Ben Park, Head of Business Development at Spektrix, shared his thoughts on the ultimate customer journey at the AMA digital marketing day 2015, Digital 360.

1. THE ULTIMATE
CUSTOMER JOURNEY
Ben Park, Head of Business Development – Spektrix
@BenParkUK ben.park@spektrix.com

3. Futurist
DIGITAL
UTOPIA
?
Futurist

8. The ultimate
customer
journey

10. Here’s the plan.

11. Be where your audience are
Be personal
Be social
Join stuff up

12. This is my friend Michael.

13. Michael works in London.
He lives in Vauxhall.
He’s in his 30’s.
He works in IT (but is surprisingly nice)
He uses Twitter, Facebook and Spotify
He uses his iPad when watching TV
He likes seeing cultural events with friends

14. When Michael’s planning this
stuff, he…
gets emails from venues he’s
been to before.

15. When Michael’s planning this
stuff, he…
keeps an eye on local listings.

16. When Michael’s planning this
stuff, he…
gets lots of social invites on
Facebook.

17. When Michael’s planning this
stuff, he…
asks his friends about what to
see.

18. When Michael’s planning this
stuff, he…
reads reviews.

19. When Michael’s planning this
stuff, he…
checks the price.

20. When Michael’s planning this
stuff, he…
books tickets.

21. When Michael’s planning this
stuff, he…
goes to the show, exhibition or
gig.

22. When Michael’s planning this
stuff, he…
talks about it with friends and
plans the next trip.

23. Michael is in that group of
people we call
‘Audience’.

24. A bit of email.
A bit of website.
A bit of social.
PURCHASE
Reading reviews
Speaking to peers
Considering price
Speaks to our staff
PURCHASE/ENGAGEMENT
DECISION

25. 50% of all sales
(of everything)
are affected by digital.
Source: Harvard Business Review

26. 80% of consumers want
highly personalised
messaging from brands.
Source: ChoiceStream

27. Source: Think With Google

28. audience
customers
visitors
patrons
members
consumers
Your do not distinguish between on and offline.

29. ‘Marketing’
‘Digital’
(They’re the same thing)
Source: the world you live in…

30. How should be
reaching people?

31. Be where your audience are.

32. Recognise
‘micro moments’.

33. Be where your audience a

34. Be where your audience are.

35. Be where your audience are.

36. A micro moment is the
little bit of time when we
use our device in advance
of purchase.

37. Want-to-know.
Want-to-go.
Want-to-do.
Source: Google
Be where your audience are.

38. audience
customers
visitors
patrons
members
consumers
Your are behaving in this way now.
Be where your audience are.

39. Be where your
customers are.
(On a taxi.)

40. Be where your audience are.

41. Ads are only
displayed in the
desired catchment
postcodes
Ad content varies by
time of day
Be where your audience

42. Be (physically) where
our customers are.

43. Be where your audience are.

44. Be where your audience are.

45. Be where your audience are.

46. Think about how to
reach new customers.

47. Be where your audience are.

49. New audience reached.
Money made.
Behaved like a B2B brand.
✓
✓
✓
Be where your audience are.

50. Be personal.

51. Be personal.

52. Be personal.

53. Be personal.

54. Thoughtful is
good.
Be personal.

55. Be personal.

56. Be personal.

57. Storytelling is
even better.

58. Be personal.

59. Be personal.

60. Be personal.

61. Be personal.

62. Why isn’t the cultural sector doing this?
Be personal.

63. Hi Sally,
We’ve been through a lot together this year. 6
curtain calls, 748 minutes of theatre, and 86
actors. Thanks for being part of the journey.
Be personal.

64. Allow your people
to be humans.
Be personal.

65. Be personal.

66. Be personal.

67. “Good service triggers the
same cerebral reactions as
feeling loved”
Source: American Express,
Service Study 2013
Be personal.

68. Keep it social.

69. Keep it social.

70. colleendilen.com
Keep it social.

71. Keep it social.

72. bit.ly/complacentbrands
Keep it social.

73. New social.

74. Keep it social.

75. “attraction”
Source: Tripdadvisor
Keep it social.

76. Keep it social.

77. “44% of TripAdvisor
visitors read 1-3 reviews
before engaging with an
attraction.”
Source: Comscore / PhoCus

78. Why is that important to us?
Keep it social.

79. “1 in 4 of the UK
population regularly use
Tripadvisor when planning
their free time.
Source: World Travel Market
Keep it social.

80. Keep it social.

81. Join stuff up.

82. Online offline stuff-
recognise experience exists
beyond the building
Join stuff up.

84. Your booking is confirmed
Join stuff up.

85. Join stuff up.

86. Join stuff up.
Hi Michael,
Thanks for
coming to
see us!

87. Key takeaways

88. Personas

89. Be where your audience are.

90. Be personal.

91. Keep it social.

92. Join stuff up.

93. Thanks.

94. THE ULTIMATE
CUSTOMER JOURNEY
Ben Park, Head of Business Development – Spektrix
@BenParkUK ben.park@spektrix.com