Customer Journey Path

What’s your favorite things?

The value of Experience

Brand as a VERB

in today’s attention economy, consumers have come to care less about what brands are saying and more about what they’re doing. Which is why we see brands today as more a function of how they act ... how

they engage with and around consumers ... as verbs.

in a world of brands as verbs, what you do in

REAL LIFE is critical to having a

REAL IMPACT

Understanding our CUSTOMER

People don’t buy stuff. They buy what stuff does for them

..and the most powerful experience is the feeling of belonging

Understanding our CUSTOMER

Because we’re social by design And we craved to share experiences

Understanding our CUSTOMER

content

What we make for them

Context : The Experience

What we mean to them

Understanding our CUSTOMER

How we should make the ‘context’? Focus less on ‘positioning’, more on ‘feeling’

Understanding our CUSTOMER

They will soon forget about what we said But they will remember how we made

them FEEL

Experience the VALUE

3 principles of building brand experiences : Entice = Draw People In

Engage = Broaden the Conversation Extend = Make them Believe

Experience the VALUE

Brand start in the recruitment process Your people are your brand

brand starts inside your company with your company culture brand is not the strategy.. it's who we are

Experience the VALUE

‚in this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the

strength of the human spirit, not an ad campaign.‛ Howard Schultz, CEO Starbucks

AIESEC’s Experience Flow

Customer Journey

Re-defining Customer Path

Aware Appeal Ask Act Advocate

Initial appeal is Influenced by the ‘community’

To determine attitude

Customers now actively connect, Building ask-and-advocate relationship

Loyalty is ultimately defined As willingness to advocate

A brand

Re-defining Customer Path

Aware Appeal

Customer is in passive stage,

Brand awareness source : 1. Marketing and Communication 2. Community recommendation

3. Self-experience

Customer unconciously making list about brand

they curious about.

First impression is the key to unfocused costumer

Re-defining Customer Path

Ask Act

Customer is in active stage They constantly ask and search

about brand through their community and the brand itself.

This stage is the important factor of purchase decision

The highest engagement between customer & brand How we deal with complain

is the most important interaction

Advocate

The phase where customer’s give advocacy/suggestion

to others about your brand

Re-defining Customer Path

Ask Act

Customer is in active stage They constantly ask and search

about brand through their community and the brand itself.

This stage is the important factor of purchase decision

The highest engagement between customer & brand How we deal with complain

is the most important interaction

Advocate

The phase where customer’s give advocacy/suggestion

to others about your brand

Let’s take a look of CASE STUDY

They create CUSTOMER PATH

They create PLANNING TOOL

Insight Flying means time away from home or work Quite a few travellers want to arrive just in time Solution Lufthansa supports those travellers with a search/planning tool that is based on the actual time of the appointment allowing for precise planning

They create INFO PRINTABLE

Insight In order to have the important trip information in one place, travellers often keep a hand-written note with them Solution Lufthansa aids with a convenient printable overview of the important trip related data giving security

Find out more

http://www.slideshare.net/chrisdudeberlin/the-experience-is-the-message-creating-unique-airline-brand-experiences

Let’s redefine it!

Imagine yourself as a customer that want to apply AIESEC program, what steps that you will face and draw it in flipcharts (OGX and TXP)

Wrap it UP!

Check Point