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Customer engagement and ecommerce

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Customer engagement and ecommerce

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Customer engagement and ecommerce

  1. 1. Edo-Jan Meijer UNIT4 Design Center 12th Januari 2015 Customer Engagement in ecommerce
  2. 2. pagina 2/49Edo-Jan Meijer; UNIT4 Design Center EDO-JAN MEIJER  Creative Manager Design Center  Ecommerce strategist linkedin.com/in/edojan @edojan
  3. 3. pagina 3/49Edo-Jan Meijer; UNIT4 Design Center
  4. 4. pagina 4/49Edo-Jan Meijer; UNIT4 Design Center Traffic jam for miles, and we just started...
  5. 5. pagina 5/49Edo-Jan Meijer; UNIT4 Design Center Land slides, gravel roads and steep cliffs :-S
  6. 6. pagina 6/49Edo-Jan Meijer; UNIT4 Design Center New situations
  7. 7. pagina 7/49Edo-Jan Meijer; UNIT4 Design Center Learn from each other, new ideas
  8. 8. pagina 8/49Edo-Jan Meijer; UNIT4 Design Center Challenges
  9. 9. pagina 9/49Edo-Jan Meijer; UNIT4 Design Center When trouble arises and things look bad...
  10. 10. pagina 10/49Edo-Jan Meijer; UNIT4 Design Center Pema became my shadow
  11. 11. pagina 11/49Edo-Jan Meijer; UNIT4 Design Center Soul mates
  12. 12. pagina 12/49Edo-Jan Meijer; UNIT4 Design Center My relationship with Pema
  13. 13. pagina 13/49Edo-Jan Meijer; UNIT4 Design Center 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?
  14. 14. pagina 14/49Edo-Jan Meijer; UNIT4 Design Center 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! Unknown Who is this guy, can I trust him? Trust He has won my trust, we arrived at the place of destination.
  15. 15. pagina 15/49Edo-Jan Meijer; UNIT4 Design Center 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. Tots We kennen elkaar in korte tijd goed. Ik vertrouw hem, hij vertrouwt mij. Ben er trots op dat hij mijn gids is! Thankful Problems are solved immediately. He is there for me when needed. Unknown Who is this guy, can I trust him? Trust He has won my trust, we arrived at the place of destination.
  16. 16. pagina 16/49Edo-Jan Meijer; UNIT4 Design Center 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. Thankful Problems are solved immediately. He is there for me when needed. Proud We know each other well in a short time. I trust him, he trusts me. I am proud he is my guide. Unknown Who is this guy, can I trust him? Trust He has won my trust, we arrived at the place of destination.
  17. 17. pagina 17/49Edo-Jan Meijer; UNIT4 Design Center MY RELATIONSHIP WITH PEMA In my heart He was always there to help me. I knew he felt responsible. He become a friend for life. Thankful Problems are solved immediately. He is there for me when needed. Proud We know each other well in a short time. I trust him, he trusts me. I am proud he is my guide. Unknown Who is this guy, can I trust him? Trust He has won my trust, we arrived at the place of destination.
  18. 18. pagina 18/49Edo-Jan Meijer; UNIT4 Design Center What if... Pema was a retailer?
  19. 19. pagina 19/49Edo-Jan Meijer; UNIT4 Design Center CUSTOMER ENGAGEMENT New I want to know if I can trust this company
  20. 20. pagina 20/49Edo-Jan Meijer; UNIT4 Design Center 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 I want to know if I can trust this company Loyal I'm quite satisfied Probably I'll come back and I recommend this company
  21. 21. pagina 21/49Edo-Jan Meijer; UNIT4 Design Center CUSTOMER ENGAGEMENT Passie - Ambassadeur Kan me niet voorstellen dat er een wereld bestaat zonder… Perfect bedrijf voor mensen zoals ik, Iedereen moet dit weten 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 I want to know if I can trust this company Loyal I'm quite satisfied Probably I'll come back and I recommend this company
