20130711 - Customer Journey - OMD - Nikki Mendonca
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THE CUSTOMER JOURNEY 10 OBSERVATIONS Nikki Mendonҫa July 11 th 2013 Werbeplanung.at Summit 2013
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CUSTOMER JOURNEY Der Weg des Kunden zum Produkt umspannt Touchpoints in Online, Mobile, In-Store, Kundencenter, sozialen Netzen, Werbung im TV, Print, auf Plakaten, im Radio – einfach gesagt: Er sieht alles und das überall. Wie man dem Konsumenten trotzdem ein sinnvolles Bild der Marke gibt und ein unverwechselbares Angebot schafft. Wir begleiten den Konsumenten auf seinem Weg zum Kauf. Nikki Mendonça President, OMD, EMEA at Omnicom I oversee all OMD offices across Europe, Middle East and Africa. We invest over $16.5b in media platforms and opportunities across 56 markets. OMD is the largest and most successful media agency network in the world handling the global communication strategies for world class clients that include Renault/Nissan, Vodafone, McDonald’s and Pepsico.
Transcript of 20130711 - Customer Journey - OMD - Nikki Mendonca
THE CUSTOMER JOURNEY10 OBSERVATIONS
Nikki MendonҫaJuly 11th 2013Werbeplanung.at Summit 2013
WHAT IS THE CUSTOMER JOURNEY?DESCRIBES ALL OF THE EXPERIENCES A CUSTOMER HAS WITH YOUR ORGANISATION, BRAND OR PRODUCT AND THE EMOTIONAL RESPONSES THEY PROVOKE, FROM THE FIRST EMAIL THEY RECEIVE TO SPEAKING WITH A CUSTOMER SERVICE REPRESENTATIVE IN STORE.
IN A DIGITAL WORLD, UNDERSTANDING THE
CUSTOMER JOURNEY AND THEIR EXPECTATIONS IS NOW CRITICAL TO MARKETING’S
SUCCESS
001.
CONSUMER DEMANDS HAVE CREATED A ‘NEW NORMAL’ IN CUSTOMER SERVICE
THE PROLIFERATION OF MOBILE DEVICES AND SOCIAL MEDIA MEANS THAT THE CUSTOMER
JOURNEY IS NO LONGER LINEAR
002.
THE JOURNEY IS NOW HUGELY INFLUENCED BY OWNED, EARNED AND PAID CONSUMER TOUCH POINTS..
CONSIDERATION
TRIAL
USAGELOYALTY
ADVOCACY Influencer programmes to
drive earned media
Incentivises my purchase
THE RAPID ADOPTION OF MOBILE DEVICES MEANS THAT THE CUSTOMER IS
NOW ‘ALWAYS – ON’
003.
A ‘ROUND THE CLOCK’ SERVICE IS NOW A MANDATORY OFFERING
004.THE DIGITAL REVOLUTION HAS TRANSFORMED THE
CUSTOMER JOURNEY FROM BEING AD CENTRIC TO BEING
CONTENT AND PEOPLE CENTRIC
FROM CREATING MESSAGES TO INFLUENCING CONVERSATIONS AND BUILDING EXPERIENCESTHAT PEOPLE CAN RALLY AROUND
THE SOCIAL MARKETING REVOLUTION HAS GIVEN
MORE DEPTH AND BREADTH TO THE CUSTOMER JOURNEY
WITH THE ‘CONTROL’ MOVING AWAY FROM THE
COMPANY TO THE CONSUMER.
005.
THE RESEARCH PHASE THE POST-BUY PHASE
THE ‘HOLIDAY’ CUSTOMER JOURNEY
THE CUSTOMER JOURNEY HAS NOW FORCED A STRUCTURAL AND
OPERATIONAL TRANSFORMATION WITHIN
COMPANIES
006.
CMOS NEED TO BE THE VOICE OF THE CONSUMER, SHAPING AND MANAGING THE CUSTOMER JOURNEY
CHIEF SALES AND MARKETING
OFFICER
Media Procurement Social/PR Creative Sponsorship E-Commerce Retail Corporate Communications
CRM
REAL TIME BEHAVIOURAL DATA HAS MADE THE CUSTOMER JOURNEY
MORE PERSONAL, ADAPTABLE
AND DYNAMIC.
007.
REAL TIME MARKETING IS A GAME CHANGER
TWITTER AD TARGETING
DUAL SCREENING
PERSONAL RE-
TARGETING
THE CUSTOMER JOURNEY IS A COMPLEX AND CONSTANT INTERPLAY BETWEEN THE VIRTUAL AND PHYSICAL
WORLDS
008.
THE CONTINUITY OF THE TOTAL EXPERIENCE IS PARAMOUNT
THE CUSTOMER JOURNEY HAS NOW BECOME A
BUSINESS MODEL DIFFERENTIATOR
009.
Focused on speed, simplicity and service
010.THE CUSTOMER
JOURNEY MUST BE CUSTOMER FOCUSED
QUESTIONS TO ASK YOURSELF Does the experience reinforce the brand proposition? Does the journey make the customer feel in charge? Is the experience solving a customer need or problem? Does the journey save the customer money? Is the experience convenient and easy for the customer? Can the experience offer a cost saving for the brand? What are the opportunities to cross/up sell and drive more revenue? How does the journey affect customer satisfaction and ‘brand love’? Does the experience help tangibly differentiate your brand in a cluttered marketplace?
THANKS FOR LISTENINGNikki.Mendonç[email protected]@NikkiMendonça
