The Power of Customer Journey Marketing€¦ · Customer Journey Marketing Framework Before Travel...

The Power of Customer Journey Marketing

Sonja van den Bosch

sonja@twinlifemarketing.com.au

Ph +61 408644073

Russia 1993 India 2006

Vietnam 2019

2001 - 2002

Strategic leadership & marketing that uplifts business & people

Develop Strategy – Drive Outcomes – Empower Teams

Where are our GAPS and OPPORTUNITIES?

WHY???Customer Journey Marketing

The more EMOTIONAL and

higher VALUE the purchase

the more important

customer journey marketing is

‘ Customer Experience is how customers perceive their interaction

with your business.’

Customer Journey Marketing

Process

People

Best Customer Experience

Technology

Customer Journey Marketing Framework

Before TravelSuspect – Prospect - Customer

After TravelCustomer - Repeat – Loyal Fan

During TravelCustomer

Awareness

Consideration

Decision

Preparation

Holiday

After care

Repeat

Loyalty

Customer Intelligence

Create the Best Customer Experience

Customer Perspective • Two-way • Experiences • Relationships • Community

What information do we have available?

Are customer details up to date?

Where do they want to travel to next?

What type of travel do they like?

What type of activities do they like?

Personal info like birthdays,

anniversaries etc.

What stages of the journey are

customers at?

How many loyal fans?

How many repeat customers?

How many customers?

How many prospects?

‘Animal Spirit’

‘More Cautious’

TechnologyWhat tools do we need?

CRM System – Customer Relationship Management System

Industry Specific

Marketing Automation System & Survey Tool

People & ProcessShifts to make

Shift from YOUR PERSPECTIVE to your CUSTOMER PERSPECTIVE

Shift from ONE-WAY to TWO-WAY

77% of consumers view companies and brands more

favourably if they seek out and apply

Customer feedbackSource: Microsoft, State of Global Customer Service, 2017

Be Valued

WHY???

HOW???WHAT???

WHEN???

TELL ME MORE…

Surveys

Net Promoter Score

70 - 100 = Excellent

30 - 70 = Great

0 - 30 = Good

-100 - 0 = Needs improvement

Shift from MESSAGES to EXPERIENCES

80% of customers say they are more likely to do

business with a company that offers

personalised experiencesSource: Epsilon, The power of me, The impact of personalization on marketing performance, 2018

‘your SMILE is your LOGO, your PERSONALITY is your BUSINESS

CARD, and how you leave others feeling after an experience with you becomes your TRADEMARK.’

Hoi An 2001 Hoi An 2010 Hoi An 2019

Shift from TRANSACTIONAL to RELATIONSHIPS

Strength of Customer Relationships

RESPECTFUL

TRUSTING

INSPIRATIONAL

Emotional Connection

Gives me new ideas, insights,

makes me feel good, and empowers me

I know I am in good hands,

listens to me and look after me, they truly care

Don’t do anything without my consent

Asks my opinion and is interested in me

Rational Transaction

‘Our clients become our friends. I am humbled by the trust our

clients give us. We want to go here, you know what we like, just organise it.’

Jacqui Ingram Flying Colours Travel

Shift from ONE to ONE to COMMUNITY

Awareness

Consideration

Decision

Preparation

Holiday

After care

Repeat

Loyalty

Where to focus first?

Suspects

Prospects

Customers

Repeats

Loyal fans are

5x as likely to repurchase

5x as likely to forgive

7x as likely to try a new offering

4x as likely to refer

AFTER TRAVEL customer – repeat – loyal fan

After Care• Do you communicate with your customers when they get home?

• Do you offer them something? Do you ask for feedback?

• Do you ask for testimonials, Google Reviews?

• Do you ask for referrals?

Repeat• Do you know where you customer would like to travel to next and when?

• If so, do you tailor your communication to them based on their interest

• and timeline?

Loyalty• Do you communicate with them one-on-one?

• Do you invite them to special events? Are they part of your community?

• Do you give them advance notifications and priority?

• Surprise gifts?

DURING TRAVEL customer

Holiday• Do they feel connected and safe? Do they have something tangible with them from your business?

• Can you leave a surprise message somewhere, like e.g. welcome letter in hotel?

• Are they celebrating something special? If so, can you arrange something special?

BEFORE TRAVEL suspect – prospect – customer

Awareness• Are we easy to reach?

• Does our website answer the initial questions?

• Can they easily find testimonials?

Consideration• What contact moments do you have when people first

get in touch with your business?

• Do you educate them? Do you invite them to

certain events?

Decision• How do you help customers make their travel decision?

• Do you ask for referrals?

Preparation• Do you have a contact moment with your customers before they leave?

Awareness

Consideration

Decision

Preparation

Holiday

After care

Repeat

Loyalty

Customer Journey MappingWhat happens at each step?

Awareness

Consideration

Decision

Preparation

Holiday

After care

Repeat

Loyalty

‘Every single interaction you have with your customer, is an opportunity to create something remarkable’

What to do next?

Sonja van den Bosch

Ph +61 408644073

1. Work through your customer

journey framework & mapping

worksheet

2. Involve your team

3. Reach out if you have any further

questions

4. Connect with me on LinkedIN

5. Leave a short 5-star Google review

for Twinlife Marketing

Questions?!

Sonja van den Bosch

Ph +61 408644073

Thank you

Feel free to reach out for any extra support, questions etc.

Sonja van den Bosch

Ph +61 408644073

The Power of Customer Journey Marketing€¦ · Customer Journey Marketing Framework Before Travel...

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