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A view of Customer Experience
through the Consumer Journey
Christophe Le Yoanc & Sarah Cunliffe | April 28, 2016
How we buy has changed. How we reach and
influence customers must change
Awareness
Consideration
Preference
Purchase
Loyalty
TV Print
Media
Friends &
Family
Brick & Mortar
Stores
Online
The Consumer Decision Journey Model
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)
Let's take two very different runners
…Just looking!
Ooh!
They look nice!
And the journey began…
The Consumer Decision Journey Model
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)
Case Study: Customer Experience and
Decision Journey for wireless consumers
The Business Issue: The Solution:
Decision Journey Mapping
Understand how consumers
buy wireless plans
Determine customer experience
in their decision journey
On average, consumers have 4 touch points
before making a purchase
Ask friends
& family
Product User-generated
content
Online
searches
Tipping Point:
That moment that changes everything.
That moment when a consumer decides which
brand / product he or she is going to buy
Nearly a third of consumers reach their tipping
point at their first touch point
Key Insights – Touchpoint Mapping
29% 3X 60%of buyers reached a decision point at
the first touchpoint
Milennials are 3 times more likely to
research on social media at tipping
point
Who continued engagement after
tipping point to confirm decisions
1st Touchpoint Touchpoint immediately
before tipping point
Tipping Point
Customer using social media at
tipping point
Touchpoint immediately
after tipping point
Store
Website
WOM
25%
16%
10%
Brand
12%
Competitor
30%
Key Insights – brand perception changes
significantly as customers move along the journeyLatentConsiderBuy
Brand A
Brand B
Brand C
Brand D
Makes
experiences
easy
Gives more
plans, devices
and services
options
Gives control
over all
aspects of
account
Understands
needs and
wants
Provides
recommendations
to make informed
decisions
Makes
customers feel
heard and
recognized
Treats
them
fairly
Makes it easy
to understand
plans and
choices
40%
50%
60%
70%
80%
0%
10%
30%
40%
50%
20%
0%
10%
30%
40%
50%
20%
60%STAGES
Decision Journey Mapping: when, how and
why consumers choose you
1
2
3
4
Trigger analysis
Touchpoint mapping
Tipping point analysis
Connecting the dots
Identification & analysis of triggers causing consumers to move into
the buying process
Interactive identification, rating & mapping of sequence & frequency
of actions and behaviors
Identification & analysis of where in the journey a significant decision is
made
Mapping the impact of consumer actions & market forces on the purchase
decision
Recommendations:
Understand stages
consumers are in
Measure customer
experience by
stages
Determine
performance and
impact of key
touchpoints by stages
In Buying stage,
establish Decision
Journey Mapping
Christophe Le Yoanc
SKIM Director Client Solutions
Tel: +65 6597 2826
c.leyoanc@skimgroup.com
Sarah Cunliffe
SKIM Research Manager
Tel: +44 208 222 77 00
s.cunliffe@skimgroup.com
Contact us

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A view of the customer experience through the consumer journey

  • 1. A view of Customer Experience through the Consumer Journey Christophe Le Yoanc & Sarah Cunliffe | April 28, 2016
  • 2. How we buy has changed. How we reach and influence customers must change Awareness Consideration Preference Purchase Loyalty TV Print Media Friends & Family Brick & Mortar Stores Online
  • 3. The Consumer Decision Journey Model 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. Let's take two very different runners
  • 7. And the journey began…
  • 8. The Consumer Decision Journey Model 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)
  • 9. Case Study: Customer Experience and Decision Journey for wireless consumers The Business Issue: The Solution: Decision Journey Mapping Understand how consumers buy wireless plans Determine customer experience in their decision journey
  • 10. On average, consumers have 4 touch points before making a purchase Ask friends & family Product User-generated content Online searches
  • 11. Tipping Point: That moment that changes everything. That moment when a consumer decides which brand / product he or she is going to buy
  • 12. Nearly a third of consumers reach their tipping point at their first touch point
  • 13. Key Insights – Touchpoint Mapping 29% 3X 60%of buyers reached a decision point at the first touchpoint Milennials are 3 times more likely to research on social media at tipping point Who continued engagement after tipping point to confirm decisions 1st Touchpoint Touchpoint immediately before tipping point Tipping Point Customer using social media at tipping point Touchpoint immediately after tipping point Store Website WOM 25% 16% 10% Brand 12% Competitor 30%
  • 14. Key Insights – brand perception changes significantly as customers move along the journeyLatentConsiderBuy Brand A Brand B Brand C Brand D Makes experiences easy Gives more plans, devices and services options Gives control over all aspects of account Understands needs and wants Provides recommendations to make informed decisions Makes customers feel heard and recognized Treats them fairly Makes it easy to understand plans and choices 40% 50% 60% 70% 80% 0% 10% 30% 40% 50% 20% 0% 10% 30% 40% 50% 20% 60%STAGES
  • 15. Decision Journey Mapping: when, how and why consumers choose you 1 2 3 4 Trigger analysis Touchpoint mapping Tipping point analysis Connecting the dots Identification & analysis of triggers causing consumers to move into the buying process Interactive identification, rating & mapping of sequence & frequency of actions and behaviors Identification & analysis of where in the journey a significant decision is made Mapping the impact of consumer actions & market forces on the purchase decision
  • 16. Recommendations: Understand stages consumers are in Measure customer experience by stages Determine performance and impact of key touchpoints by stages In Buying stage, establish Decision Journey Mapping
  • 17. Christophe Le Yoanc SKIM Director Client Solutions Tel: +65 6597 2826 c.leyoanc@skimgroup.com Sarah Cunliffe SKIM Research Manager Tel: +44 208 222 77 00 s.cunliffe@skimgroup.com Contact us