Post on 08-Feb-2017
transcript
THE ULTIMATE CUSTOMER JOURNEY
Ben Park, Head of Business Development – Spektrix
@BenParkUK ben.park@spektrix.com
Futurist
DIGITALUTOPIA
?
Futurist
The ultimate customer journey
Here’s the plan.
Be where your audience areBe personal
Be socialJoin stuff up
This is my friend Michael.
Michael works in London.
He lives in Vauxhall.
He’s in his 30’s.
He works in IT (but is surprisingly nice)
He uses Twitter, Facebook and Spotify
He uses his iPad when watching TV
He likes seeing cultural events with friends
When Michael’s planning this stuff, he…
gets emails from venues he’s been to before.
When Michael’s planning this stuff, he…
keeps an eye on local listings.
When Michael’s planning this stuff, he…
gets lots of social invites on Facebook.
When Michael’s planning this stuff, he…
asks his friends about what to see.
When Michael’s planning this stuff, he…
reads reviews.
When Michael’s planning this stuff, he…
checks the price.
When Michael’s planning this stuff, he…
books tickets.
When Michael’s planning this stuff, he…
goes to the show, exhibition or gig.
When Michael’s planning this stuff, he…
talks about it with friends and plans the next trip.
Michael is in that group of people we call‘Audience’.
A bit of email. A bit of website.A bit of social.
PURCHASE
Reading reviewsSpeaking to peersConsidering price
Speaks to our staff
PURCHASE/ENGAGEMENT DECISION
50% of all sales(of everything)are affected by digital.Source: Harvard Business Review
80% of consumers want highly personalised messaging from brands.Source: ChoiceStream
Source: Think With Google
audiencecustomersvisitorspatronsmembersconsumers
Your do not distinguish between on and offline.
‘Marketing’‘Digital’(They’re the same thing)Source: the world you live in…
How should be reaching people?
Be where your audience are.
Recognise‘micro moments’.
Be where your audience a
Be where your audience are.
Be where your audience are.
A micro moment is the little bit of time when we use our device in advance of purchase.
Want-to-know.Want-to-go.Want-to-do.Source: Google
Be where your audience are.
audiencecustomersvisitorspatronsmembersconsumers
Your are behaving in this way now.
Be where your audience are.
Be where your customers are.(On a taxi.)
Be where your audience are.
Ads are only displayed in the
desired catchment postcodes
Ad content varies by time of day
Be where your audience
Be (physically) where our customers are.
Be where your audience are.
Be where your audience are.
Be where your audience are.
Think about how to reach new customers.
Be where your audience are.
New audience reached.
Money made.
Behaved like a B2B brand.
✓
✓
✓
Be where your audience are.
Be personal.
Be personal.
Be personal.
Be personal.
Thoughtful isgood.
Be personal.
Be personal.
Be personal.
Storytelling iseven better.
Be personal.
Be personal.
Be personal.
Be personal.
Why isn’t the cultural sector doing this?
Be personal.
Hi Sally, We’ve been through a lot together this year. 6 curtain calls, 748 minutes of theatre, and 86 actors. Thanks for being part of the journey.
Be personal.
Allow your people to be humans.
Be personal.
Be personal.
Be personal.
“Good service triggers the same cerebral reactions as
feeling loved”Source: American Express,
Service Study 2013
Be personal.
Keep it social.
Keep it social.
colleendilen.com
Keep it social.
Keep it social.
bit.ly/complacentbrands
Keep it social.
New social.
Keep it social.
“attraction”
Source: Tripdadvisor
Keep it social.
Keep it social.
“44% of TripAdvisor visitors read 1-3 reviews before engaging with an attraction.”Source: Comscore / PhoCus
Why is that important to us?
Keep it social.
“1 in 4 of the UK population regularly use Tripadvisor when planning their free time.Source: World Travel Market
Keep it social.
Keep it social.
Join stuff up.
Online offline stuff-recognise experience exists
beyond the building
Join stuff up.
Your booking is confirmed
Join stuff up.
Join stuff up.
Join stuff up.
Hi Michael,Thanks for coming to see us!
Key takeaways
Personas
Be where your audience are.
Be personal.
Keep it social.
Join stuff up.
Thanks.
THE ULTIMATE CUSTOMER JOURNEY
Ben Park, Head of Business Development – Spektrix
@BenParkUK ben.park@spektrix.com