BDMA Customer Journey Seminar - The Power of Emotions by 4C Consulting

The Power of Customer Journey DesignHow to win in the age of the customer?Brussels, 12th March 2015

Geert Martens, Partner Customer Company Design

https://www.linkedin.com/profile/public-profile-settings?trk=prof-edit-edit-public_profile

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https://twitter.com/geert_martens

http://www.4cconsulting.com/


Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015


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10 second commercial

Inspired by


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CRM

http://www.4cconsulting.com/about

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http://www.4cconsulting.com/contact

http://www.4cconsulting.com/contact


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customer experience

http://www.4cconsulting.com/services%23design


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http://www.4cconsulting.com/services%23build

http://www.4cconsulting.com/services%23build

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http://www.4cconsulting.com/services%23learn

http://www.4cconsulting.com/services%23learn


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product focused customer obsessed


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product focused customer obsessed


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http://www.4cconsulting.com/jobs

http://www.4cconsulting.com/jobs


Pay more

Buy more

Stay loyal

Forgive hiccups

Cost less

Promoteyou

Co-createShare insights


emotionalcustomer engagement

long-termbusiness value

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Deliberate

Emotional

Consistent


superiorcustomer experiences

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Relevant Different

Meet specificconsumer needs

Be different from the competition

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Deliberate


Emotional Action Memory

Reason leads to conclusionsEmotion leads to action

Donald B. Calne

Emotions colorhow an experience

will be rememberedDonald A. Norman

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Emotional

https://www.youtube.com/watch?v=Hzgzim5m7oU

https://www.youtube.com/watch?v=Hzgzim5m7oU

https://www.youtube.com/watch?v=XgRlrBl-7Yg

https://www.youtube.com/watch?v=XgRlrBl-7Yg


Consistent

Across all touchpoints

In every stageof the customer life cycle

Channels Life Cycle

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Consistent


Consistent

Emotional

Deliberate



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Customer journey design

to the rescue


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EmotionalDeliberate

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Consistent

Design, add and delete single interactions Monitor overall consistency


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Design, not mappingMore than facts

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You are not the customer

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11Observe Personas Feedback

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Personasfictional characters created to represent the different user types that might use a site, brand, or product in a similar way

Customer Segmentation | B2B Persona Design


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"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmodtempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodoconsequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillumdolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."


MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback

Complaints& compliments

Transactionaldata

Financialdata

Reviews Customer Boards

Operationaldata

ContextualInterviews

Customer ExperienceMeasurement ECOSYSTEM30


MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback


Transactionaldata

Financialdata


Operationaldata


Big Data

Small Data31

What?

Why?

(behavior)

(motivations)

MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback


Transactionaldata

Financialdata


Operationaldata



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MysteryShopping

Observations

Web monitoring

Ad Hoc Surveys

SocialListening

ContinuousFeedback


Transactionaldata

Financialdata


Operationaldata


Unsollicited

Sollicited33

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More than facts

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2Identity

Emotions

Touchpoints

Vehicle Return | As IS Journey



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Design, not mapping

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3Optimize Add Delete


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Pay more

Buy more

Stay loyal

Forgive hiccups

Cost less

Promoteyou

Co-createShare insights



long-termbusiness value

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Deliberate

Emotional

Consistent



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Customer journey design

to the rescue


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EmotionalDeliberate

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Consistent

Design, add and delete single interactions Monitor overall consistency

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Design, not mappingMore than facts

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People will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou


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[email protected] @geert_martens

http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeertwww.4cconsulting.com

Business

BDMA Customer Journey Seminar - The Power of Emotions by 4C Consulting