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Digital customer journey
The document discusses the evolution of the digital customer journey and how technology transforms consumer behavior and decision-making processes. It emphasizes the importance of information accessibility, user experience, and content marketing over traditional advertising methods. Key takeaways include the need to focus on the entire customer journey and encourage word-of-mouth through helpful engagement rather than pushy advertising.
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Digital customer journey
- 1. The digital customer journey Floreac End ofSeason Drink Moterra, Honselersdijk (NL) 2/7/2015
- 2.
- 3. His name isBart His name is Dirk
- 5. Digital. It’s not aboute-commerce or websites or technology. It’s about changed behaviour.
- 6. First we changetechnology Then technology changes us
- 9.
- 10. One of ourholiday destinations
- 11.
- 12. These made lifea little bit easier
- 13. “Vergeet de gpsniet mee te nemen!” Preparing the trip was a matter of not forgetting to bring this guy
- 14. Now we havethis
- 15. What happens whenyou don’t prepare for a trip anymore
- 16. It’s getting eveneasier
- 17. My behaviour changed. Inducedby technology, I changed the way I prepare for driving.
- 18. First we changetechnology. Then technology changes us.
- 19. Behaviour change & Newdecision funnel
- 20.
- 21. When buying anew coffee machine:
- 22. This is howpeople came to a decision:
- 23.
- 25. Fijn Venushaar Adiantum raddianum Iknew what I wanted, before entering the Garden Centre
- 26.
- 27. Flowers are still (often) an impulsive buy
- 28. New decision funnel,because of new availability of information.
- 29. We used togo to the library
- 30. We moved onto the internet, but a computer was still a place you had to go to.
- 31. Now, it iseverywhere
- 32. New decision funnel,because new availability of information.
- 33.
- 34.
- 35.
- 36. Information is always, anywhere and frictionless available.
- 37.
- 38. Internet € conversion awareness consideration research use share digital customer journey Theresearch phase gets bigger
- 39. Internet € conversion awareness consideration research use share digital customer journey Becauseof information revolution. This research phase gets bigger
- 40.
- 41. Internet € conversion awareness consideration research use share digital customer journey Thisgets more important Because of this
- 42. Internet € conversion awareness consideration research use share digital customer journey Thisgets more important Because of this More power for Word-of-Mouse through social
- 43. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversionconversion digital customer journey
- 44. New decision funnel goes beyond the moment of purchase
- 45. 1. information phasebecomes more important 2. use phase needs more attention 3. word of mouth becomes powerful New decision funnel: go beyond the purchase
- 46. 1. Information phase2. Use phase 3. Word of mouth
- 47. Emphasis on contentmarketing
- 48. Stop ‚creating awareness’with advertising, start providing information with content marketing.
- 49. Stop YELLING, startHELPING!
- 51. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversionconversion digital customer journey
- 53. Recepten op basis vaningrediënten die je al hebt Een boodschappenlijstje
- 54. So… no moreadvertising?
- 55. Change advertising into informationusing context.
- 56. The same databecomes information for some or advertising for others depending on the context of that consumer.
- 57. If I wantto 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.
- 58. The age ofcontext spam advertising info less context more context
- 59. ‣ demographic (segmentation) ‣search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … The age of context
- 60. Potential need: locationclosest shop Potential need: home delivery next week 17:55 PM 22:11 PM
- 61. ‣ demographic (segmentation) ‣search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … The age of context - Future vision
- 62. We might gettomato’s delivered at our door while making pasta.
- 63. Recap: Be presentas a supplier of information in the entire customer journey Stop YELLING and start HELPING!
- 64. 1. Information phase2. Use phase 3. Word of mouth
- 65. ‣ get theexperience of your products/services right! ‣ even more important in times of social media ‣ every ‚physical’ product will get a digital counterpart, the least you have to do is become responsive (Mobile) ‣ UX (user experience) important in all its forms Use phase
- 66. There’s always roomfor a layer of User Experience
- 68.
- 69. Make repeat purchasereally easy and personal with a interior designer choosing plants for you
- 70. The customer doesn’tcare about distribution challenges
- 71. Own the relationshipwith the customer Flowershops
- 72. Alibaba, the most valuable retailer,has no inventory. Uber, the world’s largest taxi company, owns no fleet. AirBnb, the largest accommodation provider owns no real estate. Facebook, the most popular media owner, creates no content. Platform companies, owning the front-end.
- 73. Don’t stop atjust building a great product! Encourage Word of Mouth
- 74. 1. Information phase2. Use phase 3. Word of mouth
- 75.
- 76. Plants are emotionand people already have a natural tendency to share
- 77.
- 83. ‣ WoM =using the network of your fans as channel ‣ WoM leads to awareness ‣ WoM leads to consideration Word of Mouth
- 84. Internet € conversion awareness consideration research use share digital customer journey Thisgets more important Because of this More power for Word-of- Mouse through social media. This research phase gets bigger Because of information revolution.
- 85. Understand the digitalcustomer journey.
- 86. Understand the digitalcustomer journey. Don’t just be the conversion nerd.
- 87.
- 88. Internet € conversion awareness consideration research use share digital customer journey Butit is influenced by the entire customer journey. Conversion is important!
- 89. What you shouldremember:
- 90. New decision funnel,because new availability of information.
- 91. ‣ changed behaviour ‣changed decision funnel ‣ Focus on User Experience in your relationship ‣ the whole journey ‣ more emphasis on research over awareness ‣ use content marketing ‣ more information on the use of your product ‣ Stimulate sharing Take-aways:
- 92. Understand the digitalcustomer journey.
- 93. Be present inthat journey by being helpful.
- 94. Stop YELLING, startHELPING!
- 95.
- 96.
- 97. Wijs bvba Voorhavenlaan 31/3 9000GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275