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How to Get New Customers in Public Transportation ? Strategy, Digital Marketing and Customer Relationship to Improve the "Moments of Truth" of the Customer's Path.
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Conseil en stratégie et innovation 74, rue Ange Blaise• 35000 Rennes [email protected]
Moments of truth in public transport How to get, keep and grow customers in the digital era ?
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Moments of truth
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Mass transit
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Niche market
Source : Transdev
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Client
The Mayor Is Here
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89% of people have never been called or mailed by the public transport operator (source : Transdev)
Customer
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Innovation
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Routine
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Prendre des décisions difficiles Potential
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Market decline
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Opportunities
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Competition
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New models
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End of the model
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Which way to go ?
Source : Chris Burden Metropolis
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Getting new customers is the only way to succeed
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The 3 « moments of truth » in purchasing
Source : Google ZMOT
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New medias, new moments
Source : Google ZMOT
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The « zero » moment of truth in the digital era
Source : Google ZMOT
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Moments of truth in public transportation
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How to get customers (and keep them) in the digital era ?
First moment : change
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« The first day I decided to move differently »
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Combination of individual and collective interests
MAKE AWARE MOTIVATION
Individual interest: « I have good reasons to ride the bus »
€
Collective interest: « I act positively pro environment »
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Create strong brands to spread values
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Develop a sense of belonging
Second moment : Decision
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« First impression matters »
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Sim-pli-fy and help the decision
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Call-to-action
Third moment : first steps
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First time is important
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Welcome and help
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Take the « right to fail » for granted
Fourth moment : Move
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Majority of travellers are independant…
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…but some need help
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Solve your customer’s problems, even the smallest
Fifth moment : interact
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Customer is the one who choose the channel
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Get information anywhere anytime
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Trust comes with interaction
Sixth moment : share
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Customers become medias
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Virality
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Reputation is the new advertising
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Just do it !
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EXPLORER CONCEVOIR LANCER
Veille Prospective Stratégie
Design de solutions Business model Planification
Exécution Communication Changement
15marches, from innova*on to business
Contact : info[at]15marches[dot]fr
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Strategy and innovation consulting 74, rue Ange Blaise • 35000 Rennes [email protected]!
