Improving Online Experiences - The Customer Journey Report 2014
Download as PPTX, PDF•23 likes•15,575 views
The 2014 Customer Journey Report by Dr. Dave Chaffey provides insights into managing customer experience (CXM) through practical techniques like customer journey mapping and multichannel personas. It emphasizes the importance of individualized communication strategies and the integration of various platforms for effective customer engagement. The document also outlines tools and resources for improving customer experiences and offers links for further learning and support.
Improving Online Experiences - The Customer Journey Report 2014
- 1. The Customer Journey Report 2014 Practical Techniques for Managing CXM Dr Dave Chaffey, CEO, SmartInsights.com Download: http://bit.ly/smartexperience 1
- 2. 2 About Dave About Dave Chaffey • Author of 5 bestselling marketing books • Editor of SmartInsights.com - a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.
- 3. Real-world customer journeys? 3 Larger version Larger version
- 4. Part 1. Understanding customer experience 4 Source: Online marketplace mapping
- 5. 5 Source: Ogilvy, TNS and Google Path to Purpose July 2014
- 6. Making the experience human 6 View clips
- 7. 7 Source: Customer Journeys report Active Research: iPerceptions/4Q
- 8. Technique: Customer journey mapping 8 Source: Smart Insights Persona Toolkit
- 9. 9 Source: Millward Brown/Compete
- 10. Remembering: The importance of online research to offline purchase? 10 Source: Google study of ROPO at Vodafone .de
- 11. Technique: Path analysis in analytics Recommendation: Use forward and reverse path analysis in Google Analytics 11
- 12. Technique: Multichannel Personas 12 For each persona define preferences for: Platforms (web, email, mobile) Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted brands www.dulux.co.uk Customer persona toolkit: http://bit.ly/smartpersonas
- 13. Part 2. Managing customer experiences 13 Source: CXM As defined by Forrester in 2011
- 14. CXM = effective brand customer 14 communications “Right Touching” is: A Multi-channel Communications Strategy Customised for Individual Prospects and Customers Which… Delivers the Right Value Proposition Accompanied by the Right Message With the Right Tone At the Right Time With the Right Frequency and Interval Using the Right Media / Communications channels To achieve… The right balance of value between both parties Source: Dave Chaffey (2005-2012): Digital Marketing Strategy: Implementation and Practice
- 15. Do you have a person or team RESPONSIBLE 15 FOR CXM? Vote!
- 16. 16
- 17. 17 Qualitative Customer feedback tools http://bit.ly/smartfeedback HiPPO support tool = www.usertesting.com and www.whatusersdo.com Example: https://www.youtube.com/watch?v=2Xuc7Ok7nEw#t=33
- 18. Recommendation: Use hurdle rates and RFM to assess experience 18
- 19. Part 3. Improving customer experiences 19 View Clip
- 20. 20
- 22. Ecommerce Design Bible 22
- 23. 23 Source: Simple Usability benchmark
- 24. 24
- 25. Email marketing should be integrated too! :Halfords case study 25
- 26. The power or journey (Re)targeting 26
- 27. How do your experiences compare? 27 See : http://bit.ly/smartexperience
- 28. Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Presentation download : http://bit.ly/smartexperience Free, Basic member tools 28 Sample planning templates Planning infographics www.smartinsights.com/membership Premium, Expert member learning 7 Step Guides to all digital marketing Online courses DIY Planning and optimisation templates in Word, Excel and Powerpoint www.smartinsights.com/membership/expert-member- reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/