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2016 Die digitale Customer Journey
Michael Steingress
TFF Mayrhofen 28 - 29 April 2016
EINE CUSTOMER JOURNEY …
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
Die Geschichte von Jake und seinem-
Fernseher …
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
JAKE
1 Der Fernseher geht
kaputt
1
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
JAKE
2 Er liest Werbungen in
Print-Medien
1 2
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
JAKE
3 Er schaut sich on-
line Angebote an
2 31
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
JAKE
4 Er studiert Bewer-
tungen
42 31
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
42 3
JAKE
5 Er geht in den Shop
und lässt sich beraten
5
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
43 5
JAKE
6 Er vergleicht den Preis
am Handy
6
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
4 5 6
JAKE
7 Er kauft einen neuen
Fernseher
7
P R E - S E R V I C E P E R I O D S E R V I C E
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
42 3 5
11 12 13 14
6 7 8 9 10
1
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
KOMMUNIKATIONSKANÄLE
WIE INTERAGIEREN WIR?
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
4. PERSPECTIVES AND
LEVEL OF DEPTH
WAS IST DER
KONTEXT?
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
ASSUMPTION
BASED
RESEARCH
BASED
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
ASSUMPTION
BASED
RESEARCH
BASED
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
KOMMUNIKATIONSKANÄLE
WIE INTERAGIEREN WIR?
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
&KOMMUNIKATIONSKANÄLE
WIE INTERAGIEREN WIR?
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
REDE MIT
DEINEM KUNDEN.
ABER RICHTIG.
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… UND VIELE MEHR
QUALITATIV
 
QUANTITATIV
 
… UND VIELE MEHR
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
WETTERBERICHT IM URLAUB?
FÜHRE EIN INTERVIEW
WELCHE DESTINATIONSAPPS?
...
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress
Michael
SteingressDANKE!
VISUALIZE
CUSTOMER
EXPERIENCE
RESEARCH
CUSTOMER
EXPERIENCE
Die digitale Customer Journey
TFF, Mayrhofen Michael Steingress

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Die digitale Customer Journey