Consumer Behavior Insights: The Consumer's Journey Analysis
Delve into the consumer's journey analysis by exploring touchpoints before, during, and after a major purchase. Understand the impact of touchpoints on consumer satisfaction and decision-making.
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Presentation Transcript
Essentials of Consumer Essentials of Consumer Behavior, 2 Behavior, 2nd ndEd. Ed. Debra Stephens Debra Stephens Chapter Four: The Consumer s Journey
Ch.. 4 In-class exercise 1 Your task is to think of your most recent major purchase, i.e., a purchase that was important enough to you that you spent time researching different brands. The brand may be a tangible good or a service or even an experience like a trip, concert, theme park, etc.. Answer these questions for the brand you purchased: Before purchase How did you find out about the brand? During purchase How did you go about evaluating your options? After purchase How satisfied were you with the purchase? Next, list all touchpoints at each stage for your brand. (See example on next slide.)
Customer Touchpoints- Pre-Purchase Example Your customer has seen an advertisement for an attractive interest rate and their brother recommended your mortgage. Your online mortgage calculator said the repayments were affordable, so the customer had a helpful face to face meeting in a branch, and went home to fill out the online application form. They instantly received an email with a decision in principle, telling them it had been accepted, inviting them to complete the full application. The customer takes a few days to fill in and received an application received message. Some of the information was missing, so a contact center agent calls them to explain what information they need to provide. Finally, the mortgage is agreed and the customer receives a letter with a binding mortgage offer. Once the customer has then gone through the house buying process, had their surveys carried out and confirmed their exchange date, they receive final confirmation of the mortgage including direct debit details, terms and conditions etc. The process is now complete. So that s a total of 11 touchpoints and for many home buyers there will be much more back and forth too up to the point of purchase.
Considered vs. Habitual Pathways to Purchase Considered pathway to purchase Decision to buy or change Open to possibility Evaluating Shopping Experiencing Habitual Pathway to Purchase
1. Place new products in the hands of influencers 2. Create compelling and cutting-edge content 3. Include on the brand web site complete and honest comparisons with competitors brands Marketing guidelines for all journeys 4. Develop a great app 5. Make it easy for consumers to switch seamlessly between online and offline channels 6. Make sure all marketer-controlled touchpoints communicate a consistent brand message 7. Enhance consumers post purchase experiences 8. Respect consumers privacy choices
Ch. 4 in-class exercise 2 I ll divide you into 8 teams. Each team will be assigned one of the above marketing guidelines. Your task is to find at least ONE good example of a brand using that guideline. Be ready to share your screen showing your example!
Required Viewing Think with google's "messy middle" of the customer journey Think with google's "messy middle" of the customer journey Pts. 1 and 2 The joy of shopping- and how to recapture it online The joy of shopping- and how to recapture it online How covid-19 is changing our shopping habits How covid-19 is changing our shopping habits
