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Consumer Journey

Transcript: Evolus is a premier provider of aesthetic products for physicians and their patients. Changes in customer behavior, driven by the unstoppable adoption of mobile and social computing platforms, have fundamentally altered the aesthetics industry. Evolus's target customers will engage with Evolus's brand and services very differently than they have at other companies. This journey map focuses on an envisioned consumer journey, representing an (inexhaustive) look at the way in which Evolus is investing in its capabilities and offerings to enable a more engaging user experience. Evolus Consumer Journey Asian American 29 year old, Business Analyst at IBM. She's engaged to her fiancé of 5 years. She is focused on her career and has found success in her professional life. She's self conscious about her increasingly visible frown lines and is interested in both prevention and reduction of frown lines. Some brands she's an advocate of are Lululemon, Sephora, Ulta Beauty, Mac, Instagram, and Starbucks. Tina Shin Dive in to the journey Social Grid 01 Topic Topic Topic Topic

Consumer Journey

Transcript: Create a comfortable home: Consumer Journey www.octopus-versand.com one day later... 2. Option: Reperation Kit + generous discount service hotline www.octopus-versand.de online order no additional costs ...the nice new cupboard has a defect. find inspiration in the store: THANK YOU! - Kirsten, Bernd, Kathi, Carmen, Alexandra, Maike - call services hotline individual delivery date HAMBURG always remembers to the good service at: find inspiration online: ...but how can I carry this nice cupboard home? HAPPY CUSTOMER! 1. Option: Cupboard + Money back

Consumer Journey

Transcript: PRACTITIONER Wednesday DECISION MAKER Tuesday Thursday Monday Friday C O N S U M E R J O U R N E Y BILLBOARDS B I L L B O A R D S 7:00am to 9:00am LUNCH TIME L U N C H T I M E 11:30am to 12:30pm LUNCH TIME L U N C H T I M E 11:30am to 12:30pm LINKEDIN #1 L I N K E D I N # 1 10:00am AIRPORT A I R P O R T 3:00pm INSTAGRAM POST With the combined capabilities of the Advertising Cloud, Analytics, and Audience Manager, the The Experience Cloud for Advertising is introducing ads that are impossible to ignore. Adobe Experience Cloud for Advertising I N S T A G R A M 10:00am LINKEDIN #1 L I N K E D I N #1 3:00pm TRADE SHOW T R A D E S H O W 12:00pm LINKEDIN #2 L I N K E D I N # 2 7:00pm BAR (Video) B A R V I D E O 12:00pm LOGO PR BAR (Print) B A R (O O H) 5:30pm MAKE BOSS NOTICE M A K E B O S S N O T I C E 10:00am INBOX I N B O X 11:00am MEETING M E E T I N G 2:00pm

Consumer Journey

Transcript: THE CONSUMER JOURNEY FIRMS STRATEGY SOCIAL MEDIA Costanza Cappella, Lise Castagné, Federico Faga, Marianne Joliette, Giulio Natoli, Eric Thomas I LIKE TO RUN BUT I NEED NEW SHOES!! CONTENT MANAGEMENT PAID SEARCH PURCHASE MOMENT --> Focus on identification of bidding strategy 1) Nike --> Bid on keyphrases regarding latest products "at all costs" to achieve #1 ranking + precise matching 2) Asics --> No bidding (not even flagship products...) --> Asics claims to manufacture "Best running shoes" but no bidding 3) New Balance --> Bid for own brand solely ONLINE COMMUNITIES TV Channels for each brand Linked to the Twitter accounts INITIAL CONSIDERATION SET TRIGGER NEW BALANCE ASICS Avoiding expensive advertising campaigns An in-house team that handles the day to day social media management. Early adopter with a brand page on MySpace Social strategy centered on content that’s a mix of humor and educational videos Content management and social media strategy based on“Let’s Make Excellent Happen,” motto, which aims to inspire and motivate athletes to achieve their goals. Accounts for each geographic areas / product Not linked to the Facebook accounts NIKE THANK YOU FOR YOUR ATTENTION!! Best in class in running shoes Excellent growth opportunities in the UK Develop a new store concept Focus on retail and customer experience offline Philosophy to get consumers to choose the channel that’s right for them. Not enough digital support to the offline Digital strategy based on creating contest/event and advertise running shoes. Costanza Cappella Lise Castagné Federico Faga Marianne Joliette Giulio Natoli Maximilan Eric Thomas Comparative Audit --> For each company 1) Content analysis (Keyphrases, Index inclusion...) 2) Structure analysis (Site architecture, external/internal links) + Identification of keyphrase strategy 3) SEO Authority --> Results E-commerce SEO It’s total marketing budget hit a record $2.4billion It spent nearly $800 million on ‘nontraditional’ advertising Spend on TV and print is down by 40%. It’s moving on to a world in which its consumers want to be told less and just do more. Digital ecosystem of consumers and athletes (6 million connected consumers) Focus on using the innovative technology rather than superstar athletes Nike Digital Sport is a new division the company launched in 2010 Different types of posts to create traffic: photos, open questions, videos Not well-managed by the three brands: no answers from the companies

