digital customer journey

The digitalcustomer

journeyFloreac

End of Season Drink Moterra, Honselersdijk (NL)

2/7/2015

Stefan Jenart

Digitale Strateeg

His name is Bart His name is Dirk

Digital. It’s not about e-commerce or websites or technology. It’s about changed behaviour.

First we change technology Then technology changes us

First, a story

One of our holiday destinations

Remember these?

These made life a little bit easier

“Vergeet de gps niet mee te nemen!”

Preparing the trip was a matter of not forgetting to bring this guy

Now we have this

What happens when you don’t prepare for a trip anymore

It’s getting even easier

My behaviour changed.

Induced by technology, I changed the way I prepare for driving.

First we change technology.

Then technology changes us.

Behaviour change & New decision funnel

Another story

When buying a new coffee machine:

This is how people came to a decision:

Pre-internet Internet

Dec

isio

n Pr

oces

s

Supplier

Product

Solution

ProblemSupplier

Problem

Solution

Product

Branding

Branding

Content Marketing

HILI

Fijn Venushaar

Adiantum raddianum

I knew what I wanted, before entering the Garden Centre

Pre-internet Internet

Dec

isio

n Pr

oces

s

Supplier

Product

Solution

ProblemSupplier

Problem

Solution

Product

Branding

Branding

Content Marketing

HILI

Flowers are still (often) an impulsive buy

New decision funnel, because of new availability of information.

We used to go to the library

We moved on to the internet, but a computer was still a place you had to go to.

Now, it is everywhere

New decision funnel, because new availability of information.

Behaviour change

Behaviour changeNew decision funnel

Pre-internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

Information is always, anywhere and frictionless available.

Internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

Internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

The research phase gets bigger

Internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

Because of information revolution.

This research phase gets bigger

Internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

This gets more important

Internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

This gets more important

Because of this

Internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

This gets more important

Because of this

More power for Word-of-Mouse through social

Pre-internet Internet

awareness

considerationuse

research

shareawareness

consideration

research

use

share

€ €

conversion conversion

digital customer journey

New decision funnel goes beyond

the moment of purchase

1. information phase becomes more important 2. use phase needs more attention 3. word of mouth becomes powerful

New decision funnel: go beyond the purchase

1. Information phase 2. Use phase 3. Word of mouth

Emphasis on content marketing

Stop ‚creating awareness’ with advertising,

start providing information with content marketing.

Stop YELLING, start HELPING!

Pre-internet Internet

awareness

considerationuse

research

shareawareness

consideration

research

use

share

€ €

conversion conversion

digital customer journey

Recepten op basis

van ingrediënten

die je al hebt

Een boodschappenlijstje

So… no more advertising?

Change advertising into

information using context.

The same data becomes information for some or advertising for others

depending on the context of that consumer.

If I want to buy a car, and I find a bunch of paper advertising for diapers in my mailbox - they go straight into the bin.

If I want to buy a car, and I find a bunch of paper advertising for cars in my mailbox - I take them with me to the couch and read them all night.

The age of context

spam advertising info

less context more context

‣ demographic (segmentation)

‣ search word

‣ location

‣ friends

‣ browser history

‣ activity (work, home, bar)

‣ …

The age of context

Potential need: location closest shop

Potential need: home delivery next week

17:55 PM 22:11 PM

‣ demographic (segmentation)

‣ search word

‣ location

‣ friends

‣ browser history

‣ activity (work, home, bar)

‣ …

The age of context - Future vision

We might get tomato’s delivered at our door while making pasta.

Recap: Be present as a supplier of information in the entire customer journey

Stop YELLING and start HELPING!

1. Information phase 2. Use phase 3. Word of mouth

‣ get the experience of your products/services right!

‣ even more important in times of social media

‣ every ‚physical’ product will get a digital counterpart, the least you have to do is become responsive (Mobile)

‣ UX (user experience) important in all its forms

Use phase

There’s always room for a layer of User Experience

Make buying really easy

Make repeat purchase really easy and personal with a interior designer choosing plants for you

The customer doesn’t care about distribution challenges

Own the relationship with the customer

Flowershops

Alibaba, the most valuable retailer, has no inventory.

Uber, the world’s largest taxi company, owns no fleet.

AirBnb, the largest accommodation provider owns no real estate.

Facebook, the most popular media owner, creates no content.

Platform companies, owning the front-end.

Don’t stop at just building a great product!

Encourage Word of Mouth

1. Information phase 2. Use phase 3. Word of mouth

Fogg’s behaviour model

Plants are emotion and people already have a natural tendency to share

Stimulate sharing.

‣ WoM = using the network of your fans as channel

‣ WoM leads to awareness

‣ WoM leads to consideration

Word of Mouth

Internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

This gets more important

Because of this

More power for Word-of-Mouse through social media.

This research phase gets bigger

Because of information revolution.

Understand the digital customer journey.

Understand the digital customer journey.

Don’t just be the conversion nerd.

Internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

Conversion is important!

Internet

€

conversion

awareness

consideration

research

use

share

digital customer journey

But it is influenced by the entire customer journey.

Conversion is important!

What you should remember:

New decision funnel, because new availability of information.

‣ changed behaviour

‣ changed decision funnel

‣ Focus on User Experience in your relationship

‣ the whole journey

‣ more emphasis on research over awareness

‣ use content marketing

‣ more information on the use of your product

‣ Stimulate sharing

Take-aways:

Understand the digital customer

journey.

Be present in that

journey by being helpful.

Stop YELLING, start HELPING!

Conversation

Questions?

@netlash@stefanjenart

Wijs bvba

Voorhavenlaan 31/39000 GENT

09 335 22 80 09 330 09 83

http://wijs.beinfo@wijs.be

BE 0473.071.275