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Customers increasingly expect a cohesive experience with your brand. Winning and retaining customers is dependent upon the totality of these experiences. Take a look at the not-so-distant past and how consumer expectations have shifted and matured in this quick review of what customer journey mapping is and why it's critical to optimizing engagement.
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CUSTOMER EXPERIENCE JOURNEY MAPPING
A Guide to Understanding Customer Experience
Understanding
Developing
Using
O
Copyright ©2013 Rightpoint | Proprietary and Confidential 2
Platform
Implementation
Content Delivery Experts WikisReputation
Management
360-Degree
Customer ViewContent Marketing National / HQ Digital Governance Livecasts
Content
Management
Community
ModerationFacebook Smartphones Drive Revenue Marketing Events Communities
Mobile Optimized
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ConnectorsListen
Customer
Experience
Integration
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/ Measurement
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CommunicationTwitter Social Integration
Enhance Customer
ExperienceWeb Analytics Blogs Social Strategy Grow Advocacy SMS Reporting Plan Web Architecture Portals
LinkedIn Tablets Engage Influencers Processes CMS CRMCampaign
DevelopmentAdvocates
Build Constituent
Relationship
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Innovators and
CreatorsCrowdsourcing Kiosks
Measure Personal Computers Enterprise 2.0 Mobile ApplicationsOrganizational
Planning & StaffingPersonalization SEO Local Offices / Retail Increase Relevance Collaboration
Websites
Reduce
Administrative Costs
Finance
Digital Intelligence
Management
Operations
Welcome to Digital X.0
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REMEMBER THIS?
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the average shopper uses
10.4 sources of information to make a decision1
1Google, Winning the Zero Moment of Truth
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TODAY’S CUSTOMER EXPERIENCE SPANS CHANNELS, DEVICES …
events
smartphone
tv
desktop
email smsonline
cartabletlaptop
customer
servicesales store
direct
social
mediaprint
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THE NEW EXPERIENCE REALITY …
Need: Plan for
kitchen remodel
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Customers increasingly
expect a cohesive
experience(with your organization)
Winning and retaining customers is dependent
upon the totality of these experiences
Copyright ©2013 Rightpoint | Proprietary and Confidential 8
IN THIS NEW WORLD, THE PURCHASE FUNNEL FALLS SHORT
• Favors exposure instead of
engagement
• Doesn’t account for the multitude
of customer interaction points
• Based on one-way communication
instead of a two-way dialogue
Awareness
Familiarity
Consideration
Purchase
Loyalty
Copyright ©2013 Rightpoint | Proprietary and Confidential 9
CUSTOMER JOURNEYS ARE YOUR NEXT-GEN PURCHASE FUNNEL
Customer journeys are:
A model that provides a full lifecycle view of key customer / constituent
• decision points
• thoughts, motivations, and perceptions
• interactions
with a particular brand (organization, product, service) to achieve a
desired outcome.
Copyright ©2013 Rightpoint | Proprietary and Confidential 10
Optimizing Engagement
Customer journeys provide a mechanism where
experiences and outcomes are optimized
through each channel in each moment of
engagement.
Copyright ©2013 Rightpoint | Proprietary and Confidential 11
provide insight into the factors (motivations) that influence
your customers at every moment of the customer lifecycle
customer lifecycle insight
Copyright ©2013 Rightpoint | Proprietary and Confidential 12
provide a framework to identify opportunities for optimizing
multi-channel engagement, thereby increasing customer
stickiness
customer lifecycle insight multi-channel engagement
Copyright ©2013 Rightpoint | Proprietary and Confidential 13
help organizations understand inter-relationships across
channels and promote the need for alignment across
departmental lines
customer lifecycle insight multi-channel engagement organizational alignment
Copyright ©2013 Rightpoint | Proprietary and Confidential 14
marries the needs of your customers with the experiences
and capabilities that need to be enabled
customer lifecycle insight multi-channel engagement organizational alignment capability enablement
Copyright ©2013 Rightpoint | Proprietary and Confidential 15
Understanding
Developing
Using
O
To learn how to develop and use
Customer Journey Mapping, contact:
Dave Abell
Digital Strategist
dabell@rightpoint.com
312.953.9481
CHICAGO29 North Wacker Drive
4th Floor
Chicago, IL 60606
Ph 312.920.8383
DENVER1045 Lincoln Street
Suite 204
Denver, CO 80203
Ph 720.330.3000
DETROIT43155 Main Street
#2212C-2
Novi, MI 48375
Ph 248.255.4175
THANK YOU
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