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Customer Journey: What Keyless Check-in
Teaches Us
SKIM Webinars | June 30, 2016
1
Through the lens of customer journey, companies are
redesigning their customer experience
2
The
decision
journey
framework
Triggers
Touch
points
Touch
points
Stage 3
Buy
Stage 4
Experience
Stage 2
Evaluate
Stage 6
Bond
Stage 1
Consider
Stage 5
Advocate
Stage 0
Latent
Stage 6
BOND
Source: McKinsey
(modified)
3
Key Learnings
Omni-channel journeys
are the norm, and
Google is losing ground
4
Look at the entire
journey, and divide it in
meaningful stages
Think beyond your
industry for the best
customer journey
experience
Telecom JourneyManage the customer journey by stages
5
Brand performance may change significantly as consumers navigate through their journey
La
ten
tC
on
sid
er
Bu
y
Brand A
Brand B
Brand C
Makes
experiences
easy
Gives more
plans, devices,
and service
options
Understands
needs and
wants
Makes it easy
to understand
plans and
choices
6
Provides
recommendations
to make informed
decisions
Makes
customers feel
heard and
recognized
Brand consideration drivers may also change significantly as the journey progresses
Cu
sto
me
r Jo
urn
ey Latent
Consider
Buy
Brand consideration
13% 12%
12% 13%
15% 21%
10%
12% 22%
30%
13%13%
10% 10%
18% 17%
24%
Network Value
Network Plan
Plan Data
Help with Bill Control
Advice Understanding
Helps with plan Care
On TV WOM
In Store WOM
WOM
Perception Experience Advertising
7
Brand consideration drivers may also change significantly as the journey progresses
Cu
sto
me
r Jo
urn
ey Latent
Consider
Buy
Brand consideration
Network Value
Network Plan
Plan Data
Help with Bill
Control
AdviceUnder-stand-
ing
Helps with plan
Care
On TV WOM
In Store WOM
WOM
Perception Experience Advertising
8
9
CPG JourneyOnly online or offline is not enough
Omni-channel behaviors are the new norm but distinctive
behaviors exist between digital and offline purchase journeys
12%
7%
12%
1%
19%
4%
9%10%
14%16%
10
Where consumers start their journey
Search EngineCoupon Websites Friends & Family Beauty
Store Website
Purchase Offline
Purchase Online
Retailer websites are becoming the research hub and starting
point in the purchase journey
“ “Amazon is the place I
always go to look for
information. I read the
reviews and comments
about a product before I
decide to purchase.
Retailer website
11
Dig
ita
l T
ou
ch
po
ints
B2B JourneyBroaden your perspective to get on top
12
Even auto-piloting can be disrupted
Auto Pilot Purchase
Disruptor
New Decision
Research
13
Customer expectations are influenced by all their experiences, not just the ones in your industry
14
Takeaways
Omni-channel journeys
are the norm and the
role of retailer.com is
changing
15
Design your customer
journey by stages to
create a better and more
engaging experience
Consider the
expectations of your
customers beyond your
industry
Contact usskimgroup.com/decision-
journey-mapping
Wessel Roose
w.roose@skimgroup.com
Research Manager
Based in Rotterdam
Patricia Dominguez
p.dominguez@skimgroup.com
Sr. Research Analyst
Based in London
Alex Xiaogung Zhu
a.zhu@skimgroup.com
Manager
Based in New York
Sanjay Sugarek
s.sugarek@skimgroup.com
Manager
Based in New York
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