Consumer Journey

Transcript: Keywords targeting SEM to answer specific questions and YouTube search to showcase How to Videos. Online Journey Competitors. Consumers direct their initial question to SEM, which if not a branded search can lead them to different channels for information. Tactics. UGC (User Generated Content) How To Videos Heavy SEM presence - keyword targeting throughout the year Consumers have evolved into Do It Yourself(ers). Turning to online as their first resource for information, whether it be research or answers to a problem they are having with their phone and/or service. Strategy. Drive consumers to the large selection of online customer first support resources that TELUS has, including FAQs, video tutorials and live chat Insight. Every Canadian starts with Search 74% used a search engine to find results, Google/Nielsen Custom Study, 2013 Consumers spend more time online than any other medium – spending an average of 45 hours per week (comScore 2012) Consumers Online The Challenge Insight. Strategy. Tactics. The Resolution Easy to find answers. The insight and approach would be to decrease call volume to TELUS call centers by promoting online support resources. The Situation The Objective

Consumer Journey

Transcript: Consumer lifetime value Word of mouth from Advocates e.g. Barmen, consumers, crusaders Product experience Product availability Recommendation Word of mouth from Advocates e.g. Barmen, consumers, crusaders Product experience Product availability Consideration set Initiation Loop / I know Purchase Experience Consumer Journey Active evaluation NOURISH ADVOCATES & MAXIMIZE PROPAGATION Content co-creation Data Smart Mkt Recommendation How to win? How to win? Experience Advocacy Loop / I advocate Emotional connection How to win? Experience Purchase Loop / I drink Recommendation BE AT THE RIGHT PLACE & TIME PROS, Maison, Wisper Off-trade, e-commerce, Bartenders communities How to win? Word of mouth from Advocates: e.g. Barmen, crusaders, consumers Word of mouth from Advocates e.g. Barmen, consumers, crusaders Product experience Product availability Recommendation Emotional connection Experience MOBILIZE ADVOCATES TO GENERATE WOM Word of mouth from Advocates e.g. Barmen, consumers, crusaders ADVOCACY DELIVER THE BEST BRAND EXPERIENCES & SERVICES Purchase Experience Consideration Loop/ I consider How to win? Loyalty Loop / I bond Purchase NOURISH ADVOCATES AND ENGAGE WITH BRAND CRUSADE TO STRENGTHEN THEIR INFLUENCE

