The document discusses industry archetypes and best practices for customer experience. It outlines five common customer archetypes - doorknob, goldfish, trumpet, funnel, and bow tie pattern - describing their characteristics and purchasing behaviors. It also discusses applying the archetypes to understand different customer segments and their journeys in order to improve customer experience and brand loyalty through appropriate marketing strategies. Customer experience is key to business success, and brands must innovate to adapt to varying customer archetypes.

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INDUSTRY ARCHETYPES AND
BEST PRACTICES
Earl Raymond Bañez
Ateneo Graduate School of Business
Digital Marketing – S36
Channel, Brand, Sales, and
Service Management

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• Customer Journey Experience
• Industry Archetypes & What They
Mean
• Archetype Application
INDUSTRY ARCHETYPES AND BEST PRACTICES
OUTLINE

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CUSTOMER JOURNEY
EXPERIENCE
• Survival
• Complex
• Heterogeneous
• Always-On

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1. Doorknob Archetype
INDUSTRY ARCHETYPES AND
WHAT THEY MEAN
• High commitment; low
curiosity
• Does not mind other
options; first impression
• High brand switching
• Improve CX via strong
post-sales programs;
loyalty programs; even
good packaging

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2. Goldfish Archetype
INDUSTRY ARCHETYPES AND
WHAT THEY MEAN
• High curiosity level thus
the need to create a need
• Common in B2B context
• Considers many factors
before they decide, thus
long process of buying
• Customer intimacy is the
deciding factor

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3. Trumpet Archetype
INDUSTRY ARCHETYPES AND
WHAT THEY MEAN
• High affinity to the point that
they advocate brands even if
they haven’t tried
• Advocates are more than the
users; brand speaks for itself
• Word of mouth is effective
however, it is very niched
• Improve CX through
affordability and accessibility
of channels but making sure
brand wont be diluted

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4. Funnel Archetype
INDUSTRY ARCHETYPES AND
WHAT THEY MEAN
• Consumers are involved and
purchases are planned; they
advocate only if they've
experienced it
• CX matters because customers
go through every stage before
arriving at a decision;
• Customer touchpoints must be
activated, well-managed, and
innovative to improve brand
affinity

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5. Bow Tie Pattern – The Ideal
INDUSTRY ARCHETYPES AND
BEST PRACTICES
• Combination of all
positive strengths of the
4 major patterns
• Willing to recommend the
brand because of its
reputation
• Aware= Advocate

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1. Doorknob Archetype
ARCHETYPE APPLICATION

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2. Goldfish Archetype
ARCHETYPE APPLICATION

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3. Trumpet Archetype
ARCHETYPE APPLICATION

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4. Funnel Archetype
ARCHETYPE APPLICATION

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• Customer Experience is the Key to
Business and Brand Survival
• Archetypes vary but good to know to
keep brands and businesses on their
toes in the pursuit of overall success
• Innovation is where the competition
happens
Summary
INDUSTRY ARCHETYPES AND
BEST PRACTICES

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INDUSTRY ARCHETYPES AND
BEST PRACTICES
Earl Raymond Bañez
Ateneo Graduate School of Business
Digital Marketing – S36
Channel, Brand, Sales, and
Service Management