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Brand Experience Business Design




Focus on
customer.
             © Taivas Business Design
Brand Experience Service Brand




People to people.
   Every contact to the customer builds the brand experience
        ...
Buying Behavior Desicion Making Mystery




Activation / Brand options / Browsing / Configuring / Decision / Purchase / Pos...
Brand Experience Organisation Approach


Callcenter   Web    Editorial         Retail Advertising   Wom   Mobile




    Y...
Buying Behavior Revealing Influence and Choices




Activation / Brand options / Browsing / Configuring / Decision / Purchas...
Master the Purchase Journey Increase Sales

                Channel 1   Channel 2   Channel 3      Channel 4              ...
Brand Experience Across All Channels


Personal interactions

      Web

 Advertising
                                    ...
Brand Experience Across All Channels




The brand is a sum of everything it does –
tangible or intangible. In service bus...
Who? Why?
Where? What?
    Actionable insights




         © Taivas Business Design
Influence Customer Journey




       © Taivas Business Design
Influence Customer Journey




       © Taivas Business Design
Decision Making Process Stage by Stage


                                             Who?
        Customer segments by mo...
Current Customer Journey Dashboarding

Primary motivation (ALL):                 BRAND activation:                        ...
Brand Experience Designing Value




Business
Design.
            © Taivas Business Design
Brand Experience Designing Value




 Relevance =                             2
generosity x ½
      Tash Whitmey, EHS Bra...
Brand Experience Designing Value




                                                       PULL


Relationship



       ...
Brand Experience Designing Value




                                                        Solution
                    ...
Brand Experience Designing Value




                                                     ll
                             ...
Brand Experience Designing Value

 Company                    Collaboration                 Customer behavior
Business dri...
Brand Experience Designing Value



             Scalability, flexibility, productability, motivation

              Compan...
Brand Experience Recipe for Success




   A unique o er
   and a superior
      service.
Service is the key di erentiator...
Brand Experience Business Design




One brand, one
 experience.
               © Taivas Business Design
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Business Design

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Approach on how concrete data and feedback advice business and value design.

