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Digital Marketing – Critical Success Factors

Chapters 4 › Unit 4: Let´s go on a journey .... View instructions Hide instructions

Let´s go on a journey ....

Again, we will be putting ourselves in the customer´s shoes and how marketing communication looks from their point of view


Step 1: Who is the customer? (Chose 1 option)

  • OPTION #1.A CUSTOMER OF YOUR´S In case you are working for a company (and even have personas to choose from) - you might wanna go with a specific customer you are marketing to

  • OPTION #2. YOU - in case you don´t have a customer you can refer to, just take yourself and look at a purchase you made (that wasn’t an impulse purchase)


Sidenote: For those of you who have a B2B customer, make sure to differentiate between the buyer and the user resp. just pick one. Though make sure to write down the interdependences - between the different parties involved - that might come up along the way.


Step 2 : Choose a customer journey map

You can take ours (see next subchapter) or a different map (that you found in the additional materials section of chapter 4.2, like in this article that lists different customer journey maps) - if it seems more appropriate to your situation or business. Yet, remember that any map is just a starting point and you will probably ned to adapt it to your needs.

No matter which map you choose you first wanna look at the different stages of the buying process (in the horizontal axis), second you wanna look at the vertical axis (in our case: The critical elements).

Step 3: Since we can´t upload a paper, you might wanna solve the „matrix issue“ like this (we take our map as an example):

  1. Awareness phase
    A) Feelings, thoughts and actions:
    B) Triggers & Influencers:
    C) Touchpoints (offline & online):
    D) Customer experience:
    E) Opportunities:

  2. Research phase
    A) Feelings, thoughts and actions:
    B) Triggers & Influencers:
    .....

  3. Purchase
    ....

  4. Usage
    ....

  5. Repeat purchases
    ....

  6. Refers new customers


PS: You might encounter the „problem“, that you can´t always fill in all the „boxes“ of the matrix/ map or you are unsure about the stage of the customer. And probably other issues that are unique to your situation.

That´s ok, because we are creating a theoretical model (our best educated guess) that can evolve over time. But it might also indicate that you missed to identify a critical step in the journey or critical elements that are vital to your business/ situation but are not part of your map yet.

And keep in mind WHY we are doing this: It´s to get familiar with the practice itself, which in the end is thinking from the customer´s perspective. Which is, of course, easier when you are the customer yourself
(By the way: You might be surprised by the analysis of your own behavior since we usually don´t think abut it.)

booking in an hotel unique in his way

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Awareness phase
A) Feelings, thoughts and actions: needs an holiday, looking for the top 3 solutions
B) Triggers & Influencers: WOM, TV interview to our Boss
C) Touchpoints (offline & online): Fairtrade, Landing page, web site, Press conference, Facebook+Twitter, visiting us
D) Customer experience: Easy to find, well-known, multi language web site
E) Opportunities:-

research phase
A) Feelings, thoughts and actions: surfing on google (SEM+SEO),
B) Triggers & Influencers: positive reviews
C) Touchpoints (offline & online): Fairtrade, Landing page, web site, Press conference, Facebook+Twitter, visiting us
D) Customer experience:Easy to find, well-known, top ranking, awards towards to positive experience
E) Opportunities:-

Purchase
A) Feelings, thoughts and actions: expensive, are all reviews spontaneous? is this the right place for my family?
B) Triggers & Influencers: 1st place on TripAdvisor since 5 years, WOM
C) Touchpoints (offline & online):Fairtrade, website, internet portals, visiting us
D) Customer experience: not so easy , because they can book on internet but then they have to wait for our email back, where we confirm. at this time we are overwhelmed from email, so an answer can needs 1 day
E) Opportunities: book ski lessons in advance, ask for special decoration of their room

usage
A) Feelings, thoughts and actions: no fear anymore, sense of relax, amusement
B) Triggers & Influencers: familiar place where you are brought to partecipate in a friendly way
C) Touchpoints (offline & online):
D) Customer experience:Great, all reviews are confirmed, feeling there is no other place like this one
E) Opportunities: buying a special discount coupon for consuming extras in hotel. theme night organized almost everyweek, skischool inside the hotel and so on..

Repeat Purchase
A) Feelings, thoughts and actions: have to hurry up or i don't find a room for my next stay
B) Triggers & Influencers: their experience on the first time
C) Touchpoints (offline & online): e-mail newsletter, magazine sent at their address, birthday gift card sent at their address, social network, telephone,
D) Customer experience: faster because we have already their information but anyway we waste time in the process of confirmation
E) Opportunities: come again with a special price (in many cases), reward if a friend book an holiday in the same week, when you are visiting us again and much more

Refers new customers
A) Feelings, thoughts and actions: expensive place so i'm proud to share my positive experience
B) Triggers & Influencers:-
C) Touchpoints (offline & online):WOM ,Facebook, Tripadvisor, Blog
D) Customer experience:bad, we do not promote the advocacy, do not answer reviews, let the web speak about us without interferring . we are biased in it
E) Opportunities: none

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