customer journey : what spg keyless check-in teaches us
TRANSCRIPT
Customer Journey: What Keyless Check-in Teaches Us
Alex Zhu & Sanjay Sugarek | June 30, 2016
1
Through the lens of customer journey, companies are redesigning their customer experience
2
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
Telecom Journey Manage the customer journey by stages
6
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
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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
10
CPG Journey Omnichannel is the norm & the role of retail.com is changing
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%
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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
B2B Journey Rethink the metrics and benchmark
13
Disruptions & Auto-piloting
Auto Pilot Purchase
Disruptor
New Decision
Research
14
Benchmark your customer expectation beyond your industry
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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