What’s your customer journey?

2

Aaron Nissen

Senior Strategic

Consultant

Andrea Moreton

Client Strategist

About Destination Think!

WHO WE ARE

Individuals who are passionate about

tourism and digital marketing

WHAT

WE BELIEVE

Travel experiences enhance people’s

lives and tourism makes the world a better place

WHAT

WE DO We help organizations innovate

HOW

WE DO IT

By using our philosophy and methodology

based on social media principles

Clients

What would you do if you could start again and compete with your own organization?

“The number one influence

on travel destination decisions

are friends and family.”

– Google/Ipsos Travel Study 2014

Word of mouth is everything

11 Every conversation, connection and

confrontation adds to your social capital and it’s

that social capital that will eventually yield

results to your bottom line.

12 Trust

recommendations from people you know: 92%

consumer opinions posted online: 70%

TV/magazine/OOH advertising: 47%

Nielsen Global Trust in Advertising and Brand Messages

April 2012

Vs.

Crystal Driedger-Hounsell

Hey Lindsay... LOVE your

profile pic! Your trip looks

like it was totally amazing!

How was Greece? I really

want to go there is it great as

it looks?

Visitor Stories build the brand

Other people’s stories

Your stories

Customer focus is a proven path

to business growth

“Between 1999

and 2009 customer

centric businesses had

233% growth versus

10% for shareholder

centric businesses.”

– Harvard Business Review

“By 2020, customer

experience is forecast

to overtake price and

product as key brand

differentiator.”

– Forrester Research

“Industries focused on

customer journeys are

significantly (20-30%) more

strongly correlated with

business outcomes, such as

high revenue, repeat

purchase, low customer churn,

and positive word of mouth”

– McKinsey & Co.

Eco Advenutres

18

#HappyDance

19

20

21

Reign of

the

millennial

By 2017, Millennials will

have more spending

power than any other age

group

They don’t know

life without the

internet

FOBO is real!

Don’t deprive us.

CASE STUDY

Generator Hostels

Benjamin Waters

Customer Journey

Em

oti

on

Customer Journey

Em

oti

on

Tourism Kamloops

Townsville Adventures

IMG_6830

56 Take aways

• Learn about your consumer – Map the customer journey

• Listen to conversation and support people throughout the customer journey

• Continuously deliver remarkable experiences

• Encourage (positive) word of mouth

• Empower your staff

• Amplify the stories that align with the remarkable experiences you want to be known for

“Every fast-growing social movement, non-

profit and brand of the last decade has grown

because people have chosen to talk.

At the heart of real growth is a simple idea:

people decide to tell other people.”

- Seth Godin

Thanks

www.destinationthink.com

Aaron Nissen Aaron@destinationthink.com

Andrea Moreton Andrea@destinationthink.com