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Mette Heide Temple: Connecting the dots: Customer journeys and online touch points

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Digital marketing is all the rage – If only we can get potential customers on to our website/LinkedIn/Facebook/Pinterest/Twitter/mailing lists [continue ad absurdum], then we’ve got them hooked, and they will buy. If we can chat with them, they will certainly buy. And if we have an online store then they will absolutely, definitely buy.

Being immersed in the digital channels, we sometimes forget that what we do as digital marketers and suppliers of digital tool is only a small part of the engagement the customer has with us. In this presentation, I will climb into the helicopter and discuss the digital touchpoints from a broader business context and in the context of customer journeys. The presentation will be illustrated with real-life examples from Brüel & Kjær, a highly specialized B2B engineering company stumbling through a digital transition.

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Mette Heide Temple: Connecting the dots: Customer journeys and online touch points

  1. 1. www.bksv.com, 1 www.bksv.com    Copyright © Brüel & Kjær. All rights reserved. CONNECTING THE DOTS Customer journeys and online touch points 04 Nov 2015 Mette Temple
  2. 2. www.bksv.com, 2
  3. 3. www.bksv.com, 3 C  O  N  F  I  D  E  N  T  I  A  L
  4. 4. www.bksv.com, 4 C  O  N  F  I  D  E  N  T  I  A  L
  5. 5. www.bksv.com, 5 C  O  N  F  I  D  E  N  T  I  A  L
  6. 6. www.bksv.com, 6 C  O  N  F  I  D  E  N  T  I  A  L
  7. 7. www.bksv.com, 7 How do customers decide what to buy? C  O  N  F  I  D  E  N  T  I  A  L
  8. 8. www.bksv.com, 8 C  O  N  F  I  D  E  N  T  I  A  L
  9. 9. www.bksv.com, 9 C  O  N  F  I  D  E  N  T  I  A  L A CUSTOMER JOURNEY: THE CUSTOMER DECISION PROCESS IN THE CONTEXT OF A SCENARIO
  10. 10. www.bksv.com, 10 Mapping C  O  N  F  I  D  E  N  T  I  A  L Stage Realisation Who to  contact Initial call Register repair order online Get confirmation email Feelings Oh, no. It  doesn’t work… What will it  cost? What about the client? I need to talk  to someone who can help How to find  contact information? They’d better understand my problem Why do I have  to go online to  register the  repair? Will this delay the process Have they got all the  information  they need for  a speedy repair Is the turn‐ around time  reliable? Touch points Website  contact pages Service rep Website  support form Email
  11. 11. www.bksv.com, 11 C  O  N  F  I  D  E  N  T  I  A  L Stage Ship  instrument Receive receipt Follow repair The  instrument  cannot be repaired Rental of  instrument Feelings Oh, I hope they can fix it Good, it has  arrived Is the repair job on track? Christ, what do I do now? Will I need a  new  instrument? Can I rent  one? Hope, it will get here on  time It must have  the right  specifications This is not a  long term  solution Touch points Return  shipping form Receipt for  instrument via  email Email receipt Order tranking page on  website Servicec rep. Website Service rep
  12. 12. www.bksv.com, 12 C  O  N  F  I  D  E  N  T  I  A  L Stage Rental instrument  arrives Research for  purchasing new  instrument Contact sales guy Confirm order of  product Feelings Now I can get on  with my work The client did not  notice This will be expensive Better see if there are alternatives to  the one I have Will he try to sell me lots of stuff I dont  need? What a relief Touch points Shipping box Technical  documentation Invoice Website  Youtube Sales rep Order confirmation
  13. 13. www.bksv.com, 13 C  O  N  F  I  D  E  N  T  I  A  L Stage Receive new product Use new product Feelings Excited about the  new toy Relieved that his  business did not  suffer Happy to get on  with it.  Wants to learn more Touch points Shipping box Technical  documentation Invoice Marketing flyers in  the shipment Cloud site for  product Website Manual
  14. 14. www.bksv.com, 14 C  O  N  F  I  D  E  N  T  I  A  L
  15. 15. www.bksv.com, 15 C  O  N  F  I  D  E  N  T  I  A  L
  16. 16. www.bksv.com, 16 Engineer Manager CEO/CFO Student Attributes • Expert • Possible client • Specific needs • Expert • Possible client • Financial resp. • Not expert • Indirect client • Financial resp. • Learning • Aspiring expert Needs • Here and now  information and  downloads • Mature decision  maker • Right fit? • Trustbuilding • Longevity • Governance • CSR • High‐level info • Trustbuilding • Longevity • Governance • Info for dissertation • Industry trends • Product types • Industry solutions • Internship Opportunities • RfQ • Product specs • News • Seminars • How‐to videos • Whitepapers • eWaves • Cases/references • Application info • Solutions descriptions for industry/bus. area • Whitepapers • eWaves • SLA • Cases/references • Application info • Solutions descriptions for industry/bus. area • Whitepapers • eWaves • SLA • Seminar/webinar • News/newsletter • eWaves • Tech specs • Whitepapers • Cases/references • Jobs Engagement • All tools • All tools minus configurator • ”What’s next” • Shopping‐list share • Extranet • e‐mail • e‐mail • Extranet C  O  N  F  I  D  E  N  T  I  A  L
  17. 17. www.bksv.com, 17 DELIVER THE RIGHT VALUE (Content, services and products) FOR THE RIGHT PEOPLE (audiences/personas) AT THE RIGHT TIME (contact points on the customer journey) C  O  N  F  I  D  E  N  T  I  A  L
  18. 18. www.bksv.com, 18 Calibration data C  O  N  F  I  D  E  N  T  I  A  L
  19. 19. www.bksv.com, 19 C  O  N  F  I  D  E  N  T  I  A  L ”Proactive chat is an invitation – I  expect to be helped throughout  the process – not just given a link  to something else”
  20. 20. www.bksv.com, 20 C  O  N  F  I  D  E  N  T  I  A  L ”Oh, I wish that…”
  21. 21. www.bksv.com, 21 Take aways • Know you customers and understand his processes • Take the customer’s position and look in from the outside • Touch points do not exist in isolation • Ask awkward questions of you colleagues • Know your own organisation C  O  N  F  I  D  E  N  T  I  A  L
  22. 22. www.bksv.com, 22 C  O  N  F  I  D  E  N  T  I  A  L CONNECT THE DOTS
  23. 23. www.bksv.com, 23 C  O  N  F  I  D  E  N  T  I  A  L THANK YOU Mette Temple Marketing Project Manager Brüel & Kjær Sound & Vibration Measurement A/S mette.temple@bksv.com M: +45 60942452

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