The Digital Customer Journey

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  • 1. The digitalcustomerjourneyHow internet changes customer behavior
2. Internet. 3. Internet.It’s not about e-commerce or websites or technology. 4. Internet.It’s not about e-commerce or websites or technology.It’s about changed behaviour. 5. First we change technology.Then technology changes us. 6. Let’s start with a story. 7. I worked at a bankend of the 90’s. 8. I worked at a bankend of the 90’s.Do you remember the 90’s?We still used these: 9. I worked at a bankend of the 90’s.I had to visit lots ofclients in unknownplaces.Do you remember the 90’s?We still used these: 10. Remember these? 11. I prepared the night beforeby printing out lots of routedescriptions. 12. Now I have this. 13. Now I have this.I don’t even think about preparinganymore. The information comes tome, frictionless, the moment I need it. 14. My behaviour changed.Induced by technology, I changedthe way I prepare for driving. 15. ICT =Information andCommunicationsTechnologyEmphasis onInformation &Communication,not on Tech.The revolution isin I & C, not in T. 16. Information is always, anywhereand frictionless available. 17. Remember how we used to plan‚going out’ in the 80’s? Weeks ahead. 18. Now we have this. 19. Now we have this.We don’t plan anymore. 20. Now we have this.We don’t plan anymore.Connectivity is always,anywhere andfrictionless available. 21. First we change technology.Then technology changes us. 22. Information is always, anywhereand frictionless available. 23. Behaviour change. 24. Another story. 25. I had to buy awashing machine.When I left school, I rentedan apartment to live withmy girlfriend. 26. I had to buy awashing machine.When I left school, I rentedan apartment to live withmy girlfriend.I know nothingabout washingmachines. 27. This is how I came to a decision: 28. 1995SupplierI went to a retailer, becausethey had a cool radiocommercial and theme song. 29. 1995SupplierProblemI explained my ‚problem’ tothe sales guy: startingfamily, low budget, no kids. 30. 1995SupplierProblemSolutionHe suggested 3 brands ofwashing machines thatfitted my needs. 31. 1995SupplierProblemSolutionProductI chose the brand that bestfitted my needs and feelings. 32. 1995 2014SupplierProblemSolutionProduct9 years later, thatwashing machinebroke down. I hadto buy a new one. 33. 1995 2014SupplierProblemSolutionProductProblemI started with Googling my‚problem’: family with 3 dirtykids, silence is important. 34. 1995 2014SupplierProblemSolutionProductProblemSolutionI read reviews, descriptions,social info by experts andpeople like me. 35. 1995 2014SupplierProblemSolutionProductProblemSolutionProductI chose the brand that bestfitted my needs and feelingsbased on that information. 36. 1995 2014SupplierProblemSolutionProductProblemSolutionProductSupplierThen I decided where to buyit, based on a mix of price,convenience and service. 37. 1995 2014SupplierProblemSolutionProductProblemSolutionProductSupplierNew decision funnel 38. You want to be ashigh as possible inthe decision funnel.1995 2014SupplierProblemSolutionProductProblemSolutionProductSupplierNew decision funnel 39. 1995 2014SupplierProblemSolutionProductProblemSolutionProductSupplierNew decision funnelBrandingYou want to get that cooltheme song in their heads. 40. 1995 2014SupplierProblemBranding ContentSolutionProductProblemSolutionProductSupplierNew decision funnelMarketingYou want to be foundin that research phase. 41. 1995 2014SupplierProblemBranding is stillimportant!Branding ContentSolutionProductProblemSolutionProductSupplierNew decision funnelMarketingBranding 42. New decision funnel, becausenew availability of information. 43. In 1995, I had to go to alibrary to do research.New decision funnel, becausenew availability of information. 44. In 1995, I had to go to alibrary to do research.In 2005, I had to go to aspecial room in my house.New decision funnel, becausenew availability of information. 45. In 1995, I had to go to alibrary to do research.In 2005, I had to go to aspecial room in my house.In 2015, I can do researchanytime anywhere.New decision funnel, becausenew availability of information. 46. (But ICT revolution will continue…)Caution! There is no completefrictionless information yet! 47. Information friction Information frictionless1995 2014SupplierProblemSolutionProductProblemSolutionProductSupplier 48. Information friction Information frictionless1995 2014SupplierProblemSolutionProductProblemSolutionStill some friction in information!ProductSupplier 49. Information friction Information frictionless1995 2014SupplierProblemSolutionProductProblemSolutionStill some friction in information!ProductSupplierI’m only using the research decisionfunnel for high involvement items.Low involvement High involvement 50. Information friction Information frictionless1995 2014SupplierProblemSolutionProductProblemSolutionStill some friction in information!ProductSupplierI’m only using the research decisionfunnel for high involvement items.Not prepared to do researchfor low involvement items.Low involvement High involvement 51. Information friction Information frictionless1995 2014SupplierProblemSolutionProductProblemSolutionProductSupplierI’m only using the research decisionfunnel for high involvement items.Not prepared to do researchfor low involvement items.Low involvement High involvement 52. Information friction Information frictionlessTap into the rightdecision funnel!1995 2014SupplierProblemSolutionProductProblemSolutionProductSupplierLow involvement High involvement 53. Information friction Information frictionlessTap into the rightdecision funnel!1995 2014SupplierProblemSolutionProductProblemSolutionProductSupplierBut know that the ICT revolution willkeep moving products to the new model.Low involvement High involvement 54. Behaviour change. 