Brand: DOVE Analysis of Customer Journey

1. Team 1
Ding Zhao - Francis Martinez - Gregory Vanhaute
Roushan Kumar - Roman Malyshev - Michela Caltran
The Customer Journey
10/22/2014

2.  Dove targets women of all ages above 18 with a focus
on middle and upper-middle class.
 Dove focuses on females who want to feel beautiful and
confident with their bodies.
 Dove also aims for women who already appreciate
beauty products.

3. Jane Doe
BACKGROUND:
• Postgraduate Student
• MIB at Hult. Previous experience as a Teacher.
• Single. Shooting, skiing, archery.
DEMOGRAPHICS:
• Female
• Age 20-25
• Urban
IDENTIFIERS:
• Concerned about her appearance
• Prefers offline shopping
• Product packaging is important

4. Jane Doe
ONLINE ACTIVITIES:
• Intermediate web user
• Amazon.com
• Wechat, Whatsapp, Facebook, Twitter.

5. Jane Doe
User Story:
• As a customer of Dove’s Shampoo, I
need to find the best quality shampoo,
which suits my hair type and style. The
product should be presented in an
attractive packaging.

6. Customer Journey Mapping
Awareness Research Purchase OOBE
BarriersQuestionsMotivationsActivities
Offline ads: Magazines, TV
Online ads: Banner/display
Wom: friends
Sponsorship: logo display
- Are these good products?
- How much does it cost?
Compelling ads:
Products for natural beauty
Feeling beautiful, elegant,
classy
Touching/ Impressive stories
Limited digital acces
Blocked media
Website & Social media
Visit retail stores &
Supermarkets
Ask for free samples
Ask friends
Visit the online community
Deeper understanding of
the products: affordability,
wide selection
Follow trends: #
Get the best product
- Greenwashing Or Fair &
square?
- Quality  Allergies
Expensive price
Missing product for specific
needs: i.e. Oily hair
Bad reviews online
Not satisfied:
Bad buying experience:
Bad packaging
Not enough information
Don’t like the product.
Don’t feel comfortable.
Loyalty plan
Additional information
E-commerce sites
Malls
Retail stores
Online portal
Games * Quiz
Gift cards
Participating in online
contests
Free samples for loyal
customers (dove insiders)
- Does it really work for me?
- Is it really worth it?
- Do I need it?
Contest prizes
Part of the community
# campaigns
- Is it an exciting
experience?
- What is the value of this?
Waste of time: Not
interesting
Reward is not enough.

7. Touchpoints by Digital ChannelNon-official
channels
Social,email,
chat
MobileWebsite
Awareness Research Purchase OOBE
• Dove Science:
- Dermatologists Advice
- Articles
• Ratings &reviews
• Videos
• Ability to compare
• Redirect to retailers
• Promotions :
- Latest offers
- Dove Insider Program
• Games & Quizzes
• Tips
• Contests:
- Caring coache award
- Stake your claim in the
shower
• Link to the Mobile
version on the website
• Partnerships with other
apps [Beauty Care]
• QR-codes
• Info
• Reviews
• Articles
• Videos
• Redirect to retailers
• Dove Insider Program
• Social community:
- Real Beauty
- Dove messenger
• Twitter & FB:
#feelbeautifulfor
#OneShowerChallenge
• Youtube:
- Dove legacy
- Self esteem videos
• Pinterest & Instagram
• Ask questions on
facebook.
• Sharing thoughts and
opinions
• Comments on videos
and promotions
• Influences people to buy
certain products based
on comments and
reviews they see online
• Link to a retail website
• Real beauty
• Self-esteem projects
• Sharing experiences
• Campaigns:
- No More Bad Hair Days
- #RealDadMoments
• Online blogs
• Word of mouth(gossips)
• Forum c ommunity:
- Additional Insights
- Reviews
- Compare
• Professional opinions
• Can potentially influence
the purchasing process
and the buyer’s
decisions
• People are able to
independently share
their experiences (good
or bad) with each other
• In-store promotions
• Coupons
• Magazines (ads)
• Amazon, Ebay

8. Customer Journey Questions
What is the most important stage of your customer’s journey and why?
• The most important stage for a Dove customer is the Post-purchase phase:
consumers form an opinion about the quality of the product and start spreading
awareness to others.
What is the least important and why?
• Dove is already a well-established brand, so the awareness phase doesn’t require
the same effort and investment that it is paramount for a new company.
Where do you think your customers are most likely to get stuck in the journey?
• The passage between research and purchase is the most critical: in this Pre-
purchase stage, the customer is most likely to get lost because of the variety of
options and prices.
How would you consider addressing this?
• It is essential to analyze the consumers and their needs: why do people choose the
competitors? How do we establish the loyalty loop?
• One possible solution could be, for example, focusing on promotional campaigns:
discounts and free samples; Dove could also develop new products to include
different hair types or other types of skin.

9. Documentation
Website & Social Media

10. Documentation
Customer Journey Mapping
Touchpoints
Bibliography
• Court, D., Elzinga, D., Mulder, S., Vetvik, O.J. (2009) The consumer decision journey, McKinsey
Quarterly 2009 No. 3
• Rayport, J.F. (2013) Advertising's New Medium: Human Experience, HBR.
• Richardson, A. (2010) Understanding Customer Experience.