Customer engagement and ecommerce

Edo-Jan Meijer
UNIT4 Design Center
12th Januari 2015
Customer Engagement
in ecommerce

pagina 2/49Edo-Jan Meijer; UNIT4 Design Center
EDO-JAN MEIJER
 Creative Manager Design Center
 Ecommerce strategist
linkedin.com/in/edojan
@edojan

Traffic jam for miles, and
we just started...

Land slides, gravel roads
and steep cliffs :-S

New situations

Learn from each other,
new ideas

Challenges

When trouble arises and
things look bad...

Pema became my
shadow

Soul mates

My relationship with Pema

MY RELATIONSHIP WITH PEMA
In mijn hart
Hij was er altijd en stond klaar voor me. Ik wist dat hij zich
verantwoordelijk voelde. Hij is een nu van mijn allerbeste vrienden.
Integer
Problemen worden direct opgelost.
Hij is er voor me als het nodig is.
Tots
We kennen elkaar in korte tijd goed. Ik vertrouw hem, hij
vertrouwt mij. Ben er trots op dat hij mijn gids is!
Vertrouwen
Hij heeft mijn vertrouwen gewonnen, we zijn op
de plaats van bestemming aangekomen.
Unknown
Who is this guy, can I trust him?

In mijn hart
Integer
Problemen worden direct opgelost.
Hij is er voor me als het nodig is.
Tots
Unknown
Trust
He has won my trust, we arrived at the place of
destination.

In mijn hart
Tots
Thankful
Problems are solved immediately.
He is there for me when needed.
Unknown
Trust
destination.

In mijn hart
Thankful
Proud
We know each other well in a short time. I trust him, he
trusts me. I am proud he is my guide.
Unknown
Trust
destination.

In my heart
He was always there to help me. I knew he felt responsible.
He become a friend for life.
Thankful
Proud
We know each other well in a short time. I trust him, he
trusts me. I am proud he is my guide.
Unknown
Trust
destination.

What if... Pema was a retailer?

CUSTOMER ENGAGEMENT
New
I want to know if I can trust this company

CUSTOMER ENGAGEMENT
Passie - Ambassadeur
Kan me niet voorstellen dat er een wereld bestaat zonder…
Perfect bedrijf voor mensen zoals ik, Iedereen moet dit weten
Integer - Betrokkene
Problemen worden eerlijk opgelost
Ik wordt altijd eerlijk behandeld, dat ga ik delen.
Tots - Fan
Ik word met respect behandeld.
Ik ben trots om klant te zijn en draag dit uit.
New
Loyal
I'm quite satisfied
Probably I'll come back and I recommend this
company

CUSTOMER ENGAGEMENT
Tots - Fan
Ik word met respect behandeld.
Ik ben trots om klant te zijn en draag dit uit.
Engaged
Problems are resolved fairly
I am always treated fairly, that I'm going to share.
New
Loyal
I'm quite satisfied
company

CUSTOMER ENGAGEMENT
Engaged
Fan
I am treated with respect.
I am proud to be a customer and wear this out.
New
Loyal
I'm quite satisfied
company

CUSTOMER ENGAGEMENT
Ambassador
Can not imagine a world exists without ...
Perfect for business people like me. Everyone should know this
Engaged
Fan
New
Loyal
I'm quite satisfied
company

How to ‘engage’ a customer?

Case Monique

DEFINE PERSONAS
1
Name Monique Active
Sexe Female
Age 34
City Utrecht
Relation Married, no kids
Income Twice the average
Education High school
Function Finance Officer: NGO
Internet Good and positive
My name is Monique
I am married for 3.5 jaar with Joost. We do what we
love. Both of us are curious people.
As employee of an international NGO, I’m often
brought in contact with new cultures and countries.
Together with Joost I make a world trip every other
year. We see a lot of the planet.
During my travels I make lots of photos. Sometime I
can use them in my daily work. I use it as content on
the NGO’s website, but can also it in brochures, flyers
and calenders.
Worries
I want to be sure that all my
equipements works just fine on a
trip. Most likely it is a ‘once a life
time opportunity’ when I’m visiting
a country.
I don’t want to be encountered
with broken material, insufficient
memory or whatsoever.
I want to be sure.
Wannabe
adventurer

FIND THE CUSTOMER JOURNEY
Wish
Google
Social media
Visit Websites
Downloaden information
Ask questions in soc media
Ask experts
Define needs and opportunities
Sharpen
Make choises
Visit a photo shop
Purchase
Make photos
Select and edit photos
Use photos
Evaluate

