Download - The Customer Journey
Customer Journey Muriel Van Craenenbroeck #AIM13
It’s All in the Mix 5 november
Felixpakhuis Antwerpen
“ it's not about what you sell but how you sell ”
Demian Sepp
McKinsey
“ If marketing has one goal, it’s to reach
consumers at the moments
that most influence their decisions ”
funnel
McKinsey
loop
2
3
4
1
Bron: McKinsey
noise
two way
consumer driven
alignment
loyalty
changes
How to
KPI’s
goals & KPI’s
goals
Reports
persona’s
“ Try to make every task easy
to complete and you make
everything complicated ”
top tasks
Gerry McGovern
initial consideration
attract 1
active evaluation
inspire demonstrate inform simulate
1
2
inspire
inform
simulate
conversion
convert 1
2
3
convert
post purchase experience & loyalty
facilitate activate valorize
1
2
3
4
facilitate
valorize
measure
facilitate activate valorize
1
2
3
4
inspire demonstrate inform simulate
attract convert
Sam’s customer journey
touch points
experience map
touch points
experience map
insights
problem areas
opportunities
results
B2B
# stakeholders for purchase
experience before purchase
repetitive buyers
focus
align
attention
loop
take aways