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3 key elements of a customer journey In order to become the ‘Starbucks of the customer journey’ as a brand, there are number of elements you need to master: 1 Convenience 2 Unique experience 3 Earn trust You need to reinvent ‘convenience’. Whereas previously convenience was all about ‘physical location’, these days the key thing is to satisfy the consumer’s every whim, right here - right now (‘instant gratification’). Based on context and situation. Throughout his entire journey, all the way up to the point of purchase. Whilst out shopping (gathering information), during the actual purchase (concluding the transaction) and upon delivery (assuming ‘ownership’ of the purchase). You need to be aware that consumers are looking for a tailored, contextualised and personalised relationship with your brand. On the terms of the consumer or shopper: where, when and how he or she wants it. Meet these terms and you will find yourself building customer loyalty from the start. Consumers expect a unique experience,in the shop, on the web, at the restaurant, at the counter, in contacts with the call centre and in the way you communicate with them (e-mail, mobile phone, letter, text, in app push, etc.). But things do not stop at delivering an ‘experience’. Advertisers need to hit exactly the right buttons throughout the entire journey with their (potential) customers, adapted to the context they find themselves in at that particular point in time. The magic word in all of this is ‘utility’ (usability). More than anything else, customers want to be listened to (not shouted at) and respected by the brands they deal with. Advertisers need to earn consumers’ trust. p4
Marketing reinvented... Acting in response to ‘customer context’ requires you to reinvent the marketing efforts for your brand or business. Thereby transforming CRM into the creation of engagement. You build a data-driven customer journey, which factors in the context your customers and prospects find themselves in at any time. Forrester 1 describes this process with a simile that compares ‘marketing before context’ with ‘marketing after context’. Gone are the days of campaigns for which we selected a target group based on careful segmentation, before sending out pertinent messages at times set by marketers. No, marketing after context means that we seek to interact with consumers, endeavouring to secure their engagement. We do so by recognising/acknowledging them at the time and place when and where they wish to interact with our brand or business and by providing them with useful information or assistance. It is not the unilateral (purchase)transactions that are important, but the exchange of value between consumer and advertiser. Success is no longer measured in terms of GRPs, but in terms of the length of time the consumer engages with your brand. Obviously ‘marketing before context’ will continue to exist to generate reach, but it does not enable advertisers to secure a competitive edge over their competitors. Contextual marketing does… Source: Forrester Research Inc. p5
Page 1 and 2: Winning through relevance From cont
Page 3: How do you get to be the next Starb
Page 7 and 8: As a woman of the world, Allison is
Page 9 and 10: Curious and intrigued by the notifi
Page 11 and 12: But the dress keeps playing on her
Page 13 and 14: Next time Allison passes by the sho
Page 15: Conclusion If you are looking to gi

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