The Digital Customer Journey

Marketing

bart-de-waele
  • 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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    Description
    The Digital Customer Journey - how internet changes customer behaviour.

    First we change technology, then technology changes us. The ICT revolution makes information always, everywhere, frictionless available. This changes the decision funnel of customers.
    Text
    • 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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