The Power of Customer Journey Marketing€¦ · Customer Journey Marketing Framework Before Travel...
Transcript of The Power of Customer Journey Marketing€¦ · Customer Journey Marketing Framework Before Travel...
© 2020 Twinlife Marketing
The Power of Customer Journey Marketing
Sonja van den Bosch
Ph +61 408644073
© 2020 Twinlife Marketing
© 2020 Twinlife Marketing
© 2020 Twinlife Marketing
Russia 1993 India 2006
Vietnam 2019
2001 - 2002
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© 2020 Twinlife Marketing
Strategic leadership & marketing that uplifts business & people
Develop Strategy – Drive Outcomes – Empower Teams
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Where are our GAPS and OPPORTUNITIES?
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WHY???Customer Journey Marketing
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© 2020 Twinlife Marketing
The more EMOTIONAL and
higher VALUE the purchase
the more important
customer journey marketing is
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© 2020 Twinlife Marketing
© 2020 Twinlife Marketing
‘ Customer Experience is how customers perceive their interaction
with your business.’
© 2020 Twinlife Marketing Source: Super Office Customer Experience Statistics 2020
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© 2020 Twinlife Marketing
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© 2020 Twinlife Marketing
Customer Journey Marketing
Process
&
People
Best Customer Experience
Technology
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Customer Journey Marketing Framework
Before TravelSuspect – Prospect - Customer
After TravelCustomer - Repeat – Loyal Fan
During TravelCustomer
Awareness
Consideration
Decision
Preparation
Holiday
After care
Repeat
Loyalty
Customer Intelligence
Create the Best Customer Experience
Customer Perspective • Two-way • Experiences • Relationships • Community
© 2020 Twinlife Marketing
What information do we have available?
Are customer details up to date?
Where do they want to travel to next?
What type of travel do they like?
What type of activities do they like?
Personal info like birthdays,
anniversaries etc.
What stages of the journey are
customers at?
How many loyal fans?
How many repeat customers?
How many customers?
How many prospects?
Customer Intelligence
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‘Animal Spirit’
‘More Cautious’
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TechnologyWhat tools do we need?
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CRM System – Customer Relationship Management System
Industry Specific
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Marketing Automation System & Survey Tool
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People & ProcessShifts to make
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Shift from YOUR PERSPECTIVE to your CUSTOMER PERSPECTIVE
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Shift from ONE-WAY to TWO-WAY
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77% of consumers view companies and brands more
favourably if they seek out and apply
Customer feedbackSource: Microsoft, State of Global Customer Service, 2017
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Be Valued
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WHY???
HOW???WHAT???
WHEN???
TELL ME MORE…
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Surveys
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Net Promoter Score
70 - 100 = Excellent
30 - 70 = Great
0 - 30 = Good
-100 - 0 = Needs improvement
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© 2020 Twinlife Marketing
Shift from MESSAGES to EXPERIENCES
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80% of customers say they are more likely to do
business with a company that offers
personalised experiencesSource: Epsilon, The power of me, The impact of personalization on marketing performance, 2018
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‘your SMILE is your LOGO, your PERSONALITY is your BUSINESS
CARD, and how you leave others feeling after an experience with you becomes your TRADEMARK.’
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Hoi An 2001 Hoi An 2010 Hoi An 2019
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Shift from TRANSACTIONAL to RELATIONSHIPS
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Strength of Customer Relationships
RESPECTFUL
TRUSTING
INSPIRATIONAL
Emotional Connection
Gives me new ideas, insights,
makes me feel good, and empowers me
I know I am in good hands,
listens to me and look after me, they truly care
Don’t do anything without my consent
Asks my opinion and is interested in me
Rational Transaction
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‘Our clients become our friends. I am humbled by the trust our
clients give us. We want to go here, you know what we like, just organise it.’
Jacqui Ingram Flying Colours Travel
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Shift from ONE to ONE to COMMUNITY
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© 2020 Twinlife Marketing
© 2020 Twinlife Marketing
Customer Journey Marketing Framework
Before TravelSuspect – Prospect - Customer
After TravelCustomer - Repeat – Loyal Fan
During TravelCustomer
Awareness
Consideration
Decision
Preparation
Holiday
After care
Repeat
Loyalty
Customer Intelligence
Create the Best Customer Experience
Customer Perspective • Two-way • Experiences • Relationships • Community
© 2020 Twinlife Marketing
Where to focus first?
Suspects
Prospects
Customers
Repeats
Loyal fans are
5x as likely to repurchase
5x as likely to forgive
7x as likely to try a new offering
4x as likely to refer
Loyal
Fans
Staff
© 2020 Twinlife Marketing
AFTER TRAVEL customer – repeat – loyal fan
After Care• Do you communicate with your customers when they get home?
• Do you offer them something? Do you ask for feedback?
• Do you ask for testimonials, Google Reviews?
• Do you ask for referrals?
Repeat• Do you know where you customer would like to travel to next and when?
• If so, do you tailor your communication to them based on their interest
• and timeline?
Loyalty• Do you communicate with them one-on-one?
• Do you invite them to special events? Are they part of your community?
• Do you give them advance notifications and priority?
• Surprise gifts?
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© 2020 Twinlife Marketing
DURING TRAVEL customer
Holiday• Do they feel connected and safe? Do they have something tangible with them from your business?
• Can you leave a surprise message somewhere, like e.g. welcome letter in hotel?
• Are they celebrating something special? If so, can you arrange something special?
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BEFORE TRAVEL suspect – prospect – customer
Awareness• Are we easy to reach?
• Does our website answer the initial questions?
• Can they easily find testimonials?
Consideration• What contact moments do you have when people first
get in touch with your business?
• Do you educate them? Do you invite them to
certain events?
Decision• How do you help customers make their travel decision?
• Do you ask for referrals?
Preparation• Do you have a contact moment with your customers before they leave?
© 2020 Twinlife Marketing
© 2020 Twinlife Marketing
Customer Journey Marketing Framework
Before TravelSuspect – Prospect - Customer
After TravelCustomer - Repeat – Loyal Fan
During TravelCustomer
Awareness
Consideration
Decision
Preparation
Holiday
After care
Repeat
Loyalty
Customer Intelligence
Create the Best Customer Experience
Customer Perspective • Two-way • Experiences • Relationships • Community
© 2020 Twinlife Marketing
Customer Journey MappingWhat happens at each step?
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© 2020 Twinlife Marketing
© 2020 Twinlife Marketing
Customer Journey Marketing Framework
Before TravelSuspect – Prospect - Customer
After TravelCustomer - Repeat – Loyal Fan
During TravelCustomer
Awareness
Consideration
Decision
Preparation
Holiday
After care
Repeat
Loyalty
Customer Intelligence
Create the Best Customer Experience
Customer Perspective • Two-way • Experiences • Relationships • Community
© 2020 Twinlife Marketing
‘Every single interaction you have with your customer, is an opportunity to create something remarkable’
© 2020 Twinlife Marketing
What to do next?
Sonja van den Bosch
Ph +61 408644073
1. Work through your customer
journey framework & mapping
worksheet
2. Involve your team
3. Reach out if you have any further
questions
4. Connect with me on LinkedIN
5. Leave a short 5-star Google review
for Twinlife Marketing
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Questions?!
Sonja van den Bosch
Ph +61 408644073
© 2020 Twinlife Marketing
Thank you
Feel free to reach out for any extra support, questions etc.
Sonja van den Bosch
Ph +61 408644073