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www.bksv.com, 1www.bksv.com Copyright © Brüel & Kjær. All rights reserved.
CONNECTING THE DOTSCustomer journeys and online touch points
04 Nov 2015
Mette Temple
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How do customers decide what to buy?
C O N F I D E N T I A L
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A CUSTOMER JOURNEY:THE CUSTOMER DECISION PROCESS IN THE
CONTEXT OF A SCENARIO
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Mapping
C O N F I D E N T I A L
Stage Realisation Who to contact
Initial call Register repairorder online
Getconfirmationemail
Feelings Oh, no. It doesn’t work…What will it cost?What aboutthe client?
I need to talk to someonewho can helpHow to find contactinformation?
They’d betterunderstand myproblem
Why do I have to go online to register the repair?Will this delaythe processHave they gotall the information they need for a speedyrepair
Is the turn‐around time reliable?
Touch points Website contact pages
Service rep Website support form
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Stage Ship instrument
Receivereceipt
Follow repair The instrument cannot berepaired
Rental of instrument
Feelings Oh, I hopethey can fix it
Good, it has arrived
Is the repairjob on track?
Christ, whatdo I do now?Will I need a new instrument?Can I rent one?
Hope, it willget here on timeIt must have the right specificationsThis is not a long term solution
Touch points Return shipping form
Receipt for instrument via email
Email receiptOrder trankingpage on website
Servicec rep. WebsiteService rep
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Stage Rental instrument arrives
Research for purchasing new instrument
Contact sales guy Confirm order of product
Feelings Now I can get on with my workThe client did not notice
This will beexpensiveBetter see if thereare alternatives to the one I have
Will he try to sell melots of stuff I dont need?
What a relief
Touch points Shipping boxTechnical documentationInvoice
Website Youtube
Sales rep Order confirmation
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Stage Receive newproduct
Use new product
Feelings Excited about the new toyRelieved that his business did not suffer
Happy to get on with it. Wants to learn more
Touch points Shipping boxTechnical documentationInvoiceMarketing flyers in the shipment
Cloud site for productWebsiteManual
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Engineer Manager CEO/CFO Student
Attributes • Expert• Possible client• Specific needs
• Expert• Possible client• Financial resp.
• Not expert• Indirect client• Financial resp.
• Learning• Aspiring expert
Needs • Here and now information and downloads
• Mature decision maker
• Right fit?• Trustbuilding• Longevity• Governance
• CSR• High‐level info• Trustbuilding• Longevity• Governance
• Info for dissertation• Industry trends• Product types• Industry solutions• Internship
Opportunities • RfQ• Product specs• News• Seminars• How‐to videos• Whitepapers• eWaves
• Cases/references• Application info• Solutions descriptionsfor industry/bus. area
• Whitepapers• eWaves• SLA
• Cases/references• Application info• Solutions descriptionsfor industry/bus. area
• Whitepapers• eWaves• SLA
• Seminar/webinar• News/newsletter• eWaves• Tech specs• Whitepapers• Cases/references• Jobs
Engagement • All tools • All tools minusconfigurator
• ”What’s next”• Shopping‐list share• Extranet• e‐mail
• e‐mail• Extranet
C O N F I D E N T I A L
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DELIVER THE RIGHT VALUE(Content, services and products)
FOR THE RIGHT PEOPLE(audiences/personas)
AT THE RIGHT TIME(contact points on the customer journey)
C O N F I D E N T I A L
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Calibration data
C O N F I D E N T I A L
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”Proactive chat is an invitation – I expect to be helped throughout the process – not just given a link
to something else”
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”Oh, I wish that…”
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Take aways
• Know you customers and understand his processes• Take the customer’s position and look in from the outside• Touch points do not exist in isolation• Ask awkward questions of you colleagues
• Know your own organisation
C O N F I D E N T I A L
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CONNECT THE DOTS
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THANK YOU
Mette TempleMarketing Project Manager
Brüel & Kjær Sound & Vibration Measurement A/S [email protected]
M: +45 60942452
