This document discusses building digital customer journeys with care. It provides an overview of different approaches to understand customers such as open listening, netnographic research, digital landscape analysis, and customer panels. The goals are to understand customer emotions, language, events, best times for content, and moments. Outputs include engagement metrics, audience insights, and content analytics. It also discusses using data from wearables and connected devices to better monitor and predict health conditions. The overall message is that to build effective customer solutions, companies need to care about customers, find new ways to collect helpful data, and think about their journeys beyond direct interactions.

1. Digital Customer Journeys
Building them with care
Lanre
Ibitoye
2016

2. Casper as a
business

3. Casper as a
publisher

6. Remote working
Many disruptors in our industry

8. doctors
Time Poor Diverse
Thirst for
knowledge
Stubborn

10. 1. Open listening: Learning common problems
from customers in an undirected
conversation and giving personality to the
persona
2. ‘Net-hnographic’ research: Deep social
listening to understand the customer point of
view in an ‘open’ scenario. Helps to build the
persona and understand the customer
language.
3. Digital landscape analysis: Understand the
digital environment around a customer. E.g.
if there are to search for their symptoms,
where are they currently most likely to land?
4. Customer panels: Understand a typical day
in the life of a customer, deep dive on gains,
pains and jobs to be done
Inputs
Customer Journey Approach
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1. Emotions: Understand what a customer
feels and what their emotional triggers are
so you can best elicit a response
2. Understand the language: Learn the best
way to talk to a customer
3. Understand events: Learn what is
happening in your customer’s life
4. Best time for your content: Save on
commercial spend and improve efficiency
through targeting specific moments
5. Understand the moment: Learn what the
customer is exposed to in the key moments
in which you’d like to interact
Outputs

11. Analytics Framework
Engagement
Reach, Act, Convert, Extend
Audience
Demographic, Technology, Interests
Content
Good, Bad, Hidden Gems

12. Patients

13. Service mix
• Emotional support
– Fun content, emotive content, supportive
content
• Practical support
– Behaviour change content, support services,
devices

15. Redefining patient understanding
Huntington’s Disease monitoring through
wearables
Using connected inhalers in Asthma
and COPD looking to predict
exacerbations of symptoms
Better
products
Better
services
Better
healthcare

16. Moving towards customer centered solutions
• You have to care to be effective
• Look for new ways of collecting customer
data to better their lives
• Think of the customer journey beyond their
interactions with you