SlideShare a Scribd company logo
The Customer 
Journey Report 2014 
Practical Techniques 
for Managing 
CXM 
Dr Dave Chaffey, 
CEO, SmartInsights.com 
Download: 
http://bit.ly/smartexperience 
1
2 
About 
Dave 
About Dave Chaffey 
• Author of 5 bestselling 
marketing books 
• Editor of SmartInsights.com 
- a marketing advice site 
with Expert members in over 
50 countries using our 
planning guides, templates 
and online courses to 
improve results.
Real-world customer journeys? 
3 
Larger version Larger version
Part 1. Understanding customer experience 
4 
Source: Online marketplace mapping
5 
Source: Ogilvy, TNS and Google Path to Purpose July 2014
Making the experience human 
6 
View clips
7 
Source: Customer Journeys report 
Active Research: iPerceptions/4Q
Technique: Customer journey mapping 
8 
Source: Smart Insights Persona Toolkit
9 
Source: Millward Brown/Compete
Remembering: The importance of online 
research to offline purchase? 
10 
Source: Google study of ROPO at Vodafone .de
Technique: Path analysis in analytics 
Recommendation: Use forward and reverse path analysis in Google Analytics 
11
Technique: Multichannel Personas 
12 
For each persona define preferences for: 
 Platforms 
(web, email, mobile) 
 Platform usage (hours) 
 Content consumption: 
General site types & 
category-specific 
 Social media - content 
creation & participation 
 Search behaviour 
 Trusted brands 
www.dulux.co.uk 
Customer persona toolkit: http://bit.ly/smartpersonas
Part 2. Managing customer experiences 
13 
Source: CXM As defined by Forrester in 2011
CXM = effective brand customer 
14 
communications 
“Right Touching” is: 
A Multi-channel Communications Strategy 
Customised for Individual Prospects and Customers 
Which… 
Delivers the Right Value Proposition 
Accompanied by the Right Message 
With the Right Tone 
At the Right Time 
With the Right Frequency and Interval 
Using the Right Media / Communications channels 
To achieve… 
The right balance of value between both parties 
Source: Dave Chaffey (2005-2012): 
Digital Marketing Strategy: Implementation and Practice
Do you have a person 
or team RESPONSIBLE 
15 
FOR CXM? 
 Vote!
16
17 
Qualitative Customer feedback 
tools http://bit.ly/smartfeedback 
HiPPO support tool = www.usertesting.com and www.whatusersdo.com 
Example: https://www.youtube.com/watch?v=2Xuc7Ok7nEw#t=33
Recommendation: Use hurdle rates and RFM to assess experience 
18
Part 3. Improving customer experiences 
19 
View Clip
20
21 
Tools: http://bit.ly/smartpersonalisation
Ecommerce Design Bible 22
23 Source: Simple Usability benchmark
24
Email 
marketing 
should be 
integrated 
too! 
:Halfords case study 
25
The power or journey (Re)targeting 
26
How do your experiences compare? 
27 
See : http://bit.ly/smartexperience
Let’s Connect! Questions & discussion welcome 
SmartInsights.com:: Plan | Manage | Optimize 
Presentation download : http://bit.ly/smartexperience 
Free, Basic member tools 
28 
 Sample planning templates 
 Planning infographics 
www.smartinsights.com/membership 
Premium, Expert member learning 
 7 Step Guides to all digital marketing 
 Online courses 
 DIY Planning and optimisation templates in 
Word, Excel and Powerpoint 
 www.smartinsights.com/membership/expert-member- 
reasons 
uk.linkedin.com/in/davechaffey 
www.facebook.com/davechaffey 
www.twitter.com/DaveChaffey 
https://plus.google.com/+DaveChaffeyUK/

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Improving Online Experiences - The Customer Journey Report 2014

  • 1. The Customer Journey Report 2014 Practical Techniques for Managing CXM Dr Dave Chaffey, CEO, SmartInsights.com Download: http://bit.ly/smartexperience 1
  • 2. 2 About Dave About Dave Chaffey • Author of 5 bestselling marketing books • Editor of SmartInsights.com - a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.
  • 3. Real-world customer journeys? 3 Larger version Larger version
  • 4. Part 1. Understanding customer experience 4 Source: Online marketplace mapping
  • 5. 5 Source: Ogilvy, TNS and Google Path to Purpose July 2014
  • 6. Making the experience human 6 View clips
  • 7. 7 Source: Customer Journeys report Active Research: iPerceptions/4Q
  • 8. Technique: Customer journey mapping 8 Source: Smart Insights Persona Toolkit
  • 9. 9 Source: Millward Brown/Compete
  • 10. Remembering: The importance of online research to offline purchase? 10 Source: Google study of ROPO at Vodafone .de
  • 11. Technique: Path analysis in analytics Recommendation: Use forward and reverse path analysis in Google Analytics 11
  • 12. Technique: Multichannel Personas 12 For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.uk Customer persona toolkit: http://bit.ly/smartpersonas
  • 13. Part 2. Managing customer experiences 13 Source: CXM As defined by Forrester in 2011
  • 14. CXM = effective brand customer 14 communications “Right Touching” is: A Multi-channel Communications Strategy Customised for Individual Prospects and Customers Which… Delivers the Right Value Proposition Accompanied by the Right Message With the Right Tone At the Right Time With the Right Frequency and Interval Using the Right Media / Communications channels To achieve… The right balance of value between both parties Source: Dave Chaffey (2005-2012): Digital Marketing Strategy: Implementation and Practice
  • 15. Do you have a person or team RESPONSIBLE 15 FOR CXM?  Vote!
  • 16. 16
  • 17. 17 Qualitative Customer feedback tools http://bit.ly/smartfeedback HiPPO support tool = www.usertesting.com and www.whatusersdo.com Example: https://www.youtube.com/watch?v=2Xuc7Ok7nEw#t=33
  • 18. Recommendation: Use hurdle rates and RFM to assess experience 18
  • 19. Part 3. Improving customer experiences 19 View Clip
  • 20. 20
  • 23. 23 Source: Simple Usability benchmark
  • 24. 24
  • 25. Email marketing should be integrated too! :Halfords case study 25
  • 26. The power or journey (Re)targeting 26
  • 27. How do your experiences compare? 27 See : http://bit.ly/smartexperience
  • 28. Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Presentation download : http://bit.ly/smartexperience Free, Basic member tools 28  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guides to all digital marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert-member- reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

Editor's Notes

  1. Fantastic interest in CXM – good to see = CXM matters
  2. Source: Path to Purchase Generation C: C = Content, Control. See: http://trendwatching.com/trends/GENERATION_C.htm