The Customer Journey
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Customer Journey Muriel Van Craenenbroeck #AIM13 It’s All in the Mix 5 november Felixpakhuis Antwerpen
description
Muriel Van Craenenbroeck, Cegeka's Online Solution Manager, explores the customer journey in an omnichannel world, in B2C as well as B2B. Think goals & KPI's, marketing personas, top tasks and content to support customers in their choices throughout the entire customer journey. Map your touch points to the customer journeys and make an experience map for each journey. Measure, analyse and adapt in an agile way.
Transcript of The Customer Journey
Customer Journey Muriel Van Craenenbroeck #AIM13
It’s All in the Mix 5 november
Felixpakhuis Antwerpen
“ it's not about what you sell but how you sell ”
Demian Sepp
McKinsey
“ If marketing has one goal, it’s to reach
consumers at the moments
that most influence their decisions ”
funnel
McKinsey
loop
2
3
4
1
Bron: McKinsey
noise
two way
consumer driven
alignment
loyalty
changes
How to
KPI’s
goals & KPI’s
goals
Reports
persona’s
“ Try to make every task easy
to complete and you make
everything complicated ”
top tasks
Gerry McGovern
initial consideration
attract 1
active evaluation
inspire demonstrate inform simulate
1
2
inspire
inform
simulate
conversion
convert 1
2
3
convert
post purchase experience & loyalty
facilitate activate valorize
1
2
3
4
facilitate
valorize
measure
facilitate activate valorize
1
2
3
4
inspire demonstrate inform simulate
attract convert
Sam’s customer journey
touch points
experience map
touch points
experience map
insights
problem areas
opportunities
results
B2B
# stakeholders for purchase
experience before purchase
repetitive buyers
focus
align
attention
loop
take aways
