This presentation discusses using customer journey mapping to better understand the customer experience across online and offline channels. It recommends creating a map that traces a customer's interactions with a company from initial research to purchase and beyond. The map should identify key customer segments, their needs at different stages, touchpoints, and insights from data sources. Mapping the journey can help companies improve their offering, prioritize efforts, increase revenues and customer understanding.

1. The Digital Customer Journey
by Panos Ladas

2. About Me

3. This Presentation
3 companies
1 methodology for better marketing
& more
& happier customers

4. Black Friday
Cyber Monday

7. Retailer - Family-owned business
World's largest company by revenue ($485 bil.)
Only 2.5% comes from online

8. This is Business Online

9. Online Marketing History
Big Bang - 2008
… - 2010
~2010

10. Online Marketing History
~2011
~2013
~2014

11. Multiple Devices

12. Multi Channel:
Online, offline, mobile

13. Attention Scarcity

14. Too many channelsToo many channels, too many tools

15. Online Marketing Channels
BE
Be Close to your Customer
GET
Visits: SEO, AdWords, Social Media Ads, Video & Viral, Offline
CONVERT
Conversion Optimization: Measure & Optimize
RETAIN
Email Marketing, Social Media Engagement, Mobile

16. Consumers don’t see Channels.

18. What is Customer Journey Map?
Customer-centric
view of the service
Data-supported set of tools
Extends satisfaction studies

19. The King of Customer Centric?
jeff@amazon.com

20. Investors trust Amazon
Walmart: 4000 Engineers, $6 Bil.

21. Reinventing the Customer Journey
Amazon Dash (IoT), Prime, Drones,
Fresh

23. Google on Customer Journey Mapping
Beauty & Fitness
Electronics
Food & Drink

24. Let’s create a map

25. Step 1: Draw a Purchase Funnel
• Use excel or your notepad.
• First we create a timeline / funnel.

26. Step 2: Customer Segments / Personas
Κωνσταντίνος, 24 Ελένη, 39

27. Step 3: Needs
4K, Home Theater, Wireless Reliable

28. Step 4: Touchpoints, Interactions &
Mediums
• Multi channel
• Customer Service
• Social media Profiles
• Search
• Website – Mobile site
• Payment
• Waiting time & Delivery
• Actually Using the
Product
• Ordering

29. Step 5: Data & Customer Insights
• Google Analytics
• Social Media Chatter
• Google Search Trends
• Call center logs
• Blog comments
• Reviews
• Support emails
• Comments on social
• Forums
• Interviews
• Customer Support
(listen to it)
• Sales
• Anyone client facing &
Everyone
• Customer satisfaction
surveys
• NPS, Magic Wand,
Expectations

30. Κωνσταντίνος, 24

31. Ελένη, 39

32. The Customer Journey Map

36. Think out of the box
• Improve and adapt your
offering according to your
findings. Enjoy success.
• Fix. But also plan the future.
Now you have the data to
actually prioritize.
• Better management of
results and sales
• Higher revenues
• Better understanding of
customers
• Gamification, SMS
• Offline: Big chains go for
physical presence
• Logistics, Boxes
• Even Receipts (small paper,
A4, handwritten, digital)
• Chat
• A/B Testing
• Call center
• Mobile Apps
• Loyalty
• And… Take Action. FAST!

37. One last thing

38. Alibaba.com 11.11

39. 1. Be Customer Centric
2. Be Creative
3. Be Fast
THANK YOU