The Perfect Journey
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The document discusses optimizing the customer experience across multiple channels. It describes the typical customer journey as having 5 stages: 1) awareness and consideration, 2) research and intention, 3) purchase and delivery, 4) adoption, usage and service, and 5) retention. It provides tips for each stage, such as using search engine optimization and communities to engage prospects during research, connecting online and offline data during purchase and delivery, and offering post-purchase services to encourage usage. The overall goal is to continuously identify customers through various touchpoints and build detailed customer profiles.
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©
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The Perfect Journey
- 1. [ The perfect journey ] A customer experience journey across mul3ple channels
- 2. [ Customer experience journey ] Reten3on Customer Profile Prospect Customer -‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2 3 4 5 6 7 8 9 10 11 12 Considera3on Visitor Behaviour Weeks 14/11/12 © Datalicious Pty Ltd 2
- 3. [ Customer experience journey ] 1. Awareness and considera3on 2. Research and inten3on 3. Purchase and delivery 4. Adop3on, usage and service 5. Reten3on or re-‐sell, cross-‐sell, up-‐sell 14/11/12 © Datalicious Pty Ltd 3
- 4. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Research and inten;on ] 14/11/12 © Datalicious Pty Ltd 4
- 5. The journey starts with being found 14/11/12 © Datalicious Pty Ltd 5
- 6. [ New consumer decision journey ] From linear Paid and organic search presence during the extended research phase even more important To circular 14/11/12 © Datalicious Pty Ltd 6
- 7. Make landing pages relevant (to search terms) 14/11/12 © Datalicious Pty Ltd 7
- 8. [ Addi;onal targe;ng parameters ] 14/11/12 © Datalicious Pty Ltd 8
- 9. Customize off-‐page content as well 14/11/12 © Datalicious Pty Ltd 9
- 10. Change content for repeat visitors 14/11/12 © Datalicious Pty Ltd 10
- 11. [ Affinity targe;ng in ac;on ] Different types of visitors respond to different ads. By using category affinity targe3ng, response rates are liSed significantly across products. Click-‐Through Rate By Category Affinity Message Postpay Prepay Broadb. Business Blackberry Bold - - - + 5GB Mobile Broadband - - + - Blackberry Storm + - + + 12 Month Caps - + - + 14/11/12 © Datalicious Pty Ltd 11
- 12. The journey con;nues away from your site 14/11/12 © Datalicious Pty Ltd 12
- 13. Make these places part of the experience 14/11/12 © Datalicious Pty Ltd 13
- 14. Don’t get carried away by the noise 14/11/12 © Datalicious Pty Ltd 14
- 15. Find the right communi;es for your audience 14/11/12 © Datalicious Pty Ltd 15
- 16. Ac;vely engage prospects and draw them in 14/11/12 © Datalicious Pty Ltd 16
- 17. Close the deal, always try to ID them 14/11/12 © Datalicious Pty Ltd 17
- 18. [ Mul;ply iden;fica;on points ] Probability of iden3fica3on through cookie 140% 120% 100% 80% 60% 40% Iden3fying people online once is not enough, 20% you have to keep re-‐iden3fying them con3nuously at every opportunity or even create addi3onal opportuni3es 0% 0 4 8 12 16 20 24 28 32 36 40 44 48 Weeks 14/11/12 © Datalicious Pty Ltd 18
- 19. [ Maximise profiling data ] website data campaign customer data data 14/11/12 © Datalicious Pty Ltd 19
- 20. Build profiles across brands in your company 14/11/12 © Datalicious Pty Ltd 20
- 21. [ Extended targe;ng plaRorm ] Publishers SMH, NineMsn, etc Publishers Partners Pirelli, Blaupunkt, etc Partners Network Audi, Volkswagen Network Brand Audi Brand 14/11/12 © Datalicious Pty Ltd 21
- 22. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Purchase and delivery ] 14/11/12 © Datalicious Pty Ltd 22
- 23. Retail is a key part of the experience 14/11/12 © Datalicious Pty Ltd 23
- 24. Connect offline with online profiles 14/11/12 © Datalicious Pty Ltd 24
- 25. Surveys and emails are just one way 14/11/12 © Datalicious Pty Ltd 25
- 26. Tracking shipments is another way 14/11/12 © Datalicious Pty Ltd 26
- 27. Be crea;ve, add value and connect online to offline 14/11/12 © Datalicious Pty Ltd 27
- 28. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Adop;on, usage and service ] 14/11/12 © Datalicious Pty Ltd 28
- 29. Communi;es are not just for acquisi;on 14/11/12 © Datalicious Pty Ltd 29
- 30. Talk to your customers aWer the purchase 14/11/12 © Datalicious Pty Ltd 30
- 31. Offer them services that s;mulate usage 14/11/12 © Datalicious Pty Ltd 31
- 32. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Re-‐sell, cross-‐sell or up-‐sell ] 14/11/12 © Datalicious Pty Ltd 32
- 33. Don’t send me prices, send me exci;ng offers 14/11/12 © Datalicious Pty Ltd 33
- 34. Great experiences leave las;ng impressions 14/11/12 © Datalicious Pty Ltd 34
- 35. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Summary ] 14/11/12 © Datalicious Pty Ltd 35
- 36. Customer profiling at all touch points 14/11/12 © Datalicious Pty Ltd 36
- 37. Be smart about your targe;ng 14/11/12 © Datalicious Pty Ltd 37
- 38. The whole experience counts hZp://www.youtube.com/watch?v=7sWPHKU1XZU 14/11/12 © Datalicious Pty Ltd 38
- 39. [ A few good examples ] § Fiat online car customiza3on compe33on § Audi le_ers about key staff changes § Watch your Bentley being build § Free car washes from Holden § Porsche ad with young boy 14/11/12 © Datalicious Pty Ltd 39
- 40. Ques;ons Chris3an Bartens cbartens@datalicious.com Updates twi_er.com/datalicious blog.datalicious.com 14/11/12 © Datalicious Pty Ltd 40
- 41. 14/11/12 © Datalicious Pty Ltd 41