The customer journey of the past was linearly design by brands. The customer journey of the future is designed by customers and looks more like a slinky spiral. Find out how to connect with the customer of tomorrow by curating better journeys. Learn more about how to ensure clients choose you on their journey.

1. CUSTOMER JOURNEY
OF THE FUTURE
J U N E 2 0 1 5
©AndersSörman-Nilsson&Clementined’Arco-Thinque

2. T H I N Q U E
OLD CONSUMERS NEW CONSUMERS
Source: 2011 BBMG
VS
•Lowest price
•Waiting for solutions
•Asks, «What’s in it for me?»
•Seeking more stuff
•Trust marketing messages
on front of the box
•Passive recipient
of brand communications
•Total value
•Creating their own solutions
•Asks, «What’s in it for we?»
•Seeking meaningful experiences
•Looks at ingredients
on back of the box
•Active co-creators of content,
products and experiencs

3. T H I N Q U E
Customer journey
linearly
designed by brands
FUNNEL
Spirally shaped
by customers
SEEMINGLY
A SLINKY SPIRAL
%
@

4. T H I N Q U E
ANALOGUE
SOLUTION
DIGITAL

5. T H I N Q U E
Broadcast Marketing Micro-Segment
PSYCHOGRAPHICDEMOGRAPHIC
SEX / AGE
COUNTRY / CITY
PROFESSION
INCOME
VALUES
ATTITUDES
BEHAVIORS
INTERESTS
VS
$

6. T H I N Q U E
PSYCHOGRAPHICDEMOGRAPHIC
Steve
Male - 26 Years
Darlinghurst
Lives in a Flatshare
Studies Industrial
Economy at WU
$ 60,000 AUD
•Member of WWF
•Investments in Ethical Mutual Funds
•Likes to travel off-the-beaten track
in Australia and uses AirBnB in cities
•'Likes' MasterChef on TV
•Plays tennis and plays World
of Warcraft on weekends
•Parramatta Eagles Fan
•Has decked out his bathroom
with Marimekko
•Attended TEDx Sydney / is a budding
social entrepreneur
•Doesn't like the idea of private
health insurance
$

7. SEAMLESS EXPERIENCES
@24/7 I
WANT...
I WISH...
I
WOULD
LIKE...
I
NEED...
T H I N Q U E

8. T H I N Q U E
AIR NEW ZEALAND CUSTOMER JOURNEY
DIGITAL EXPERIENCE
PHYSICAL EXPERIENCE
Pre-Flight
Getting
to the airport
Check-in
Lounge
Boarding
Post-Flight
Leaving
the airport
Arrival
Transfer
In-Flight
THE
CUSTOMER
EXPERIENCE
JOURNEY

9. T H I N Q U E
THINK ABOUT YOUR OWN CUSTOMER JOURNEY
AWARENESS ENGAGEMENT EVALUATION DECISION USAGE
LOYALTY LOOP

10. T H I N Q U E
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