Digital Customer Journeys

Building them with care

Lanre Ibitoye

2016

Casper as a business

Casper as a publisher

Remote working

Many disruptors in our industry

doctors

Time Poor DiverseThirst for

knowledge

Stubborn

1. Open listening: Learning common problems from customers in an undirected conversation and giving personality to the persona

2. ‘Net-hnographic’ research: Deep social listening to understand the customer point of view in an ‘open’ scenario. Helps to build the persona and understand the customer language.

3. Digital landscape analysis: Understand the digital environment around a customer. E.g. if there are to search for their symptoms, where are they currently most likely to land?

4. Customer panels: Understand a typical day in the life of a customer, deep dive on gains, pains and jobs to be done

Inputs

Customer Journey Approach

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1. Emotions: Understand what a customer

feels and what their emotional triggers are

so you can best elicit a response

2. Understand the language: Learn the best

way to talk to a customer

3. Understand events: Learn what is

happening in your customer’s life

4. Best time for your content: Save on

commercial spend and improve efficiency

through targeting specific moments

5. Understand the moment: Learn what the

customer is exposed to in the key moments

in which you’d like to interact

Outputs

Analytics FrameworkEngagement

Reach, Act, Convert, Extend

Audience

Demographic, Technology, Interests

Content

Good, Bad, Hidden Gems

Patients

Service mix• Emotional support

– Fun content, emotive content, supportive

content

• Practical support

– Behaviour change content, support services,

devices

Redefining patient understanding

Huntington’s Disease monitoring through wearables

Using connected inhalers in Asthma and COPD looking to predict exacerbations of symptoms

Better products

Better services

Better healthcare

Moving towards customer centered solutions

• You have to care to be effective

• Look for new ways of collecting customer

data to better their lives

• Think of the customer journey beyond their

interactions with you