In week three we focus on the customer. Any organisation with a successful digital strategy needs to have a clear understanding of who their customer is and how they interact with their brand throughout the entire purchase journey.

1. Decoding Digital
Week Three: Understanding Your Customer
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2. How to engage with us by webinar
We want you to get the most out of the program by asking questions, giving
your feedback, telling us your stories and participating in opinion polls.
• Chat box
– How to communicate with the chat box
• Polls
– How to participate with polls
• Twitter
– We will be answering questions during the session on Twitter. Contact us directly at
@Symphony3Think and/or use the hashtag #DigitalVic
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3. Where to contact us - #DigitalVic
• We will be answering questions every Friday via YouTube/Twitter/Google
Hangouts
• Tweet us directly @Symphony3Think or use #DigitalVic in your tweet (not case
sensitive!)
• Post questions on Facebook:
– Business Victoria page
– Symphony3 Page
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4. Webinar Schedule
Week One: Digital Leadership (May 7)
Week Two: Building the right digital foundations (May 14)
Week Three: Understanding your customer (May 21)
Week Four: How to generate brand awareness and position your products and services
evaluation (May 28)
Week Five: Ecommerce – making it easy for your customers to buy online (June 4)
Week Six: How to support your customers online (June 11)
Week Seven: How to engage your customers and create loyal advocates (June 18)
Week Eight: Tying it all together – Developing your digital strategy(June 25)
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5. Today’s Session: Understanding your customer
1. Why do we need to learn more about our customer?
2. Creating your customer personas
3. The customer journey
4. Implications of the customer journey
5. The multi-screen customer
6. Top 5 takeaways & homework
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6. Why we need to know more…
• Different demographics interact differently to each other online
• Customers expect to be serviced where and how it suits them
• In order to provide the best service to your customer, you need to understand
who they are and how they interact with brands online
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7. Customer Persona Worksheet
• Help define one or more customer
groups who interact differently with your
brand online
• Detail matters!
• http://www.business.vic.gov.au/__data/a
ssets/pdf_file/0007/94309/Customer-
persona-new.pdf
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8. Personas
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9. Persona and Customer Journey
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10. Customer Persona Worksheet
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11. Customer Persona Worksheet
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12. Customer Persona Worksheet
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13. Now what? The customer journey.
• Once we understand who our customer is – we need to investigate how they interact
with our brand
• A customer’s relationship can be broken down into multiple stages throughout the
purchase process
• The ‘customer journey’ should be viewed as an ongoing, cyclical process, broken down
into:
– Unaware/Aware
– Evaluation
– Purchase
– Implementation
– Support
– Loyal Advocate
• We can provide online support to our customers throughout each of these stages
• http://www.business.vic.gov.au/__data/assets/pdf_file/0017/94310/customer-journey.pdf
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14. • http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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15. The Customer Journey
The Green outer box = what the
customer does / requires from our
brand
The Red inner box = how we service the
customer at that stage
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16. Aware/Unaware
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• How does the customer become aware of our brand?
• Consider:
– Search (SEO)
– How will your content gain attention?
– Social media (which platforms)
– Advertising (which platform, search or display?)
– Influencers

17. Aware/Unaware – Steal Banksy
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https://www.youtube.com/watch?v=w08TVILY2LM

18. Content that generates awareness
Some tips:
• How to articles
• Lists: Top ten, Three ways, Top five ways to look after your deck
• http://www.northjersey.com/news/business/big-retailers-finding-pinterest-draws-
shoppers-1.1003884
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19. Awareness - SEO
Prep for next week
• Ask your customers how they would search for your products and services
• Use the keyword planner tool
https://adwords.google.com/ko/KeywordPlanner/Home
• Check your competitor websites
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20. Evaluate
• Consider:
– Where they find information on your products/services (website, social media, review sites, partners)
– How they access it (mobile, desktop tablet)
– How do you reduce perceived risks? (customer reviews, testimonials, video demonstration etc)
– How they find more info (live chat, social media, email, phone, comments)
– How are your products/services presented and delivered?
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21. Evaluate
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22. Evaluation - IKEA
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http://ikea.mcsdh.com/small-space-living/small-space-living.html

23. Purchase
• Consider:
– Email prompt – seasonality/repeat purchases
– Buy online or in store?
– Can customers easily buy on mobile?
– Do your online forms and buttons lead to conversions?
– How do we reduce perceived purchase risk?
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24. Purchase – Bronze Snake
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25. Implement/Install
*This may not be a step for some
businesses
• Consider:
– What info does the customer need
to ensure implementation works?
– How can you interactively help
them get more from your
product/service?
– How can they be kept informed of
the process?
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26. Implement/Install
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27. Implement – Geofabrics
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28. Support
Consider:
• How does a customer contact
you with problems/questions?
• How quickly will you respond?
• How can you make support as
easy as possible for the
customer?
• Can one piece of information
serve multiple customers?
(e.g. video)
• How can you reduce support
costs in your business?
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29. Support - OPSM
• Mobile app for DIY eye test
• Book an appointment
• Find a store
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30. Support - Teds
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31. Loyal Advocate
Consider:
• Where will your customers talk about your product/service?
• What are they saying?
• Why will they want to share their experience?
• How do you encourage them to share their experience?
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32. Loyal Advocate - 1000 £ Bend
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33. Loyal Advocate – Trip Adviser
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34. Importance of Mobile and multi-screening
ABS DATA December 2012 June 2013 December 2013
Volume of data
downloaded (TB)
13 703 19 636 27 627
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• Customers will use different devices at different stages of their journey
• This is the multi-screen customer
• Are you equipped to handle the customer journey on desktop, tablet and mobile?
• See Google case studies of multi-screen customers:
http://www.google.com.au/think/multiscreen/success.html#award
• http://www.somoglobal.com/learn-how-mobile-and-social-converge/

35. Example
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http://www.google.com.au/think/multiscreen/success.html#award

36. 1. Developing your customer personas is vital!
2. Map out how your personas interact at each stage of the customer journey
(Customer Journey worksheet to be provided in follow-up materials)
3. Highlight differences between your customer’s expectations and what you
currently deliver
4. Understand your customers’ use of multi-screening
5. Make a list of required changes
Homework
• Personas
• Customer Journey
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Top 5 Takeaways

37. Have your say
Tweet your questions with the hashtag: #DigitalVic
Tweet us at @Symphony3Think
Contact us at: https://www.facebook.com/Symphony3
Snapchat us at: Symphony3Think
Email us at: decodingdigital@symphony3.com
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38. Weekly Q&A
Every Friday 12:30 – 1pm
YouTube / Google Hangout Q&A session
Send us your questions before Friday to have them answered!
Tweet your questions with the hashtag: #DigitalVic
Tweet us: @Symphony3Think
Facebook us: https://www.facebook.com/Symphony3
Snapchat us at: Symphony3Think
Email us : decodingdigital@symphony3.com
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39. Next Week: Online Product Awareness & Evaluation
Same time next week!
Wednesday May 28: 12:30-1:30pm
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