  22. 22. pagina 22/49Edo-Jan Meijer; UNIT4 Design Center CUSTOMER ENGAGEMENT Passie - Ambassadeur Kan me niet voorstellen dat er een wereld bestaat zonder… Perfect bedrijf voor mensen zoals ik, Iedereen moet dit weten Engaged Problems are resolved fairly I am always treated fairly, that I'm going to share. Fan I am treated with respect. I am proud to be a customer and wear this out. New I want to know if I can trust this company Loyal I'm quite satisfied Probably I'll come back and I recommend this company
  23. 23. pagina 23/49Edo-Jan Meijer; UNIT4 Design Center CUSTOMER ENGAGEMENT Ambassador Can not imagine a world exists without ... Perfect for business people like me. Everyone should know this Engaged Problems are resolved fairly I am always treated fairly, that I'm going to share. Fan I am treated with respect. I am proud to be a customer and wear this out. New I want to know if I can trust this company Loyal I'm quite satisfied Probably I'll come back and I recommend this company
  24. 24. pagina 24/49Edo-Jan Meijer; UNIT4 Design Center CUSTOMER ENGAGEMENT Ambassador Can not imagine a world exists without ... Perfect for business people like me. Everyone should know this Engaged Problems are resolved fairly I am always treated fairly, that I'm going to share. Fan I am treated with respect. I am proud to be a customer and wear this out. New I want to know if I can trust this company Loyal I'm quite satisfied Probably I'll come back and I recommend this company
  25. 25. pagina 25/49Edo-Jan Meijer; UNIT4 Design Center How to ‘engage’ a customer?
  26. 26. pagina 26/49Edo-Jan Meijer; UNIT4 Design Center Case Monique
  27. 27. pagina 27/49Edo-Jan Meijer; UNIT4 Design Center 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
  28. 28. pagina 28/49Edo-Jan Meijer; UNIT4 Design Center 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
  29. 29. pagina 29/49Edo-Jan Meijer; UNIT4 Design Center 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
  30. 30. pagina 30/49Edo-Jan Meijer; UNIT4 Design Center 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.
  31. 31. pagina 31/49Edo-Jan Meijer; UNIT4 Design Center Customer engagement in a e-commerce strategy
  32. 32. pagina 32/49Edo-Jan Meijer; UNIT4 Design Center 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
  33. 33. pagina 33/49Edo-Jan Meijer; UNIT4 Design Center ONLINE OFFLINE Come in Look Approve Choose Buy Come back CLICKS & BRICKS Come in Look Approve Choose Buy Come back
  34. 34. pagina 34/49Edo-Jan Meijer; UNIT4 Design Center 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
  35. 35. pagina 35/49Edo-Jan Meijer; UNIT4 Design Center 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
  36. 36. pagina 36/49Edo-Jan Meijer; UNIT4 Design Center 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
  37. 37. pagina 37/49Edo-Jan Meijer; UNIT4 Design Center 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
  38. 38. pagina 38/49Edo-Jan Meijer; UNIT4 Design Center 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 Complex products, with emotion, explanation needed • Camera • Lenses • Video • Tablets • Latops
  39. 39. pagina 39/49Edo-Jan Meijer; UNIT4 Design Center 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.
  40. 40. pagina 40/49Edo-Jan Meijer; UNIT4 Design Center In summary
  41. 41. Come (again) Look ApproveChoose Buy PURCHASE PROCESS
  42. 42. CUSTOMER JOURNEY
  43. 43. Ambassador Engaged Fan New Loyal CUSTOMER ENGAGEMENT
  44. 44. 2) Customer journey 3) Customer engagement 1) Purchase process consumer
  45. 45. pagina 45/49Edo-Jan Meijer; UNIT4 Design Center Conclusion
  46. 46. pagina 46/49Edo-Jan Meijer; UNIT4 Design Center 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)
  47. 47. pagina 47/49Edo-Jan Meijer; UNIT4 Design Center 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.
  48. 48. pagina 48/49Edo-Jan Meijer; UNIT4 Design Center Good luck!

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