Post on 12-Aug-2015
transcript
Customer Journey Path
What’s your favorite things?
The value of Experience
Brand as a VERB
in today’s attention economy, consumers have come to care less about what brands are saying and more about what they’re doing. Which is why we see brands today as more a function of how they act ... how
they engage with and around consumers ... as verbs.
in a world of brands as verbs, what you do in
REAL LIFE is critical to having a
REAL IMPACT
Understanding our CUSTOMER
People don’t buy stuff. They buy what stuff does for them
..and the most powerful experience is the feeling of belonging
Understanding our CUSTOMER
Because we’re social by design And we craved to share experiences
Understanding our CUSTOMER
content
What we make for them
Context : The Experience
What we mean to them
Understanding our CUSTOMER
How we should make the ‘context’? Focus less on ‘positioning’, more on ‘feeling’
Understanding our CUSTOMER
They will soon forget about what we said But they will remember how we made
them FEEL
Experience the VALUE
3 principles of building brand experiences : Entice = Draw People In
Engage = Broaden the Conversation Extend = Make them Believe
Experience the VALUE
Brand start in the recruitment process Your people are your brand
brand starts inside your company with your company culture brand is not the strategy.. it's who we are
Experience the VALUE
‚in this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the
strength of the human spirit, not an ad campaign.‛ Howard Schultz, CEO Starbucks
AIESEC’s Experience Flow
Customer Journey
Re-defining Customer Path
Aware Appeal Ask Act Advocate
Initial appeal is Influenced by the ‘community’
To determine attitude
Customers now actively connect, Building ask-and-advocate relationship
Loyalty is ultimately defined As willingness to advocate
A brand
Re-defining Customer Path
Aware Appeal
Customer is in passive stage,
Brand awareness source : 1. Marketing and Communication 2. Community recommendation
3. Self-experience
Customer unconciously making list about brand
they curious about.
First impression is the key to unfocused costumer
Re-defining Customer Path
Ask Act
Customer is in active stage They constantly ask and search
about brand through their community and the brand itself.
This stage is the important factor of purchase decision
The highest engagement between customer & brand How we deal with complain
is the most important interaction
Advocate
The phase where customer’s give advocacy/suggestion
to others about your brand
Re-defining Customer Path
Ask Act
Customer is in active stage They constantly ask and search
about brand through their community and the brand itself.
This stage is the important factor of purchase decision
The highest engagement between customer & brand How we deal with complain
is the most important interaction
Advocate
The phase where customer’s give advocacy/suggestion
to others about your brand
Let’s take a look of CASE STUDY
They create CUSTOMER PATH
They create PLANNING TOOL
Insight Flying means time away from home or work Quite a few travellers want to arrive just in time Solution Lufthansa supports those travellers with a search/planning tool that is based on the actual time of the appointment allowing for precise planning
They create INFO PRINTABLE
Insight In order to have the important trip information in one place, travellers often keep a hand-written note with them Solution Lufthansa aids with a convenient printable overview of the important trip related data giving security
Find out more
http://www.slideshare.net/chrisdudeberlin/the-experience-is-the-message-creating-unique-airline-brand-experiences
Let’s redefine it!
Imagine yourself as a customer that want to apply AIESEC program, what steps that you will face and draw it in flipcharts (OGX and TXP)
Wrap it UP!
Check Point