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A view of the customer experience through the consumer journey

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Customer satisfaction can be measured across the consumer journey, each point being evaluated and rated by customers on how satisfied they are at that specific point in time. However, with the consumer journey becoming so intricate and interconnected through numerous channels, looking at these individual points in isolation is no longer accurate and can be deceiving.

Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of consumer journey.

We shared insights from our journey mapping studies as we see tremendous value when understanding customer experience from this perspective.

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A view of the customer experience through the consumer journey

  1. 1. A view of Customer Experience through the Consumer Journey Christophe Le Yoanc & Sarah Cunliffe | April 28, 2016
  2. 2. How we buy has changed. How we reach and influence customers must change Awareness Consideration Preference Purchase Loyalty TV Print Media Friends & Family Brick & Mortar Stores Online
  3. 3. The Consumer Decision Journey Model Triggers Touch points Touch points Stage 3 Buy Stage 4 Experience Stage 2 Evaluate Stage 6 Bond Stage 1 Consider Stage 5 Advocate Stage 0 Latent Stage 6 BOND Source: McKinsey (modified)
  4. 4. Let's take two very different runners
  5. 5. …Just looking!
  6. 6. Ooh! They look nice!
  7. 7. And the journey began…
  8. 8. The Consumer Decision Journey Model Triggers Touch points Touch points Stage 3 Buy Stage 4 Experience Stage 2 Evaluate Stage 6 Bond Stage 1 Consider Stage 5 Advocate Stage 0 Latent Stage 6 BOND Source: McKinsey (modified)
  9. 9. Case Study: Customer Experience and Decision Journey for wireless consumers The Business Issue: The Solution: Decision Journey Mapping Understand how consumers buy wireless plans Determine customer experience in their decision journey
  10. 10. On average, consumers have 4 touch points before making a purchase Ask friends & family Product User-generated content Online searches
  11. 11. Tipping Point: That moment that changes everything. That moment when a consumer decides which brand / product he or she is going to buy
  12. 12. Nearly a third of consumers reach their tipping point at their first touch point
  13. 13. Key Insights – Touchpoint Mapping 29% 3X 60%of buyers reached a decision point at the first touchpoint Milennials are 3 times more likely to research on social media at tipping point Who continued engagement after tipping point to confirm decisions 1st Touchpoint Touchpoint immediately before tipping point Tipping Point Customer using social media at tipping point Touchpoint immediately after tipping point Store Website WOM 25% 16% 10% Brand 12% Competitor 30%
  14. 14. Key Insights – brand perception changes significantly as customers move along the journeyLatentConsiderBuy Brand A Brand B Brand C Brand D Makes experiences easy Gives more plans, devices and services options Gives control over all aspects of account Understands needs and wants Provides recommendations to make informed decisions Makes customers feel heard and recognized Treats them fairly Makes it easy to understand plans and choices 40% 50% 60% 70% 80% 0% 10% 30% 40% 50% 20% 0% 10% 30% 40% 50% 20% 60%STAGES
  15. 15. Decision Journey Mapping: when, how and why consumers choose you 1 2 3 4 Trigger analysis Touchpoint mapping Tipping point analysis Connecting the dots Identification & analysis of triggers causing consumers to move into the buying process Interactive identification, rating & mapping of sequence & frequency of actions and behaviors Identification & analysis of where in the journey a significant decision is made Mapping the impact of consumer actions & market forces on the purchase decision
  16. 16. Recommendations: Understand stages consumers are in Measure customer experience by stages Determine performance and impact of key touchpoints by stages In Buying stage, establish Decision Journey Mapping
  17. 17. Christophe Le Yoanc SKIM Director Client Solutions Tel: +65 6597 2826 c.leyoanc@skimgroup.com Sarah Cunliffe SKIM Research Manager Tel: +44 208 222 77 00 s.cunliffe@skimgroup.com Contact us

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