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And follow his- or her customer journey. Plan Book Pack Transport Search Check-in Wait
What is the Customer Journey? 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. The customer lifecycle phases: Awareness Orientation Information Consideration Purchase Ownership Reconsideration
The CS Customer Journey analysis? When the customer journey is plotted on a step by step basis we get more insights and analyze:
Insights in the different channels during the journey.
Define moments of truth, or areas of particular importance in the overall customer experience.
What is? 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. Personas Personas
What is? Touch points are interactions between customer and brand and can be over different channels or in a face to face conversation. Emoticons are customer emotions at all the different touch points and indicate a personal reflection of the persona of that particular moment.
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.
The Customer Journey toolbox CommunicationChannels Face to face (e) MailInternet Phone Chat Direct mailing Mass media Emotions / emoticons Happy NeutralDissatisfiedAngry
The Customer Journey of buying online kitchen equipment Ownership Reconsidder BrandFunnel Awareness Orientation Information Considderation Purchase / Delivery Buy Opinionforming Research & short list Action Rebuy Buybehaviour Delivery is too late, I stayed home the afternoon! Freezerbroke down!!! Next time webshop is noton top of mind and I willtrypricecompareragain! Webshop: Easy buy, chekout and deliveryconformationby email. Online pricecomparing provides complete transparancy in price, delivery and garantee Works excellent ! Fastinspection, no transport damage
Quick wins based on the Customer Journey buying kitchen equipment Observations and quick wins: Web shop sales oriented: orientation and purchase, delivery and billing is a streamlined process. >> Focus on keeping customer with after sales. No after sales ensures no repeat purchase. Price comparison web shop has more brand awareness than web shop. Delivery by courier provides irritation, now no follow up >> Follow up late delivery = customer contact opportunity. Follow up opportunities: Improve quality of delivery. After sales with the aim of maintaining contact, open the possibility of repeat purchases from other kitchen appliances and electronics products.
Managing customer experience based on the Customer Journey The customer journey enables also an in-depth possibility to manage the process from a customer perspective using: A digital strategy CRM platform to measure objectives and stimulate buy behavior. Managing on Key Performance Indicators. On the following page I visualized a management model based on the Customer Journey for the web store shown at Page 9.
Improvements based o the Customer Journey Awareness Orientation Information Considderation Purchase Ownership Reconsidder Buyphases Opinionforming Research& short list Action Buy Rebuy Buybehaviour Tempted the customer. Make a connection. Inform & inspire. Convince, what is your 'promise' Fascilitate easy buying. Follow up purchasewithsurveys, assoires, etc. Keep attention. Digital strategy to meet customer. MaximiseQuality & Volume of Input OptimiseFunctuionality & Use Optimise Content & Message Maximisesales OptimiseCheck-out proces Maximiseownership MaximiseRepurchaserate Measureobjective. Competitivedata Drop out analysis Drop out analisis Data Sources. UsabilityTesting QualityResearch Satisfactionsurveys Drop out analysis PrimaryPurposeSurveys SEM?Media CRM data Click streamrates Unique Visitors Site Engagement Index Content Engagement Index # ProductsAdded to Cart ConversionRate RetentionRate RetantionRate Key Performance Indicators.