The Digital Customer Journey

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Conversion Day 2/6/2023
The digital 
customer
journey

Hi! My name is Bart.
I work for digital  
agency
Find me on : @netlash.

Internet.

Internet.
It’s not about e-commerce or websites or technology.

Internet.
It’s not about e-commerce or websites or technology.
It’s about changed behaviour.

First we change technology.
Then technology changes us.

Let’s start with a story.

I worked at a bank
end of the 90’s.

I worked at a bank
end of the 90’s.
Do you remember the 90’s? 
We still used these:

I worked at a bank
end of the 90’s.
I had to visit lots of
clients in unknown
places.
Do you remember the 90’s? 
We still ...

Remember these?

I prepared the night before
by printing out lots of route
descriptions.

Now I have this.

I don’t even think about preparing
anymore. The information comes to
me, frictionless, the moment I need it.
Now I have th...

My behaviour changed.
Induced by technology, I changed
the way I prepare for driving.

ICT =
Information and
Communications
Technology
Emphasis on
Information &
Communication,
not on Tech.
The revolution is
in...

Information is always, anywhere
and frictionless available.

Remember how we used to plan  
‚going out’ in the 80’s?Weeks ahead.

Now we have this.
We don’t plan anymore.
Connectivity is always,
anywhere and
frictionless available.

First we change technology.
Then technology changes us.

Information is always, anywhere
and frictionless available.

Behaviour change.

Another story.

I had to buy a
washing machine.
When I left school, I rented
an apartment to live with
my girlfriend.

I had to buy a
washing machine.
When I left school, I rented
an apartment to live with
my girlfriend.
I know nothing 
abou...

This is how I came to a decision:

Supplier
1995
I went to a retailer, because
they had a cool radio
commercial and theme song.

Supplier
Problem
1995
I explained my ‚problem’ to
the sales guy: starting
family, low budget, no kids.

Supplier
Problem
Solution
1995
He suggested 3 brands of
washing machines that
ﬁtted my needs.

Supplier
Problem
Solution
Product
1995 2014
19 years later, that
washing machine
broke down. I had
to buy a new one.

Supplier
Problem
Solution
Product
Problem
1995 2014
I started with Googling my
‚problem’: family with 3 dirty
kids, silenc...

Supplier
Problem
Solution
Product
Problem
Solution
1995 2014
I read reviews, descriptions,
social info by experts and
peop...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
Then I decided where to buy
it, based on a m...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
You want to be as
high a...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
Branding
You want to get...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
Branding Content 
Market...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
Branding Content 
Market...

New decision funnel, because
new availability of information.

New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.

New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
In 2005, I...

New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
In 2005, I...

(But ICT revolution will continue…)
Caution! There is no complete
frictionless information yet!

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionles...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionles...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionles...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionles...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionles...

Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionles...

Behaviour change.

Behaviour change.
New decision funnel.

Pre-internet
€
conversion
awareness
consideration
research
use
share
digital customer journey

New decision funnel, because
new availability of information.

Information is always, anywhere
and frictionless available.

Pre-internet
€
conversion
awareness
consideration
research
use
share
digital customer journey

Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey

Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This research phase  
gets bigger

Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Because of
information
revolutio...

Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important

Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because...

Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because...

Pre-internet Internet
awareness
considerationuse
research
shareawareness
consideration
research
use
share
€ €
conversion c...

‣ information phase becomes more important
‣ use phase needs more attention
‣ word of mouth becomes powerful
New decision ...

1. Information phase

‣ more emphasis
‣ content marketing
‣ advertising -> information
Information phase
Stop ‚creating awareness’ with
advertis...

‣ more emphasis
‣ content marketing
‣ advertising -> information
Information phase
Stop ‚creating awareness’ with
advertis...

Change advertising into
information with context.

The age of context

Data transforms into information or advertising,
depending on the context of the consumer.
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.
...

Data transforms into information or advertising,
depending on the context of the consumer.
The age of context

The age of context
spam advertising info
less context more context

‣ demographic (readership)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age o...

