ingame 2016 customer journey
TRANSCRIPT
InGame
Bouwsteen 5
Customer Journey
• TouchPoints
• Customer Journey
Kenmerken bij TPW:
- Multi-disciplinair
- Integrale aanpak
Resultaat van TPW:
- Overzicht van contactmomenten
- ‘To-do-list’ met prioriteiten
- Gedeelde kennis over de klant
Touchpoint wheel
TouchpointsKlant staat centraal.
Niet denken vanuit procesmaar vanuit klant.
Touch Point Wheel is eenmethode om merkstrategische-en communicatie-activiteitenvan de onderneming in kaart tebrengen en te selecteren.
. . . in de winkel of op een beurs
. . . met het product en verpakking zelf
. . . tijdens gesprek met de account manager
Touchpoints vinden plaats . . .
Klanten Touchpoints vs. ProcesKlant vraag informatie
Klant krijgt een offerte
Klant bestelt het product
Klant ontvangt het product
Klant krijgt serviceKlant komt in de
winkel
Klanten Touchpoints vs. Proces
Technical Design
IKAM
Sales (Account Management)
Operations
Marketing
Klant vraag informatie
Klant krijgt een offerte
Klant bestelt het product
Klant ontvangt het product
Klant krijgt serviceKlant komt in de
winkel
Let op een proces kan geen touchpoint op zichzelf zijn(denk aan sociogram)
Klanten TouchpointsKlant vraaginformatie
Klant krijgt eenofferte
Klant bestelt het product
Klant ontvangt het product
Klant krijgt serviceKlant komt in de
winkel
Het Touch Point Wheel . . . . . . plaatst de contactmomenten op een rij
Post-Purchase Experience
Pre-Purchase Experience
Purchase Experience
Customer
Advertising
Website
Product/Service
Assortment
Point-of-PurchaseDisplays
WarrantySales Force
Product Quality
Loyalty Programs
Repair Service
Customer Service
Collateral
Multidisciplinair team
1 Account manager visitMaster data filesVoltimumMarktonderzoekTradelinkLighthouseArchitectural WorkbookPricelistBrochuresWebsite (Single Product Website)Planning Lidac lighting designNavigation E-catCataloguesAdvertisementsMailings
2 LAC – OLACTU boat
Customer In-house FairsRoad show
AA-container showIntroduction events
Intel fairLight and Building fair
Euroshop fair
3 Communication – Target groupsSpecials and derived types
Customer Service OfferInstaller tests
Co-developmentConcept test
4 In-house training at customerInternal training – Lighting academy
Norms and regulations training to lighting designers
Consulting professor lecturesProduct training
5 Indication lead timeConditions
CAD filesLighting designQuotation Plus
6 Label and code number readabilityRigidity for protection and stacking
ComplaintsVisual impression
8 Customer service deskOrder Desk
First confirmed delivery leadtimeOrder confirmation
Fax and manual order processEDI ordering
Status informationTradelink
7 Visual impressionCompleteness and correctness
Ease of installation Samples
Installation tools
9 Account managerAccount planning
Payment conditionsPostponed rebates
Sales engineer
10 LighthouseOLACIncentive tripsSoccer – Golf tournamentChristmas giftsLAC visitsCoupons – Point in the box
11 Transporter – driverReturns and cancellationShipping papersDelivery notesProof of deliveryPre announcement of deliveryRush deliveryNegotiated delivery
12 Shared scorecard with customersCondition agreements (lead-times)Rexel
13 E-invoicingInvoice readability
14 Clear credit note procedure
15 CTB CRSSAP
16 Account manager pro-active on all touchpointsAfter service
Het Touch Point Wheel in detailsOok allemaalpotentieleBrand damagepunten!
