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Customer journey an example - ikea

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The Customer Journey applied to the buying and shopping experience at IKEA: from the wow moment to the how moment.
Step by step as an example how to make the customer journey an interesting and useful tool.

Published in: Business

Customer journey an example - ikea

  1. 1. Customer Journey (an example)
  2. 2. 1. Pick a journey • Which services or products are underperforming? • Where are the most complaints coming from? • Which interaction and touchpoints are the most essential? … These are the kind of brand experiences you want to improve, intensify or redesign.
  3. 3. Customer Journey : IKEA buying experience From the ‘wow’ moment till the ‘how’ moment wow = hey, this is nice how = how do I get the right pieces (and stuff ‘m in my car)
  4. 4. 2. Draw a timeline
  5. 5. Customer Journey : IKEA buying experience
  6. 6. 3. Frame yourself as customer … or do the right research ;-)
  7. 7. Customer Journey : IKEA buying experience
  8. 8. 4. Split up the journey into actions and thoughts.
  9. 9. Customer Journey : IKEA buying experience actual benefit
  10. 10. 5. Indicate which actions are in the different levels of the buying decision process 1. Gather Information 2. Seek Alternatives 3. Make Decision 4. Use
  11. 11. Customer Journey : IKEA buying experience Gather info & seek alternatives Make Decision Use actual benefit
  12. 12. 6. Identify the heart-and brainspots
  13. 13. Customer Journey : IKEA buying experience Gather info & seek alternatives Make Decision Use actual benefit
  14. 14. 7. Mark the customer emotion towards the action per heart- and brainspot in a graph
  15. 15. Customer Journey : IKEA buying experience Gather info & seek alternatives Make Decision Use + 0 _ towards undertaken action actual benefit
  16. 16. 8. Mark the customer emotion towards the providing brand per heart-and brainspot in a graph
  17. 17. Customer Journey : IKEA buying experience Gather info & seek alternatives Make Decision Use + 0 _ towards undertaken action towards IKEA brand actual benefit
  18. 18. 9. Write down what the customer need per journey phase is.
  19. 19. Customer Journey : IKEA buying experience Gather info & seek alternatives Make Decision Use + 0 _ towards undertaken action towards IKEA brand need ideas, tips easy info, convenience easy info, convenience shortest way easy info, convenience confirmation of choice help speed, ease easy access confirmation & help
  20. 20. 10. Give the perceived emotional and rational benefit per phase for the customer.
  21. 21. Customer Journey : IKEA buying experience Gather info & seek alternatives Make Decision Use + 0 _ towards undertaken action towards IKEA brand need actual benefit ideas, tips inspiration easy info, convenience easy info, convenience shortest way inspiration & ideas easy info, convenience system, structure confirmation of choice help structure assistance on demand speed, ease self-scan easy access parking space confirmation & help basic material: rope… info convenience
  22. 22. 11. Indicate which actions need improvement because they: • Have a negative emotion towards the action • Have a negative emotion towards the brand • Show a gap between the customer need and the brand product or service delivery. • Are redundant or unnecessary.
  23. 23. Customer Journey : IKEA buying experience - - - NEED 4 IMPROVEMENT Gather info & seek alternatives Make Decision Use + 0 _ towards undertaken action towards IKEA brand need actual benefit ideas, tips inspiration easy info, convenience info easy info, convenience shortest way convenience inspiration & ideas easy info, convenience system, structure confirmation of choice help structure assistance on demand speed, ease self-scan easy access parking space confirmation & help basic material: rope…
  24. 24. 12. Indicate which actions offer opportunities because: • They have a positive emotion towards the action • They have a positive emotion towards the brand • The brand product or service delivery delivers according the customer need.
  25. 25. Customer Journey : IKEA buying experience - - - O P P O R T U N I T I E S Gather info & seek alternatives Make Decision Use + 0 _ towards undertaken action towards IKEA brand need actual benefit ideas, tips inspiration easy info, convenience easy info, convenience shortest way inspiration & ideas easy info, convenience system, structure confirmation of choice help structure assistance on demand speed, ease self-scan easy access parking space confirmation & help basic material: rope… info convenience
  26. 26. 13. Make a priority list of which actions: • Need improvement because of the negative emotions. • Need innovation because of the gap between the customer need and the brand delivery.
  27. 27. Customer Journey : IKEA buying experience 1 2 3 4 5
  28. 28. 16. GO, GO, GO • Time for action!
  29. 29. Customer Journey : IKEA buying experience 1 Introduce the same map principle as already used in some IKEA points.
  30. 30. Customer Journey : IKEA buying experience 2 Install “help me load my cart” button in stock at large item racks.
  31. 31. Customer Journey : IKEA buying experience 3 • Cf. first map idea. • Consider making a system where the customer can immediately check for availability. • in store system • app with code scanner
  32. 32. Customer Journey : IKEA buying experience 4 • Provide information for bigger packs in which types of cars this package will enter or not.
  33. 33. Customer Journey : IKEA buying experience 5 • Provide information on how to pile up packs in a car the most efficient way. • Provide information on how to best load your cart in order to have everything in the right order to stuff it into the car.
  34. 34. 17. NOW IMPLEMENT! • Implement, measure and make your next customer journey!
  35. 35. Brand Date - Geert Stox geert@branddate.be www.branddate.be

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