Business Design

  1. 1. Brand Experience Business Design Focus on customer. © Taivas Business Design
  2. 2. Brand Experience Service Brand People to people. Every contact to the customer builds the brand experience just as much as all communication – if not more. © Taivas Business Design
  3. 3. Buying Behavior Desicion Making Mystery Activation / Brand options / Browsing / Configuring / Decision / Purchase / Post purchase © Taivas Business Design
  4. 4. Brand Experience Organisation Approach Callcenter Web Editorial Retail Advertising Wom Mobile Yet most companies develop their sales channels independently. © Taivas Business Design
  5. 5. Buying Behavior Revealing Influence and Choices Activation / Brand options / Browsing / Configuring / Decision / Purchase / Post purchase Influence © Taivas Business Design
  6. 6. Master the Purchase Journey Increase Sales Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Channel 6 Channel 7 Callcenter Web Editorial Retail Advertising Wom Mobile Step 1 Activation Step 2 Browsing Step 3 Configuring Step 4 Desiding Step 5 Purchasing To meet the needs of independent consumers their cross-channel purchase journey must be allowed and mastered. © Taivas Business Design
  7. 7. Brand Experience Across All Channels Personal interactions Web Advertising One brand, one Print experience Events TV Environments © Taivas Business Design
  8. 8. Brand Experience Across All Channels The brand is a sum of everything it does – tangible or intangible. In service business the intangible is the key to everything. The role of communications to make us the most known and most wanted in the market. However, the real “moment of truth” is the service experience we deliver. © Taivas Business Design
  9. 9. Who? Why? Where? What? Actionable insights © Taivas Business Design
  10. 10. Influence Customer Journey © Taivas Business Design
  11. 11. Influence Customer Journey © Taivas Business Design
  12. 12. Decision Making Process Stage by Stage Who? Customer segments by motivation, service or product category, location... Why? What drivers customers have? What they need? Why do they use certain channel? What tasks are they trying to solve? Why customer’s choose your o ering and why they choose to drop it out? Where? Where customers are looking for information, service, support, answers? Where can you influence them and help them buy and choose your solution? Where does your service meet customer’s expectations, where it doesn’t? Where do you lose customers? What? What Customers are doing? What are their expectations? What are they looking for? What can you do about it? Answers to these questions guide all development © Taivas Business Design
  13. 13. Current Customer Journey Dashboarding Primary motivation (ALL): BRAND activation: Preference SOLD: Preference LOST: Alternatives ALL: 1. Motive A 40% 1. Advertising campaign 40% 1. None 40% 1. None 30% 1. Brand A 40% 2. Motive B 20% 2. Brand website 20% 2. Brand 20% 2. Brand A 35% 2. Brand B 20% 3. Personal service 20% 3. Competitor hunter calls 20% 3. Brand B 20% 3. Brand 20% 3. Brand 20% 4. Was failed by previous Brand 20% 4. Friends advice 20% 4. Brand C 20% 4. Brand B 15% 4. Other 20% Cross channel customer journey CC (IN/OUT) WEB ADS & DM BRANCH WOM Customer’s weight: 15% weight: 35% weight: 2% weight: 45% weigh:t 3% Drop rate task BROWSING participation 89% 70 % 20 % 10 % 10 % looking for… 15 % 10 % 15 % 10 % 15 % 10 % SUPPORT participation 70% 25 % 40 % 25 % 50 % needed help with… 15 % 10 % 15 % 10 % 15 % 10 % DECIDING participation 30% 5% 20 % 10 % 35 % decision was supported by… 15 % 10 % 15 % 10 % 15 % 10 % BUYING 37 % 43 % 20 % 5% most importantly… 15 % 10 % 15 % 10 % 15 % 10 % Using Win / Lose reasons Competition dynamics Conversion Post purchase experience: Reasons for winning: 2nd best brands (WON): WON (no preference) 15% 1. Good 40% 1. Customer service 40% 1. Brand B 40% WON (preferred other) 10% 2. Neutral 20% 2. Brand trust 20% 2. Brand A 20% KEPT (preferred Brand) 40% 3. Negative 20% 3. Not available by competitors 20% 3. None 20% LOST (preferred Brand) 35% Recommendation: Reasons for losing: 2nd best brands (LOST): 1. Has recommended 25% 1. Perception of Brand 40% 1. Brand B 40% 2. Would recommend 60% 2. Competitors actions xxxx 20% 2. Brand A 20% 3. Would not recommend 15% 3. Pricing structure 3. None 20%
  14. 14. Brand Experience Designing Value Business Design. © Taivas Business Design
  15. 15. Brand Experience Designing Value Relevance = 2 generosity x ½ Tash Whitmey, EHS Brann Tesco’s Clubcard Philosophy © Taivas Business Design
  16. 16. Brand Experience Designing Value PULL Relationship PUSH Relevancy © Taivas Business Design
  17. 17. Brand Experience Designing Value Solution to customer’s need Relationship Commodity Relevancy © Taivas Business Design
  18. 18. Brand Experience Designing Value ll Pu To Company Customers sh Pu From Thin interface – relevance – emotion – relationship © Taivas Business Design
  19. 19. Brand Experience Designing Value Company Collaboration Customer behavior Business drivers Behaviour drivers THIS IS ME, PUSH A PERSON PULL Relevancy Interaction: Person to Person Strategy Contact Center Motives Operations Mass customisation Intentions Channels Open innovation Drivers O ering Co-creation Needs Peer support Dialogue Social media Tasks, expectations, role in life © Taivas Business Design
  20. 20. Brand Experience Designing Value Scalability, flexibility, productability, motivation Company, organization and procedures Awareness Reputation Targets and Preference Image Business Design KPI-meters Markets Catalyst Customer experience of the brand Value, personality, respect, commitment, recommendation © Taivas Business Design
  21. 21. Brand Experience Recipe for Success A unique o er and a superior service. Service is the key di erentiator and a source of competitive advantage. © Taivas Business Design
  22. 22. Brand Experience Business Design One brand, one experience. © Taivas Business Design

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