a view of the customer experience through the consumer journey
TRANSCRIPT
A view of Customer Experience
through the Consumer Journey
Christophe Le Yoanc & Sarah Cunliffe | April 28, 2016
How we buy has changed. How we reach and influence customers must change
Awareness
Consideration
Preference
Purchase
Loyalty
TV PrintMedia
Friends & Family
Brick & MortarStores
Online
The Consumer Decision Journey Model
Triggers
Touch
points
Touch
points
Stage 3
Buy
Stage 4
Experience
Stage 2
Evaluate
Stage 6Bond
Stage 1Consider
Stage 5
Advocate
Stage 0Latent
Stage 6
BOND
Source: McKinsey
(modified)
Let's take two very different runners
…Just looking!
Ooh!They look nice!
And the journey began…
The Consumer Decision Journey Model
Triggers
Touch
points
Touch
points
Stage 3
Buy
Stage 4
Experience
Stage 2
Evaluate
Stage 6Bond
Stage 1Consider
Stage 5
Advocate
Stage 0Latent
Stage 6
BOND
Source: McKinsey
(modified)
Case Study: Customer Experience and Decision Journey for wireless consumers
The Business Issue: The Solution:
Decision Journey MappingUnderstand how consumers
buy wireless plans
Determine customer experience
in their decision journey
On average, consumers have 4 touch pointsbefore making a purchase
Ask friends
& family
Product User-generated
content
Online
searches
Tipping Point:
That moment that changes everything. That moment when a consumer decides which
brand / product he or she is going to buy
Nearly a third of consumers reach their tipping point at their first touch point
Key Insights – Touchpoint Mapping
29% 3X 60%of buyers reached a decision point at
the first touchpoint
Milennials are 3 times more likely to
research on social media at tipping
point
Who continued engagement after
tipping point to confirm decisions
1st TouchpointTouchpoint immediately
before tipping point
Tipping Point
Customer using social media at
tipping point
Touchpoint immediately after tipping point
Store
Website
WOM
25%
16%
10%
Brand
12%
Competitor
30%
Key Insights – brand perception changes significantly as customers move along the journey
Late
nt
Co
nsid
er
Bu
y
Brand A
Brand B
Brand C
Brand D
Makes experiences
easy
Gives more plans, devices and services
options
Gives control over all
aspects of account
Understands needs and
wants
Provides recommendations to make informed
decisions
Makes customers feel
heard and recognized
Treats them fairly
Makes it easy to understand
plans and choices
40%
50%
60%
70%
80%
0%
10%
30%
40%
50%
20%
0%
10%
30%
40%
50%
20%
60%STAGES
Decision Journey Mapping: when, how and why consumers choose you
1
2
3
4
Trigger analysis
Touchpoint mapping
Tipping point analysis
Connecting the dots
Identification & analysis of triggers causing consumers to move into
the buying process
Interactive identification, rating & mapping of sequence & frequency
of actions and behaviors
Identification & analysis of where in the journey a significant decision is
made
Mapping the impact of consumer actions & market forces on the purchase
decision
Recommendations:
Understand stages
consumers are in
Measure customer
experience by
stages
Determine
performance and
impact of key
touchpoints by stages
In Buying stage,
establish Decision
Journey Mapping
Christophe Le Yoanc
SKIM Director Client Solutions
Tel: +65 6597 2826
Sarah Cunliffe
SKIM Research Manager
Tel: +44 208 222 77 00
Contact us