customer journey maps - a small business case study - alan rae

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Customer Journeys in a S ll C Small Company Isobel Rae – Managing Partner Pl t 4P t k Plants4Presents.co.uk Dr Alan Rae – Managing Partner h tdb i www.howtodobusiness.com Copyright Dr Alan Rae 2007

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How customer journey maps apply to a small business using examples from our horticultural businesses, plants4presents.co.uk,ladybirdplantcare.co.uk, fletchingGlasshouses.co.uk and theintelligentGarden.com

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Page 1: Customer Journey Maps - a small business case study - Alan Rae

Customer Journeys in aS ll CSmall Company

Isobel Rae – Managing PartnerPl t 4P t kPlants4Presents.co.uk

Dr Alan Rae – Managing Partnerh t d b iwww.howtodobusiness.com

Copyright Dr Alan Rae2007

Page 2: Customer Journey Maps - a small business case study - Alan Rae

Brand is about performance

• What the customers experience is what matters

• This grows out of your brand values

• We wanted to earn a sustainable living delivering real products to real people.

• Our future depends on how customers feel about us.

• Customers have different values and needs.

Page 3: Customer Journey Maps - a small business case study - Alan Rae

Getting goingGetting going

Pl t h li R&D• Plants chose us – live R&D • We build a Business Model

– We never intended to fulfil– We wanted to take the ordersWe wanted to take the orders– Nurseries can’t take orders at 3 and ship at 4– It turned us into a service business– It turned us into a service business– And this turned us into a nursery that could.

Which diversified into new businesses with– Which diversified into new businesses with customers that needed treating differently

Page 4: Customer Journey Maps - a small business case study - Alan Rae

We found we were in a unique spot

• Certainly Interflora do flowers• John Lewis and M&S do plants Florist networksJohn Lewis

A d M&S• But – They only offer a limited range

They don’t offer a choice of

likeInterflora

And M&S

Major onlinet il– They don t offer a choice of

containers– They don’t offer a hand written

retailersOur

Niche

card with your exact choice of message.

Online GardenCentres like

Crocus

Gifts

– It’s emotional stuff –so everything we do has to feel good

Page 5: Customer Journey Maps - a small business case study - Alan Rae

Startup 2004Startup 2004

Packing in the dining room

Plants in the Garden

Boxes in the GarageBoxes in the Garage

Containers on the Stairs

Running to the post office

Page 6: Customer Journey Maps - a small business case study - Alan Rae

Guildford TimelineGuildford Timeline2004 Research and• 2004 – Research and Development

• Xmas 2004 – Launch TurnoverXmas 2004 Launch• Plants it is• Mothers day 2005 – This 500

600

Turnover

ycould work

• Xmas 2005 – it is ki

300

400

Totalworking• Mothers day 2006 – the

neighbours revolt 0

100

200

2005 2006 2007 2008 2009 2010

Total

neighbours revolt• Summer 2006 Search for

Premises

2005 2006 2007 2008 2009 2010

Year

• September 2006 – we emigrate to Sussex

Page 7: Customer Journey Maps - a small business case study - Alan Rae

Here it is!

Page 8: Customer Journey Maps - a small business case study - Alan Rae

And the business b l k l k hbegan to look like this

Page 9: Customer Journey Maps - a small business case study - Alan Rae

But it was scary!2 acres of dead Chrysanths2 acres of dead Chrysanths

Page 10: Customer Journey Maps - a small business case study - Alan Rae

Business DevelopmentBusiness Development

Th Bi B i• The Bio Business– Offered to us by one of our suppliers– “You’re the only people we know who know

how to sell online”• The Glasshouses

– What ARE we going to do with these. TheyWhat ARE we going to do with these. They can’t just be left

– What can we grow in a cold house?What can we grow in a cold house?– Organic Veg?

Page 11: Customer Journey Maps - a small business case study - Alan Rae

From rotovatorto marketto market

Page 12: Customer Journey Maps - a small business case study - Alan Rae

And now the Intelligent Gardeng

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2007

Page 13: Customer Journey Maps - a small business case study - Alan Rae

Our Brand depends on our pcustomers experience

P ti l tt t d t b f• Promotion – so people are attracted to buy from us• Operational Branding - so it’s a smooth experience• Customer Service – resolve problems - gain trust.

• We focus on– Usability of the siteUsability of the site– Quality control of the plants – Effective courier network with trackingEffective courier network with tracking– Make the most of being small – make every

contact personalp

Page 14: Customer Journey Maps - a small business case study - Alan Rae

Journey Maps for different types of business a model from my day jobbusiness – a model from my day job

Page 15: Customer Journey Maps - a small business case study - Alan Rae

Our different Businesses have different demographics – and behavioursdemographics – and behaviours

• Plants4presents.co.uk – web aware – time poor – it’s my mother’s birthday tomorrow and I haven’t sorted itmother s birthday tomorrow and I haven t sorted it.

