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The digital age has changed the customer journey How we reach and influence customers must change
Awareness
Consideration
Preference
Purchase
Loyalty
TV Print Media
Friends & Family
Brick & Mortar Stores
Online
3
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)
4
Key Learnings
Omnichannel journeys are the norm and the role of retailer.com is
changing
5
Actively manage and re-design your customer journey by stages to create a better and
more engaging experience
Rethink the metrics and benchmark for customer
expectations beyond your industry
Brand performance may change significantly as consumers navigate through their journey
Late
nt
Con
side
r B
uy
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
7
Provides recommendations to make informed
decisions
Makes customers feel
heard and recognized
Brand consideration drivers may also change significantly as the journey progresses
Cus
tom
er J
ourn
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
8
Brand consideration drivers may also change significantly as the journey progresses
Cus
tom
er J
ourn
ey
Latent
Consider
Buy
Brand consideration
Network Value
Network Plan
Plan Data
Help with Bill
Control
Advice Under- stand-
ing
Helps with plan
Care
On TV WOM
In Store WOM
WOM
Perception Experience Advertising
9
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%
11
Where consumers start their journey
Search Engine Coupon 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
12
Dig
ital T
ouch
poin
ts
Takeaways
Omnichannel journeys are the norm and the role of retailer.com is
changing
16
Actively manage and re-design your customer journey by stages to create a better and
more engaging experience
Rethink the metrics and benchmark for customer
expectations beyond your industry
Contact us
skimgroup.com/decision-journey-mapping
Alex Xiaogung Zhu [email protected] Manager Based in New York
Sanjay Sugarek [email protected]
Manager Based in New York