Customer engagement and ecommerce

Edo-Jan MeijerUNIT4 Design Center

12th Januari 2015

Customer Engagement

in ecommerce

pagina 2/49Edo-Jan Meijer; UNIT4 Design Center

EDO-JAN MEIJER

Creative Manager Design Center

Ecommerce strategist

linkedin.com/in/edojan

@edojan


Traffic jam for miles, and

we just started...


Land slides, gravel roads

and steep cliffs :-S


New situations


Learn from each other,

new ideas


Challenges


When trouble arises and

things look bad...


Pema became my

shadow


Soul mates


My relationship with Pema


MY RELATIONSHIP WITH PEMA

In mijn hartHij was er altijd en stond klaar voor me. Ik wist dat hij zich

verantwoordelijk voelde. Hij is een nu van mijn allerbeste vrienden.

IntegerProblemen worden direct opgelost.

Hij is er voor me als het nodig is.

TotsWe kennen elkaar in korte tijd goed. Ik vertrouw hem, hij

vertrouwt mij. Ben er trots op dat hij mijn gids is!

VertrouwenHij heeft mijn vertrouwen gewonnen, we zijn op

de plaats van bestemming aangekomen.

UnknownWho is this guy, can I trust him?





IntegerProblemen worden direct opgelost.

Hij is er voor me als het nodig is.




TrustHe has won my trust, we arrived at the place of

destination.







ThankfulProblems are solved immediately.

He is there for me when needed.



destination.







ProudWe know each other well in a short time. I trust him, he

trusts me. I am proud he is my guide.



destination.



In my heartHe was always there to help me. I knew he felt responsible.

He become a friend for life.



ProudWe know each other well in a short time. I trust him, he

trusts me. I am proud he is my guide.



destination.


What if... Pema was a retailer?


CUSTOMER ENGAGEMENT

NewI want to know if I can trust this company


CUSTOMER ENGAGEMENT

Passie - AmbassadeurKan me niet voorstellen dat er een wereld bestaat zonder…

Perfect bedrijf voor mensen zoals ik, Iedereen moet dit weten

Integer - BetrokkeneProblemen worden eerlijk opgelost

Ik wordt altijd eerlijk behandeld, dat ga ik delen.

Tots - FanIk word met respect behandeld.

Ik ben trots om klant te zijn en draag dit uit.


LoyalI'm quite satisfied

Probably I'll come back and I recommend this

company


CUSTOMER ENGAGEMENT



Tots - FanIk word met respect behandeld.

Ik ben trots om klant te zijn en draag dit uit.

EngagedProblems are resolved fairly

I am always treated fairly, that I'm going to share.




company


CUSTOMER ENGAGEMENT





FanI am treated with respect.

I am proud to be a customer and wear this out.




company


CUSTOMER ENGAGEMENT

AmbassadorCan not imagine a world exists without ...

Perfect for business people like me. Everyone should know this





New I want to know if I can trust this company



company


How to ‘engage’ a customer?


Case Monique


DEFINE PERSONAS

1

Name Monique Active

Sexe Female

Age 34

City Utrecht

Relation Married, no kids

Income Twice the average

Education High school

Function Finance Officer: NGO

Internet Good and positive

My name is Monique

I am married for 3.5 jaar with Joost. We do what we

love. Both of us are curious people.

As employee of an international NGO, I’m often

brought in contact with new cultures and countries.

Together with Joost I make a world trip every other

year. We see a lot of the planet.

During my travels I make lots of photos. Sometime I

can use them in my daily work. I use it as content on

the NGO’s website, but can also it in brochures, flyers

and calenders.

Worries

I want to be sure that all my

equipements works just fine on a

trip. Most likely it is a ‘once a life

time opportunity’ when I’m visiting

a country.

I don’t want to be encountered

with broken material, insufficient

memory or whatsoever.

I want to be sure.

Wannabe

adventurer


FIND THE CUSTOMER JOURNEY

Wish

Google

Social media

Visit Websites

Downloaden information

Ask questions in soc media

Ask experts

Define needs and opportunities

Sharpen

Make choises

Visit a photo shop

Purchase

Make photos

Select and edit photos

Use photos

Evaluate


PEMAPICS KNOWS WHAT TO OFFER

traditional advertising

Google Adwords

Listen, advertise

Responding to click behavior

Gather email adresses

Dialogue

Expert talks

Support

Email reminders

Offer tools

Tips and tricks

Use photos

Customer care

Loyality

Upp-, cross-sell

Wish

Google

Social media

Visit Websites

Downloaden information

Ask questions in soc media

Ask experts

Define needs and opportunities

Sharpen

Make choises

Visit a photo shop

Purchase

Make photos

Select and edit photos

Use photos

Evaluate


SUMMARY: CUSTOMER ENGAGEMENT

1. Define personas: make the primairy target audience real:

2. Add customer journeys to the personas (the happy flow);

3. Find passion points in the customer journey;

4. Be as relevant and reachable as possible on those moments;

5. Plot moments with gaps during the customer journey, find a way to

stay connected;

