The Digital Customer Journey

The digital customer journey How internet changes customer behavior

Internet.

Internet. It’s not about e-commerce or websites or technology.

Internet. It’s not about e-commerce or websites or technology. It’s about changed behaviour.

First we change technology. Then technology changes us.

Let’s start with a story.

I worked at a bank end of the 90’s.

I worked at a bank end of the 90’s. Do you remember the 90’s? We still used these:

I worked at a bank end of the 90’s. I had to visit lots of clients in unknown places. Do you remember the 90’s? We still used these:

Remember these?

I prepared the night before by printing out lots of route descriptions.

Now I have this.

Now I have this. I don’t even think about preparing anymore. The information comes to me, frictionless, the moment I need it.

My behaviour changed. Induced by technology, I changed the way I prepare for driving.

ICT = Information and Communications Technology Emphasis on Information & Communication, not on Tech. The revolution is in I & C, not in T.

Information is always, anywhere and frictionless available.

Remember how we used to plan ‚going out’ in the 80’s? Weeks ahead.

Now we have this.

Now we have this. We don’t plan anymore.

Now we have this. We don’t plan anymore. Connectivity is always, anywhere and frictionless available.

First we change technology. Then technology changes us.

Behaviour change.

Another story.

I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend.

I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend. I know nothing about washing machines.

This is how I came to a decision:

1995 Supplier I went to a retailer, because they had a cool radio commercial and theme song.

1995 Supplier Problem I explained my ‚problem’ to the sales guy: starting family, low budget, no kids.

1995 Supplier Problem Solution He suggested 3 brands of washing machines that fitted my needs.

1995 Supplier Problem Solution Product I chose the brand that best fitted my needs and feelings.

1995 2014 Supplier Problem Solution Product 9 years later, that washing machine broke down. I had to buy a new one.

1995 2014 Supplier Problem Solution Product Problem I started with Googling my ‚problem’: family with 3 dirty kids, silence is important.

1995 2014 Supplier Problem Solution Product Problem Solution I read reviews, descriptions, social info by experts and people like me.

1995 2014 Supplier Problem Solution Product Problem Solution Product I chose the brand that best fitted my needs and feelings based on that information.

1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier Then I decided where to buy it, based on a mix of price, convenience and service.

1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier New decision funnel

You want to be as high as possible in the decision funnel. 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier New decision funnel

1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier New decision funnel Branding You want to get that cool theme song in their heads.

1995 2014 Supplier Problem Branding Content Solution Product Problem Solution Product Supplier New decision funnel Marketing You want to be found in that research phase.

1995 2014 Supplier Problem Branding is still important! Branding Content Solution Product Problem Solution Product Supplier New decision funnel Marketing Branding

New decision funnel, because new availability of information.

In 1995, I had to go to a library to do research. New decision funnel, because new availability of information.

In 1995, I had to go to a library to do research. In 2005, I had to go to a special room in my house. New decision funnel, because new availability of information.

In 1995, I had to go to a library to do research. In 2005, I had to go to a special room in my house. In 2015, I can do research anytime anywhere. New decision funnel, because new availability of information.

(But ICT revolution will continue…) Caution! There is no complete frictionless information yet!

Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier

Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Still some friction in information! Product Supplier

Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Still some friction in information! Product Supplier I’m only using the research decision funnel for high involvement items. Low involvement High involvement

Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Still some friction in information! Product Supplier I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items. Low involvement High involvement

Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items. Low involvement High involvement

Information friction Information frictionless Tap into the right decision funnel! 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier Low involvement High involvement

Information friction Information frictionless Tap into the right decision funnel! 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier But know that the ICT revolution will keep moving products to the new model. Low involvement High involvement

Behaviour change.

Behaviour change. New decision funnel.

Customer journey Awareness

Customer journey Awareness Consideration

Customer journey Awareness Consideration Information

Customer journey Awareness Consideration Information Decision

Awareness Consideration Information Decision Use Customer journey

Awareness Consideration Information Decision Use WoM Customer journey

Awareness Consideration Information Decision Use WoM This research phase gets bigger Customer journey

Awareness Consideration Information Decision Use WoM This research phase gets bigger Customer journey Because of information revolution.

Customer journey Awareness Consideration Information Decision Use WoM This gets more important This research phase gets bigger

Customer journey Awareness Consideration Information Decision Use Because of this WoM This gets more important This research phase gets bigger

Customer journey Awareness Consideration Information Decision Use Because of this WoM This gets more important This research phase gets bigger More power for Word-of-Mouse through social media.

New decision funnel = new focus ‣ information phase becomes more important ‣ use phase needs more attention ‣ word of mouth becomes powerful

1. Information phase

Information phase ‣ more emphasis ‣ content marketing ‣ advertising -> information Stop ‚creating awareness’ with advertising, start providing information with content marketing.

Information phase ‣ more emphasis ‣ content marketing ‣ advertising -> information Stop YELLING and start HELPING! Stop ‚creating awareness’ with advertising, start providing information with content marketing.

Change advertising into information with context.

The age of context

The age of context Data transforms into information or advertising, depending on the context of the consumer.

The age of context If I want to buy a car, and I find a bunch of paper advertising for diapers in my mailbox - they go straight into the bin. ! If I want to buy a car, and I find a bunch of paper advertising for cars in my mailbox - I take them with me to the couch and read them all night.

The age of context Data transforms into information or advertising, depending on the context of the consumer.

The age of context spam advertising info less context more context

The age of context ‣ demographic (readership) ‣ search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … Lots of context-detection possibilities!

Information phase ‣ be present as a supplier of information in the research phase ‣ use content marketing ‣ change advertising into information by using context Stop YELLING and start HELPING!

2. Use phase

Use phase ‣ get the experience of your products/services right! ‣ even more important in times of social media ‣ every ‚physical’ product will get a digital counterpart ‣ UX (user experience) important in all its forms

Don’t stop at just building a great product!

Don’t stop at just building a great product! To provoke Word of Mouth you have to build in triggers in your product.

3. Word of Mouth

Word of Mouth ‣ deliberately trigger Word of Mouth ‣ build in WoM triggers!

BJ Fogg’s behaviour model

Don’t just focus on Motivation and Ability.

Don’t just focus on Motivation and Ability. Build in Hot Triggers!

Create things worth sharing.

A trigger can be as simple as a like button.

Or it can be something cleverer.

Or it can be something cleverer. Your name on a bottle = trigger your vanity.

Or it can be something cleverer. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle.

Or it can be something cleverer. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle. Free advertising for Coke on Facebook…

Word of Mouth ‣ deliberately trigger Word of Mouth ‣ build in WoM triggers in your product

Customer journey Awareness Consideration Information Decision Use Because of this WoM This research phase gets bigger This gets more important

Word of Mouth ‣ WoM = using the network of your fans as channel ‣ WoM leads to awareness ‣ WoM leads to consideration

Remember. What you should remember:

? ICT revolution will not end here…

Information becomes frictionless ‣ changed behaviour ‣ changed decision funnel ‣ more emphasis on research over awareness ‣ use content marketing for information phase ‣ use context to change advertising into information ‣ give your product a digital counterpart ‣ build in hot triggers

Stop YELLING, start HELPING!

Conversation

Questions? Questions?

Questions? Questions? bart@wijs.be @netlash

Wijs bvba Voorhavenlaan 31/3 9000 GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275

The Digital Customer Journey

Bart De Waele

The Digital Customer Journey