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Cs customer journey-v01

  1. 1. The Customer Soulution Customer Journey Approach<br />
  2. 2. Tune into your customers heads.<br />? <br /> ?<br /> ? <br />? <br />
  3. 3. And follow his- or her customer journey.<br />Plan Book Pack Transport<br /> Search Check-in Wait<br />
  4. 4. What is the Customer Journey?<br />The Customer Journey is a tool to start looking holistic, outside in, from a customer perspective to your services, products & experiences. In the Customer Journey approach we analyze the customers journey step by step and experience the real emotions, obstacles, moments of heartwarming service and more.<br />The customer lifecycle phases:<br />Awareness<br />Orientation<br />Information<br />Consideration<br />Purchase<br />Ownership<br />Reconsideration<br />
  5. 5. The CS Customer Journey analysis?<br />When the customer journey is plotted on a step by step basis we get more insights and analyze:<br /><ul><li>Get to know your customer by using Personas
  6. 6. Using personas to go through the journey.
  7. 7. Analyze customer actions, broken into chronological phases.
  8. 8. Explore customer goals and needs at each step in the process.
  9. 9. Plot touch points between customer and brand.
  10. 10. Customer emotions at touch points.
  11. 11. Insights in the different channels during the journey.
  12. 12. Define moments of truth, or areas of particular importance in the overall customer experience.</li></li></ul><li>What is?<br />Personas are visual and anecdotal profiles. They may be based on ‘real people’ from research or they may have been ‘made-up’ in a brainstorm session. By profile we mean information about the person that is illustrative and useful to the customer journey he- or she will follow to analyze existing- or new services.<br />Personas<br />Personas<br />
  13. 13. What is?<br />Touch points are interactions between customer and brand and can be over different channels or in a face to face conversation.<br />Emoticons are customer emotions at all the different touch points and indicate a personal reflection of the persona of that particular moment.<br /> <br />A Moment of Truth is onéor moredefining moment in the service cycle that will make or break the experience from a customer point of view.<br />
  14. 14. The Customer Journey toolbox<br />CommunicationChannels<br />Face to face (e) MailInternet Phone Chat Direct mailing Mass media<br />Emotions / emoticons<br /> Happy NeutralDissatisfiedAngry<br />
  15. 15. The Customer Journey of buying online kitchen equipment<br />Ownership<br />Reconsidder<br />BrandFunnel<br />Awareness<br />Orientation<br />Information<br />Considderation<br />Purchase / Delivery<br />Buy<br />Opinionforming<br />Research & short list<br />Action<br />Rebuy<br />Buybehaviour<br />Delivery is too late, I stayed home the afternoon!<br />Freezerbroke down!!!<br />Next time webshop is noton top of mind and I willtrypricecompareragain!<br />Webshop: Easy buy, chekout and deliveryconformationby email.<br />Online pricecomparing provides complete transparancy in price, delivery and garantee<br />Works excellent !<br />Fastinspection, no transport damage<br />
  16. 16. Quick wins based on the Customer Journey buying kitchen equipment<br />Observations and quick wins:<br />Web shop sales oriented: orientation and purchase, delivery and billing is a streamlined process. >> Focus on keeping customer with after sales.<br />No after sales ensures no repeat purchase.<br />Price comparison web shop has more brand awareness than web shop.<br />Delivery by courier provides irritation, now no follow up >> Follow up late delivery = customer contact opportunity.<br />Follow up opportunities:<br />Improve quality of delivery.<br />After sales with the aim of maintaining contact, open the possibility of repeat purchases from other kitchen appliances and electronics products.<br />
  17. 17. Managing customer experience based on the Customer Journey<br />The customer journey enables also an in-depth possibility to manage the process from a customer perspective using:<br />A digital strategy<br />CRM platform to measure objectives and stimulate buy behavior.<br />Managing on Key Performance Indicators. <br />On the following page I visualized a management model based on the Customer Journey for the web store shown at Page 9.<br />
  18. 18. Improvements based o the Customer Journey<br />Awareness<br />Orientation<br />Information<br />Considderation<br />Purchase<br />Ownership<br />Reconsidder<br />Buyphases<br />Opinionforming<br />Research& short list<br />Action<br />Buy<br />Rebuy<br />Buybehaviour<br />Tempted the customer.<br />Make a connection.<br />Inform & inspire.<br />Convince, what is your <br />'promise'<br />Fascilitate easy buying.<br />Follow up purchasewithsurveys, assoires, etc.<br />Keep attention.<br />Digital strategy to meet customer.<br />MaximiseQuality & Volume of Input<br />OptimiseFunctuionality & Use<br />Optimise Content & Message<br />Maximisesales<br />OptimiseCheck-out proces<br />Maximiseownership<br />MaximiseRepurchaserate<br />Measureobjective.<br />Competitivedata<br />Drop out analysis<br />Drop out analisis<br />Data Sources.<br />UsabilityTesting<br />QualityResearch<br />Satisfactionsurveys<br />Drop out analysis<br />PrimaryPurposeSurveys<br />SEM?Media<br />CRM data<br />Click streamrates<br />Unique Visitors<br />Site Engagement Index<br />Content Engagement Index<br /># ProductsAdded to Cart<br />ConversionRate<br />RetentionRate<br />RetantionRate<br />Key Performance Indicators.<br />
  19. 19. More Customer Journey examples.<br />
  20. 20. -DLL direct-<br />E-Mail Offer<br />Selfservice kiosk<br />Customer<br />dialog<br />Online calculator<br />+ DLL site<br />Signed<br />Contract<br />Translatethe customerjourney in Omni channel services. <br />-Buying the product-<br />Awareness<br />Orientation<br />Purchase<br />Purchase<br />Orientation<br />Contract<br />Afterservice<br />- Get Credit-<br />
  21. 21. My CustomerJourney as strandedairline passenger during the ashcloud. <br />
  22. 22. CustomerJourneyfor mobile serviceconcepts. <br />Transport<br />Plan<br />Pack<br />Book & <br />Check In<br />Arrive<br />Search<br />Shop<br />Fly<br />