CUSTOMER JOURNEY Der Weg des Kunden zum Produkt umspannt Touchpoints in Online, Mobile, In-Store, Kundencenter, sozialen Netzen, Werbung im TV, Print, auf Plakaten, im Radio – einfach gesagt: Er sieht alles und das überall. Wie man dem Konsumenten trotzdem ein sinnvolles Bild der Marke gibt und ein unverwechselbares Angebot schafft. Wir begleiten den Konsumenten auf seinem Weg zum Kauf. Nikki Mendonça President, OMD, EMEA at Omnicom I oversee all OMD offices across Europe, Middle East and Africa. We invest over $16.5b in media platforms and opportunities across 56 markets. OMD is the largest and most successful media agency network in the world handling the global communication strategies for world class clients that include Renault/Nissan, Vodafone, McDonald’s and Pepsico.

1. THE CUSTOMER JOURNEY
10 OBSERVATIONS
Nikki Mendonҫa
July 11th 2013
Werbeplanung.at Summit 2013

2. WHAT IS THE
CUSTOMER JOURNEY?
DESCRIBES ALL OF THE EXPERIENCES A CUSTOMER HAS
WITH YOUR ORGANISATION, BRAND OR PRODUCT AND THE
EMOTIONAL RESPONSES THEY PROVOKE, FROM THE FIRST
EMAIL THEY RECEIVE TO SPEAKING WITH A CUSTOMER
SERVICE REPRESENTATIVE IN STORE.

3. IN A DIGITAL WORLD, UNDERSTANDING
THE CUSTOMER JOURNEY AND THEIR
EXPECTATIONS IS NOW CRITICAL TO
MARKETING’S SUCCESS
001.

4. CONSUMER DEMANDS HAVE CREATED A
‘NEW NORMAL’ IN CUSTOMER SERVICE

5. THE PROLIFERATION OF MOBILE
DEVICES AND SOCIAL MEDIA MEANS
THAT THE CUSTOMER JOURNEY IS
NO LONGER LINEAR
002.

6. THE JOURNEY IS NOW HUGELY INFLUENCED
BY OWNED, EARNED AND PAID CONSUMER
TOUCH POINTS..
CONSIDERATION
TRIAL
USAGELOYALTY
ADVOCACY
Influencer
programmes
to drive
earned media
Incentivises my
purchase

7. THE RAPID ADOPTION OF MOBILE
DEVICES MEANS THAT THE CUSTOMER
IS NOW ‘ALWAYS – ON’
003.

8. A ‘ROUND THE CLOCK’ SERVICE IS NOW A
MANDATORY OFFERING

9. 004.
THE DIGITAL REVOLUTION HAS
TRANSFORMED THE CUSTOMER
JOURNEY FROM BEING AD CENTRIC TO
BEING CONTENT AND PEOPLE CENTRIC

10. FROM CREATING MESSAGES TO INFLUENCING
CONVERSATIONS AND BUILDING EXPERIENCES
THAT PEOPLE CAN RALLY AROUND

11. THE SOCIAL MARKETING REVOLUTION
HAS GIVEN MORE DEPTH AND BREADTH
TO THE CUSTOMER JOURNEY WITH THE
‘CONTROL’ MOVING AWAY FROM THE
COMPANY TO THE CONSUMER.
005.

12. THE RESEARCH PHASE THE POST-BUY PHASE
THE ‘HOLIDAY’ CUSTOMER JOURNEY

13. THE CUSTOMER JOURNEY HAS NOW
FORCED A STRUCTURAL AND
OPERATIONAL TRANSFORMATION
WITHIN COMPANIES
006.

14. CMOS NEED TO BE THE VOICE OF THE
CONSUMER, SHAPING AND MANAGING THE
CUSTOMER JOURNEY
CHIEF SALES AND
MARKETING OFFICER
Media Procurement Social/PR Creative Sponsorship E-Commerce Retail Corporate
Communications
CRM

15. REAL TIME BEHAVIOURAL DATA HAS
MADE THE CUSTOMER JOURNEY
MORE PERSONAL, ADAPTABLE
AND DYNAMIC.
007.

16. REAL TIME MARKETING IS A GAME CHANGER
TWITTER AD
TARGETING
DUAL SCREENING
PERSONAL
RE-TARGETING

17. THE CUSTOMER JOURNEY IS A COMPLEX
AND CONSTANT INTERPLAY BETWEEN
THE VIRTUAL AND PHYSICAL WORLDS
008.

18. THE CONTINUITY OF THE TOTAL EXPERIENCE
IS PARAMOUNT

19. THE CUSTOMER JOURNEY HAS NOW
BECOME A BUSINESS MODEL
DIFFERENTIATOR
009.

20. Focused on speed, simplicity and service

21. 010.
THE CUSTOMER JOURNEY
MUST BE CUSTOMER
FOCUSED

22. QUESTIONS TO ASK YOURSELF
 Does the experience reinforce the brand proposition?
 Does the journey make the customer feel in charge?
 Is the experience solving a customer need or problem?
 Does the journey save the customer money?
 Is the experience convenient and easy for the customer?
 Can the experience offer a cost saving for the brand?
 What are the opportunities to cross/up sell and drive more revenue?
 How does the journey affect customer satisfaction and ‘brand love’?
 Does the experience help tangibly differentiate your brand in a cluttered marketplace?

23. THANKS FOR LISTENING
Nikki.Mendonça@omd.com
@NikkiMendonça