Presented by: Wessel Roose, Research Manager, and Patricia Dominguez, Senior Research Analyst Alex Xiaoguang Zhu, Manager, and Sanjay Sugarek, Manager By taking a journey view, the check-in experience can be evaluated above individual touch-points, revealing underlying expectations. Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of customer journey. In this month's webinar, we shared insights from our decision journey mapping studies showing the tremendous value when understanding customer experience from this perspective. Find out more at http://skimgroup.com/webinar-customer-journey-mapping.

1. Customer Journey: What Keyless Check-in
Teaches Us
SKIM Webinars | June 30, 2016
1

2. Through the lens of customer journey, companies are
redesigning their customer experience
2

3. The
decision
journey
framework
Triggers
Touch
points
Touch
points
Stage 3
Buy
Stage 4
Experience
Stage 2
Evaluate
Stage 6
Bond
Stage 1
Consider
Stage 5
Advocate
Stage 0
Latent
Stage 6
BOND
Source: McKinsey
(modified)
3

4. Key Learnings
Omni-channel journeys
are the norm, and
Google is losing ground
4
Look at the entire
journey, and divide it in
meaningful stages
Think beyond your
industry for the best
customer journey
experience

5. Telecom Journey
Manage the customer journey by stages
5

6. Brand performance may change significantly as
consumers navigate through their journeyLatentConsiderBuy
Brand A
Brand B
Brand C
Makes
experiences
easy
Gives more
plans, devices,
and service
options
Understands
needs and
wants
Makes it easy
to understand
plans and
choices
6
Provides
recommendations
to make informed
decisions
Makes
customers feel
heard and
recognized

7. Brand consideration drivers may also change
significantly as the journey progressesCustomerJourney
Latent
Consider
Buy
Brand consideration
13% 12%
12% 13%
15% 21%
10%
12% 22%
30%
13%13%
10% 10%
18% 17%
24%
Network Value
Network Plan
Plan Data
Help with Bill Control
Advice Understanding
Helps with plan Care
On TV WOM
In Store WOM
WOM
Perception Experience Advertising
7

8. Brand consideration drivers may also change
significantly as the journey progressesCustomerJourney
Latent
Consider
Buy
Brand consideration
Network Value
Network Plan
Plan Data
Help
with
Bill
Control
Advice
Under-
stand-
ing
Helps
with
plan
Care
On TV WOM
In Store WOM
WOM
Perception Experience Advertising
8

9. 9
CPG Journey
Only online or offline is not enough

10. Omni-channel behaviors are the new norm but distinctive
behaviors exist between digital and offline purchase journeys
12%
7%
12%
1%
19%
4%
9%10%
14%
16%
10
Where consumers start their journey
Search EngineCoupon Websites Friends & Family Beauty
Store Website
Purchase Offline
Purchase Online

11. Retailer websites are becoming the research hub and starting
point in the purchase journey
“ “
Amazon is the place I
always go to look for
information. I read the
reviews and comments
about a product before I
decide to purchase.
Retailer website
11
DigitalTouchpoints

12. B2B Journey
Broaden your perspective to get on top
12

13. Even auto-piloting can be disrupted
Auto Pilot Purchase
Disruptor
New Decision
Research
13

14. Customer expectations are influenced by all their
experiences, not just the ones in your industry
14

15. Takeaways
Omni-channel journeys
are the norm and the
role of retailer.com is
changing
15
Design your customer
journey by stages to
create a better and more
engaging experience
Consider the
expectations of your
customers beyond your
industry

16. Contact us
skimgroup.com/decision-
journey-mapping
Wessel Roose
w.roose@skimgroup.com
Research Manager
Based in Rotterdam
Patricia Dominguez
p.dominguez@skimgroup.com
Sr. Research Analyst
Based in London
Alex Xiaogung Zhu
a.zhu@skimgroup.com
Manager
Based in New York
Sanjay Sugarek
s.sugarek@skimgroup.com
Manager
Based in New York