Customer Festival Asia 2014 Enhancing The Customer Journey FINAL
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Daniel Lee is the Director of Digital Projects for McDonald's Asia Pacific, Middle East and Africa region. He presented three stories about how McDonald's used digital and mobile experiences to enhance customers' physical experiences with the brand. A common thread between the stories was leveraging the intersection of the brand and customers' daily lives. This allowed the customer journeys to bridge physical and digital experiences.
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- 1. @danlee888 DANIEL LEE DIRECTOR - DIGITAL PROJECTS APMEA, McDONALD’S ENHANCING THE CUSTOMER JOURNEY WITH SOCIAL, MOBILE & DIGITAL EXPERIENCES Daniel Lee Senior Director, Digital Experience Lead APMEA McDonald’s Asia’s Customer Festival, October 2014
- 2. @danlee888 ISYOUR LIFE AS SIMPLE AS A CAT?
- 3. ISYOUR LIFE AS CAREFREE AS A CAT? DISTRACTED, ATTENTION-DEFICIT, STRESSED, APATHETIC
- 4. @danlee888 3 STORIES 3 LEARNINGS ONE COMMONTHREAD
- 5. @danlee888 McDONALD’S SURPRISE ALARM ! FINDTHE INTERSECTION BETWEENYOUR BRAND ANDYOUR CUSTOMER’S DAILY LIFE
- 6. @danlee888 McDONALD’S SURPRISE ALARM ! ! Brand Challenge Make breakfast at McDonald’s relevant to new customers
- 7. @danlee888 83 percent of people between the ages of 18 and 29 use their mobile phones to wake up in the morning
- 9. @danlee888 McDONALD’S SURPRISE ALARM ! FINDTHE INTERSECTION BETWEEN YOUR BRAND ANDYOUR CUSTOMER’S DAILY LIFE PERFECT INTERSECTION WORD OF MOUTH DRIVES TO ACTION IN STORE
- 10. @danlee888 EMLINGS ! THE CUSTOMER JOURNEY DOESN’T END ATTHE DESTINATION
- 11. @danlee888 EMLINGS ! ! !Brand Challenge Be “Kid loved, Mum approved”
- 13. @danlee888 EMLINGS ! THE CUSTOMER JOURNEY DOESN’T END ATTHE DESTINATION FUN (BUT WITH A PURPOSE) LEVERAGES BRING YOUR OWN DEVICE (BYOD) THE EXPERIENCE IS A PLATFORM
- 14. @danlee888 ` #BETTER TOGETHER ! THE BEST JOURNEYS ARE WITH FRIENDS
- 15. @danlee888 ` #BETTER TOGETHER ! Brand Challenge Feed the hunger but build something more meaningful
- 16. @danlee888
- 18. @danlee888 #BETTER TOGETHER ! THE BEST JOURNEYS ARE WITH FRIENDS THE BRAND IS THE HERO WE ALL SHOULD SPEND MORE TIME WITH FRIENDS! REAL WORLD CONNECTIONS TRUMPS DIGITAL
- 19. @danlee888 FIND THE INTERSECTION BETWEEN YOUR BRAND AND YOUR CUSTOMER’S DAILY LIFE THE CUSTOMER JOURNEY DOESN’T END AT THE DESTINATION THE BEST JOURNEYS ARE WITH FRIENDS
- 20. @danlee888 WHAT WASTHE COMMONTHREAD IN EACH OFTHESE STORIES? !
- 21. @danlee888 THE CUSTOMER JOURNEY! DIGITAL EXPERIENCES! PHYSICAL EXPERIENCES! THE MOST POWERFUL CUSTOMER JOURNEYS BRIDGE PHYSICAL AND DIGITAL EXPERIENCES