THE NEW CUSTOMER JOURNEY

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THE NEW CUSTOMER JOURNEY.

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Search on

Google

Purchase

Google

competitors

Limited

time

offer

Download/

view

related

content

Conversations

online

around

content

Watch

video

I want

to buy…

How do I

decide?

Visit

website

Read

3rd party

review

Receive

email

offer

Orchestrated Marketing

Based on

keywords, make

Recommendations,

Show relevant images

Email based on

areas of interest

from last web visit

Recommend

Links or content in

follow-up email

Visit

Facebook

page and

Like

30 day e-coupon

To increase urgency

Ask

peers Share and like

content – not

necessarily around

core product/service

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EMOTION

EX –THE ART OF BUILDING EMOTION

DATA & CREATIVITY (WHICH = CONTENT)

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CONTEXT

CROSS-CHANNEL EXPERIENCE.

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& THEY NEED TO CREATE A CONSISTENT EXPERIENCE THAT’S RIGHT FOR YOUR CUSTOMER.

Real

Relevant

Responsive

EXAMPLE.

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MR PORTER

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EXPERIENCE ECONOMY.

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- Communication when I want it - Tailored to the channel I’m using- Aware of my context- Aware of previous conversations- Driving emotional connection

WHAT THE CUSTOMER EXPECTS:

WE’RE IN THE EXPERIENCE ECONOMY

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“A service is done to you, an experience is done with you. Experience is a conversation, it’s not a broadcast. Experience makes the customer the hero. Experience is memorable.”

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6@TOMHEADLAB

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END.