the perfect journey
DESCRIPTION
The presentation discusses customer experience journey across multiple channels.TRANSCRIPT
[ The perfect journey ] A customer experience journey
across mul3ple channels
[ Customer experience journey ]
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Weeks
Reten3on
Considera3on
Customer Profile
Prospect
Visitor Behaviour
Customer
[ Customer experience journey ]
1. Awareness and considera3on 2. Research and inten3on 3. Purchase and delivery 4. Adop3on, usage and service 5. Reten3on or re-‐sell, cross-‐sell, up-‐sell
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[ Research and inten;on ]
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14/11/12 © Datalicious Pty Ltd 5 The journey starts with being found
[ New consumer decision journey ]
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From linear
To circular
Paid and organic search presence during the extended research phase even more important
14/11/12 © Datalicious Pty Ltd 7 Make landing pages relevant (to search terms)
[ Addi;onal targe;ng parameters ]
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14/11/12 © Datalicious Pty Ltd 9 Customize off-‐page content as well
14/11/12 © Datalicious Pty Ltd 10 Change content for repeat visitors
[ Affinity targe;ng in ac;on ] Different types of visitors respond to different ads. By using category affinity targe3ng, response rates are liSed significantly across products.
Message Click-‐Through Rate By Category Affinity
Postpay Prepay Broadb. Business
Blackberry Bold - - - + 5GB Mobile Broadband - - + - Blackberry Storm + - + + 12 Month Caps - + - +
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14/11/12 © Datalicious Pty Ltd 12 The journey con;nues away from your site
14/11/12 © Datalicious Pty Ltd 13 Make these places part of the experience
14/11/12 © Datalicious Pty Ltd 14 Don’t get carried away by the noise
14/11/12 © Datalicious Pty Ltd 15 Find the right communi;es for your audience
14/11/12 © Datalicious Pty Ltd 16 Ac;vely engage prospects and draw them in
14/11/12 © Datalicious Pty Ltd 17 Close the deal, always try to ID them
[ Mul;ply iden;fica;on points ]
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0%
20%
40%
60%
80%
100%
120%
140%
0 4 8 12 16 20 24 28 32 36 40 44 48 Weeks
Probability of iden3fica3on through cookie
Iden3fying people online once is not enough, you have to keep re-‐iden3fying them con3nuously at
every opportunity or even create addi3onal opportuni3es
website data
customer data
campaign data
[ Maximise profiling data ]
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14/11/12 © Datalicious Pty Ltd 20 Build profiles across brands in your company
[ Extended targe;ng plaRorm ]
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Publishers
Partners
Network
Brand
Publishers SMH, NineMsn, etc Partners Pirelli, Blaupunkt, etc Network Audi, Volkswagen Brand Audi
[ Purchase and delivery ]
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14/11/12 © Datalicious Pty Ltd 23 Retail is a key part of the experience
14/11/12 © Datalicious Pty Ltd 24 Connect offline with online profiles
14/11/12 © Datalicious Pty Ltd 25 Surveys and emails are just one way
14/11/12 © Datalicious Pty Ltd 26 Tracking shipments is another way
14/11/12 © Datalicious Pty Ltd 27 Be crea;ve, add value and connect online to offline
[ Adop;on, usage and service ]
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14/11/12 © Datalicious Pty Ltd 29 Communi;es are not just for acquisi;on
14/11/12 © Datalicious Pty Ltd 30 Talk to your customers aWer the purchase
14/11/12 © Datalicious Pty Ltd 31 Offer them services that s;mulate usage
[ Re-‐sell, cross-‐sell or up-‐sell ]
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14/11/12 © Datalicious Pty Ltd 33 Don’t send me prices, send me exci;ng offers
14/11/12 © Datalicious Pty Ltd 34 Great experiences leave las;ng impressions
[ Summary ]
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Customer profiling at all touch points
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Be smart about your targe;ng
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The whole experience counts
hZp://www.youtube.com/watch?v=7sWPHKU1XZU
[ A few good examples ]
§ Fiat online car customiza3on compe33on § Audi le_ers about key staff changes § Watch your Bentley being build § Free car washes from Holden § Porsche ad with young boy
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Ques;ons Chris3an Bartens
Updates twi_er.com/datalicious blog.datalicious.com
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