Decoding Digital Week 3: Understanding Your Customer

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In week three we focus on the customer. Any organisation with a successful digital strategy needs to have a clear understanding of who their customer is and how they interact with their brand throughout the entire purchase journey.

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  • WE also want your views, your experience, how you solve problems using ICT
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  • Decoding Digital Week 3: Understanding Your Customer

    1. 1. Decoding Digital Week Three: Understanding Your Customer 1www.symphony3.com
    2. 2. How to engage with us by webinar We want you to get the most out of the program by asking questions, giving your feedback, telling us your stories and participating in opinion polls. • Chat box – How to communicate with the chat box • Polls – How to participate with polls • Twitter – We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic www.symphony3.com 2
    3. 3. Where to contact us - #DigitalVic • We will be answering questions every Friday via YouTube/Twitter/Google Hangouts • Tweet us directly @Symphony3Think or use #DigitalVic in your tweet (not case sensitive!) • Post questions on Facebook: – Business Victoria page – Symphony3 Page www.symphony3.com 3
    4. 4. Webinar Schedule Week One: Digital Leadership (May 7) Week Two: Building the right digital foundations (May 14) Week Three: Understanding your customer (May 21) Week Four: How to generate brand awareness and position your products and services evaluation (May 28) Week Five: Ecommerce – making it easy for your customers to buy online (June 4) Week Six: How to support your customers online (June 11) Week Seven: How to engage your customers and create loyal advocates (June 18) Week Eight: Tying it all together – Developing your digital strategy(June 25) www.symphony3.com 4
    5. 5. Today’s Session: Understanding your customer 1. Why do we need to learn more about our customer? 2. Creating your customer personas 3. The customer journey 4. Implications of the customer journey 5. The multi-screen customer 6. Top 5 takeaways & homework www.symphony3.com 5
    6. 6. Why we need to know more… • Different demographics interact differently to each other online • Customers expect to be serviced where and how it suits them • In order to provide the best service to your customer, you need to understand who they are and how they interact with brands online www.symphony3.com 6
    7. 7. Customer Persona Worksheet • Help define one or more customer groups who interact differently with your brand online • Detail matters! • http://www.business.vic.gov.au/__data/a ssets/pdf_file/0007/94309/Customer- persona-new.pdf www.symphony3.com 7
    8. 8. Personas www.symphony3.com 8
    9. 9. Persona and Customer Journey www.symphony3.com 9
    10. 10. Customer Persona Worksheet www.symphony3.com 10
    11. 11. Customer Persona Worksheet www.symphony3.com 11
    12. 12. Customer Persona Worksheet www.symphony3.com 12
    13. 13. Now what? The customer journey. • Once we understand who our customer is – we need to investigate how they interact with our brand • A customer’s relationship can be broken down into multiple stages throughout the purchase process • The ‘customer journey’ should be viewed as an ongoing, cyclical process, broken down into: – Unaware/Aware – Evaluation – Purchase – Implementation – Support – Loyal Advocate • We can provide online support to our customers throughout each of these stages • http://www.business.vic.gov.au/__data/assets/pdf_file/0017/94310/customer-journey.pdf www.symphony3.com 13
    14. 14. • http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html www.symphony3.com 14
    15. 15. The Customer Journey The Green outer box = what the customer does / requires from our brand The Red inner box = how we service the customer at that stage www.symphony3.com 15
    16. 16. Aware/Unaware www.symphony3.com 16 • How does the customer become aware of our brand? • Consider: – Search (SEO) – How will your content gain attention? – Social media (which platforms) – Advertising (which platform, search or display?) – Influencers
    17. 17. Aware/Unaware – Steal Banksy www.symphony3.com 17 https://www.youtube.com/watch?v=w08TVILY2LM
    18. 18. Content that generates awareness Some tips: • How to articles • Lists: Top ten, Three ways, Top five ways to look after your deck • http://www.northjersey.com/news/business/big-retailers-finding-pinterest-draws- shoppers-1.1003884 www.symphony3.com 18
