Beruflich Dokumente
Kultur Dokumente
Marketing Communications
2015/6 SEM2
Cheryl Greyson
Week 02 Customer Experience & Lifecycle Management
Objectives
To understand the need to manage the
customer experience effectively across all
touchpoints and have a strategy for lifecycle
management.
http://www.smartinsights.co
m/digital-marketingstrategy/online-valueproposition/online-valueproposition-examples/
http://www.impactbnd.co
m/blog/10-valuepropositions-you-wishyou-had
Managing Expectations
Understand expectations: customer research,
SERVQUAL, site benchmarking, customer scenarios from
your customer personas
Set and communicate the service promise: guarantees or
promises
Delivering the service promise: on-site support, employee
support, physical fulfilment, logistics, delight the customer.
Problem Identification
Information Search
Evaluation of Alternatives
Purchase
Post-purchase Evaluation
1.
2.
Buying a car
3.
4.
Source: Smart
Insights (2010) from
REAN (Blanc &
Jackson, 2009)
Ste
p1
Ste
p2
Ste
p4
Ste
p3
Convert Achieve
marketing goals e.g.
new fans, leads or
sales
2.
3.
4.
5.
6.
7.
How will the use the information? Read it online, print it, download it, share it?
8.
What type of browser or platform will they use? How fast will their links be?
9.
How large a screen will they have and with how many colours?
Seminar Activities