Digital Customer Journey

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The Digital Customer Journeyby Panos Ladas

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About Me

1993 1999 2005

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This Presentation

3 companies

1 methodology for better marketing& more& happier customers

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Black FridayCyber Monday

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Retailer - Family-owned business

World's largest company by revenue ($485bil.)

Only 2.5% comes from online

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This is Business Online

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Online Marketing History

Big Bang - 2008 - 2010

~2010

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Online Marketing History~2011~2013~2014

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Multiple Devices

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Multi Channel:Online, offline, mobile

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Attention Scarcity

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Too many channels

20152010Too many channels, too many tools

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Online Marketing ChannelsBEBe Close to your CustomerGETVisits: SEO, AdWords, Social Media Ads, Video & Viral, OfflineCONVERTConversion Optimization: Measure & OptimizeRETAINEmail Marketing, Social Media Engagement, Mobile

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Consumers dont see Channels.

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What is Customer Journey Map?

Customer-centricview of the service

Data-supported set of toolsExtends satisfaction studies

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The King of Customer [email protected]

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Investors trust Amazon

Walmart: 4000 Engineers, $6 Bil.

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Reinventing the Customer JourneyAmazon Dash (IoT), Prime, Drones, Fresh

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Google on Customer Journey Mapping

Beauty & Fitness

Electronics

Food & Drink

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Lets create a map

Step 1: Draw a Purchase FunnelUse excel or your notepad.First we create a timeline / funnel.

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Step 2: Customer Segments / Personas, 24, 39

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Step 3: Needs

4K, Home Theater, WirelessReliable

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Step 4: Touchpoints, Interactions & MediumsMulti channelCustomer ServiceSocial media ProfilesSearchWebsite Mobile sitePaymentWaiting time & DeliveryActually Using the ProductOrdering

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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

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, 24

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, 39

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The Customer Journey Map

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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!

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One last thing

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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

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1. Be Customer Centric2. Be Creative3. Be Fast

THANK YOU

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