the consumer journey
TRANSCRIPT
The Consumer JourneyProgress Digital Partner Summit | May 10, 2016
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Your Presenters
Dan GalvinVP Opportunity [email protected]@DGalvin22
Michael WunschVP Digital [email protected]@MichaelEWunsch
16 Years in Business | 2 Locations | 70 Employees | $35 Million in Billings
About LEAP LEAPagency.com
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Diverse Clientele
User-Centered DesignProcess for LEAP
The 6 Principles of UCD•The design is based upon an explicit understanding of users, tasks & environments.•Users are involved throughout design & development.•The design is driven and refined by user-centered evaluation.•The process is iterative.•The design addresses the whole user experience.•The design team includes multidisciplinary skills and perspectives.
Centered Around User Evaluation Based In:•Personas and Scenarios•Usability Testing•Accessibility Testing•Focus Groups•User Observation•User Surveys
Why does any of this matter?
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Data-Driven Future
• Data-driven marketing cuts through the noise
• Conversion optimization a part of every project
• ROI increases that keep clients with us and growing
• Consumers want personalization
• The tools are right here!
What will we learn today?
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The Day at a Glance
Gone are the days of guessing about website behavior and content. Consumers are demanding personalized content and websites must have clear objective.
Define personas: We have to know who we are building experiences for and what matters to them.Define the journey: Once we know “who” we need to define the path to the objective.
Buyer Personas
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Customer & Buyer Personas
An effective buyer persona is based
on market research and insights into your current customer base
that can be for example received
through surveys and interviews.
Retrieve data such as income, place of residence, relationship status,
occupation, daily routine, lifestyle, hobbies, behavior
on the web etc. and determine the daily
needs and problems of your customers.
Depending on the industry, develop different personas from this information and have on-
hand information to create new profiles anytime you’d like.
=
Buyer Personas are fictional ideals of your customer types and act as content marketing tools. They will help you to better understand your customers and make it easier to tailor your content to their specific needs and behaviors.
An Introduction
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Customer & Buyer PersonasEffectively Using Personas
How can your products or services solve the customer's problems and by what means can you encourage them to buy? If you have analyzed the data collected about your customers and take into account these questions, you can implement your advertising measures.
Long standing and regular customers can be variously contacted and informed in contrast with new customers, where not much can be concluded due to limited amount of information.
Intentionally exclude negative personas from your promotions and focus your energy on customers who are likely and ready to buy.
Develop specific digital communications for customers who really could have interest in a certain product, rather than indiscriminately sending it to all your customers.
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Customer & Buyer PersonasWhy Are They So Important?
Buyer Persona Model Make better informed decisionsabout marketing & sales strategies
Building Your Persona
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Customer & Buyer PersonasFour Steps to Building Personas
GATHER & ANALYZE INSIGHTS
BUYER INTERVIE
WSBUILD BUYER
PERSONAS &
SCENARIO MODELS
MAP TO BUYER GOALS
21 3 4
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Customer & Buyer PersonasUtilize Your Sales Team
USE DATA TO FLESH OUT PERSONAS
Primary researchWins and lossesSales force and marketing automation reportsLook-alikesCase studiesCustomer surveys
ASK REPS THE RIGHT QUESTIONS
Who are you selling to?Who is buying?How do buyers communicate?What questions are buyers asking?What pain do buyers have?What are the buyers´ journeys?What companies do they work for?
GET INPUT FROM THE FRONT LINES
Talk to top-performing sales repsGet insight on buyer behaviour and characteristicsUse info to create a range of different personas
ALWAYS BE IMPROVING
Meet with sales regularly to review and refine personasUse sales force and marketing automation tools to track success
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Customer & Buyer PersonasBuyer Persona Building Blocks
MODALITYMethodical, spontaneous, humanistic, competitive
MOTIVATIONNeeds, goals, pains, ideals, challenges
DEMOGRAPHICSGender, age, marital status,
income level, location, education
BIOGRAPHICIndustry, senority, functional
area, role, responsibilities, knowledge, risk
PSYCHOGRAPHICSPersonality, values, attitudes,
interests, lifestyles
RELATIONSHIPSIndividual, directed, collaborative, competitive, contentious, subordinate, superior, consensus
Examples
ALEX SCHMIDTLIVES IN: Cincinnati, OH
AGE: 24 – 30
GENDER: Male
INTERESTS: Sports, Technology, Fashion, Fitness
EDUCATION LEVEL: College Graduate
JOB TITLE: Finance, Financial Advisor, Financial Analyst or Financial Adviser
INCOME: 60k – 80k
RELATIONSHIP STATUS: Single
LANGUAGE SPOKEN: German, English
BUYING MOTIVATION:Wants top quality at a fair price
BUYING CONCERNS:Warranty and service
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Customer & Buyer PersonasPutting It All Together
Customer & Buyer PersonasPutting It All Together
LucyRATIONAL
11%
JacksonTRADITIONALIS
T
14%
RobertMETICULOUS
32%
AnneCAREFREE
13%
ThomasUNINHIBITED
17%
Nee
d S
tate
Map
Journey Mapping
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Journey / Experience Map
The composition of an Experience Map builds up knowledge and unity on all management and working levels. Moreover, a satisfying customer interaction and a better product experience is established.
The Experience Map is a strategic tool to document and present complex user interaction with a product or service.
