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.

1. Customer Journey
(an example)

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. 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. 2. Draw a timeline

5. Customer Journey : IKEA buying experience

6. 3. Frame yourself as customer
… or do the right research ;-)

7. Customer Journey : IKEA buying experience

8. 4. Split up the journey
into actions and
thoughts.

9. Customer Journey : IKEA buying experience
actual
benefit

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. Customer Journey : IKEA buying experience
Gather info
& seek alternatives
Make
Decision
Use
actual
benefit

12. 6. Identify
the heart-and
brainspots

13. Customer Journey : IKEA buying experience
Gather info
& seek alternatives
Make
Decision
Use
actual
benefit

14. 7. Mark the customer emotion towards
the action per heart- and brainspot
in a graph

15. Customer Journey : IKEA buying experience
Gather info
& seek alternatives
Make
Decision
Use
+
0
_
towards undertaken action
actual
benefit

16. 8. Mark the customer
emotion towards
the providing
brand per heart-and
brainspot in a
graph

17. Customer Journey : IKEA buying experience
Gather info
& seek alternatives
Make
Decision
Use
+
0
_
towards undertaken action
towards IKEA brand
actual
benefit

18. 9. Write down what the customer
need per journey phase is.

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. 10. Give the perceived emotional and
rational benefit per phase for the
customer.

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. 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. 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. 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. 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. 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. Customer Journey : IKEA buying experience
1 2 3 4 5

28. 16. GO, GO, GO
• Time for action!

29. Customer Journey : IKEA buying experience
1 Introduce the same map principle as
already used in some IKEA points.

30. Customer Journey : IKEA buying experience
2 Install “help me load my cart” button in
stock at large item racks.

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. Customer Journey : IKEA buying experience
4 • Provide information for bigger packs in
which types of cars this package will
enter or not.

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. 17. NOW IMPLEMENT!
• Implement, measure
and make your next customer journey!

35. Brand Date - Geert Stox
geert@branddate.be
www.branddate.be