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
| CONFIDENTIAL10
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
Recommended