Customer Experience Flashcards
What is the customer touchpoint?
Any direct or indirect brand encounter, it provides a view on a single customer interaction.
What is the customer journey?
It is the flow of customer interactions across multiple touchpoints over time, it provides a view on cumulative customer interactions and experiences.
What is the customer experience?
It is the customer’s overall response to all the touchpoints along the journey with a company. It considers the subjective internal consumer response.
What two influential trends made the Funnel metaphor obsolete?
Ongoing digitalization: Resulting in an increasing number of touchpoints and the fragmentation of media. Needing a more integrated and holistic perspective.
The growing importance of consumer-driven marketing activities:
• Resulting in traditional marketing no longer being a dominant information source, shift from “push” to “pull” marketing.
• Resulting in the need to track and manage after-purchase activities
How do the Four Major Battlegrounds of customer experience theory work?
(1) The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
(2) Consumers add or subtract brands as they evaluate what they want.
(3) Ultimately, the consumer selects a brand at the moment of purchase.
(4) After purchasing a product or service the consumer builds expectations based on experience to inform the next decision journey.
What are the different stages of the customer journey?
Initials consideration: Initial consideration set op brands (top of mind). Based on prior experience, brand awareness, or recommendations.
Active evaluation: Consumers actively seek information and evaluate potential options. New brands are added and previously considered subtracted.
Purchase/closure: Point purchase. Increasing relevance due to undecided consumers.
Post-purchase: Open-ended relationship between the consumers and the brand. Consumers remain engaged and share their experiences.
What two types of loyalists do you have?
Active loyalists: They also recommend the brand.
Passive loyalists: Stay with a brand without being committed to it and are open to switching to other brands.
How can you improve post-purchase?
Improve product usage:
• Are consumers using your product correctly?
• Show additional ways to use it.
What do you have to determine when identifying the variety of touchpoints that exist?
- The number of touchpoints
- The variety
- The design
- The impact
What types of classification do you have for touchpoints?
By Ownership / Control.
By Media type.
By Channel.
What are the 3 different touchpoints classified by ownership/control?
Brand-owned: Touchpoints designed and managed by the firm and under the firm’s control.
Examples: brand-owned media (e.g., advertising, websites), brand-controlled elements of the marketing mix (e.g., product, packaging, service)
Partner-owned: are jointly designed, managed, or controlled by the firm and its partners.
Partners: marketing agencies, distribution and communication channel partners (e.g. retailers, external sales force).
Consumer-owned: are consumer actions that the firm or its partners do not influence or control.
Examples: peer influence (e.g., WOM, reviews), review sites (e.g. trip advisor), social media.
What are the 3 different touchpoints classified by Media type?
Paid: Touchpoints or media activities that a company (or its agents) generates. TV ad, online ad.
Owned: Touchpoints or media activities that a company (or its agents) directly controls. Websites, store.
Earned: Touchpoints or media activity that is not controlled by the company (or its agents), but generated by third parties. WOM, reviews, media.
What are the 3 different touchpoints classified by Chanel?
Online.
Offline.
Mobile.
What is a customer journey map?
A diagram that identifies, aggregates, and illustrates the key interactions a customer has with the company along the customer journey
Portrays the flow of customer experience across the major (and minor) touchpoints over time
Takes the customer’s perspective and requires customer input.
Important
Customer’s perspective, not internal “process view”
Complex task and no “right approach”
What are the key ingredients of a customer journey map?
Motivation and goals:
What is the customer’s underlying motivation in each stage?
What does the customer expect? What do they wish to achieve?
Touchpoints:
What are the most important touchpoints in each stage? (i.e., 80/20 rule)
How are the touchpoints connected? Which are the predominant paths?
Integration and design:
Do customers always get the same impression / information along these touchpoints?
How should the touchpoint be designed to guide the customer to the next stage
(emotionality, clarity, differentiation)?
Barriers and opportunities:
Where are the current “pain points” that prevent customers from going to the next stage?
What would be alternative journeys that bring the customer faster to the next stage?
Will the firm need to exert more control over non-brand-owned touchpoints?
Internal ownership:
Who is responsible for the key touchpoints within the company?
Who will take ownership for key interactions and customer experience innovations?
Which business units need to work together to stage the customer experience along the customer journey?
