In search of the perfect customer journey

Thursday 23 April 2015 – HSBC, Manchester

WIFI: @DMA_UK @CIMInfo

Welcome and introduction

Katy Sutton, International Commercial Manager,

HSBC

@HSBC_UK

Get your hands dirty with data

Finlay Clark, Industry Head, Retail, Google

@google

To view Finlay Clark’s presentation please click here:

https://www.slideshare.net/secret/bEQNwOEhXCG1zg

Tool Overview Questions Link Notes

INSIGHTS

Google Think Insights Gateway to main insights siteWhat insights can I find about my

brand?http://www.thinkwithgoogle.com/insights/emea/

Google Trends

The evolution of Insights for Search, Trends lets you compare search volume patterns across specific

regions, categories and time frames. Now including YouTube!

How much consumer interest is there in my product and brand territory? How much consumer interest is there in my product

and brand territory?

http://www.google.com/trends/

Google consumer surveys

With Google Consumer Surveys, you choose your target audience, type

your question and watch the results roll in within hours. Get complete

results in days; not weeks

Whatever you want to ask! http://www.google.com/insights/consumersurveys/home

YouTube AnalyticsView detailed statistics about the videos you upload. Available to

anyone with a YouTube account.

What is the demographic profile of my audience? What do they think of my content? How are they discovering my content?

http://www.youtube.com/yt/advertise/youtube-analytics.html

Log in > my channel > videos

> analytics

Trends for MarketersExamines the relationships between

Google searches made in the same 30 minute browser session.

How has my marketing campaign affected user behaviour on the

web? What is my current market position relative to competitors?

What attributes do consumers associate with my brand?

www.google.com/trends/marketOnly available to

Whitelisted agencies

Consumer BarometerFree research tool that quantifies the

role of online in the consumer journey from research to purchase.

How do consumers use the internet to research and purchase

different products?http://www.consumerbarometer.eu/

Google+ Ripples

Google+ Ripples creates an interactive graphic of the public

shares of any public post or URL on Google+ to show you how it has

rippled through the network and help you discover new and interesting

people to follow.

Who has publicly shred my post or URL? How was this shared over

time?

Google Tools

Tool Overview Questions Link Notes

MOBILE SPECIFIC

GetMo A range of mobile resources.Is my brand set up for

mobile? How do I get my brand set up for mobile?

http://www.howtogomo.com/en-gb/d/

Full Value of Mobile Calculator

Understand the full value of mobile foryour business.The

Full Value of Mobile Calculator provides a simple tool and benchmarks to help you estimate the value that

mobile drives for your business.

What value can I put on mobile conversions such as calls, apps, in-store, mobile site and cross-

device?

http://fvm.withgoogle.com/fvm/en/d/

Our mobile planetOur Mobile Planet provides

insights into smartphone usage and mobile attitudes.

How can I deepen my understanding of the

mobile consumer?http://www.ourmobileplanet.com/

Mobile PlaybookThe busy executive's guide to

everything mobile

How should my client approach the mobile

space?http://www.themobileplaybook.com/

ZEITGEISTS & REGULAR UPDATES

YouTube trendsA destination for daily insight

into the zeitgeist of the world's largest video site.

What videos have significantly increased

search volumes? Why are certain videos popular?

http://www.youtube.com/trendsdashboard

Google Blog Search

Search posts in 18+ languages on all blogs across Google's

continually updated blog index.

What do consumers think of my brand?

http://www.google.com/blogsearch

Google Alerts

Monitor a developing news story, keep current on a

competitor or industry, and get the latest feeds on

upcoming events.

What are the latest news and views on my brand?

http://www.google.com/alerts

What do you love?An aggregation of all things internet on a specific topic

http://www.wdyl.com/

YouTube 4@4am newsletter

A weekday email featuring each morning's trending

content, links to stories on the Trends site, and the top five most viewed and most

shared videos on youtube.com.

https://youtube-trends.appspot.com/

CREATIVE INSPIRATION

Doubleclick creative galleryA range of creative

executions from a broad variety of brands.

www.richmediagallery.com

Project Re-brief

Some of the world's most famous advertising

campaigns re-imagined for the digital world.

http://www.projectrebrief.com/

Creative Sandbox

A showcase of marketing campaigns that blend

creative genius with digital innovation. See cool stuff.

