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Pet expo slides 2013
The document contains an agenda for a two-day training covering customer experience mapping, persona profiling, and using customer reviews. The first day includes sessions on customer experience mapping from 10:30-11:30 and 12:30-1:30, and using customer reviews from 5:00-5:55. The second day covers customer experience mapping from 10:35-11:35, persona profiling from 12:30-1:25, and using customer reviews from 2:30-3:25. Each session will be presented by Danielle MacInnis and provide guidance on the relevant topic.
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Pet expo slides 2013
- 1. 50 Agenda: Friday 18th Oct 10:30to 11:30 Customer Experience Mapping 12:30 to 1:30 Personna Profiling 5:00 to 5:55 How to use Customer Reviews Saturday19th Oct 10:35 to 11:35 Customer Experience Mapping 12:30 to 1:25 Personna Profiling 2:30 to 3:25 How to use Customer Reviews
- 2. My background IT TRAINING &HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
- 3. Customer Experience Mapping PresenterDanielle MacInnis www.macinnismarketing.com.au
- 4. Agenda: Customer Experience Mapping Why? Howdoes it help? How to do it? How to use it We don’t by products or services. We buy promises. Make promises you can keep. It is now a reflection of ourselves the brands we associate with. How you will make me care?
- 5. What's in itfor you? 1. How to do it and create a better brand 2. Leverage it 3. Develop more services and products Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
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- 7. What makes agood customer experience map It has a start, middle and end It has to be true
- 8. What is acustomer experience map? Customer experience journey maps are a tool to help to bring the outside world in. They are a tool that can help you bring your customer stories to life. An entire story. Not just the piece. As we map the customer’s story our own story becomes visible and often reveals a incomplete or fractured story. What is your customers response to your experience
- 9. Step into yourcustomers’ shoes: Its not about you. What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
- 10. Why invest? It takes12 positive experiences to make up for an unresolved negative experience! Understanding Customers, Ruby Newell-Legner!
- 11. Why invest? “Customers aresharing their experiences in real time. Business with poor service have no where to hide.”
- 12. Why invest? What arethey saying, sharing, and how are they choosing? Designing'for'Growth'
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- 16. How customer centricis your service?
- 17. What system touse? Touchpoint mapping
- 18. Mapping your clientsjourney •Choosing - Trigger •Finding - Researching •Booking - Online/ Telephone •Dropping off •Treatment time •Pick Up •After Care Text
- 19. Mapping your clientsjourney •Choosing Trigger •Finding Researching •Booking Online/ Telephone •Dropping off •Treatment time •Pick Up •After Care
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- 21. Mapping to Personna’s BeforeScenario! After Scenario! Sub-task! Scenario! Consideration/ Influencers! Pain Points! Functionality! * inspired by Todd Warfel's task analysis grid!
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- 24. Things to keepin mind Actions What people are doing Emotions Feelings and Perceptions Needs What people are trying to satisfy People Who is involved Content Place and Environment Products and Services
- 25. Your turn Research( Try( +! Buy( Evaluate( Actions Emotions -! Buying aTV Booking a Holiday Trying a restaurant journey Questions or Needs Touchpoints
- 26. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com • CustomerService Aptitude • Test your customer Centricity • Humanize online Asssessment Tools http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf • Customer Culture tools
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- 28. Personna Profiling Presenter DanielleMacInnis www.macinnismarketing.com.au
- 29. My background IT TRAINING &HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
- 30. Agenda: What is apersona? Why profile? How to profile? How to use it?
- 31. What's in itfor you? 1. Templates to follow 2. Resources 3. Lots of examples 4. Short cuts Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
- 32. What your prospectis thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? 4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
- 33. Goal The goal ofa buyer persona is to gain deeper insights into your target audience. With that understanding, you can create marketing messages that reach potential customers on a more personal level. Prioritise Customer Needs ! In marketing, what is important to one customer might be irrelevant to another. ! Buyer personas help you create content that speaks directly to the needs of specific audience sectors. ! Tailored messages are more effective than content that tries to reach everyone at once.
