PowerPoint Presentation
The Digital Customer Journeyby Panos Ladas
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About Me
1993 1999 2005
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This Presentation
3 companies
1 methodology for better marketing& more& happier
customers
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Black FridayCyber Monday
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Retailer - Family-owned business
World's largest company by revenue ($485bil.)
Only 2.5% comes from online
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This is Business Online
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Online Marketing History
Big Bang - 2008 - 2010
~2010
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Online Marketing History~2011~2013~2014
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Multiple Devices
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Multi Channel:Online, offline, mobile
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Attention Scarcity
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Too many channels
20152010Too many channels, too many tools
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Online Marketing ChannelsBEBe Close to your CustomerGETVisits:
SEO, AdWords, Social Media Ads, Video & Viral,
OfflineCONVERTConversion Optimization: Measure &
OptimizeRETAINEmail Marketing, Social Media Engagement, Mobile
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Consumers dont see Channels.
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What is Customer Journey Map?
Customer-centricview of the service
Data-supported set of toolsExtends satisfaction studies
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The King of Customer [email protected]
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Investors trust Amazon
Walmart: 4000 Engineers, $6 Bil.
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Reinventing the Customer JourneyAmazon Dash (IoT), Prime,
Drones, Fresh
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Google on Customer Journey Mapping
Beauty & Fitness
Electronics
Food & Drink
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Lets create a map
Step 1: Draw a Purchase FunnelUse excel or your notepad.First we
create a timeline / funnel.
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Step 2: Customer Segments / Personas, 24, 39
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Step 3: Needs
4K, Home Theater, WirelessReliable
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Step 4: Touchpoints, Interactions & MediumsMulti
channelCustomer ServiceSocial media ProfilesSearchWebsite Mobile
sitePaymentWaiting time & DeliveryActually Using the
ProductOrdering
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Step 5: Data & Customer InsightsGoogle AnalyticsSocial Media
ChatterGoogle Search TrendsCall center logsBlog
commentsReviewsSupport emailsComments on
socialForumsInterviewsCustomer Support (listen to it)SalesAnyone
client facing & EveryoneCustomer satisfaction surveysNPS, Magic
Wand, Expectations
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, 24
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, 39
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The Customer Journey Map
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Think out of the boxImprove and adapt your offering according to
your findings. Enjoy success.Fix. But also plan the future. Now you
have the data to actually prioritize.Better management of results
and salesHigher revenuesBetter understanding of
customersGamification, SMSOffline: Big chains go for physical
presenceLogistics, BoxesEven Receipts (small paper, A4,
handwritten, digital)ChatA/B TestingCall centerMobile
AppsLoyaltyAnd Take Action. FAST!
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One last thing
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19 Billion in a day:More than double the totale-commerce sales
from Thanksgiving, Black Friday, and Cyber Monday combined.1.7m
deliverymen, 400k vehicles, 5k warehouses & 200
airplanesAlibaba.com 11.11
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1. Be Customer Centric2. Be Creative3. Be Fast
THANK YOU
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