6. Introduce service elements that strengthen the relationship with your

customer;

7. Remember the (online) behaviour of your customer, learn from

the behaviour and adjust your communication when needed.


Customer engagement in a

e-commerce strategy


Come in Look Approve Choose Buy Come again

Interest Orientation Informer Decide Execute Evaluate

Ecommerce =

The use of online resources to run through a purchase process

PURCHASE PROCESS


ONLINE

OFFLINE

Come in Look Approve Choose Buy Come back

CLICKS & BRICKS

Come in Look Approve Choose Buy Come back


WHAT DOES MONIQUE CARRY DURING A TRIP?

Camera

Wide angle

TeleBag pack

Cleaning

Hoods

Shoulder

belt

Grey card

Manuals

Memory

Batteries

Chargers

and

Cables

Filters

Flash

Tripod LaptopSelf

timer


ON- OFFLINE CONVERSION (MONIQUE)

Type Product Come Look Approve Choose Buy Come back

Simple

products

without

manual

• Memory

• USB sticks

• Adapter

• Cables

• Filters

Simple

products

with simple

manual

• Rechargers

• Photo bags

• Tripods

• Books

• DVDs

• Clothing

Complex

products,

explanation

needed

• Flashes

• Memory

• GPS

• Bodies

Complexe

products,

with emotion,

explanation

needed

• Camera

• Lenses

• Video

• Tablets

• Latops




Simple

products

without

manual

• Memory

• USB sticks

• Adapter

• Cables

• Filters

Simple

products

with simple

manual

• Rechargers

• Photo bags

• Tripods

• Books

• DVDs

• Clothing

Complex

products,

explanation

needed

• Flashes

• Memory

• GPS

• Bodies

Complexe

products,

with emotion,

explanation

needed

• Camera

• Lenses

• Video

• Tablets

• Latops




Simple

products

without

manual

• Memory

• USB sticks

• Adapter

• Cables

• Filters

Simple

products

with simple

manual

• Rechargers

• Photo bags

• Tripods

• Books

• DVDs

• Clothing

Complex

products,

explanation

needed

• Flashes

• Memory

• GPS

• Bodies

Complex

products,

with emotion,

explanation

needed

• Camera

• Lenses

• Video

• Tablets

• Latops


SUMMARY PURCHASE PROCESS

1. The purchase process is the fundament of ecommerce;

2. If you do not facilitate a customer during a purchase process, the

solution can not be solid and therefore can not be effective;

3. Persuade the customer to convert to the next step in the purchase

proces; Clicks OR Bricks!

4. Adjust the site, shop and social media by making use of the individual

behaviour of your customer. Both logically and natural;

5. Divide your product range based on personas;

6. Involve local expressions, such as social media, email marketing, and

search engine marketing/optimization.


In summary

Come (again)

Look

ApproveChoose

Buy

PURCHASE PROCESS

CUSTOMER JOURNEY

Ambassador

Engaged

Fan

New

Loyal

CUSTOMER ENGAGEMENT

2) Customer journey

3) Customer

engagement

1) Purchase process

consumer


Conclusion


CONCLUSIE

• A strong bond with your audience leads to:

• Brand awareness;

• New visitors;

• Brand Preferences;

• More repeat visits;

• Increased revenue;

• When a visitor is known, you can enter a

relevant dialogue with him;

• The better you know what the individual

visitor behavior of a customer is, the more

relevant you can anticipate on that

behavior. (behavioral targeting)


HOW TO DO THAT?

1. Use the purchase process model to define ecommerce;

2. Find out who your target audiences are and make solid personas;

3. Add customer journeys to personas;

4. Follow your customer from the first needs, facilitate, start a dialogue,

reward and anticipate on their behavior;

5. Provide the relationship with relevant content during the customer

journey;

6. Always stay in touch with your customers by using email, social

media, SEM, advertisement. Make content easy to share;

7. Think big, but start manageable. Phase by phase.


Good luck!

Customer engagement and ecommerce

Retail

Transcript of Customer engagement and ecommerce