CUSTOMER JOURNEY In 2020 EVERYTHING WILL BE PHYGITAL

THEBEYONDERS.AGENCY (LAURENT/RAPHAEL) BRUSSELS, FEWEB, 2016

HOW TO EXIT THE COMMODITISATION TRAP?

Photo credit: Jez Timms

ALREADY IN AN PHYGITAL WORLD?

THE BRAND EXPERIENCE IMPERATIVE

EXPERIENCE IS

THE NEW BRANDING

HOW TO DESIGN EXPERIENCES? TODAY?

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JOURNEY More than a funnel

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FRAGMENTEDCUSTOMER JOURNEY

SIMPLE TOUCHPOINT

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INFINITE TOUCHPOINTS

“The customer experience innovation journey is a nonlinear cycle of divergent and convergent activities that may repeat over time and at different organisational levels and both ideas and resources are required to renew the cycle.”

ORCHESTRATION

REFLECT CUSTOMER’S IDENTITY SATISFIES OBJECTIVES MEETS EXPECTATIONS EFFORTLESS SOCIAL PLEASURE CUSTOMER IN CONTROL SENSORY PLEASURE STRESS FREE CONSIDERS THE EMOTION

Credit: Watkinson, The ten principles behind great customer experiences

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HUMAN More than a user More than a buyer More than a segment

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EMOTION SEEKING

Instead of Problem Resolution

6FIVE HUMAN ASPIRATIONS

Global ConsumerSegmentation

The Aspirational segmentation explores the intersection of consumer needs, desires and shopping behaviors with social and environmental beliefs, values and priorities. The segmentation reveals a spectrum including highly committed Advocates (26% of consumers globally in 2015), style and social status-seeking Aspirationals (39%), price and performance-minded Practicals (25%) and the less engaged Indifferents (10%).

More than any other segment, Aspirationals are defined by their love of shopping, desire for responsible consumption and their trust in brands to act in the best interest of society. And, as the largest consumer segment globally, Aspirationals matter because they are the first to unite materialism, sustainability values and cultural influence, making them an essential audience to build markets, influence cultural norms and shape behavior change at scale.

Practicals

SOCIAL & ENVIRONMENTAL VALUES

MA

TE

RIA

LISM

Indifferents

Aspirationals

Advocates

ASPIRATIONALS SEGMENTATION

ABUNDANCE WITHOUT WASTE

TRULY AS YOU ARE

GET CLOSER

ALL OF IT

DO SOME GOOD

The RISE Of The ASPIRATIONAL Consumer

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VALUE PROPOSITION More than a product

Commoditisation

Customers are increasingly choosing products and services based on the quality of the experiences they have with them

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EXPERIENCES CREATE VALUE

30

How Much Human Have You Converted

As User?

How Much Of Your Value Propositions Are They Using?

SHORT TERM REVENUES ARE DRIVEN BY

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CONVERSATION More than Paid Media

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WHERE DO YOU HAVE CONVERSATIONS?

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IT’S WHAT THEY SAY THAT MATTERS

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BRAND More than a LOGO

YOUR IDEOLOGY How you behave!

Photo credit: Janus Y

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SO!?

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Revenue Streams

LONG TERM REVENUES ARE DRIVEN BY

How Much Human Have You

Converted As User?

www.marketingcanvas.eu

TOTAL EXPERIENCE

YOU NEED TO CONNECT THE DOTS FOR LONG TERM REVENUE

1. HUMAN - BRAND 2. HUMAN - VALUE PROPOSITIONS 3. HUMAN - JOURNEY 4. HUMAN - CONVERSATIONS 5. BRAND - VALUE PROPOSITIONS 6. BRAND - JOURNEY 7. BRAND - CONVERSATIONS 8. VALUE PROPOSITIONS - JOURNEY 9. VALUE PROPOSITIONS - CONVERSATIONS 10.JOURNEY - CONVERSATIONS

AND IT IS GETTING MORE COMPLEX…

COMPLEXITY DRIVEN BY TECHNOLOGY

(MOSTLY)

Internet (1.0, 2.0)

Autonomous vehicles

Energy

Drones

Biotechs

Robotic

3D Printing

Nanotechs

Space conquest

Machine learning

IA

Healthcare

Quantum physicsBlockchains

Cybernetic

Internet 3.0

MULTIPLE FIELDS OF DISRUPTION HAPPENING SIMULTANEOUSLY

DISRUPTIVE TRENDS

IOT

NANOTECHS BIOTECHS

AI 3D PRINTING ROBOTS

ANALYTICS QUANTIFIED SELF

ANALYTICS OF THINGS

⬇

USAGE DATA, SHOPPING DATA, LOCATION DATA, SOCIAL GRAPH DATA, HEALTH…

DATA COLLECTION

Analytics of everything

DATA LAKE

Analytics of everythingDATA EXPLOITATION

AUTOMATED DATA MANAGEMENT

SEGMENT OF ONE

MORE THAN REAL TIME

MaaCMachines as a customer

Sensor based passive buying

Shazam everythingShop anything, anywhere

Goods, services & stores, people

Predictive retail

OFFERSSUPPORT

IN STORE GPS

Pushed / Smart Default UI In store GPS,

Location sensitive shopping list

Contextual UI

Algorithms driven & automated logistics

Logistic centric stocks and processes (over human mind centric ones)

Hyper personalisation

STORES

PRODUCTSPACKAGING

JOURNEYS

1 location product cycle

Build/Grow - Sell - Repair

Augmented services

AUGMENTED REALITY SET UP, SUPPORT KITS

SOME TAKE AWAYS

PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT

BUILD ONE WORLD PHYSICAL & DIGITAL ARE EQUALLY IMPORTANT

STRATEGY FIRST CONNECT THE DOTS FOR BUILDING TOTAL EXPERIENCE SIGNATURE

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TECHNOLOGY FOLLOWS TECHNOLOGY SUPPORTS VISION

DATA IS YOUR FUTURE UBIQUITOUS DATA BECOMING PRIMARY ASSETS IN THE NEAR FUTURE.

DEVELOP ALGORITHM FUTURE MARKETING ACTIONS TO BE TRANSLATED INTO ALGORITHMS.

VELOCITY & FLEXIBILITY LAYERED ARCHITECTURE OFFERING VELOCITY AND FLEXIBILITY

51Photo credit: Frank Mckenna

HUMAN CENTRED TRUST BASED RELATIONSHIP, SEAMLESS, PERSONALISED AND TRANSPARENT