bdma customer journey seminar - the power of emotions by 4c consulting
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The Power of Customer Journey DesignHow to win in the age of the customer?Brussels, 12th March 2015
Geert Martens, Partner Customer Company Design
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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10 second commercial
Inspired by
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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CRM
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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customer experience
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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product focused customer obsessed
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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product focused customer obsessed
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promoteyou
Co-createShare insights
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
emotionalcustomer engagement
long-termbusiness value
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Deliberate
Emotional
Consistent
emotionalcustomer engagement
superiorcustomer experiences
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Relevant Different
Meet specificconsumer needs
Be different from the competition
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Deliberate
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Emotional Action Memory
Reason leads to conclusionsEmotion leads to action
Donald B. Calne
Emotions colorhow an experience
will be rememberedDonald A. Norman
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Emotional
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Consistent
Across all touchpoints
In every stageof the customer life cycle
Channels Life Cycle
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Consistent
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Consistent
Emotional
Deliberate
emotionalcustomer engagement
superiorcustomer experiences
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Customer journey design
to the rescue
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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EmotionalDeliberate
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Consistent
Design, add and delete single interactions Monitor overall consistency
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Design, not mappingMore than facts
2 3
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
You are not the customer
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
You are not the customer
11Observe Personas Feedback
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Personasfictional characters created to represent the different user types that might use a site, brand, or product in a similar way
Customer Segmentation | B2B Persona Design
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmodtempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodoconsequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillumdolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Customer ExperienceMeasurement ECOSYSTEM30
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Big Data
Small Data31
What?
Why?
(behavior)
(motivations)
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
MysteryShopping
Observations
Web monitoring
Ad Hoc Surveys
SocialListening
ContinuousFeedback
Complaints& compliments
Transactionaldata
Financialdata
Reviews Customer Boards
Operationaldata
ContextualInterviews
Unsollicited
Sollicited33
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More than facts
2
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
2Identity
Emotions
Touchpoints
Vehicle Return | As IS Journey
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Design, not mapping
3
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3Optimize Add Delete
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
42
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promoteyou
Co-createShare insights
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
emotionalcustomer engagement
long-termbusiness value
44
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Deliberate
Emotional
Consistent
emotionalcustomer engagement
superiorcustomer experiences
45
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
46
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Customer journey design
to the rescue
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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EmotionalDeliberate
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Consistent
Design, add and delete single interactions Monitor overall consistency
48
Design, not mappingMore than facts
2 3
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
You are not the customer
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People will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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geert.martens@4Cconsulting.com @geert_martens
http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeertwww.4cconsulting.com
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