Customer journey an example - ikea

Customer Journey(an example)

1. Pick a journey

• Which services or products are underperforming?

• Where are the most complaints coming from?

• Which interaction and touchpoints are the most essential?

…

These are the kind of brand experiences you want to improve, intensify or redesign.

From the ‘wow’ moment till the ‘how’ momentwow = hey, this is nice

how = how do I get the right pieces (and stuff ‘m in my car)

Customer Journey : IKEA buying experience

2. Draw a timeline


3. Frame yourself as customer

… or do the right research ;-)


4. Split up the journey into actions and thoughts.


hey, this i

s nice

where do I get t

his

let’s not fo

rget t

he

reference; w

rite it

down

go to

stock

search

stock

for p

acks

pick st

ock

put on ca

rt

checko

ut

stuff in

car

go to

car p

ark

happy, inspired

arousalhandy, those papers and pencils

uncertainty; will everything be in stock,

do I have to cross the whole shop?!

anxiety; is everything here

wow, this is bigger than I thought

this is heavy and takes space

how am I going to pack this

stress; damn this isn’t easy

these packs are unhandy

actu

albe

nefit

5. Indicate which actions are in the different levels of the buying decision process

1. Gather Information2. Seek Alternatives3. Make Decision4. Use


hey, this i

s nice

where do I get t

his

let’s not fo

rget t

he

reference; w

rite it

down

go to

stock

search

stock

for p

acks

pick st

ock

put on ca

rt

checko

ut

stuff in

car

go to

car p

ark

happy, inspired










Gat

her i

nfo

& s

eek

alte

rnati

ves

Mak

eD

ecis

ion

Use

actu

albe

nefit

6. Identify the heart- and brainspots


hey, this i

s nice

where do I get t

his

let’s not fo

rget t

he

reference; w

rite it

down

go to

stock

search

stock

for p

acks

pick st

ock

put on ca

rt

checko

ut

stuff in

car

go to

car p

ark

happy, inspired










Gat

her i

nfo

& s

eek

alte

rnati

ves

Mak

eD

ecis

ion

Use

actu

albe

nefit

7. Mark the customer emotion towards the action per heart- and brainspot in a graph


hey, this i

s nice

where do I get t

his

let’s not fo

rget t

he

reference; w

rite it

down

go to

stock

search

stock

for p

acks

pick st

ock

put on ca

rt

checko

ut

stuff in

car

go to

car p

ark

happy, inspired










Gat

her i

nfo

& s

eek

alte

rnati

ves

Mak

eD

ecis

ion

Use

+

0

_

towards undertaken action

actu

albe

nefit

8. Mark the customer emotion towards the providing brand per heart- and brainspot in a graph


hey, this i

s nice

where do I get t

his

let’s not fo

rget t

he

reference; w

rite it

down

go to

stock

search

stock

for p

acks

pick st

ock

put on ca

rt

checko

ut

stuff in

car

go to

car p

ark

happy, inspired










Gat

her i

nfo

& s

eek

alte

rnati

ves

Mak

eD

ecis

ion

Use

+

0

_


towards IKEA brand

actu

albe

nefit

9. Write down what the customer need per journey phase is.


hey, this i

s nice

where do I get t

his

let’s not fo

rget t

he

reference; w

rite it

down

go to

stock

search

stock

for p

acks

pick st

ock

put on ca

rt

checko

ut

stuff in

car

go to

car p

ark

happy, inspired










Gat

her i

nfo

& s

eek

alte

rnati

ves

Mak

eD

ecis

ion

Use

+

0

_


towards IKEA brand

need ideas, tips easy info,

convenienceeasy info,

convenience shortest way easy info,convenience

confirmationof choice help speed,

easeeasy

accessconfirmation

& help

10. Give the perceived emotional and rational benefit per phase for the customer.


hey, this i

s nice

where do I get t

his

let’s not fo

rget t

he

reference; w

rite it

down

go to

stock

search

stock

for p

acks

pick st

ock

put on ca

rt

checko

ut

stuff in

car

go to

car p

ark

happy, inspired










Gat

her i

nfo

& s

eek

alte

rnati

ves

Mak

eD

ecis

ion

Use

+

0

_


towards IKEA brand

need

actu

albe

nefit

inspiration

ideas, tips easy info,convenience

easy info,convenience

inspiration& ideas

shortest way easy info,convenience

system,structure

confirmationof choice

structure assistanceon demand

help speed,ease

self-scan

easy access

parkingspace

confirmation& help

basic material:rope…

info convenience

11. Indicate which actions need improvement because they:

• Have a negative emotion towards the action

• Have a negative emotion towards the brand

• Show a gap between the customer need and

the brand product or service delivery.

• Are redundant or unnecessary.

Customer Journey : IKEA buying experience - - - NEED 4 IMPROVEMENT

hey, this i

s nice

where do I get t

his

let’s not fo

rget t

he

reference; w

rite it

down

go to

stock

search

stock

for p

acks

pick st

ock

put on ca

rt

checko

ut

stuff in

car

go to

car p

ark

happy, inspired










Gat

her i

nfo

& s

eek

alte

rnati

ves

Mak

eD

ecis

ion

Use

+

0

_


towards IKEA brand

need

actu

albe

nefit

inspiration


info


convenience inspiration& ideas


system,structure



help speed,ease

self-scan

easy access

parkingspace

confirmation& help


12. Indicate which actions offer opportunities because:

• They have a positive emotion towards the action

• They have a positive emotion towards the brand

• The brand product or service delivery delivers according the customer need.

Customer Journey : IKEA buying experience - - - O P P O R T U N I T I E S

hey, this i

s nice

where do I get t

his

let’s not fo

rget t

he

reference; w

rite it

down

go to

stock

search

stock

for p

acks

pick st

ock

put on ca

rt

checko

ut

stuff in

car

go to

car p

ark

happy, inspired










Gat

her i

nfo

& s

eek

alte

rnati

ves

Mak

eD

ecis

ion

Use

+

0

_


towards IKEA brand

need

actu

albe

nefit

inspiration



inspiration& ideas


system,structure



help speed,ease

self-scan

easy access

parkingspace

confirmation& help


info convenience

13. Make a priority list of which actions:

• Need improvement because

of the negative emotions.

• Need innovation because of

the gap between the

customer need and the

brand delivery.


1 2 3 4 5

16. GO, GO, GO• Time for action!


1 Introduce the same map principle as already used in some IKEA points.


2 Install “help me load my cart” button in stock at large item racks.


3 • Cf. first map idea.• Consider making a system where the

customer can immediately check for availability. • in store system• app with code scanner


4 • Provide information for bigger packs in which types of cars this package will enter or not.


5 • Provide information on how to pile up packs in a car the most efficient way.

• Provide information on how to best load your cart in order to have everything in the right order to stuff it into the car.

17. NOW IMPLEMENT!• Implement, measure

and make your next customer journey!

Brand Date - Geert Stox

[email protected]

www.branddate.be

Business

Customer journey an example - ikea