The document discusses optimizing the customer journey. It emphasizes that customer purchase decisions are largely subconscious and emotional. It argues that companies should focus more on the customer experience than the product. The experience economy prioritizes customization and transforming customer interactions. An optimized customer journey reduces friction points, improves the post-purchase experience through loyalty programs, and collects feedback to enhance future interactions.

1. Photo by Jaromír Kavan on Unsplash
CUSTOMER
JOURNEY OPTIMIZATION
CUSTOMER
JOURNEY OPTIMIZATION

4. 4215 meters

5. Experience
No action, low
memorability
Emotions
Positive
Negative
Action, high
memorability
No emotions

6. Is acquisition generated by:
Emotions or Ration?

7. 95%
of our purchase decision making takes place subconsciously
Gerald Zaltman (Harvard Business School Professor)

8. What is more important for the Business:
The customer or The Product?

9. How many of you measure the
customer's emotional response
after delivery?
(NPS, customer satisfaction, etc.)

10. The Experience Economy
The Service Economy
The Industrial Economy
The Agrarian Economy
We are here

12. The 10th anniversary of the biggest shopping day in the world started on
Saturday in Shanghai with a four-hour gala that saw Mariah Carey, Allen
Iverson and Cirque du Soleil take the stage, along with Asian pop stars Jay
Chou and Coco Lee.
More than 200 million watched the show on television and online,
Alibaba said.
Goods + show = experience => better chances to sell

13. COMMODITIES
GOODS
SERVICES
EXPERIENCES
TRANSFORMATIONS
EXTRACT
MAKE
DELIVER
STAGE
GUIDE
Source: B Joseph Pine II & James Gilmore "The Experience Economy"
Customization
COMMODITIZATION
COMMODITIZATION
COMMODITIZATION
Customization
Customization
Customization
COMMODITIZATION

14. Source: Marketing-class.co.uk
Differentiated
Undifferentiated
Market Pricing Premium
Com
petitive
Position

15. Companies should think about
what they would do differently
if they charged admission.
Joseph Pine

16. Temkin, Customer Experience Matters 2016

17. 1
Demand
Generation
2 3 4
Standard eCommerce Customer Journey
Order
Is placed
Send Order
Confirmation
Order is
Delivered
6
2nd order is placed
(15% of customers)
5
Ad remarketing & Email
blasting with discounts

18. Advanced eCommerce Customer Journey
Order is
Placed
Order is
Delivered
Objection
Treatment
(in case they appear)
Personalized
ad, email & web
experiences
1 2 3 4 65 87 9
Demand
Generation
Customer
satisfaction
survey / NPS
Enroll in the
Customer
Retention
programme
Send Order
Confirmation
2nd order is
Placed (50% of
customers)

20. THE PROBLEM
After their research on the customer journey, the
company realised the #1 friction for their customers was
the fact that they weren't at home when the delivery
happened.

21. THE SOLUTION
A strategic alliance with 7-11
Supermarkets that allowed their
customers to pick-up their order

23. Casper created a free chatbot
specifically for insomniacs.
To use it, customers simply text
“Insomnobot3000” from their
mobile phones.
With the Insomnobot3000, Casper is
able to collect mobile numbers and
send insomniacs promotional offers
and discounts for their comfy
mattresses. Casper pulled in $100
million in sales its first year of
launching the chatbot.

24. 8 years ago…
After 3000 cakes sent to
our most loyal customers,
The NPS increased by
17,5%

25. THE IDEAL
CUSTOMER

26. Main BrandsMain Product Categories
Calculate your customer
acquisition cost
Generate
insights
Buying Patterns Research
Execute!
Net Promoter Score
Demographics
Services satisfaction
Product satisfaction
Reasons to abandon
Reasons to buy
Customer Satisfaction
Surveys
Qualitative research
Channels
Brainstorm
ideas
eMail
Website
Custom audiences (FB, GDN)
Phone calls
1
Find out your average gross
margin
2
RFM Segmentation
3
Quantitative research
(Value of true lovers, share of
revenue vs share of margin, etc.)
4
5
6
7 8 9
More here: https://www.omniconvert.com/blog/how-to-really-understand-your-buyer-persona.html

27. Amazon Challenger eCommerce
Differentiation through the Blue Ocean Strategy
Communication Products Reviews Support Satisfaction Delivery Return Warranty
Diversity

28. RFM
SEGMENTATION

29. Regency - How recent is the last purchase made by that customer?
Frequency - How often did the customer buy?
Monetary Value - How much a customer has spent with the brand?

30. Customer Recency Frequency Monetary Value RFM
John Doe 3 (61-120 days) 4 (5-10 orders) 2 342
Joan Doe 2 (121-365 days) 3 (4-5 orders) 3 233
Geena Doe 4 (31-60 days) 1 (1 order) 1 411

31. True Lovers
These customers bought:
> Most recently
> Most often
> Biggest monetary values R F M5= 5= 5=

32. Lovers
These customers bought:
> Recently
> Many times
> Big monetary values R F M4= = =3 - 4 3 - 4

33. Don Juan
These customers bought:
> A long time ago
> Only once
> Big monetary values R F M1= = =1 5

34. Ex-lovers
These customers bought:
> A long time ago
> Many times
> Big monetary values R F M1= = =5 5

35. Potential lovers
These customers bought:
> Very recently
> Few times
> Small monetary values R F M5= = =1 5

36. Identifying your best customers

37. Analyzing the buying patterns

38. Analyzing the buying patterns

39. 1 True Lover generates
margin as much as
397 fresh customers.
Do you think it pays off to
treat everyone the same?

40. Customer retention
programme

41. Number of
customers
RFM score
Customer Benefits
Personal
Assistant
Free
Shipping
Free
Returns
Support
Priority
Delivery
Priority
Post-order
courtesy
call/text
message
Discount
True lovers 4322 555 v v Forever v v v 5%
Lovers 6574 455, 454 v v 6 months v v v 4%
Potential
lovers
12456
425,432,
444,498,
2 months v v 3%
Ex-lovers 18909
411,412,422,
423
1 month v
About to
dump you
35908
Recență < 3
Valoare
monetară >3
1 time
Breakups 88903
Recență <2
Valoare
monetară >2
1 time v

42. People will forget what you said.
People will forget what you did.
But people will never forget
how you made them feel
Maya Angelou

43. http://bit.ly/OmniResearch

44. Valentin Radu
www.omniconvert.com
https://linkedin.com/in/valentinradu
Thank you!

45. Omniconvert has helped:
www.omniconvert.com

46. QUESTIONS?