Team 1Ding Zhao - Francis Martinez - Gregory Vanhaute

Roushan Kumar - Roman Malyshev - Michela Caltran

The Customer Journey

10/22/2014

Dove targets women of all ages above 18 with a focus on middle and upper-middle class.

Dove focuses on females who want to feel beautiful and confident with their bodies.

Dove also aims for women who already appreciate beauty products.

Jane DoeBACKGROUND:

• Postgraduate Student

• MIB at Hult. Previous experience as a Teacher.

• Single. Shooting, skiing, archery.

DEMOGRAPHICS:

• Female

• Age 20-25

• Urban

IDENTIFIERS:

• Concerned about her appearance

• Prefers offline shopping

• Product packaging is important

Jane Doe

ONLINE ACTIVITIES:

• Intermediate web user

• Amazon.com

• Wechat, Whatsapp, Facebook, Twitter.

Jane Doe

User Story:

• As a customer of Dove’s Shampoo, I need to find the best quality shampoo, which suits my hair type and style. The product should be presented in an attractive packaging.

Customer Journey MappingAwareness Research Purchase OOBE

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Online ads: Banner/displayWom: friendsSponsorship: logo display

- Are these good products?

- How much does it cost?

Compelling ads:Products for natural beautyFeeling beautiful, elegant, classyTouching/ Impressive stories

Limited digital accesBlocked media

Website & Social mediaVisit retail stores & SupermarketsAsk for free samplesAsk friendsVisit the online community

Deeper understanding of the products: affordability, wide selectionFollow trends: #Get the best product

- Greenwashing Or Fair & square?

- Quality Allergies

Expensive priceMissing product for specificneeds: i.e. Oily hairBad reviews online

Not satisfied:Bad buying experience:Bad packagingNot enough informationDon’t like the product.Don’t feel comfortable.

Loyalty planAdditional information

E-commerce sitesMallsRetail storesOnline portal

Games * QuizGift cardsParticipating in online contestsFree samples for loyalcustomers (dove insiders)

- Does it really work for me?

- Is it really worth it?

- Do I need it?

Contest prizesPart of the community# campaigns

- Is it an exciting experience?

- What is the value of this?

Waste of time: Not interesting

Reward is not enough.

Touchpoints by Digital ChannelN

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Awareness Research Purchase OOBE

• Dove Science:- Dermatologists Advice- Articles

• Ratings &reviews• Videos• Ability to compare

• Redirect to retailers• Promotions :

- Latest offers- Dove Insider Program

• Games & Quizzes• Tips• Contests:

- Caring coache award- Stake your claim in the

shower

• Link to the Mobile version on the website

• Partnerships with other apps [Beauty Care]

• QR-codes

• Info• Reviews• Articles• Videos

• Redirect to retailers• Dove Insider Program

• Social community: - Real Beauty- Dove messenger

• Twitter & FB: #feelbeautifulfor#OneShowerChallenge

• Youtube: - Dove legacy- Self esteem videos

• Pinterest & Instagram

• Ask questions on facebook.

• Sharing thoughts and opinions

• Comments on videos and promotions

• Influences people to buy certain products based on comments and reviews they see online

• Link to a retail website

• Real beauty• Self-esteem projects• Sharing experiences • Campaigns:

- No More Bad Hair Days- #RealDadMoments

• Online blogs• Word of mouth(gossips)

• Forum c ommunity:- Additional Insights- Reviews- Compare

• Professional opinions

• Can potentially influence the purchasing process and the buyer’s decisions

• People are able to independently share their experiences (good or bad) with each other

• In-store promotions• Coupons• Magazines (ads)• Amazon, Ebay

Customer Journey QuestionsWhat is the most important stage of your customer’s journey and why?

• The most important stage for a Dove customer is the Post-purchase phase: consumers form an opinion about the quality of the product and start spreading awareness to others.

What is the least important and why?

• Dove is already a well-established brand, so the awareness phase doesn’t require the same effort and investment that it is paramount for a new company.

Where do you think your customers are most likely to get stuck in the journey?

• The passage between research and purchase is the most critical: in this Pre-purchase stage, the customer is most likely to get lost because of the variety of options and prices.

How would you consider addressing this?

• It is essential to analyze the consumers and their needs: why do people choose the competitors? How do we establish the loyalty loop?

• One possible solution could be, for example, focusing on promotional campaigns: discounts and free samples; Dove could also develop new products to include different hair types or other types of skin.

Documentation

Website & Social Media

DocumentationCustomer Journey Mapping

Touchpoints

Bibliography• Court, D., Elzinga, D., Mulder, S., Vetvik, O.J. (2009) The consumer decision journey, McKinsey

Quarterly 2009 No. 3• Rayport, J.F. (2013) Advertising's New Medium: Human Experience, HBR.• Richardson, A. (2010) Understanding Customer Experience.