This document discusses disruptive customer experiences and the evolving customer decision journey. It notes that customer experience is defined by the emotions and thoughts generated from interactions between a brand and consumer. When a consumer becomes an advocate for a brand, it shows a memorable customer experience. The document then discusses how personas represent major user groups, how to collect and analyze customer data, and the need to map touchpoints to each step of the customer decision journey. It also notes how automation, personalization, contextualization, and innovation are changing the customer decision process and making it more independent. The document advocates for aligning communication and campaigns to the customer journey, with the right metrics for each phase.

1. Disruptive Customer Experience
Pepe Moder
EMEA Head of Digital Business & CRM

2. The starting point
Customer Experience = is defined as the whole set
of emotions and rational thoughts that taken
individually and together generate value from the
interaction between the brand/product/service and
the consumer
You can identify the most memorable customer
experience when a consumer does not just
repurchase, but becomes an advocate

3. Emotional, unique
experienceXp
Customer
Centric
Benefits
Customer Journey
Customer Service Single touchpoints efficiency
Functional benefits
Seamlessness
The starting point

4. Who are personas?
Personas are fictional characters created to represent the different user types that might
use a site, brand, or product in a similar way. These representations should be based on
qualitative and some quantitative user research and web analytics. Remember, your
personas are only as good as the research behind them
1. Represent a major user group for your website
2. Express and focus on the major needs and
expectations of the most important user groups
3. Give a clear picture of the user's expectations
and how they're likely to use the site
4. Aid in uncovering universal features and
functionality
5. Describe real people with backgrounds, goals,
and values
Effective personas
Ladies and Gentlemen.. The Personas!

5. • Collect and manage data to increase the customer’s knowledge and
share them within the Company
• Give a meaning/professional reading and enhance needs with a clear
action plan
Collect
Store
Analyse
Comment
Government
The key to get in…

6. Marketing Automation Tool
eCommerce Marketing
Apps
CRM/DMP 3° Party POS +
Inventory
Customer
Service
Mobile Web Email PoS Contact
Center
Events
Data lake + Analytics
The omnichannel approach

7. From a linear process…
Awareness Consideration Purchase Service Loyalty
Recall to
memory
brands/
producst
that can
satisfy our
growing
needs
Rational
selection
based on
information
collected
and choice
of the best
solution
Deal with
the sales
counterpart
and
purchase
closure
Post
purchase
services
experience
If satisfaction
exceeds the
average the
product will
be
repurchased.
Otherwise
the cycle
starts again
The Consumer Decision Journey - 1

8. …to a loop…
Evento
scatenante
Initial
Consideration
set
Active Evaluation
Information Gathering
Postpurchase Experience
Continuous brand engagement
Loyalty Loop
Prepurchase process
Purchase
The Consumer Decision Journey - 2

9. …up to a net shape.
The Consumer Decision Journey - 3

10. Identify your potential touchpoints and attribute them to each
step of the CDJ, dividing them by On & offline
It’s time to map the touchpoints

11. Consumers and customers are getting more and more
independend in theri purchase processes
The digital disruption (finally! :)
New purchase behaviors and consumption models are
emerging
New players, more agile, reactive and with lower fixed costs
are getting into the market with the clear objective to
deintermediate
The change given by the new technologies and behaviors
has a significant impact over the CDJ

12. Benchmark
Dialogue/
Relation
Mobile
Always on
Ratings &
suggestions
Content assets
The decision process
becomes
independent
The new Consumer

13. Four engines of change
CDJ is evolving
Automation
Proactive
Personalization
Innovation
Contextualization

14. 1. Choose
your target
2. Isolate the
experience
3. Identify
metrics
4. Choose
the KPIs
5. Collect
data
6. Solve the
issues
7. Share
results
Always identify
quantitative and
qualitative metrics &
KPIs
It’s time to measure

15. The FCA case: alignment to the customer journey
Silos approach
(campaign logic by organization need)
Short term sales need leading the rules!
“One size fits all” approach to
communication
Need to set the proper KPI along
different phases of the journey
Campaign workflows not fully driven by
data

16. 1. Map the customer journey 2. Identify customer archetypes
3. Create the segmentation model 4. Map touchpoints, data and re-consolidate
into the customer journey
FCA Customer Journey design

17. • NPS (Net Promoter S.)
• Opening rate
• Click through rate
• Unsubscribe rate
• # permissions
• NPS (Net Promoter Sc.)
• Opening rate
• Click through rate
• Unsubscribe rate
• Permissions to leads
• Opening rate
• Click through rate
• Unsubscribe rate
• Leads to dealer
• NPS (Net Promoter
Score)
• Sign-up for MyFCA
• #Loyalty program
• Engagement (click,
perform CTAs, share,
low opt out rate)
• FCA brand positioning
• Promo sales
• # Repurchase
INSPIRATION EVALUATION CONFIRMATION RE-CONFIRMATION
POSITIVE
USAGE
PRODUCT INFO
FINANCING
TEST DRIVE PROMO
ACCESSORIES
EXCLUSIVE EVENTS
PACKAGES
Loyalty communicationDatabase mktgQualification mailPermiss.nurturing
KPIENGAGEMENTCONTENT Consistent content and right KPI per phasePHASE
TRADE IN
3RD PARTY
ENDORSEMENT
VIDEO

18. What we are building
MARKETING AUTOMATION PLATFORMDATA LAKE + DMP
• Available Data for Segmentations
• Multiple step campaigns workflow
• Digital body language tracking
• Targeted dynamic content display
Corporate
Walk In
PhoneEvents
UConnect
DEM
Web
Mobile
Digital ADV
Vehicle and customer data Platform Marketing Connectors
• Vehicle, profile and digital behaviour data
• Enhanced target capability
• Known and Unknown user data
• Full Lifecycle KPI / operational dashboard
The objective is to define a framework and a related action plans to change
from a system-driven organization to a customer data and event driven organization
Design trigger based
campaign workflow
Manage digital asset
and track behavour
Outbound
& Inbound
Platform
Data Mart

19. Achievements and KPIs
Open Rate
Unsubscribe
Click Trough Rate
Permission To Lead conversion
Major qualitative achievement:
• Brands to produce different
types of content aligned to
CJ phases
• More realistic KPI allocation
• Increased customer
involvement
KPIs improvement due to more effective communication

20. Thank you!
• Pepe Möder
• Mail: pepe@lunaesole.net
• Twitter: @pepe_moeder
• Skype: Imaginars