Consumer journey

Transcript: Satisfaction with Touchpoint Importance Search Klarna in google Consumer thoughts and actions Get a debt collection letter/ account termination letter Provide personal information and finalize the checkout High satisfaction area to promote Call to ask for instructions how to get the money back Touch points map The due date has arrived! i need to pay my debt. 1. Im looking to buy a apecific item 2. Im looking to buy something with Klarna 3. Im looking to buy a specific item with Klarna. Touch points map Google Merchant web site Merchant CS Klarna web site Klarna CS Email Sms Physical mail Social media Bank Read each payment method description in a popup/tooltip Over invested (satisfaction significantly higher then importance ) Touch points map Understand the invoicing fees Google Merchant web site Merchant CS Klarna web site Klarna CS Email Sms Physical mail Social media Friend and family In account: paying off my debt Find the right payment provider Touch points map OR Importance Call to ask if Klarna recieved the money Satisfection Over invested (satisfaction significantly higher then importance ) Calling to understand why? Importance Find the right payment provider High satisfaction area to promote Consumer thoughts and actions If account was chosen , choose the payment terms: 3 - 36 months or revolving credit Satisfection Google Merchant web site Merchant CS Klarna web site Klarna CS Email Sms Physical mail Social media Friend and family Over invested (satisfaction signifi-cantly higher then importance ) 1 2 3 4 5 6 7 8 9 10 Touch points map Klarna special offering the product page How can i change my order (return/cancel)? who should i contact (Klarna/Merchant)? How do i get my money back? Why did i get a reminder fee if i had already paid the invoice Balanced spot (importance meets satisfaction) OR Phase OR Hot spot (importance signifi-cantly higher then satisfaction) Im ready to finalize the purchase , but how? There are so many payment vendors and i dont know all of them. Each payment vendor has different payment methods as well. Hot spot (importance signifi-cantly higher then satisfaction) Consumer journey in Germany Post payment Call to understand why he was rejected Delievery problems (didnt get or didnt get as expected) Satisfaction with Touchpoint Satisfaction Hot spot (importance signifi-cantly higher then satisfaction) Shopping Money transfer using the OCR Google Merchant web site Merchant CS Klarna web site Klarna CS Email Sms Physical mail Social media Bank I don't have money to pay my debt to Klarna. What should i do? I have started to receive reminder mails In invoice: extending the invoice due date In account: ? Phase Balanced spot (importance meets satisfaction) Hoovering on Klarna's logo Removing the Reminder fees Satisfaction with Touchpoint Satisfection with Touchpoint How can i change my order (return/cancel)? who should i contact (Klarna/Merchant)? How do i get my money back? Chooses Klarna Im ready to finalize the purchase , but how? There are so many payment vendors and i dont know all of them. Each payment vendor has different payment methods as well. Balanced spot (importance meets satisfaction) Understand invoicing fees Consumer thoughts and actions I want to change my order (return/cancel). who should i contact (Klarna/Merchant)? I dont want to get reminder fees from Klarna Phase Consumer thoughts and actions Phase Pre payment Hot spot (importance signifi-cantly higher then satisfaction) Get a confiramtion message /Error message Google Merchant web site Merchant CS Klarna web site Klarna CS Email Sms Physical mail Social media Bank Phase (The consumer doesn't pay) Choose the payment method And finalize the purchase (Between Activation to Payment) Which payment method should i use? Invoice or account? and if account , what exactly? Understand what my debt to Klarna is Choose the payment method And finalize the purchase Google Merchant web site Merchant CS Klarna web site Klarna CS Email Sms Physical mail Social media Bank Paying the Invoice 1 2 3 4 5 6 7 8 9 10 Pre payment If account was chosen , choose the payment terms: 3 - 36 months or revolving credit Area of interaction Phase There are so many items i want to buy here. Oh , there is one interesting, how much is it? i can afford it. Lets read more aobut it. This is what i need! Lets add it to the cart. Post due date Over invested (satisfaction significantly higher then importance ) Importance I dont have the money. Inovice: convert the invoice to account by paying min amount Acocunt: convert to base account Klarna Logo In the product page Visit Klarna.com Satisfection 1 2 3 4 5 6 7 8 9 10 How much should i pay and how Satisfection Hoovering on Klarna's logo Satisfaction with Touchpoint Visit Klarna.com Return some/all the goods Paying the debt Post due date Which payment method should i use? Invoice or account? and if account , what exactly? Over invested (satisfaction signifi-cantly higher then importance ) Consumer

Consumer Journey

Transcript: Capture Leads Activity Capture Leads Welcome to ADP Motors! My name is Sandy. What can I help you with today? ADP CRM 5 out of 30 Challenge You missed a new lead because you were assisting Calvin. ADP Solution Challenge Progress Challenge Progress Continue Consumer Journey Consumer Journey 5 out of 30 Hi Sandy. I'm Calvin, and I'm looking to trade in my old reliable for something shiny and new. Move through the customer journey to begin completing challenges. As you successfully complete your challenges, you'll learn about the customer's experiences, as well as associated pains in the dealership. You can keep track of your progress with the challenge progress bar in the upper right hand corner of the screen or by visiting the Check Your Progress station. Head to the Showroom to find your first challenge. Capture Leads Locate Inventory Open the door to go inside! Start here! Customer walks into the Showroom Solution Approach 5 out of 30 Challenge Customer negotiates deal Challenge Challenge Progress Challenge Customer secures financing ADP Solution Capture Leads 5 out of 30 Customer comes in for first oil change Go to the computer to log the lead. You need to make a service appointment! Locate Inventory Challenge Progress Start completing your challenges! Challenge 1 Missed Call Challenge Customer test drives a car Customer takes new car home

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