Customer Journey is an incredibly important topic for brands. A better understanding of customer journey helps brands create/manage a better customer experience, which is critical in the age of the customers.

1. Customer Journey: What Keyless Check-in
Teaches Us
Alex Zhu & Sanjay Sugarek | June 30, 2016
1

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

3. The digital age has changed the customer journey
How we reach and influence customers must change
Awareness
Consideration
Preference
Purchase
Loyalty
TV Print
Media
Friends &
Family
Brick & Mortar
Stores
Online
3

4. 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)
4

5. Key Learnings
Omnichannel journeys
are the norm and the
role of retailer.com is
changing
5
Actively manage and re-
design your customer
journey by stages to
create a better and
more engaging
experience
Rethink the metrics and
benchmark for customer
expectations beyond
your industry

6. Telecom Journey
Manage the customer journey by stages
6

7. 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
7
Provides
recommendations
to make informed
decisions
Makes
customers feel
heard and
recognized

8. 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
8

9. 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
9

10. 10
CPG Journey
Omnichannel is the norm & the role of retail.com is changing

11. 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%
11
Where consumers start their journey
Search EngineCoupon Websites Friends & Family Beauty
Store Website
Purchase Offline
Purchase Online

12. 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
12
DigitalTouchpoints

13. B2B Journey
Rethink the metrics and benchmark
13

14. Disruptions & Auto-piloting
Auto Pilot Purchase
Disruptor
New Decision
Research
14

15. Benchmark your customer expectation beyond your
industry
15

16. Takeaways
Omnichannel journeys
are the norm and the
role of retailer.com is
changing
16
Actively manage and re-
design your customer
journey by stages to
create a better and
more engaging
experience
Rethink the metrics and
benchmark for customer
expectations beyond
your industry

17. Contact us
skimgroup.com/decision-
journey-mapping
Alex Xiaogung Zhu
a.zhu@skimgroup.com
Manager
Based in New York
Sanjay Sugarek
s.sugarek@skimgroup.com
Manager
Based in New York