Week_12_Customer Journey Flashcards
What is customer journey
the process by which a customer interacts with a company in order to achieve a goal
Steps for crafting the best map to help your company and customers
- Set clear objectives for the map
- Profile your personas and define their goals.
- Highlight your target customer personas.
- List out all the touch points.
- Identify the elements you want your map to show.
- Take the journey by yourself.
- Make some changes
What is the best way to visualize how a customer interacts with business?
Mapping
buyer persona
fictitious customer who represents your average customer (demographics, psychographics etc.)
Steps for crafting the best map to help your company and customers
- Set clear objectives for the map.
- Profile your personas and define their goals.
- Highlight your target customer personas.
- List out all the touch points.
- Identify the elements you want your map to show.
What is customer journey map?
A diagram that illustrates the steps that your customers go through in engaging with your business.
How many variables in marketing demand?
defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program
Market demand measures
– Potential market – all consumers who could buy a
product or service (18 years old above people)
– Available market – consumers who have interest, income, access, and qualifications for the offering. (have money to buy a car)
– Target market – the consumers the organization chooses to pursue. (want to buy a sedan)
– Penetrated market (current customers) – the consumers who are buying the product/service
Calculate the brand development index
(percent of U.S brand/percent of U.S category)*100
the brand percentage should larger than category percentage.
Estimating future demand
- Survey of buyers’ intentions
- Composite of sales force opinions
- Expert opinion
- Past-sales analysis
- Market-test method
What are the clear objective for customer map?
- Why are you making one in the first place?
- What goals are you directing this map towards?
- Who is it specifically about?
- What experience is it based upon?
- Create a buyer persona – a fictitious customer who represents your average customer (demographics, psychographics etc.)
Questions for profiling persona
- How did you hear about our company?
- What first attracted you to our website?
- What are the goals you want to achieve with our company?
- What problems are you trying to solve?
- How long have you/do you typically spend on our website?
- Have you ever made a purchase with us? If so, what was your deciding factor?
- Have you ever interacted with our website with the intent of making a purchase but decided not to? If so, what led you to this decision?
- On a scale of 1-10, how easy is it for you to navigate our website?
- Did you ever require customer support? If so, how helpful was it on a scale of 1-10?
- Is there any way that we can further support you to make your process easier?
How to highlight your target customer persona
- Narrow your focus to one or two
* Start with your typical customer
List all of the touch points
- Website, social channels, paid ads, email marketing, third party review sites or mentions
- Run a google search of your brand to see all the pages that mention you. Verify these by checking in on your Google Analytics to see where your traffic is coming from.
- Actions - list out all the actions that your customers perform throughout their interactions with your brand.
- Emotions and motivations – emotional driver usually caused by a pain point or problem. Provide the right content at the right time.
- Obstacles and Pain points – example shipping cost. Provide a FAQ page which answers common questions.
Identify the elements you want your map to show.
• Current state
• Day in the life
Future state
Service blue print
Ninety types of demand measurement
Product level
Space level
Time level
What are in the product level?
All sales industry sales company sales product line sales product form sales product item sales
What are in the space sales?
World USA Regions Territory Customer
Market potential
maximum marketing sales
Market forecast depends on different factors
True, such as planned expenditure, competitors
If no competitor on market, company sales potential will match the market potential.
True
Market-build up method for area market demand
identifying all potential buyers and estimating their potential purchases.
Multiple-factor index for area market demand
identifying and weighting factors that affect demand.
IBIS world
get second data of market future demand
Six factors of story telling (Cole Nussbaumer Knaflic)
Understand context Choose an effective visual Eliminate clutter Focus your audience attention Think like a designer Tell a story