- 34. Processes 1. Map outyour buying process ! How are your products purchased? ! Who is involved in the purchasing process? ! What are their roles in the organisation? Humanise your top personas What is their educational and professional background and skill set? How old are they? Are they married? Do they have any relevant hobbies? How do they seek new information?
- 35. Mapping ! BACKGROUND: • Basicdetails about persona’s role • Key information about the persona’s company • Relevant background info, like education or hobbies ! DEMOGRAPHICS: • Gender • Age Range • HH Income (Consider a spouse’s income, if relevant) • Urbanicity (Is your persona urban, suburban, or rural?) ! IDENTIFIERS: • Buzz words • Mannerisms
- 36. Mapping ! GOALS: • Persona’sprimary goal • Persona’s secondary goal ! CHALLENGES: • Primary challenge to persona’s success • Secondary challenge to persona’s success ! HOW WE HELP: • How you solve your persona’s challenges • How you help your persona achieve goals
- 37. Profiling What do they THINK& FEEL & FEAR? what really counts major preoccupations worries & aspirations What do they What do they HEAR? SEE? boss colleagues influencers friends environment friends colleagues what work offers What do they SAY & DO? attitude in public appearance behavior towards others PAIN GAIN fears | frustrations | obstacles wants/needs | measures of success | obstacles Source: XPLANE and Business Model Generation by Alexander Osterwalder
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- 39. Word of Mouth Tes.monials Case Studies Does this service really work? Solution / Outcome - Trust
- 40. Mapping to Personna’s- Your Turn Before Scenario! After Scenario! Sub-task! Scenario! Consideration/ Influencers! Pain Points! Functionality! * inspired by Todd Warfel's task analysis grid!
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- 43. How to useCustomer Reviews Presenter Danielle MacInnis www.macinnismarketing.com.au
- 44. 8 My background IT TRAINING &HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
- 45. Agenda: Why reviews havemore relevancy Where your customers are looking How to be found How to respond How to ask for reviews
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- 47. Why invest? Whatare they saying, sharing, and how are they choosing? Designing'for'Growth'
- 48. Mouth Marketing -Now online http://www.womo.com.au/search/Dog-Washing-and-Grooming-near-Moonee-Ponds-VIC-3039/R0051001
- 49. Facebook “Well, if peopleare asking questions on Facebook and Twitter about how to redeem Membership Rewards points, shouldn’t we be there answering them? Wouldn’t that help our marketing efforts?” When you start to see things come together like this, that’s when the light bulb goes on. It is all about creating a cohesive outcome for the customer base.
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- 53. Review sites Dog foodadviser
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- 56. Reviews - Askfor them ! Secondly, test your internally created profiles, by reaching out to your existing customers and even prospective customers - if you can gain access to them. Win/Loss interviews with prospects who did not become customers are extremely enlightening. ! For those not in your current customer base, you may need to get creative in your recruitment process using survey tools like SurveyMonkey and social networks LinkedIn to seek out connections. ! If you don’t have a relationship established with the interviewee, incentives are especially important. Make it clear that you’re not doing a sales pitch, and be as flexible as possible to accommodate their schedule and preferred interviewing situation.
- 57. Respond to them Whenyou understand that this is a group of people who really feel a sense of belonging—that this brand matters to them—you start to build your marketing plans around the sense of joining a community. So if we find, based on your purchasing profile, that you love wine or you love dining out or you love golf, we can further engage you in the things you’ve already made clear are important to you as a person. It is about doing appropriate things to understand what interests you and then serving you better. (amazon) It is how we listen. It is learning how to respond.
- 58. When to askfor them 1. Right after service - with an incentive 2. Long term loyal customers 3. When someone doesn’t come back
- 59. What you candiscover 1. What is wrong with your current service 2. New services 3. Testimonials for your website 4. Referrals
- 60. 52 Do you feellike this?
- 61. 53 Want help...? www.macinnismarketing.com.au www.daniellemacinnis.com Audit Marketing Strategy The 7Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver
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