PEMAPICS KNOWS WHAT TO OFFER
traditional advertising
Google Adwords
Listen, advertise
Responding to click behavior
Gather email adresses
Dialogue
Expert talks
Support
Email reminders
Offer tools
Tips and tricks
Use photos
Customer care
Loyality
Upp-, cross-sell
Wish
Google
Social media
Visit Websites
Downloaden information
Ask questions in soc media
Ask experts
Define needs and opportunities
Sharpen
Make choises
Visit a photo shop
Purchase
Make photos
Select and edit photos
Use photos
Evaluate

SUMMARY: CUSTOMER ENGAGEMENT
1. Define personas: make the primairy target audience real:
2. Add customer journeys to the personas (the happy flow);
3. Find passion points in the customer journey;
4. Be as relevant and reachable as possible on those moments;
5. Plot moments with gaps during the customer journey, find a way to
stay connected;
6. Introduce service elements that strengthen the relationship with your
customer;
7. Remember the (online) behaviour of your customer, learn from
the behaviour and adjust your communication when needed.

Customer engagement in a
e-commerce strategy

Come in Look Approve Choose Buy Come again
Interest Orientation Informer Decide Execute Evaluate
Ecommerce =
The use of online resources to run through a purchase process
PURCHASE PROCESS

ONLINE
OFFLINE
Come in Look Approve Choose Buy Come back
CLICKS & BRICKS
Come in Look Approve Choose Buy Come back

WHAT DOES MONIQUE CARRY DURING A TRIP?
Camera
Wide angle
Tele
Bag pack
Cleaning
Hoods
Shoulder
belt
Grey card
Manuals
Memory
Batteries
Chargers
and
Cables
Filters
Flash
Tripod LaptopSelf
timer

ON- OFFLINE CONVERSION (MONIQUE)
Type Product Come Look Approve Choose Buy Come back
Simple
products
without
manual
• Memory
• USB sticks
• Adapter
• Cables
• Filters
Simple
products
with simple
manual
• Rechargers
• Photo bags
• Tripods
• Books
• DVDs
• Clothing
Complex
products,
explanation
needed
• Flashes
• Memory
• GPS
• Bodies
Complexe
products,
with emotion,
explanation
needed
• Camera
• Lenses
• Video
• Tablets
• Latops

Simple
products
without
manual
• Memory
• USB sticks
• Adapter
• Cables
• Filters
Simple
products
with simple
manual
• Rechargers
• Photo bags
• Tripods
• Books
• DVDs
• Clothing
Complex
products,
explanation
needed
• Flashes
• Memory
• GPS
• Bodies
Complexe
products,
with emotion,
explanation
needed
• Camera
• Lenses
• Video
• Tablets
• Latops

Simple
products
without
manual
• Memory
• USB sticks
• Adapter
• Cables
• Filters
Simple
products
with simple
manual
• Rechargers
• Photo bags
• Tripods
• Books
• DVDs
• Clothing
Complex
products,
explanation
needed
• Flashes
• Memory
• GPS
• Bodies
Complex
products,
with emotion,
explanation
needed
• Camera
• Lenses
• Video
• Tablets
• Latops

SUMMARY PURCHASE PROCESS
1. The purchase process is the fundament of ecommerce;
2. If you do not facilitate a customer during a purchase process, the
solution can not be solid and therefore can not be effective;
3. Persuade the customer to convert to the next step in the purchase
proces; Clicks OR Bricks!
4. Adjust the site, shop and social media by making use of the individual
behaviour of your customer. Both logically and natural;
5. Divide your product range based on personas;
6. Involve local expressions, such as social media, email marketing, and
search engine marketing/optimization.

In summary

Come (again)
Look
ApproveChoose
Buy
PURCHASE PROCESS

Ambassador
Engaged
Fan
New
Loyal
CUSTOMER ENGAGEMENT

2) Customer journey
3) Customer
engagement
1) Purchase process
consumer

Conclusion

CONCLUSIE
• A strong bond with your audience leads to:
• Brand awareness;
• New visitors;
• Brand Preferences;
• More repeat visits;
• Increased revenue;
• When a visitor is known, you can enter a
relevant dialogue with him;
• The better you know what the individual
visitor behavior of a customer is, the more
relevant you can anticipate on that
behavior. (behavioral targeting)

HOW TO DO THAT?
1. Use the purchase process model to define ecommerce;
2. Find out who your target audiences are and make solid personas;
3. Add customer journeys to personas;
4. Follow your customer from the first needs, facilitate, start a dialogue,
reward and anticipate on their behavior;
5. Provide the relationship with relevant content during the customer
journey;
6. Always stay in touch with your customers by using email, social
media, SEM, advertisement. Make content easy to share;
7. Think big, but start manageable. Phase by phase.

Good luck!

Customer engagement and ecommerce

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