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How to make a Customer journey a successful tool.

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How to make a thorough Customer Journey?
This presentation will guide you through every step to make an insightful Customer Journey and make it a helpful tool for your marketing and communication strategies. The perfect starting point for your next product service design or innovation :-)

Veröffentlicht in: Marketing
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How to make a Customer journey a successful tool.

  1. 1. Customer Journey
  2. 2. What is a Customer Journey? You can also call it ‘Customer Experience Journey’.
  3. 3. • A customer journey is a tool that helps brands to build and improve their customer experience. • When performed the right way, it is one of the most helpful instruments in designing brand experience.
  4. 4. Let’s guide you through the different steps to help you build better brand experiences.
  5. 5. 1. Pick a journey • Which services or products are underperforming? • Where are the most complaints coming from? • Which interaction and touchpoints are the most essential? … These are the kind of brand experiences you want to improve, intensify or redesign.
  6. 6. 2. Draw a timeline
  7. 7. 3. Frame yourself as customer … or do the right research ;-)
  8. 8. 4. Split up the journey into actions and thoughts.
  9. 9. 5. Indicate which actions are in the different levels of the buying decision process 1. Gather Information 2. Seek Alternatives 3. Make Decision 4. Use
  10. 10. 6. Identify the heart-and brainspots
  11. 11. 7. Mark the customer emotion towards the action per heart- and brainspot in a graph
  12. 12. 8. Mark the customer emotion towards the providing brand per heart-and brainspot in a graph
  13. 13. Towards brand Towards action Pos emo Neg emo
  14. 14. 9. Write down what the customer need per journey phase is.
  15. 15. 10. Give the perceived emotional and rational benefit per phase for the customer.
  16. 16. Towards brand Towards action Customer need Customer benefit Social contact Easy access to information Pos emo Neg emo - - - CHOICE
  17. 17. 11. Indicate which actions need improvement because they: • Have a negative emotion towards the action • Have a negative emotion towards the brand • Show a gap between the customer need and the brand product or service delivery. • Are redundant or unnecessary.
  18. 18. 12. Indicate which actions offer opportunities because: • They have a positive emotion towards the action • They have a positive emotion towards the brand • The brand product or service delivery delivers according the customer need.
  19. 19. Towards brand Towards action Customer need Customer benefit Social contact Easy access to information Pos emo Neg emo - - - CHOICE 1. As we can’t change the product, we can redirect mobile to fixed for free 2. Provide clear and easy information. Create a calculator based on usage. Offer free change of subscription type. … 3. We are unable to follow the positive emotion towards the action. We need to find ways to anticipate or prevent this! See point 1.
  20. 20. 13. Make a priority list of which actions: • Need improvement because of the negative emotions. • Need innovation because of the gap between the customer need and the brand delivery.
  21. 21. Towards brand Towards action Customer need Customer benefit Social contact Easy access to information Pos emo Neg emo - - - CHOICE 1. As we can’t change the product, we can redirect mobile to fixed for free 2. Provide clear and easy information. Create a calculator based on usage. Offer free change of subscription type. … 3. We are unable to follow the positive emotion towards the action. We need to find ways to anticipate or prevent this! See point 1.
  22. 22. 16. GO, GO, GO • Time for action! • Implement, measure and make your next customer journey!
  23. 23. Brand Date - Geert Stox geert@branddate.be www.branddate.be

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