The Perfect Journey

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The presentation discusses customer experience journey across multiple channels.

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The Perfect Journey

  1. 1. [  The  perfect  journey  ]   A  customer  experience  journey   across  mul3ple  channels  
  2. 2. [  Customer  experience  journey  ]   Reten3on   Customer  Profile   Prospect   Customer   -­‐12   -­‐11   -­‐10   -­‐9   -­‐8   -­‐7   -­‐6   -­‐5   -­‐4   -­‐3   -­‐2   -­‐1   0   1   2   3   4   5   6   7   8   9   10   11   12   Considera3on   Visitor  Behaviour   Weeks  14/11/12   ©  Datalicious  Pty  Ltd   2  
  3. 3. [  Customer  experience  journey  ]  1.  Awareness  and  considera3on  2.  Research  and  inten3on  3.  Purchase  and  delivery  4.  Adop3on,  usage  and  service  5.  Reten3on  or  re-­‐sell,  cross-­‐sell,  up-­‐sell  14/11/12   ©  Datalicious  Pty  Ltd   3  
  4. 4. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Research  and  inten;on  ]  14/11/12   ©  Datalicious  Pty  Ltd   4  
  5. 5. The  journey  starts  with  being  found   14/11/12   ©  Datalicious  Pty  Ltd   5  
  6. 6. [  New  consumer  decision  journey  ]   From  linear   Paid  and  organic   search  presence   during  the  extended   research  phase  even   more  important   To  circular  14/11/12   ©  Datalicious  Pty  Ltd   6  
  7. 7. Make  landing  pages  relevant  (to  search  terms)   14/11/12   ©  Datalicious  Pty  Ltd   7  
  8. 8. [  Addi;onal  targe;ng  parameters  ]  14/11/12   ©  Datalicious  Pty  Ltd   8  
  9. 9. Customize  off-­‐page  content  as  well   14/11/12   ©  Datalicious  Pty  Ltd   9  
  10. 10. Change  content  for  repeat  visitors  14/11/12   ©  Datalicious  Pty  Ltd   10  
  11. 11. [  Affinity  targe;ng  in  ac;on  ]   Different  types  of     visitors  respond  to     different  ads.  By   using  category   affinity  targe3ng,     response  rates  are     liSed  significantly     across  products.   Click-­‐Through  Rate  By  Category  Affinity   Message   Postpay   Prepay   Broadb.   Business   Blackberry  Bold   - - - + 5GB  Mobile  Broadband   - - + - Blackberry  Storm   + - + + 12  Month  Caps   - + - +14/11/12   ©  Datalicious  Pty  Ltd   11  
  12. 12. The  journey  con;nues  away  from  your  site   14/11/12   ©  Datalicious  Pty  Ltd   12  
  13. 13. Make  these  places  part  of  the  experience  14/11/12   ©  Datalicious  Pty  Ltd   13  
  14. 14. Don’t  get  carried  away  by  the  noise   14/11/12   ©  Datalicious  Pty  Ltd   14  
  15. 15. Find  the  right  communi;es  for  your  audience   14/11/12   ©  Datalicious  Pty  Ltd   15  
  16. 16. Ac;vely  engage  prospects  and  draw  them  in   14/11/12   ©  Datalicious  Pty  Ltd   16  
  17. 17. Close  the  deal,  always  try  to  ID  them   14/11/12   ©  Datalicious  Pty  Ltd   17  
  18. 18. [  Mul;ply  iden;fica;on  points  ]   Probability  of  iden3fica3on  through  cookie  140%  120%  100%   80%   60%   40%   Iden3fying  people  online  once  is  not  enough,     20%   you  have  to  keep  re-­‐iden3fying  them  con3nuously  at     every  opportunity  or  even  create  addi3onal  opportuni3es   0%   0   4   8   12   16   20   24   28   32   36   40   44   48   Weeks  14/11/12   ©  Datalicious  Pty  Ltd   18  
  19. 19. [  Maximise  profiling  data  ]   website   data   campaign   customer   data   data  14/11/12   ©  Datalicious  Pty  Ltd   19  
  20. 20. Build  profiles  across  brands  in  your  company   14/11/12   ©  Datalicious  Pty  Ltd   20  
  21. 21. [  Extended  targe;ng  plaRorm  ]   Publishers   SMH,  NineMsn,  etc   Publishers     Partners     Pirelli,  Blaupunkt,  etc   Partners     Network     Audi,  Volkswagen   Network     Brand     Audi   Brand  14/11/12   ©  Datalicious  Pty  Ltd   21  
  22. 22. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Purchase  and  delivery  ]  14/11/12   ©  Datalicious  Pty  Ltd   22  
  23. 23. Retail  is  a  key  part  of  the  experience   14/11/12   ©  Datalicious  Pty  Ltd   23  
  24. 24. Connect  offline  with  online  profiles     14/11/12   ©  Datalicious  Pty  Ltd   24  
  25. 25. Surveys  and  emails  are  just  one  way   14/11/12   ©  Datalicious  Pty  Ltd   25  
  26. 26. Tracking  shipments  is  another  way  14/11/12   ©  Datalicious  Pty  Ltd   26  
  27. 27. Be  crea;ve,  add  value  and  connect  online  to  offline   14/11/12   ©  Datalicious  Pty  Ltd   27  
  28. 28. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Adop;on,  usage  and  service  ]  14/11/12   ©  Datalicious  Pty  Ltd   28  
  29. 29. Communi;es  are  not  just  for  acquisi;on   14/11/12   ©  Datalicious  Pty  Ltd   29  
  30. 30. Talk  to  your  customers  aWer  the  purchase   14/11/12   ©  Datalicious  Pty  Ltd   30  
  31. 31. Offer  them  services  that  s;mulate  usage   14/11/12   ©  Datalicious  Pty  Ltd   31  
  32. 32. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Re-­‐sell,  cross-­‐sell  or  up-­‐sell  ]  14/11/12   ©  Datalicious  Pty  Ltd   32  
  33. 33. Don’t  send  me  prices,  send  me  exci;ng  offers   14/11/12   ©  Datalicious  Pty  Ltd   33  
  34. 34. Great  experiences  leave  las;ng  impressions     14/11/12   ©  Datalicious  Pty  Ltd   34  
  35. 35. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Summary  ]  14/11/12   ©  Datalicious  Pty  Ltd   35  
  36. 36. Customer  profiling  at  all  touch  points   14/11/12   ©  Datalicious  Pty  Ltd   36  
  37. 37. Be  smart  about  your  targe;ng     14/11/12   ©  Datalicious  Pty  Ltd   37  
  38. 38. The  whole  experience  counts   hZp://www.youtube.com/watch?v=7sWPHKU1XZU     14/11/12   ©  Datalicious  Pty  Ltd   38  
  39. 39. [  A  few  good  examples  ]  §  Fiat  online  car  customiza3on  compe33on  §  Audi  le_ers  about  key  staff  changes  §  Watch  your  Bentley  being  build  §  Free  car  washes  from  Holden  §  Porsche  ad  with  young  boy  14/11/12   ©  Datalicious  Pty  Ltd   39  
  40. 40. Ques;ons   Chris3an  Bartens   cbartens@datalicious.com     Updates   twi_er.com/datalicious   blog.datalicious.com    14/11/12   ©  Datalicious  Pty  Ltd   40  
  41. 41. 14/11/12   ©  Datalicious  Pty  Ltd   41  

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