• Ladybirdplantcare co uk – older – prefer paper to online –• Ladybirdplantcare.co.uk – older – prefer paper to online –we do 2 catalogue mailshots a year – only to this group

• TheIntelligentGarden.com – find us via social media –Amazon Buyers are gadget heads. Cross-sell Bio productsy g g p

• FletchingGlasshouses.co.ukFletchingGlasshouses.co.uk – business to business – reputation and certification driven– on farmers market fresh/local/unsprayed trumps organic

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2009

Page 16: Customer Journey Maps - a small business case study - Alan Rae

Plants 4 PresentsPlants 4 Presents

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2009

Page 17: Customer Journey Maps - a small business case study - Alan Rae

PromotionWhat we actually do

P id S h i h b kb• Paid Search is the backbone

• Orders – 40% Paid, 60% unpaid• Visits

– Robots 32%%– Paid 38%

Organic 16%– Organic 16%– Direct 14%

Page 18: Customer Journey Maps - a small business case study - Alan Rae

The product is viralThe product is viral

• Each order gives us 2 customers – theEach order gives us 2 customers the sender and the recipientW i l d th f ll i i th b• We include the following in the box– Phone number on the outside– Specific care instructions for the plant– Promotional postcardPromotional postcard

Page 19: Customer Journey Maps - a small business case study - Alan Rae

Other toolsOther tools

• Email shots to our existing customer list –27,000 email addresses

• Joint promotionsp– RHS, Telegraph, Good Housekeeping– BlandysBlandys– Amazon pioneered with the bio product

• By cost about 13% of turnover is on adwords• By cost about 13% of turnover is on adwords, about 4% on other marketing tools

Page 20: Customer Journey Maps - a small business case study - Alan Rae

So – what does the customer journey on the site look likejourney on the site look like

Page 21: Customer Journey Maps - a small business case study - Alan Rae
Page 22: Customer Journey Maps - a small business case study - Alan Rae
Page 23: Customer Journey Maps - a small business case study - Alan Rae
Page 24: Customer Journey Maps - a small business case study - Alan Rae

P4P detailed Touch PointsP4P detailed Touch Points

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2009

Page 25: Customer Journey Maps - a small business case study - Alan Rae

PackagingPackaging

Page 26: Customer Journey Maps - a small business case study - Alan Rae

Ladybird PlantCareyCustomers older, more traditional

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2009

Page 27: Customer Journey Maps - a small business case study - Alan Rae
Page 28: Customer Journey Maps - a small business case study - Alan Rae

With the veg – we’re a glittle more social

• BlogBlog

• We tweet our activities on the markets

• Could we use social media more?

Page 29: Customer Journey Maps - a small business case study - Alan Rae

Fletching GlasshousesFletching Glasshouses

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2009

Page 30: Customer Journey Maps - a small business case study - Alan Rae

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2007

Page 31: Customer Journey Maps - a small business case study - Alan Rae

This is a BlogContent is King

• Book Reviews• Product Reviews• Vegetables and recipes

Pictures and Videos• Pictures and Videos• Basic Science Course• What’s going on in the Garden• What’s going on in the Nursery• What s going on in the Nursery• Topical Tips

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2007

Page 32: Customer Journey Maps - a small business case study - Alan Rae

Intelligent GardenIntelligent Garden

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2009

Page 33: Customer Journey Maps - a small business case study - Alan Rae

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2007

Page 34: Customer Journey Maps - a small business case study - Alan Rae

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2007

Page 35: Customer Journey Maps - a small business case study - Alan Rae

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2007

Page 36: Customer Journey Maps - a small business case study - Alan Rae

Amazon –Institutionalised ReputationInstitutionalised Reputation

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2007

Page 37: Customer Journey Maps - a small business case study - Alan Rae

So what nextBuild our reputation – improve process and

b ild i i ibuild capacity to improve margins.rainwater harvestingrainwater harvestinggrowing more of our own stock

Operations improve performance and give opportunities for new offerspp

Do more business with our existing customers cross sell and up sell findcustomers – cross sell and up sell – find new ways to engage with them.

Copyright Dr Alan Rae2009

Page 38: Customer Journey Maps - a small business case study - Alan Rae

If you would like help analysing y p y gyour business like this

Contact Alan Rae onContact Alan Rae on 0845 094 0407 or07958 200112

Or email me at [email protected]

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2009