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WARC Path to purchase Insights keynote presentation

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This is my presentation 30.7.2014 at WARC Webinar. Path-to-purchase Insights. I've added descriptive text to slides along with links to my blogtexts and other sources for more information in Slideshare and http://www.futurecmo.org. Enjoy!

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WARC Path to purchase Insights keynote presentation

  1. 1. Toni Keskinen, CEO Future CMO – Catalyst for Growth Toni.keskinen@futurecmo.org +358 50 5522276 http://www.futurecmo.org WARC WEBINAR Customer’s Path to purchase
  2. 2. 8/2/2014 2
  3. 3. 8/2/2014
  4. 4. Behavioral Economics & Choice Architechture..
  5. 5. Design for most important behavioral patterns & preferences =High conversion & Channel Efficiency Bad design = customers will find their own shortcuts and find their way without your influence © FutureCMO.org
  6. 6. IBIZA YLIHÄRMÄ ROME VENICE LAS VEGAS NEW YORK BRAND AS A ROADSIGN © FutureCMO.org
  7. 7. Brand as a platform Choose & Buy Initiation Use (or deliver service) Loyalty Brand health Prompt concious consideration (Non- commercial and commercial reasons) Context Frequency Volume Customer value Value-in-use Etc. New need Re-purchase Discontinuity Competitor actions Attrition/ Winback Re-consideration Kept Won Lost AttritionDon’t even consider the brand Awareness TOM Liking Preference Image Cross-channel search, learning and consideration process. Purchase/ transaction Customer journey PATH TO PURCHASE CUSTOMER RELATIONSHIP © FutureCMO.org MORE: http://futurecmo.org/2013/08/29/hbr-the-truth-about-customer-experience/ http://futurecmo.org/2012/10/21/customer-decision-making-journey-flow/
  8. 8. CUSTOMER’S CROSS-CHANNEL PATH TO PURCHASE Channel 1: Customer Service Channel 2: Internet Channel 3: Media/PR Channel 4: Store Channel 5: Advertising g Channel 6: WOM Stage 1: INITIATION Stage 2: LEARNING Stage 3: CHOOSING Stage 4: DECISION Stage 5: PURCHASE © FutureCMO.org MORE: http://futurecmo.org/2013/06/08/choosing-and-buying-cross-channel-influence/
  9. 9. CUSTOMER’S VIEW TO THE PROCESS HABIT, IMPULSE ( NO SEARCH) LEARNING NEW PATH (CONTEXTUAL SEARCH)) PRE-DETERMINED OPTIONS (SEARCH FOR BRANDS) © FutureCMO.org
  10. 10. 0% 100% 100% 100% Customer journey dynamics -Activity / decision weight & intensity INSENSITY 3i = Interest, involvement, investment Profit margin % +++ Profit margin % --- BUYERSELLER Active partyActive party © FutureCMO.org
  11. 11. 0% 100% Timeshares Customer journey dynamics -Activity / decision weight & intensity 100% 100% BUYERSELLER Active partyActive party Profit margin % +++ Profit margin % --- INSENSITY 3i = Interest, involvement, investment © FutureCMO.org
  12. 12. 0% 100% 100% 100% Customer journey dynamics -Activity / decision weight & intensity INSENSITY 3i = Interest, involvement, investment BUYERSELLER Active partyActive party © FutureCMO.org Potential customer Passive sales target Current customer now Skeptic. Pays attention, but is Waiting for a contact. Passive Current customer goal Active partnership
  13. 13. The challenge = organizational silos 8/2/2014 Need, attitude Awareness Learning & comparison Decision Transaction Loyalty? Recommendations? A I D A CRM MARKETING SALES RETAIL ONLINE SERVICES CUSTOMER SERVICE AFTER SALES CRM INVOICING © FutureCMO.org
  14. 14. (CORPORATE) MORE: http://www.slideshare.net/ToniKeskinen/intelligent-company
  15. 15. Business Dynamics Score= Channel performance measurement Original preference 42% Preferred competitor 28% No preference 30% Kept 95% Lost 5% Won 70% Lost 20% Won 88% Lost 12% Won +46% Kept +40% Lost -14% © FutureCMO.org
  16. 16. 1. Data analysis & profiling about who the customers are 2. Map and analyze: Understanding the customer’s journey and company’s organisational practices, roles, responsibilities, data and IT capabilities across customer journey 3. eg. Customer’s holiday journey: Company’s operations & infra: 4. Service designing & -blueprinting the desired outcome and development. Define KPI’s in the design process! 5. Test, test, test, learn and improve continuously Design process 8/2/2014© FutureCMO.org
  17. 17. • Understand the entire customer experience from customer’s view including your competitors influence • Tear down organizational silos and organize for better experience • Define meaningful KPI’s across customer interfaces & journey and deliver the results to everyone involved • Test, test, test and LEARN • Automate for more proactive and caring experience Takeaways 8/2/2014 © FutureCMO.org
  18. 18. Introducing Founder & CEO Toni Keskinen 8/2/2014
  19. 19. Toni Keskinen is a recognized Author & Blogger 8/2/2014 2000, Digital Business 2001, Mobile marketing handbook 2013, The Customer Journey – from Product Centricity to Symbiosis Strategy Blog: http://www.futurecmo.org
  20. 20. ..also internationally Admap Best practice article: Mapping the consumer journey 8/2/2014
  21. 21. Client testimonial 8/2/2014 “You work like a doctor performing a balloon inflation surgery. You get your client’s corporate body’s blood and oxygen flow again.” Veli-Pekka Ääri, CMO, SOK SOK is the number one retail group in Finland, +12Billion € in turnover
  22. 22. Some endorsements for Toni Keskinen 8/2/2014
  23. 23. 8/2/2014 Some endorsements for Toni Keskinen
  24. 24. Thank you! contact: Toni.keskinen@futurecmo.org +358 50 55222 76 Twitter @Toni_Keskinen http://www.futurecmo.org http://fi.linkedin.com/in/tonikeskinen/ 8/2/2014

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