Definition
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Journey / Experience MapKey Terms
POINT OF INTERACTION The point of interaction of a person and a representative or product of the company.The interaction takes place at a specific time, within a specific context and with the intention to fulfill a specific need of the customer.
CHANNELThe communication channels with the user: web, print, voice call, mobile device or a retail store.The channel defines the possibilities and limitations of a touch point.
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Journey / Experience MapBenefits of an Experience Map
EvaluationAssess structural
knowledge of customer
experience / behavior of all
channels
ToolCollective tool to display product
experiences
SimplicityFollow customer
insights in a simple
and usable form
Development
Develop toward customer-oriented
thinking
InnovationIdentify areas of
ideas and innovation
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Journey / Experience MapMain Components
The TakeawayThe takeaway contains strategic insight and
proposals which derive from the Experience Map and summarizes detected
obstacles and opportunities.
The LensThe lens is a filter which
analyzes the journey of the customer
and summarizes it to the core experience; superior
principles and key values are listed.
Journey of the Customer
The journey of the customer is always individual and case-
related. It should illustrate the most
important points such as phase transitions and channel
changes.
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Journey / Experience MapFour Steps of Implementation
ObservationAnalyze customer
behavior and cross channel points
of interaction.
Target courseExploit the journey of the
customer and its key points.
VisualizationVisualize gathered
information as moving stories.
UsageUse the Experience Map
as an impetus for a better customer
experience.
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Journey / Experience MapBasic Framework
doing
Actions which are executed by customers
to meet their needs?
What are the key actions?
thinking
How do customers design and judge their product
experience?
What do they expect?
feeling
Which emotions do customers have on
their journey?
What are the ups and downs?
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Journey / Experience MapCapturing Insights
Truth countsOnly real data create a useable Experience Map as its value closely connected with the insights it conveys.
QuantitativeBased on qualitative results, further data sources, such as statistical evaluations or surveys, can help to identify decisive features.
QualitativeConversations with customers the most reliable source to gain qualitative knowledge. The interview should take place in a natural manner and environment.
Iterative Directed by the course of the creation, an iterative concept arises. The process is improved and becomes more elaborated at the same time.
Many sourcesOne source is never enough to get a comprehensive picture. One should gather as much information as possible from different sources.
Building Your Map
Journey / Experience MapStep One
The first draft starts with the identification of interaction points and the drawing of a path. To mirror thoughts and emotions, interaction points show positive and negative signs.
-+ + /+-
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TIP: Start in analytics
Journey / Experience MapStep Two
Emotion, need, actionEmotion, need, action
Emotion, need, action
Emotion, need, action
Next, emotions, needs and thoughts are regarded more intensively with the aim to identify the underlying need. The qualitative information of the results are added as comments to the interaction points. Emotional conditions are depicted graphically. Also, quantitative information, such as statistical details find their place around the path.
-+ + /+-
Journey / Experience MapStep Three
Now, the phases of interaction are identified by dividing interaction points into rational units.
-+ + /+-
Attention Research Decision Purchase
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Journey / Experience Map
Rising interest in a specific product or group of products
AttentionResearch of information on focused products
ResearchThe customer decides by means of specific criteria.
DecisionThe customer purchases the product via a specific channel.
Purchase
Initial operation of the product and necessary steps
First usageDaily, regular use of the product within
the respective context
Further usageDue to specific criteria, the product is defect or not used any longer.
End of usageDisposal of the product and purchase of a replacement product, if required
Disposal
Phases – Structured Example
Journey / Experience MapTypes of Interaction
Direct connection
One step leads directly to the next one.
Bi-Directional connection
One step leads to the next,
but the user can also go back.
Controlled evaluation
Use ranges between several possibilities within a closed and controlled surrounding.
Open Exploration
User ranges freely between several dependent and
independent possibilities.
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Journey / Experience MapThe last step is the evaluation of possibilities and obstacles for the customer:
Communicative: • Does the user need a specific content or a specific essential information?• Is it possible to improve the sorting of available information by means of their relevance for
the customer?
Interactional:• What prevents the customer from interacting?• How can the interaction be improved?
Step Five
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Putting It All TogetherPathCustomer journey with interaction points and types
ThoughtsAnnotations with the customer’s thoughts at the interaction point
LensOverlapping summary of the customer’s core experience
EMOTION ScaleMental and emotional
conditions graphically compiled
TakeawayProposals for improvement and
obstacles of the particular interaction phases
SurroundingUpstream and downstream interactions, outer conditions, actual situation
How It Works Together
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Examples - Personas
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Examples – Home Hardware
Examples – Electrical Contractors
Now What?
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Just Do It
• Grab your sales team, talk through your customer, just capture a few insights
• Gather whatever data exists about your customer• Find a headshot, give it a name, apply the
characteristics (a few is fine)
Boom – you have a persona!
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Now…
• Apply that person to your web project• Where do they start (search, ad, direct, social)• Where do they land (home, landing page, ecom)• What do they need / want – does your content match• Can they go different directions• Are there barriers / have you considered mobile / tablet• What is the primary objective
Boom, you just created a Journey Map!
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Finally…
• Establish your KPIs• How will you measure (analytics, Sitefinity)• Map to objectives• Evaluate, wash, rinse repeat
• Be prepared to fail fast but fail smart
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Dan GalvinVP Opportunity [email protected]@DGalvin22
Michael WunschVP Digital [email protected]@MichaelEWunsch