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Customer Journey: What Keyless Check-in
Teaches Us
SKIM Webinars | June 30, 2016
1
Through the lens of customer journey, companies are
redesigning their customer experience
2
The
decision
journey
framework
Triggers
Touch
points
Touch
points
Stage 3
Buy
Stage 4
Experience
Stage 2
Evaluate
Stage 6
Bond
Stage 1
Consider
Stage 5
Advocate
Stage 0
Latent
Stage 6
BOND
Source: McKinsey
(modified)
3
Key Learnings
Omni-channel journeys
are the norm, and
Google is losing ground
4
Look at the entire
journey, and divide it in
meaningful stages
Think beyond your
industry for the best
customer journey
experience
Telecom JourneyManage the customer journey by stages
5
Brand performance may change significantly as consumers navigate through their journey
La
ten
tC
on
sid
er
Bu
y
Brand A
Brand B
Brand C
Makes
experiences
easy
Gives more
plans, devices,
and service
options
Understands
needs and
wants
Makes it easy
to understand
plans and
choices
6
Provides
recommendations
to make informed
decisions
Makes
customers feel
heard and
recognized
Brand consideration drivers may also change significantly as the journey progresses
Cu
sto
me
r Jo
urn
ey Latent
Consider
Buy
Brand consideration
13% 12%
12% 13%
15% 21%
10%
12% 22%
30%
13%13%
10% 10%
18% 17%
24%
Network Value
Network Plan
Plan Data
Help with Bill Control
Advice Understanding
Helps with plan Care
On TV WOM
In Store WOM
WOM
Perception Experience Advertising
7
Brand consideration drivers may also change significantly as the journey progresses
Cu
sto
me
r Jo
urn
ey Latent
Consider
Buy
Brand consideration
Network Value
Network Plan
Plan Data
Help with Bill
Control
AdviceUnder-stand-
ing
Helps with plan
Care
On TV WOM
In Store WOM
WOM
Perception Experience Advertising
8
9
CPG JourneyOnly online or offline is not enough
Omni-channel behaviors are the new norm but distinctive
behaviors exist between digital and offline purchase journeys
12%
7%
12%
1%
19%
4%
9%10%
14%16%
10
Where consumers start their journey
Search EngineCoupon Websites Friends & Family Beauty
Store Website
Purchase Offline
Purchase Online
Retailer websites are becoming the research hub and starting
point in the purchase journey
“ “Amazon is the place I
always go to look for
information. I read the
reviews and comments
about a product before I
decide to purchase.
Retailer website
11
Dig
ita
l T
ou
ch
po
ints
B2B JourneyBroaden your perspective to get on top
12
Even auto-piloting can be disrupted
Auto Pilot Purchase
Disruptor
New Decision
Research
13
Customer expectations are influenced by all their experiences, not just the ones in your industry
14
Takeaways
Omni-channel journeys
are the norm and the
role of retailer.com is
changing
15
Design your customer
journey by stages to
create a better and more
engaging experience
Consider the
expectations of your
customers beyond your
industry
Contact usskimgroup.com/decision-
journey-mapping
Wessel Roose
Research Manager
Based in Rotterdam
Patricia Dominguez
Sr. Research Analyst
Based in London
Alex Xiaogung Zhu
Manager
Based in New York
Sanjay Sugarek
Manager
Based in New York