Learn how it was done.

http://www.google.com/think/creative-sandbox/

5 cool things blogA collection of the best recent digital creative

executions.http://fivecoolthings.blogspot.com/

Getting a bigger slice of the pie

Papa John’s customer journey

Eva Mowbray, Senior Manager – Marketing, Papa

John’s

@PapaJohnsUK

To view Eva Mowbray’s presentation please click here:

https://www.slideshare.net/secret/26sjdIVMZmmRvQ

Break

Mapping the customer journey:

Turning theory into practice

Alan Gilmour, Head of Strategy, Cogent Elliott

Paul Hemingway, Head of Marketing Operations and

Digital, Police Mutual

@CogentElliott @alan_gilmour @Police_Mutualgp

MAPPING THE

CUSTOMER JOURNEY:

TURNING THEORY

INTO PRACTICE

THINKING TO STIMULATE

THINKING

HOW ARE TOP COMPANIES

RE-DESIGNING THEIR CUSTOMER

JOURNEYS TO COPE WITH THE

COMPLEXITIES OF AN INCREASINGLY

COMPLEX MULTI-CHANNEL WORLD?

WHO WE SPOKE WITH

18

A DEFINITION

‘’The customer journey is the sum of the

customer’s interactions with the brand designed

to deliver a brand affirming experience’’

OUR

BUSINESS

IS TO

BUILD

YOUR

BUSINESS.

IT IS MUCH MORE

THAN THIS…

MAKING IT AS EASY AS ABC

MORE EASY FOR MORE CUSTOMERS TO

DO BUSINESS WITH BRANDS MORE OFTEN

IT BUILDS

BUSINESS

CONSUMER BEHAVIOUR

HAS CHANGED

AND CUSTOMER JOURNEYS MUST NOW

REFLECT INCREASINGLY COMPLEX

CUSTOMER BEHAVIOUR IN A MULTI

CHANNEL WORLD

3 KEY LEARNINGS

LEARNING #1

LEARN TO WALK IN THE

CUSTOMER’S SHOES…

‘The biggest risk… is that you think

of the journey as a process… to

examine your customer journeys

you must do so from the outside in

and learn to walk in the customers

shoes’

LEARNING #2

BUILD THE JOURNEY AROUND

EMOTIONAL NEEDS

‘We are always

looking to find

ways to appeal to

the gut… so we set

out in our customer

journey to build an

emotional

connection’

LEARNING #3

LEAD FROM THE FRONT…

‘It is important

that those who

dictated and

built the process

get the chance

to view their

handiwork’

WHO’S IN CHARGE?

‘Businesses that

say the customer

experience

belongs to

everyone mean

that no one is

accountable….’

AND FINALLY….

SOME OTHER THINGS TO CONSIDER…

Everything starts with the brand and the customer

Bust the silos and remove the friction

What gets measured gets done

Don’t forget your people

WANT TO KNOW MORE?

@alan_gilmour

OR

alan.gilmour@cogent.co.uk

OR

Alan Gilmour

THANK YOU

© Cogent Elliott Limited

The content of this presentation is protected by copyright which belongs to Cogent Elliott Limited.

It must not be copied, disclosed or distributed to any third party without the prior consent of Cogent Elliott Limited.

www.cogent.co.uk

Cogent Elliott, Heath Farm, Hampton Lane, Meriden, West Midlands CV7 7LL Tel: 0121 627 5040

Cogent Elliott, 85 Tottenham Court Road. London W1T 4TQ Tel: 0207 268 3058

Junction Eleven, Unit 4, Wildmere Industrial Estate, Jugglers Close, Banbury, Oxfordshire OX16 3JU Tel: 01295 709 074

To read ‘Mapping the Customer Journey’ please click here:

https://www.slideshare.net/secret/6jvZK7FJxhcWR8

Where brands live and thrive

Jason Spencer, Business Development Director, ITV

@ITV

Panel discussion

Katy Sutton, International Commercial Manager, HSBC @HSBC_UK

Finlay Clark, Industry Head, Retail, Google @google

Eva Mowbray, Senior Manager – Marketing, Papa John’s @PapaJohnsUK

Alan Gilmour, Head of Strategy, Cogent Elliott @CogentElliott @alan_gilmour

Paul Hemingway, Head of Marketing Operations and Digital, Police Mutual @Police_Mutualgp

Jason Spencer, Business Development Director, ITV @ITV

@DMA_UK @CIMInfo

Closing comments

Katy Sutton, International Commercial Manager,

HSBC

@HSBC_UK