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.
28. 1995
Supplier
I went to a retailer, because
they had a cool radio
commercial and theme song.
29. 1995
Supplier
Problem
I explained my ‚problem’ to
the sales guy: starting
family, low budget, no kids.
30. 1995
Supplier
Problem
Solution
He suggested 3 brands of
washing machines that
fitted my needs.
31. 1995
Supplier
Problem
Solution
Product
I chose the brand that best
fitted my needs and feelings.
32. 1995 2014
Supplier
Problem
Solution
Product
9 years later, that
washing machine
broke down. I had
to buy a new one.
33. 1995 2014
Supplier
Problem
Solution
Product
Problem
I started with Googling my
‚problem’: family with 3 dirty
kids, silence is important.
34. 1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
I read reviews, descriptions,
social info by experts and
people like me.
35. 1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Product
I chose the brand that best
fitted my needs and feelings
based on that information.
36. 1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
Then I decided where to buy
it, based on a mix of price,
convenience and service.
37. 1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
New decision funnel
38. You want to be as
high as possible in
the decision funnel.
1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
New decision funnel
39. 1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
New decision funnel
Branding
You want to get that cool
theme song in their heads.
40. 1995 2014
Supplier
Problem
Branding Content
Solution
Product
Problem
Solution
Product
Supplier
New decision funnel
Marketing
You want to be found
in that research phase.
41. 1995 2014
Supplier
Problem
Branding is still
important!
Branding Content
Solution
Product
Problem
Solution
Product
Supplier
New decision funnel
Marketing
Branding
43. In 1995, I had to go to a
library to do research.
New decision funnel, because
new availability of information.
44. In 1995, I had to go to a
library to do research.
In 2005, I had to go to a
special room in my house.
New decision funnel, because
new availability of information.
45. In 1995, I had to go to a
library to do research.
In 2005, I had to go to a
special room in my house.
In 2015, I can do research
anytime anywhere.
New decision funnel, because
new availability of information.
46. (But ICT revolution will continue…)
Caution! There is no complete
frictionless information yet!
48. Information friction Information frictionless
1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Still some friction in information!
Product
Supplier
49. Information friction Information frictionless
1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Still some friction in information!
Product
Supplier
I’m only using the research decision
funnel for high involvement items.
Low involvement High involvement
50. Information friction Information frictionless
1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Still some friction in information!
Product
Supplier
I’m only using the research decision
funnel for high involvement items.
Not prepared to do research
for low involvement items.
Low involvement High involvement
51. Information friction Information frictionless
1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
I’m only using the research decision
funnel for high involvement items.
Not prepared to do research
for low involvement items.
Low involvement High involvement
52. Information friction Information frictionless
Tap into the right
decision funnel!
1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
Low involvement High involvement
53. Information friction Information frictionless
Tap into the right
decision funnel!
1995 2014
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
But know that the ICT revolution will
keep moving products to the new model.
Low involvement High involvement
66. Customer journey
Awareness Consideration
Information
Decision
Use
WoM
This gets more important
This research phase
gets bigger
67. Customer journey
Awareness Consideration
Information
Decision
Use
Because of this
WoM
This gets more important
This research phase
gets bigger
68. Customer journey
Awareness Consideration
Information
Decision
Use
Because of this
WoM
This gets more important
This research phase
gets bigger
More power for
Word-of-Mouse
through social
media.
69. New decision funnel = new focus
‣ information phase becomes more important
‣ use phase needs more attention
‣ word of mouth becomes powerful
71. Information phase
‣ more emphasis
‣ content marketing
‣ advertising -> information
Stop ‚creating awareness’ with
advertising, start providing
information with content marketing.
72. Information phase
‣ more emphasis
‣ content marketing
‣ advertising -> information
Stop YELLING and start HELPING!
Stop ‚creating awareness’ with
advertising, start providing
information with content marketing.
75. The age of context
Data transforms into information or advertising,
depending on the context of the consumer.
76. The age of context
If I want to buy a car, and I find a bunch of paper
advertising for diapers in my mailbox - they go
straight into the bin.
!
If I want to buy a car, and I find a bunch of paper
advertising for cars in my mailbox - I take them with
me to the couch and read them all night.
77. The age of context
Data transforms into information or advertising,
depending on the context of the consumer.
78. The age of context
spam advertising info
less context more context
79. The age of context
‣ demographic (readership)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
Lots of context-detection
possibilities!
80. Information phase
‣ be present as a supplier of information in the
research phase
‣ use content marketing
‣ change advertising into information by using
context
Stop YELLING and start HELPING!
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 digital
counterpart
‣ UX (user experience) important in all its forms
94. Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
95. Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
Trigger the posting of a
selfie with the bottle.
96. Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
Trigger the posting of a
selfie with the bottle.
Free advertising for Coke
on Facebook…
97. Word of Mouth
‣ deliberately trigger Word of Mouth
‣ build in WoM triggers in your product
98. Customer journey
Awareness Consideration
Information
Decision
Use
Because of this
WoM
This research phase
gets bigger
This gets more important
99. Word of Mouth
‣ WoM = using the network of your fans as channel
‣ WoM leads to awareness
‣ WoM leads to consideration
104. 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