Event: DDMA iLounge

Thema: DM 1.0 vs DM 2.0?

Spreker: Jacques Geijssen – Albelli

Datum: 30 september 2008, Muziekgebouw

aan het IJ

www.ddma.nl

Albelli 2.0?

Jacques Geijsen30 september 2008

Albelli 2.0 –or- marketing from consumer perspective

• Intro• Consumer experience• Business 1.0 or 2.0

– Site– Email– Software– Database

Albelli = Albumprinter

Digital photos

Desktop editor

Upload digital album

Products

Measures of successful sustainable growth

Would you recommend us to your friends or family?

10 9 8 7 6 5 4 3 2 1 0

Very likely Very unlikely

promotor neutral criticaster

Wow experience?

Customer experience is the result of series of interactions

But aren’t we already doing just that ?

What are these interactions ?

To what degree do these interactions contribute?

What are the possible ways to improve the experience?

Customer input vs. roadmap

Internal external

customer perspective

Understanding the customer: the funnel

# of impressions

# of visitors

# of new members

# of new downloads

# of first orders

# of repeat orders

Understanding the customer: the funnel

discover service

download

repeat order

reduce usage

stop using

xx %

xx %

xx %

xx %

xx %

xx %

100 %

1st time usage

1st time order

Research Phase I

No averages per stage

What are the experiences of the criticasters / promotors

Understand the explanations

Research Phase II

What do criticasters expect

What do criticasters view as possible solutions

What does it take to upgrade neutrals to promotors

What do promotors see as improvements

Understanding the customer: the funnelTime/euro/resourcesto implement

promotor50%

neutral30%

criticaster20%

1

23

45

1

2

3

4

5

1

2

3

4

5

Determine the order of implementions

discover service

download

repeat order

reduce usage

stop using

1st time usage

1st time order

criticaster neutral promotor

weighted average

.. %

.. %

.. %

.. %

.. %

.. %

HAPI .. %