improving online experiences - the customer journey report 2014
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1
The Customer Journey Report 2014
Practical Techniques for Managing CXM
Dr Dave Chaffey, CEO, SmartInsights.com
Download:http://bit.ly/smartexperience
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AboutDave
About Dave Chaffey
• Author of 5 bestselling marketing books
• Editor of SmartInsights.com - a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.
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Real-world customer journeys?
Larger versionLarger version
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Part 1. Understanding customer experience
Source: Online marketplace mapping
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Source: Ogilvy, TNS and Google Path to Purpose July 2014
6View clips
Making the experience human
7Source: Customer Journeys reportActive Research: iPerceptions/4Q
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Technique: Customer journey mapping
Source: Smart Insights Persona Toolkit
9Source: Millward Brown/Compete
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Remembering: The importance of online research to offline purchase?
Source: Google study of ROPO at Vodafone .de
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Technique: Path analysis in analytics
Recommendation: Use forward and reverse path analysis in Google Analytics
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Technique: Multichannel Personas For each persona define preferences for: Platforms
(web, email, mobile) Platform usage (hours) Content consumption:
General site types &
category-specific Social media - content
creation & participation Search behaviour Trusted brands
www.dulux.co.uk
Customer persona toolkit: http://bit.ly/smartpersonas
13Source: CXM As defined by Forrester in 2011
Part 2. Managing customer experiences
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CXM = effective brand customer communications“Right Touching” is:
A Multi-channel Communications StrategyCustomised for Individual Prospects and
CustomersWhich…
Delivers the Right Value PropositionAccompanied by the Right Message
With the Right ToneAt the Right Time
With the Right Frequency and Interval Using the Right Media / Communications
channelsTo achieve…
The right balance of value between both partiesSource: Dave Chaffey (2005-2012): Digital Marketing Strategy: Implementation and Practice
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Do you have a personor team
RESPONSIBLE FOR CXM?
Vote!
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Qualitative Customer feedback tools http://bit.ly/smartfeedback
HiPPO support tool = www.usertesting.com and www.whatusersdo.com
Example: https://www.youtube.com/watch?v=2Xuc7Ok7nEw#t=33
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Recommendation: Use hurdle rates and RFM to assess experience
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23Source: Simple Usability benchmark
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Email marketingshould beintegrated
too!
:Halfords case study
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The power or journey (Re)targeting
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How do your experiences compare?
See : http://bit.ly/smartexperience
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Let’s Connect! Questions & discussion welcomeSmartInsights.com:: Plan | Manage | Optimize
Presentation download : http://bit.ly/smartexperience
Free, Basic member tools Sample planning templates Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning 7 Step Guides to all digital marketing
Online courses
DIY Planning and optimisation templates in Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-member-reasons
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/
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