"We live in an experience economy"
(Joe Pine)
But people are still forgetting that we buy emotions, not goods.
In this presentation, I've come up with great customer experience stories, the difference between a standard customer journey and a well-staged customer journey + a bonus regarding how to identify the true loving customers and how to deliver them a great customer journey.
12. The 10th anniversary of the biggest shopping day in the world started on
Saturday in Shanghai with a four-hour gala that saw Mariah Carey, Allen
Iverson and Cirque du Soleil take the stage, along with Asian pop stars Jay
Chou and Coco Lee.
More than 200 million watched the show on television and online,
Alibaba said.
Goods + show = experience => better chances to sell
17. 1
Demand
Generation
2 3 4
Standard eCommerce Customer Journey
Order
Is placed
Send Order
Confirmation
Order is
Delivered
6
2nd order is placed
(15% of customers)
5
Ad remarketing & Email
blasting with discounts
18. Advanced eCommerce Customer Journey
Order is
Placed
Order is
Delivered
Objection
Treatment
(in case they appear)
Personalized
ad, email & web
experiences
1 2 3 4 65 87 9
Demand
Generation
Customer
satisfaction
survey / NPS
Enroll in the
Customer
Retention
programme
Send Order
Confirmation
2nd order is
Placed (50% of
customers)
19.
20. THE PROBLEM
After their research on the customer journey, the
company realised the #1 friction for their customers was
the fact that they weren't at home when the delivery
happened.
21. THE SOLUTION
A strategic alliance with 7-11
Supermarkets that allowed their
customers to pick-up their order
22.
23. Casper created a free chatbot
specifically for insomniacs.
To use it, customers simply text
“Insomnobot3000” from their
mobile phones.
With the Insomnobot3000, Casper is
able to collect mobile numbers and
send insomniacs promotional offers
and discounts for their comfy
mattresses. Casper pulled in $100
million in sales its first year of
launching the chatbot.
24. 8 years ago…
After 3000 cakes sent to
our most loyal customers,
The NPS increased by
17,5%
26. Main BrandsMain Product Categories
Calculate your customer
acquisition cost
Generate
insights
Buying Patterns Research
Execute!
Net Promoter Score
Demographics
Services satisfaction
Product satisfaction
Reasons to abandon
Reasons to buy
Customer Satisfaction
Surveys
Qualitative research
Channels
Brainstorm
ideas
eMail
Website
Custom audiences (FB, GDN)
Phone calls
1
Find out your average
gross margin
2
RFM Segmentation
3
Quantitative research
(Value of true lovers, share of
revenue vs share of margin, etc.)
4
5
6
7 8 9
More here: https://www.omniconvert.com/blog/how-to-really-understand-your-buyer-persona.html
29. Regency - How recent is the last purchase made by that customer?
Frequency - How often did the customer buy?
Monetary Value - How much a customer has spent with the brand?
30. Customer Recency Frequency Monetary Value RFM
John Doe 3 (61-120 days) 4 (5-10 orders) 2 342
Joan Doe 2 (121-365 days) 3 (4-5 orders) 3 233
Geena Doe 4 (31-60 days) 1 (1 order) 1 411
41. Number of
customers
RFM score
Customer Benefits
Personal
Assistant
Free
Shipping
Free
Returns
Support
Priority
Delivery
Priority
Post-order
courtesy
call/text
message
Discount
True lovers 4322 555 v v Forever v v v 5%
Lovers 6574 455, 454 v v 6 months v v v 4%
Potential
lovers
12456
425,432,
444,498,
2 months v v 3%
Ex-lovers 18909
411,412,422,
423
1 month v
About to
dump you
35908
Recență < 3
Valoare
monetară >3
1 time
Breakups 88903
Recență <2
Valoare
monetară >2
1 time v
42. People will forget what you said.
People will forget what you did.
But people will never forget
how you made them feel
Maya Angelou