Lesson 2

Question 1

What is the pre-purchase experience

Answer 1

Where you figure out how and why your future customers learn about your brand, research your product and ultimately decide to make a purchase

Question 2

What are the 3 stages of the pre-purchase experience.

Answer 2

Discover, Research, Purchase

Question 3

Explain the Discover in pre-purchase experience

Answer 3

Just discovered and are developing an awareness of your product or service. The way consumers perceive your brand influences the likeliness they are to consider making a purchase

Optimise the customer experience at this stage can consider the following:
 Potential customers looking at your online products online
 Potential customers visited in-store

Question 4

Explain the Research in pre-purchase experience

Answer 4

This is when the potential customers seek out information about the brand, product and pricing. father information from online reviews, recommendations, compare products with competitors

o Consider: how to track and measure inbound traffic, online interactions and social media engagement

Questions:
 Where is our inbound traffic coming from?
 Time spent visiting each page of website?
 Frequency of engaging with us on social media?

Question 5

Explain the Purchase in pre-purchase experience

Answer 5

Where the conversation and actions that take place leading up to the sales happen. We should pinpoint which interactions are most likely to result in a purchase.

Questions:
 Action customers take before purchase
 How do pre-purchase metrics impact revenue
 Conversion rate
 Adjustments to be made to improve our conversions

Question 6

List the brand interactions (5)

Answer 6

• Product/service
• Marketing
• Customer service
• Point of sale
• Call centre

Question 7

What are brand touchpoints

Answer 7

Any point of contact between a business and its audience of customers and potential customers from start to end

Question 8

Considerations on brand touchpoints

Answer 8

Each time your audience interacts with your brand there is an opportunity to strengthen your relationship with them

Question 9

List the stages in Customer Analysis (8)

Answer 9

Social Listening: customers values during interaction
Touch points maps: uncover hidden satirisers/ dissatisfiers
Journey maps: become more relevant for customers
Predictive Analytics: Discover unmet customer needs
Adaptive Conjoint analysis: Their values
Segments: target customers
Personas: Personality of each customer segment
Survey: walk in their shoes

Question 10

What is Voice of Customer

Answer 10

Voice of the customer is the process of defining what your customers expect, want, need and dislike about your business

Question 11

How do we evaluate the voice of customer

Answer 11

Quantitative tools: online survey
Qualitative tools: In-depth interviews

Question 12

What does a touchpoint map do

Answer 12

Uses a business lens and has more details revolving around the process in place to deliver those thoughts and emotions

Question 13

List the 5 stages of the Customer Journey Map

Answer 13

Awareness: Online ads, brochure, word of mouth, press release
Consideration: direct email, reviews
Purchase: Main website, event site
Retention: Event evaluation, online community
Advocacy: Blog posts, word of mouth, social networks

Question 14

What is customer experience in their journey

Answer 14

Define and measure a metrics and give a score to each touchpoint to in the journey map

Question 15

List the ways to segment customers

Answer 15

Pain points
Demographic segmentation
Customer persona
Survey
Customer lifestyle
Psychographics

Question 16

Explain pain points and Demographic segmentation in customer profile segmentation.

Answer 16

Pain points: persistent problems experienced by customers in your market e.g. unable to track purchase, lack a crucial feature on the platform they are using
Demographic segmentation: Age, income, gender, education, occupation, martial status etc

Question 17

Explain Customer persona

Answer 17

o a fictional representation of your brand’s typical customer.
o Have a strong influence on how content is written.
o Help everyone understand and target the same customer
o Effective persona are described as if a real person with a nae, career motivations, goals and problems
o Considerations when building a persona: preferences, aspirations, reading and social media habits, factors in purchase decisions, key influences, daily routines, pain points, language/lingo used, key words and phrases

Question 18

What are the 5 steps in crafting a survey for customer segmentation

Answer 18

o Ask: ask yourself why you want to send it
o Pinpoint: pinpoint your target demographics
o Identify: identify the number of respondents you need
o Pick: Pick the right moment to conduct a survey
o Design and send: Design and send the survey

Question 19

What is Customer lifestyle in customer segmentation

Answer 19

o Refer to the ways customers live and spend their time and money
o Values and lifestyle

Question 20

How do we classify consumers in customer lifestyle

Answer 20

Resource available
* Financial, educational and intellectual
Primary motivation
* Ideals, achievements and self-expression

Question 21

What are the 8 segments in customer lifestyle

Answer 21

Innovators:
o Successful, sophisticated people who have high self-esteem
o They are motivated by achievement, ideals and self-expression
o Image is important to these consumers
* Thinkers
o Ideal motivated people
o Mature, reflective who value order and knowledge
o Have relatively high incomes and are conservative, practical consumers
Achievers
o Have an achievement motivation and are politically conservative
o Lives centre largely on church, family and career
o Image is important to this group and they prefer to purchase prestige products
Experiencers
o Self-expressive consumers who tend to be young, impulsive and enthusiastic
o These consumers value novelty and excitement
Believers
o Similar to thinkers as they are ideal motivated and conservative
o Follow routines, live largely centre on home, family and church
o do not have the resources of thinkers
Strivers
o Achievement motivated, but do not have the resources of achievers
o Shopping is a way for them to demonstrate their ability to buy others
Makers
o Motivated by self-expression
o Fewer resources than the experiencers
o Tend to express themselves by their activities such as raising children fixing cars or building houses
Survivors
o Very low resources ad are constricted by this lack of resources
o Tend to be elderly consumers who are concerned with health issues who feel the world is changing too quickly
o Not active in the marketplace because their primary concern centre around safety, family and security

Question 22

What is Psychographics

Answer 22

Refers to the way consumer lifestyles are measured
Determine a person’s lifestyle by discovering how he spends his time, what he finds interesting and important and how he views himself and the world around him
Use AIO statements
* Activities: E.g. I spend much of my time camping
* Interests: E.g. I am very interested in the latest camping gears
* Opinions: E.g. camping is the best way to spend free time

Question 23

What does AIO mean

Answer 23

Activities, Interests, Opinions