Approach on how concrete data and feedback advice business and value design.

1. Brand Experience Business Design
Focus on
customer.
© Taivas Business Design

2. Brand Experience Service Brand
People to people.
Every contact to the customer builds the brand experience
just as much as all communication – if not more.
© Taivas Business Design

3. Buying Behavior Desicion Making Mystery
Activation / Brand options / Browsing / Configuring / Decision / Purchase / Post purchase
© Taivas Business Design

4. Brand Experience Organisation Approach
Callcenter Web Editorial Retail Advertising Wom Mobile
Yet most companies develop their sales channels independently.
© Taivas Business Design

5. Buying Behavior Revealing Influence and Choices
Activation / Brand options / Browsing / Configuring / Decision / Purchase / Post purchase
Influence
© Taivas Business Design

6. Master the Purchase Journey Increase Sales
Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Channel 6 Channel 7
Callcenter Web Editorial Retail Advertising Wom Mobile
Step 1
Activation
Step 2
Browsing
Step 3
Configuring
Step 4
Desiding
Step 5
Purchasing
To meet the needs of independent consumers their cross-channel
purchase journey must be allowed and mastered.
© Taivas Business Design

7. Brand Experience Across All Channels
Personal interactions
Web
Advertising
One brand, one
Print
experience
Events
TV
Environments
© Taivas Business Design

8. Brand Experience Across All Channels
The brand is a sum of everything it does –
tangible or intangible. In service business
the intangible is the key to everything.
The role of communications to make us the most known and
most wanted in the market.
However, the real “moment of truth” is the service experience we deliver.
© Taivas Business Design

9. Who? Why?
Where? What?
Actionable insights
© Taivas Business Design

10. Influence Customer Journey
© Taivas Business Design

11. Influence Customer Journey
© Taivas Business Design

12. Decision Making Process Stage by Stage
Who?
Customer segments by motivation, service or product category, location...
Why?
What drivers customers have? What they need? Why do they use certain channel? What
tasks are they trying to solve? Why customer’s choose your o ering and why they choose to
drop it out?
Where?
Where customers are looking for information, service, support, answers? Where can you
influence them and help them buy and choose your solution? Where does your service meet
customer’s expectations, where it doesn’t? Where do you lose customers?
What?
What Customers are doing? What are their expectations? What are they looking for? What
can you do about it?
Answers to these questions guide all development
© Taivas Business Design

13. Current Customer Journey Dashboarding
Primary motivation (ALL): BRAND activation: Preference SOLD: Preference LOST: Alternatives ALL:
1. Motive A 40% 1. Advertising campaign 40% 1. None 40% 1. None 30% 1. Brand A 40%
2. Motive B 20% 2. Brand website 20% 2. Brand 20% 2. Brand A 35% 2. Brand B 20%
3. Personal service 20% 3. Competitor hunter calls 20% 3. Brand B 20% 3. Brand 20% 3. Brand 20%
4. Was failed by previous Brand 20% 4. Friends advice 20% 4. Brand C 20% 4. Brand B 15% 4. Other 20%
Cross channel customer journey
CC (IN/OUT) WEB ADS & DM BRANCH WOM Customer’s
weight: 15% weight: 35% weight: 2% weight: 45% weigh:t 3% Drop rate task
BROWSING
participation
89%
70 % 20 % 10 % 10 % looking for…
15 % 10 % 15 % 10 % 15 % 10 %
SUPPORT
participation
70%
25 % 40 % 25 % 50 % needed help with…
15 % 10 % 15 % 10 % 15 % 10 %
DECIDING
participation
30%
5% 20 % 10 % 35 % decision was supported by…
15 % 10 % 15 % 10 % 15 % 10 %
BUYING 37 % 43 % 20 % 5% most importantly…
15 % 10 % 15 % 10 % 15 % 10 %
Using Win / Lose reasons Competition dynamics Conversion
Post purchase experience: Reasons for winning: 2nd best brands (WON): WON (no preference) 15%
1. Good 40% 1. Customer service 40% 1. Brand B 40% WON (preferred other) 10%
2. Neutral 20% 2. Brand trust 20% 2. Brand A 20% KEPT (preferred Brand) 40%
3. Negative 20% 3. Not available by competitors 20% 3. None 20% LOST (preferred Brand) 35%
Recommendation: Reasons for losing: 2nd best brands (LOST):
1. Has recommended 25% 1. Perception of Brand 40% 1. Brand B 40%
2. Would recommend 60% 2. Competitors actions xxxx 20% 2. Brand A 20%
3. Would not recommend 15% 3. Pricing structure 3. None 20%

14. Brand Experience Designing Value
Business
Design.
© Taivas Business Design

15. Brand Experience Designing Value
Relevance = 2
generosity x ½
Tash Whitmey, EHS Brann
Tesco’s Clubcard Philosophy
© Taivas Business Design

16. Brand Experience Designing Value
PULL
Relationship
PUSH
Relevancy
© Taivas Business Design

17. Brand Experience Designing Value
Solution
to customer’s
need
Relationship
Commodity
Relevancy
© Taivas Business Design

18. Brand Experience Designing Value
ll
Pu
To
Company Customers
sh
Pu
From Thin interface
– relevance
– emotion
– relationship
© Taivas Business Design

19. Brand Experience Designing Value
Company Collaboration Customer behavior
Business drivers Behaviour drivers
THIS IS ME,
PUSH A PERSON PULL
Relevancy
Interaction:
Person to Person
Strategy Contact Center Motives
Operations Mass customisation Intentions
Channels Open innovation Drivers
O ering Co-creation Needs
Peer support
Dialogue
Social media
Tasks,
expectations,
role in life
© Taivas Business Design

20. Brand Experience Designing Value
Scalability, flexibility, productability, motivation
Company, organization
and procedures
Awareness
Reputation
Targets and
Preference
Image
Business Design KPI-meters
Markets Catalyst
Customer experience of
the brand
Value, personality, respect,
commitment, recommendation
© Taivas Business Design

21. Brand Experience Recipe for Success
A unique o er
and a superior
service.
Service is the key di erentiator and a source of competitive advantage.
© Taivas Business Design

22. Brand Experience Business Design
One brand, one
experience.
© Taivas Business Design