If you can't read please download the document
Embed Size (px)
The Digital Customer Journeyby Panos Ladas
1993 1999 2005
1 methodology for better marketing& more& happier customers
Black FridayCyber Monday
Retailer - Family-owned business
World's largest company by revenue ($485bil.)
Only 2.5% comes from online
This is Business Online
Online Marketing History
Big Bang - 2008 - 2010
Online Marketing History~2011~2013~2014
Multi Channel:Online, offline, mobile
Too many channels
20152010Too many channels, too many tools
Online Marketing ChannelsBEBe Close to your CustomerGETVisits: SEO, AdWords, Social Media Ads, Video & Viral, OfflineCONVERTConversion Optimization: Measure & OptimizeRETAINEmail Marketing, Social Media Engagement, Mobile
Consumers dont see Channels.
What is Customer Journey Map?
Customer-centricview of the service
Data-supported set of toolsExtends satisfaction studies
The King of Customer [email protected]
Investors trust Amazon
Walmart: 4000 Engineers, $6 Bil.
Reinventing the Customer JourneyAmazon Dash (IoT), Prime, Drones, Fresh
Google on Customer Journey Mapping
Beauty & Fitness
Food & Drink
Lets create a map
Step 1: Draw a Purchase FunnelUse excel or your notepad.First we create a timeline / funnel.
Step 2: Customer Segments / Personas, 24, 39
Step 3: Needs
4K, Home Theater, WirelessReliable
Step 4: Touchpoints, Interactions & MediumsMulti channelCustomer ServiceSocial media ProfilesSearchWebsite Mobile sitePaymentWaiting time & DeliveryActually Using the ProductOrdering
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
The Customer Journey Map
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!
One last thing
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
1. Be Customer Centric2. Be Creative3. Be Fast