What’s your customer journey? · 2016-03-08 · customer journeys are significantly (20-30%) more...
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What’s your customer journey?
Transcript of What’s your customer journey? · 2016-03-08 · customer journeys are significantly (20-30%) more...
What’s your customer journey?
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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
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#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
![[Infographic] How to Build Great Customer Journeys](https://static.fdocuments.in/doc/165x107/587e4f1a1a28abeb1a8b5add/infographic-how-to-build-great-customer-journeys.jpg)
