[cxl live 16] persuasive journey mapping by bart schutz
TRANSCRIPT
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Subconscious, emotional processes
Conscious, rational processes
In short: A customer is a dual processing brain
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Focusing
1,95%baseinterest+0,40%loyaltyinterestrateonayearlybase onayearlybase 1,95%baseinterest
onayearlybase
+0,40%loyaltyinterestrateonayearlybase
A B
Winner
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Mental accountingDoyouknowwhatagoodnightofsleepiscosting?Theaveragepersonsleeps8hoursanightandaminimumof10yearsonthisbed.Foraperfectnightofsleeponthisbedyouonlypay…
€0,82permonth
A B
Winner
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II) Hypothesis Cycle (Analyze - Conclude)
ü Use validated insights to find behavioral determinants and • Verified insights (science & tests)• View-of-the-customer• Voice-f-the-customer
ü formulate multiple hypotheses
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Grow your competitive advantage by 1st party CI
Studies, Analyses& A/B-tests
Hypotheses
Customer Journeys
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By plotting insights on hypotheses and behavioral steps
Studies, Analyses& A/B-tests
Hypotheses
Customer Journeys
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