    19. 19. Awareness - SEO Prep for next week • Ask your customers how they would search for your products and services • Use the keyword planner tool https://adwords.google.com/ko/KeywordPlanner/Home • Check your competitor websites www.symphony3.com 19
    20. 20. Evaluate • Consider: – Where they find information on your products/services (website, social media, review sites, partners) – How they access it (mobile, desktop tablet) – How do you reduce perceived risks? (customer reviews, testimonials, video demonstration etc) – How they find more info (live chat, social media, email, phone, comments) – How are your products/services presented and delivered? www.symphony3.com 20
    21. 21. Evaluate www.symphony3.com 21
    22. 22. Evaluation - IKEA www.symphony3.com 22 http://ikea.mcsdh.com/small-space-living/small-space-living.html
    23. 23. Purchase • Consider: – Email prompt – seasonality/repeat purchases – Buy online or in store? – Can customers easily buy on mobile? – Do your online forms and buttons lead to conversions? – How do we reduce perceived purchase risk? www.symphony3.com 23
    24. 24. Purchase – Bronze Snake www.symphony3.com 24
    25. 25. Implement/Install *This may not be a step for some businesses • Consider: – What info does the customer need to ensure implementation works? – How can you interactively help them get more from your product/service? – How can they be kept informed of the process? www.symphony3.com 25
    26. 26. Implement/Install www.symphony3.com 26
    27. 27. Implement – Geofabrics www.symphony3.com 27
    28. 28. Support Consider: • How does a customer contact you with problems/questions? • How quickly will you respond? • How can you make support as easy as possible for the customer? • Can one piece of information serve multiple customers? (e.g. video) • How can you reduce support costs in your business? www.symphony3.com 28
    29. 29. Support - OPSM • Mobile app for DIY eye test • Book an appointment • Find a store www.symphony3.com 29
    30. 30. Support - Teds www.symphony3.com 30
    31. 31. Loyal Advocate Consider: • Where will your customers talk about your product/service? • What are they saying? • Why will they want to share their experience? • How do you encourage them to share their experience? www.symphony3.com 31
    32. 32. Loyal Advocate - 1000 £ Bend www.symphony3.com 32
    33. 33. Loyal Advocate – Trip Adviser www.symphony3.com 33
    34. 34. Importance of Mobile and multi-screening ABS DATA December 2012 June 2013 December 2013 Volume of data downloaded (TB) 13 703 19 636 27 627 www.symphony3.com 34 • Customers will use different devices at different stages of their journey • This is the multi-screen customer • Are you equipped to handle the customer journey on desktop, tablet and mobile? • See Google case studies of multi-screen customers: http://www.google.com.au/think/multiscreen/success.html#award • http://www.somoglobal.com/learn-how-mobile-and-social-converge/
    35. 35. Example www.symphony3.com 35 http://www.google.com.au/think/multiscreen/success.html#award
    36. 36. 1. Developing your customer personas is vital! 2. Map out how your personas interact at each stage of the customer journey (Customer Journey worksheet to be provided in follow-up materials) 3. Highlight differences between your customer’s expectations and what you currently deliver 4. Understand your customers’ use of multi-screening 5. Make a list of required changes Homework • Personas • Customer Journey www.symphony3.com 36 Top 5 Takeaways
    37. 37. Have your say Tweet your questions with the hashtag: #DigitalVic Tweet us at @Symphony3Think Contact us at: https://www.facebook.com/Symphony3 Snapchat us at: Symphony3Think Email us at: decodingdigital@symphony3.com www.symphony3.com 37
    38. 38. Weekly Q&A Every Friday 12:30 – 1pm YouTube / Google Hangout Q&A session Send us your questions before Friday to have them answered! Tweet your questions with the hashtag: #DigitalVic Tweet us: @Symphony3Think Facebook us: https://www.facebook.com/Symphony3 Snapchat us at: Symphony3Think Email us : decodingdigital@symphony3.com www.symphony3.com 38
    39. 39. Next Week: Online Product Awareness & Evaluation Same time next week! Wednesday May 28: 12:30-1:30pm www.symphony3.com 39

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