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