Cs customer journey-v01

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  • 1. The Customer Soulution Customer Journey Approach
  • 2. Tune into your customers heads.
    ?
    ?
    ?
    ?
  • 3. And follow his- or her customer journey.
    Plan Book Pack Transport
    Search Check-in Wait
  • 4. 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
  • 5. The CS Customer Journey analysis?
    When the customer journey is plotted on a step by step basis we get more insights and analyze:
    • Get to know your customer by using Personas
    • 6. Using personas to go through the journey.
    • 7. Analyze customer actions, broken into chronological phases.
    • 8. Explore customer goals and needs at each step in the process.
    • 9. Plot touch points between customer and brand.
    • 10. Customer emotions at touch points.
    • 11. Insights in the different channels during the journey.
    • 12. 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
  • 13. 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.
  • 14. The Customer Journey toolbox
    CommunicationChannels
    Face to face (e) MailInternet Phone Chat Direct mailing Mass media
    Emotions / emoticons
    Happy NeutralDissatisfiedAngry
  • 15. 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
  • 16. 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.
  • 17. 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.
  • 18. 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.
  • 19. More Customer Journey examples.
  • 20. -DLL direct-
    E-Mail Offer
    Selfservice kiosk
    Customer
    dialog
    Online calculator
    + DLL site
    Signed
    Contract
    Translatethe customerjourney in Omni channel services.
    -Buying the product-
    Awareness
    Orientation
    Purchase
    Purchase
    Orientation
    Contract
    Afterservice
    - Get Credit-
  • 21. My CustomerJourney as strandedairline passenger during the ashcloud.
  • 22. CustomerJourneyfor mobile serviceconcepts.
    Transport
    Plan
    Pack
    Book &
    Check In
    Arrive
    Search
    Shop
    Fly