Post-Purchase Experience
Pre-Purchase Experience
Purchase Experience
Customer
Advertising
Website
Product/Service
Assortment
Point-of-PurchaseDisplays
WarrantySales Force
Product Quality
Loyalty Programs
Repair Service
Customer Service
Collateral
Selecteer High Impact Touchpoints
Pre-Purchase
Experience
PurchaseExperience
Post-Purchase
Experience Customer
1 Information/Print-e
4 Training
9 PricingNegotiations
5 Quotation
2 Exhibitions
16 Account Management
12 Supply ContractsVendor Rating
6 Packaging
11 Delivering
8 Ordering
7 Product
13 Billing/Invoice
3 Innovation
14 InvoicingCredit Notes
10 Customer Loyalty Programs
15 Complaint Handling
Pre-Purchase
Experience
PurchaseExperience
Post-Purchase
Experience Customer
1 Information/Print-e
4 Training
9 PricingNegotiations
5 Quotation
2 Exhibitions
16 Account Management
12 Supply ContractsVendor Rating
6 Packaging
11 Delivering
8 Ordering
7 Product
13 Billing/Invoice
3 Innovation
14 InvoicingCredit Notes
10 Customer Loyalty Programs
15 Complaint Handling
Pre-Purchase
Experience
PurchaseExperience
Post-Purchase
Experience Customer
1 Information/Print-e
4 Training
9 PricingNegotiations
5 Quotation
2 Exhibitions
16 Account Management
12 Supply ContractsVendor Rating
6 Packaging
11 Delivering
8 Ordering
7 Product
13 Billing/Invoice
3 Innovation
14 InvoicingCredit Notes
10 Customer Loyalty Programs
15 Complaint Handling
De drie geselecteerdeHIGH IMPACT TOUCHPOINTS
1. Snel te realiseren2. Investering op termijn3. Nieuwe Media kans
Integratie van activiteiten
Post-Purchase
Experience
Pre-Purchase
Experience
Purchase Experience
Customer
Advertising
Website
Product/Service
Assortment
Point-of-PurchaseDisplays
WarrantySales Force
Product Quality
Loyalty Programs
Repair Service
Customer Service
Collateral
Touchpoint Geintegreerde
Communictaie
1. Persona2. Tijdspad3. Emotie4. T-Points5. Channel
In kaart brengen
Management
Meten en bijsturenUitvoeren
Boek
Building the brand driven business
Davis and Dunn
ISBN 0-7879-6255-4
Uitgeverij Jossey-Bass
Sociogram
Relatie
Belangrijkheid
Belangrijke
Minder belangrijke
Gebruikers
Uitvoerder
Beslissers
Sociogram Model
ConvenantOvergewicht
Beïnvloeders
NOC*NSF
NASB
Gebruikers
School
School
School
School
School
Ouders
Kinderen
Beslissers
Uitvoerder
Syntens
GGD
Gemeente(dienstsportontwikkeling)
SIA
Projectteam- GGD- Fontys- Combinatiefunctionaris
Combinatiefunctionaris(Duale sportdocent)
Leveranciers
Sportvereniging
Sportschool
Management
Teamleider
Afdelingshoofd
Sociogram Uitwerking
Customer Profiles
fits in storytelling
scenario
Customer Journey 2
Sociogram
Nederlandstalig | Gebonden, 152 blz.Academic Service | 3e druk, 2006 |EAN: 9789052615868
Managementmodellen voor communicatie
Berenschot, Carolien Gehrels
Final Presentation
The Passagein the Natlab Eindhoven
Mood
Skills
Ch
alle
nge
Low Middle High
Emotion
hopeful
proud
cheerful
anxiously
euphorically
bored
sad
suspicious
surprised
Active
Passive
• The Passage is een onderdeel van een groter geheel. Namelijk: de expostie van het FutureMediaLab bij het NatLab.
• Ook daar komen de stadia mood and emotionin terug. Van het parkeren van de auto via entree, symposium en de borrel.
Visitor Journey
Digest andshare
OrientationInvitation
Arrival NatLabWait andentertain
See andexperience
Drink andcatering
Reluctant
Not interested in subject
Irritated
No parkingspotaccessibility of
entrance
Dull environmentToo much time
waiting
Bored
Languidpresentations
Space notadequate
Distracted
Too long waitingtime catering
Music notpleasant
Parsimonious
No open communicative
atmosphereMusic too loud
Skeptikal
Treasure
Key activity
Risk
Invitation Site DecorationTopics and SubjectsKey note speakers
Catering Discussion board
Flow experience
Fascinated
Animation andPasstime in theme
Arroussal
Stylish drinks andtreats
Attractive andinteractive spaces
Impressed Delighted
Clear signs androuting on site
Appealing Themewith image and
text
SecureInspired
Tou
chp
oin
tsTo
uch
po
ints
Visitor Journey
Digest andshare
OrientationInvitation
Arrival NatLabWait andentertain
See andexperience
Drink andcatering
Reluctant Irritated Bored Distracted Parsimonious Skeptikal
Invitation Site DecorationTopics and SubjectsKey note speakers
Catering Discussion board
FascinatedArroussal Impressed DelightedSecureInspired
Treasure
Key activity
Risk
Intervention
Consolidation
High Impact Touchpoints
Enrich
Do all activities contribute to reach the communication targets?
TIJD MATERIE RUIMTE EXPERIENCE ARTEFACT HANDELING
MECHANICS
TRANSMEDIASTORY
PERSONA EMPATHYMAP
MOTIVATIE FLOW
CAPACITEIT
GELEGENHEID
INTERVENTIE
CONSOLIDATIE
MYSTERY
SENSUALITY
INTIMACY
BETEKENIS
ON/OFF
InGameSwitchboard
Nielsvan
Maaren
USERJOURNEY
Filmpje …
http://uxmastery.com/how-to-create-a-customer-journey-map/
https://youtu.be/mSxpVRo3BLg