Customer Journey Maps - a small business case study - Alan Rae

transcript

Customer Journeys in aS ll CSmall Company

Isobel Rae – Managing PartnerPl t 4P t kPlants4Presents.co.uk

Dr Alan Rae – Managing Partnerh t d b iwww.howtodobusiness.com

Copyright Dr Alan Rae2007

Brand is about performance

• What the customers experience is what matters

• This grows out of your brand values

• We wanted to earn a sustainable living delivering real products to real people.

• Our future depends on how customers feel about us.

• Customers have different values and needs.

Getting goingGetting going

Pl t h li R&D• Plants chose us – live R&D • We build a Business Model

– We never intended to fulfil– We wanted to take the ordersWe wanted to take the orders– Nurseries can’t take orders at 3 and ship at 4– It turned us into a service business– It turned us into a service business– And this turned us into a nursery that could.

Which diversified into new businesses with– Which diversified into new businesses with customers that needed treating differently

We found we were in a unique spot

• Certainly Interflora do flowers• John Lewis and M&S do plants Florist networksJohn Lewis

A d M&S• But – They only offer a limited range

They don’t offer a choice of

likeInterflora

And M&S

Major onlinet il– They don t offer a choice of

containers– They don’t offer a hand written

retailersOur

card with your exact choice of message.

Online GardenCentres like

Crocus

– It’s emotional stuff –so everything we do has to feel good

Startup 2004Startup 2004

Packing in the dining room

Plants in the Garden

Boxes in the GarageBoxes in the Garage

Containers on the Stairs

Running to the post office

Guildford TimelineGuildford Timeline2004 Research and• 2004 – Research and Development

• Xmas 2004 – Launch TurnoverXmas 2004 Launch• Plants it is• Mothers day 2005 – This 500

Turnover

ycould work

• Xmas 2005 – it is ki

Totalworking• Mothers day 2006 – the

neighbours revolt 0

2005 2006 2007 2008 2009 2010

neighbours revolt• Summer 2006 Search for

Premises

2005 2006 2007 2008 2009 2010

• September 2006 – we emigrate to Sussex

Here it is!

And the business b l k l k hbegan to look like this

But it was scary!2 acres of dead Chrysanths2 acres of dead Chrysanths

Business DevelopmentBusiness Development

Th Bi B i• The Bio Business– Offered to us by one of our suppliers– “You’re the only people we know who know

how to sell online”• The Glasshouses

– What ARE we going to do with these. TheyWhat ARE we going to do with these. They can’t just be left

– What can we grow in a cold house?What can we grow in a cold house?– Organic Veg?

From rotovatorto marketto market

And now the Intelligent Gardeng

Our Business is Making Your Business Grow

Our Brand depends on our pcustomers experience

P ti l tt t d t b f• Promotion – so people are attracted to buy from us• Operational Branding - so it’s a smooth experience• Customer Service – resolve problems - gain trust.

• We focus on– Usability of the siteUsability of the site– Quality control of the plants – Effective courier network with trackingEffective courier network with tracking– Make the most of being small – make every

contact personalp

Journey Maps for different types of business a model from my day jobbusiness – a model from my day job

Our different Businesses have different demographics – and behavioursdemographics – and behaviours

• Plants4presents.co.uk – web aware – time poor – it’s my mother’s birthday tomorrow and I haven’t sorted itmother s birthday tomorrow and I haven t sorted it.

• Ladybirdplantcare co uk – older – prefer paper to online –• Ladybirdplantcare.co.uk – older – prefer paper to online –we do 2 catalogue mailshots a year – only to this group

• TheIntelligentGarden.com – find us via social media –Amazon Buyers are gadget heads. Cross-sell Bio productsy g g p

• FletchingGlasshouses.co.ukFletchingGlasshouses.co.uk – business to business – reputation and certification driven– on farmers market fresh/local/unsprayed trumps organic

Plants 4 PresentsPlants 4 Presents

PromotionWhat we actually do

P id S h i h b kb• Paid Search is the backbone

• Orders – 40% Paid, 60% unpaid• Visits

– Robots 32%%– Paid 38%

Organic 16%– Organic 16%– Direct 14%

The product is viralThe product is viral

• Each order gives us 2 customers – theEach order gives us 2 customers the sender and the recipientW i l d th f ll i i th b• We include the following in the box– Phone number on the outside– Specific care instructions for the plant– Promotional postcardPromotional postcard

Other toolsOther tools

• Email shots to our existing customer list –27,000 email addresses

• Joint promotionsp– RHS, Telegraph, Good Housekeeping– BlandysBlandys– Amazon pioneered with the bio product

• By cost about 13% of turnover is on adwords• By cost about 13% of turnover is on adwords, about 4% on other marketing tools

So – what does the customer journey on the site look likejourney on the site look like

P4P detailed Touch PointsP4P detailed Touch Points

PackagingPackaging

Ladybird PlantCareyCustomers older, more traditional

With the veg – we’re a glittle more social

• BlogBlog

• We tweet our activities on the markets

• Could we use social media more?

Fletching GlasshousesFletching Glasshouses

This is a BlogContent is King

• Book Reviews• Product Reviews• Vegetables and recipes

Pictures and Videos• Pictures and Videos• Basic Science Course• What’s going on in the Garden• What’s going on in the Nursery• What s going on in the Nursery• Topical Tips

Intelligent GardenIntelligent Garden

Amazon –Institutionalised ReputationInstitutionalised Reputation

So what nextBuild our reputation – improve process and

b ild i i ibuild capacity to improve margins.rainwater harvestingrainwater harvestinggrowing more of our own stock

Operations improve performance and give opportunities for new offerspp

Do more business with our existing customers cross sell and up sell findcustomers – cross sell and up sell – find new ways to engage with them.

If you would like help analysing y p y gyour business like this

Contact Alan Rae onContact Alan Rae on 0845 094 0407 or07958 200112

Or email me at alan@howtodobusiness.com