Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Customer Journey

130,357 views

Published on

These are the slides for the presentation that I delivered at the "2nd Successful Eshop" seminar organised by Found.ation and Microsoft in November 2015.

The Digital Customer Journey is the Customer Experience through the online media perspective that combines many media (Facebook, Email, Social, YouTube, Search, Forums, Blogs etc) that complicates the traditional (pre-digital) Customer Experience Journey.

Published in: Marketing

Digital Customer Journey

  1. 1. The Digital Customer Journey by Panos Ladas
  2. 2. About Me
  3. 3. This Presentation 3 companies 1 methodology for better marketing & more & happier customers
  4. 4. Black Friday Cyber Monday
  5. 5. Retailer - Family-owned business World's largest company by revenue ($485 bil.) Only 2.5% comes from online
  6. 6. This is Business Online
  7. 7. Online Marketing History Big Bang - 2008 … - 2010 ~2010
  8. 8. Online Marketing History ~2011 ~2013 ~2014
  9. 9. Multiple Devices
  10. 10. Multi Channel: Online, offline, mobile
  11. 11. Attention Scarcity
  12. 12. Too many channelsToo many channels, too many tools
  13. 13. Online Marketing Channels BE Be Close to your Customer GET Visits: SEO, AdWords, Social Media Ads, Video & Viral, Offline CONVERT Conversion Optimization: Measure & Optimize RETAIN Email Marketing, Social Media Engagement, Mobile
  14. 14. Consumers don’t see Channels.
  15. 15. What is Customer Journey Map? Customer-centric view of the service Data-supported set of tools Extends satisfaction studies
  16. 16. The King of Customer Centric? jeff@amazon.com
  17. 17. Investors trust Amazon Walmart: 4000 Engineers, $6 Bil.
  18. 18. Reinventing the Customer Journey Amazon Dash (IoT), Prime, Drones, Fresh
  19. 19. Google on Customer Journey Mapping Beauty & Fitness Electronics Food & Drink
  20. 20. Let’s create a map
  21. 21. Step 1: Draw a Purchase Funnel • Use excel or your notepad. • First we create a timeline / funnel.
  22. 22. Step 2: Customer Segments / Personas Κωνσταντίνος, 24 Ελένη, 39
  23. 23. Step 3: Needs 4K, Home Theater, Wireless Reliable
  24. 24. Step 4: Touchpoints, Interactions & Mediums • Multi channel • Customer Service • Social media Profiles • Search • Website – Mobile site • Payment • Waiting time & Delivery • Actually Using the Product • Ordering
  25. 25. Step 5: Data & Customer Insights • Google Analytics • Social Media Chatter • Google Search Trends • Call center logs • Blog comments • Reviews • Support emails • Comments on social • Forums • Interviews • Customer Support (listen to it) • Sales • Anyone client facing & Everyone • Customer satisfaction surveys • NPS, Magic Wand, Expectations
  26. 26. Κωνσταντίνος, 24
  27. 27. Ελένη, 39
  28. 28. The Customer Journey Map
  29. 29. Think out of the box • Improve and adapt your offering according to your findings. Enjoy success. • Fix. But also plan the future. Now you have the data to actually prioritize. • Better management of results and sales • Higher revenues • Better understanding of customers • Gamification, SMS • Offline: Big chains go for physical presence • Logistics, Boxes • Even Receipts (small paper, A4, handwritten, digital) • Chat • A/B Testing • Call center • Mobile Apps • Loyalty • And… Take Action. FAST!
  30. 30. One last thing
  31. 31. Alibaba.com 11.11
  32. 32. 1. Be Customer Centric 2. Be Creative 3. Be Fast THANK YOU

×