with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas...
Transcript of with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas...
![Page 1: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/1.jpg)
Crafting the Customer Journey with Data
Tuesday, May 15th
![Page 2: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/2.jpg)
Introductions
2
Cait PorteSVP, Product + Customer ExperienceZmags
Heather NigroLead Digital StrategistOne Rockwell
![Page 3: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/3.jpg)
Today’s agenda
+ Mapping the Customer Journey
+ Defining and Developing User Personas
+ Retailer Stories: Persona to Conversion Success
+ Final Takeaways
+ Q&A
3
![Page 4: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/4.jpg)
Understanding Your Customer
4
+ How are we interacting with our customers?+ What problem are they experiencing? How are they
currently solving this problem?+ What is their path to purchase? Are they price sensitive?+ Where and how are our customers finding our product?
![Page 5: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/5.jpg)
What is the customer journey?
5
+ The customer journey represents all of the experiences that customers go through when interacting with your company and brand
![Page 6: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/6.jpg)
How do you document the customer journey?
6
1. Conduct research2. Synthesize findings3. Visualize information4. Brainstorm5. Apply learnings
![Page 7: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/7.jpg)
What might a customer journey include?
7
1. Personas2. Timeline3. Emotion4. Touchpoints5. Channels
![Page 8: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/8.jpg)
Mapping the customer journey
8
“Tell me about your morning and
how you got to work.”
![Page 9: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/9.jpg)
Mapping the customer journey
9
Hit the alarm
Get out of bed
Shower Get dressed
Make cereal
Walk to work
![Page 10: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/10.jpg)
Mapping the customer journey
10
Hit the alarm
Get out of bed
Shower Get dressed
Make cereal
Walk to work
Hit snooze
Get out of bed
Wash my face
Put on makeup
Check traffic
Stop at Starbucks
Drive to work
![Page 11: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/11.jpg)
Mapping the customer journey
11
Hit the alarm
Get out of bed
Shower Get dressed
Make cereal
Walk to work
Hit snooze
Wash my face
Put on makeup
Check traffic
Stop at Starbucks
Drive to work
Waking up Bathroom Ritual
Get Dressed Breakfast Travel
![Page 12: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/12.jpg)
Mapping the customer journey
12
No matter the approach, the end result is still the same...
We all have to get to work.
![Page 13: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/13.jpg)
Mapping the customer journey
13
EMOTIONAL BEHAVIORAL COGNITIVE
![Page 14: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/14.jpg)
Personas
+ Why are personas important?
+ What makes up a persona?
+ How do they impact conversion?
14
![Page 15: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/15.jpg)
Why Personas Matter
15
![Page 16: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/16.jpg)
Why Personas Matter
16
Using marketing personas makes websites 2-5 times more effective and easier to use by targeted users.
- HubSpot
![Page 17: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/17.jpg)
Defining Your Personas
17
Personas can be as simple or complex as you want. What’s important is that they clear a picture for the following:
Behavioral drivers: Customer goals, what they want to accomplish, how they found your business.
Obstacles to purchasing: Hesitations and concerns of your customers
Mindset: Does the customer want a bargain? A refined experience?
![Page 18: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/18.jpg)
Defining Your Personas
18
1. Conduct customer surveys 2. Interview Customers for
psychographics 3. Back-up research with data and
analytics 4. Final Step! Create the persona
![Page 19: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/19.jpg)
Persona to Conversion Success:Miansai
![Page 20: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/20.jpg)
Persona to Conversion - Miansai
Challenge + Ensuring a consistent experience and
journey for brand loyalists.
Client Recommendation + Personalized user journey + Gift-giving component + Servicing an on-the-go customer
20
![Page 21: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/21.jpg)
Persona to Conversion - Miansai
Monogramming Feature
21
On-brand storytelling
![Page 22: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/22.jpg)
Persona to Conversion Success:Juice Beauty
![Page 23: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/23.jpg)
Persona to Conversion - Juice Beauty
23
Challenge + Creating a frictionless shopping
journey for the customer
Client Recommendation + Health-conscious & mindful
customer+ Leveraging data & persona
development in shopping experience
+ Optimizing and improving the customer experience
![Page 24: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/24.jpg)
Persona to Conversion - Juice Beauty
24
![Page 25: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/25.jpg)
Wrapping it all up...
![Page 26: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/26.jpg)
Final takeaways
+ Take your customers on the most successful journey possible with user personas
+ When building personas…• focus on the data you have available• leverage customer interviews to build your persona(s)• utilize personas to craft the customer journey
+ Better user experience means more frequent and happy customers
26
![Page 27: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/27.jpg)
27
Q&A(Use the GoToWebinar Questions box!)
![Page 28: with Data Tuesday, May 15th Customer Journey Crafting the · 2019-12-18 · Defining Your Personas 17 Personas can be as simple or complex as you want. What’s important is that](https://reader034.fdocuments.net/reader034/viewer/2022043007/5f95803cb6a7a301d42fd253/html5/thumbnails/28.jpg)
28
Thank you!We’ll email slides + video later this week.
Let’s connect:www.onerockwell.com
@onerockwellnywww.zmags.com
@zmags
Visit us at IRCEBooth 1908