55. Behaviour change.New decision funnel. 56. Customer journeyAwareness 57. Customer journeyAwareness Consideration 58. Customer journeyAwareness ConsiderationInformation 59. Customer journeyAwareness ConsiderationInformationDecision 60. Awareness ConsiderationInformationDecisionUseCustomer journey 61. Awareness ConsiderationInformationDecisionUseWoMCustomer journey 62. New decision funnel, becausenew availability of information. 63. Information is always, anywhereand frictionless available. 64. Awareness ConsiderationInformationDecisionUseWoMThis research phasegets biggerCustomer journey 65. Awareness ConsiderationInformationDecisionUseWoMThis research phasegets biggerCustomer journeyBecause of information revolution. 66. Customer journeyAwareness ConsiderationInformationDecisionUseWoMThis gets more importantThis research phasegets bigger 67. Customer journeyAwareness ConsiderationInformationDecisionUseBecause of thisWoMThis gets more importantThis research phasegets bigger 68. Customer journeyAwareness ConsiderationInformationDecisionUseBecause of thisWoMThis gets more importantThis research phasegets biggerMore power forWord-of-Mousethrough socialmedia. 69. New decision funnel = new focus‣ information phase becomes more important‣ use phase needs more attention‣ word of mouth becomes powerful 70. 1. Information phase 71. Information phase‣ more emphasis‣ content marketing‣ advertising -> informationStop ‚creating awareness’ withadvertising, start providinginformation with content marketing. 72. Information phase‣ more emphasis‣ content marketing‣ advertising -> informationStop YELLING and start HELPING!Stop ‚creating awareness’ withadvertising, start providinginformation with content marketing. 73. Change advertising intoinformation with context. 74. The age of context 75. The age of contextData transforms into information or advertising,depending on the context of the consumer. 76. The age of contextIf I want to buy a car, and I find a bunch of paperadvertising for diapers in my mailbox - they gostraight into the bin.!If I want to buy a car, and I find a bunch of paperadvertising for cars in my mailbox - I take them withme to the couch and read them all night. 77. The age of contextData transforms into information or advertising,depending on the context of the consumer. 78. The age of contextspam advertising infoless context more context 79. The age of context‣ demographic (readership)‣ search word‣ location‣ friends‣ browser history‣ activity (work, home, bar)‣ …Lots of context-detectionpossibilities! 80. Information phase‣ be present as a supplier of information in theresearch phase‣ use content marketing‣ change advertising into information by usingcontextStop YELLING and start HELPING! 81. 2. Use phase 82. Use phase‣ get the experience of your products/services right!‣ even more important in times of social media‣ every ‚physical’ product will get a digitalcounterpart‣ UX (user experience) important in all its forms 83. Don’t stop at just building a great product! 84. Don’t stop at just building a great product!To provoke Word of Mouth you have tobuild in triggers in your product. 85. 3. Word of Mouth 86. Word of Mouth‣ deliberately trigger Word of Mouth‣ build in WoM triggers! 87. BJ Fogg’s behaviour model 88. Don’t justfocus onMotivationand Ability. 89. Don’t justfocus onMotivationand Ability.Build inHot Triggers! 90. Create things worth sharing. 91. A triggercan be assimple as alike button. 92. Or it can besomethingcleverer. 93. Or it can besomethingcleverer. Your name on a bottle =trigger your vanity. 94. Or it can besomethingcleverer. Your name on a bottle =trigger your vanity.Trigger the posting of aselfie with the bottle. 95. Or it can besomethingcleverer. Your name on a bottle =trigger your vanity.Trigger the posting of aselfie with the bottle.Free advertising for Cokeon Facebook… 96. Word of Mouth‣ deliberately trigger Word of Mouth‣ build in WoM triggers in your product 97. Customer journeyAwareness ConsiderationInformationDecisionUseBecause of thisWoMThis research phasegets biggerThis gets more important 98. Word of Mouth‣ WoM = using the network of your fans as channel‣ WoM leads to awareness‣ WoM leads to consideration 99. Remember.What you shouldremember: 100. New decision funnel, becausenew availability of information. 101. ? 102. ?ICT revolution willnot end here… 103. Information becomes frictionless‣ changed behaviour‣ changed decision funnel‣ more emphasis on research over awareness‣ use content marketing for information phase‣ use context to change advertising into information‣ give your product a digital counterpart‣ build in hot triggers 104. Stop YELLING, start HELPING! 105. Conversation 106. Questions?Questions? 107. Questions?Questions?bart@wijs.be@netlash 108. Wijs bvbaVoorhavenlaan 31/39000 GENT09 335 22 8009 330 09 83http://wijs.beinfo@wijs.beBE 0473.071.275
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1. The digitalcustomerjourneyHow internet changes customer behavior 2. Internet. 3. Internet.It’s not about e-commerce or websites or technology. 4. Internet.It’s not…