‣ be present as a supplier of information in the
research phase
‣ use content marketing
‣ change advertising into informat...

2. Use phase

‣ get the experience of your products/services right!
‣ even more important in times of social media
‣ every ‚physical’ pr...

Don’t stop at just building a great product!

Don’t stop at just building a great product! 
To provokeWord of Mouth you have to
build in triggers in your product.

3. Word of Mouth

‣ deliberately triggerWord of Mouth
‣ build inWoM triggers!
Word of Mouth

BJ Fogg’s behaviour model

Don’t just
focus on
Motivation
and Ability.

Don’t just
focus on
Motivation
and Ability.
Build in 
Hot Triggers!

Create things worth sharing.

A trigger
can be as
simple as a
like button.

Or it can be
something
cleverer.

Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.

Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
Trigger the posting of a
selﬁe with the bott...

Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
Trigger the posting of a
selﬁe with the bott...

‣ deliberately triggerWord of Mouth
‣ build inWoM triggers in your product
Word of Mouth

Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because...

‣ WoM = using the network of your fans as channel
‣ WoM leads to awareness
‣ WoM leads to consideration
Word of Mouth

Understand the digital customer journey.

Understand the digital customer journey.
Don’t be just the conversion nerd.

Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Conversion is
important.

Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Conversion is
important.
But it ...

‣ awareness, appreciation, action, advocacy
Map the entire customer journey to improve conversion.

Advocacy
Action
Awareness
Appreciation

‣ awareness, appreciation, action, advocacy
‣ mapped on the channels Earned/Paid/Owned
Map the entire customer journey to ...

Paid
Owned
Earned

AdvocacyAction
Awareness Appreciation
Paid
Owned
Earned

‣ awareness, appreciation, action, advocacy
‣ mapped on the channels Earned/Paid/Owned
‣ translated to tactics
Map the ent...

AAAA dashboard

‣ awareness, appreciation, action, advocacy
‣ mapped on the channels Earned/Paid/Owned
‣ translated to tactics
‣ tracked i...

Automated 
KPI dashboard

Automated 
KPI dashboard

‣ awareness, appreciation, action, advocacy
‣ mapped on the channels Earned/Paid/Owned
‣ translated to tactics
‣ tracked i...

DMU Awareness Consideration Research Use Share
Marketing
Manager
Inhoud: ROI
Vorm: PPT
Kanaal: Slideshare
… … … …
E-Market...

What you should
remember:

New decision funnel, because
new availability of information.

?
ICT revolution will
not end here…

‣ changed behaviour
‣ changed decision funnel
‣ more emphasis on research over awareness
‣ use content marketing for infor...

Understand the digital customer journey.

Understand the digital customer journey.
Be present in the entire journey by being
helpful.

StopYELLING, start HELPING!

Understand the digital customer journey.
Be present in the entire journey by being
helpful.
Use ‘conversion’ as a bottomli...

Conversation

Questions?
Questions?

Questions?
Questions?
bart@wijs.be
@netlash

Wijs bvba
Voorhavenlaan 31/3 
9000 GENT
09 335 22 80 
09 330 09 83
http://wijs.be 
info@wijs.be
BE 0473.071.275

The Digital Customer Journey

You are reading a preview.

Activate your 30 day free trial to continue reading.

Share SlideShare

Facebook
Twitter
LinkedIn

Embed

Size (px)

Show related SlideShares at end

WordPress Shortcode

Link

Share
Email

Customer Journey Map by NTUST 3211 views
Breakthrough Sales Productivity by McKinsey on Marke... 6499 views
Maersk Line: Unlocking the full pot... by Jonathan Wichmann 13932 views
Trust and the consumer decision jou... by McKinsey on Marke... 8549 views
Group 04 Maersk Line Case Submission by Ashwin Malshe 26207 views
Customer Journey Experience Map by PresentationLoad 13745 views

Top clipped slide

1 of 126 Ad

1 of 126 Ad