Slide 5.1

Video 23: Part 1Explosion of Customer Journeys Across Channels

IBMS Semester 6a Fall 2014

Mr. George Szanto

Topics & Learning Goals• Can we really control the information gathering and

consumption of our customers?• Do we want to control journeys across multiple on-line

(and offline) channels?• Customer Journey mathematics (part 2 video)

----------------------------------------------------------• Appreciate the need to understand consumer behavior

but NOT control it• Be able to distinguish between ordered and unordered

information gathering and how it effects customer tracking

• Be able to make simple decisions about content deployment across channels based on journey mathematics (part 2 video)

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Traditional Company defined journey - 1

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Traditional Company defined journey - 2

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Traditional Company defined journey - 3

What Does The Digital Customer Journey Look Like?

Who’s in control?

Sales

Funnel

Now?

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Ordered vs. Non Ordered Customer Journeys

Voettekst

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Non Ordered Journeys

Journey A1B1C2D3 = C2D3B1A1;

Thus order does not matter; customer centric

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Ordered Journeys

Journey D3B1C1 ≠ C1D3B1;

Exact order does matter! Company centric

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Reasons for Using Ordered Journeys vs Non Ordered Journeys

• Qualifying prospects• Gating access to content• Easier to personalize service

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So What’s The Best Journey Strategy?

• Option 1: Lots of content on a few sites– For non ordered content this makes sense;

reduces management costs

• Option 2: Split limited content across several sites– For ordered content this is a good option, it will limit

# of possible journeys by limiting paths and keeping content contextual

• Option 3: Place lots of content on many sites– Expensive; hard to track journeys.

End of Video - Thank you

• Now please watch Part 2 of this video, where actual calculations are introduced