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The digital 
customer 
journey 
How internet changes customer behavior
Internet.
Internet. 
It’s not about e-commerce or websites or technology.
Internet. 
It’s not about e-commerce or websites or technology. 
It’s about changed behaviour.
First we change technology. 
Then technology changes us.
Let’s start with a story.
I worked at a bank 
end of the 90’s.
I worked at a bank 
end of the 90’s. 
Do you remember the 90’s? 
We still used these:
I worked at a bank 
end of the 90’s. 
I had to visit lots of 
clients in unknown 
places. 
Do you remember the 90’s? 
We still used these:
Remember these?
I prepared the night before 
by printing out lots of route 
descriptions.
Now I have this.
Now I have this. 
I don’t even think about preparing 
anymore. The information comes to 
me, frictionless, the moment I need it.
My behaviour changed. 
Induced by technology, I changed 
the way I prepare for driving.
ICT = 
Information and 
Communications 
Technology 
Emphasis on 
Information & 
Communication, 
not on Tech. 
The revolution is 
in I & C, not in T.
Information is always, anywhere 
and frictionless available.
Remember how we used to plan 
‚going out’ in the 80’s? Weeks ahead.
Now we have this.
Now we have this. 
We don’t plan anymore.
Now we have this. 
We don’t plan anymore. 
Connectivity is always, 
anywhere and 
frictionless available.
First we change technology. 
Then technology changes us.
Information is always, anywhere 
and frictionless available.
Behaviour change.
Another story.
I had to buy a 
washing machine. 
When I left school, I rented 
an apartment to live with 
my girlfriend.
I had to buy a 
washing machine. 
When I left school, I rented 
an apartment to live with 
my girlfriend. 
I know nothing 
about washing 
machines.
This is how I came to a decision:
1995 
Supplier 
I went to a retailer, because 
they had a cool radio 
commercial and theme song.
1995 
Supplier 
Problem 
I explained my ‚problem’ to 
the sales guy: starting 
family, low budget, no kids.
1995 
Supplier 
Problem 
Solution 
He suggested 3 brands of 
washing machines that 
fitted my needs.
1995 
Supplier 
Problem 
Solution 
Product 
I chose the brand that best 
fitted my needs and feelings.
1995 2014 
Supplier 
Problem 
Solution 
Product 
9 years later, that 
washing machine 
broke down. I had 
to buy a new one.
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
I started with Googling my 
‚problem’: family with 3 dirty 
kids, silence is important.
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
I read reviews, descriptions, 
social info by experts and 
people like me.
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Product 
I chose the brand that best 
fitted my needs and feelings 
based on that information.
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Product 
Supplier 
Then I decided where to buy 
it, based on a mix of price, 
convenience and service.
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Product 
Supplier 
New decision funnel
You want to be as 
high as possible in 
the decision funnel. 
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Product 
Supplier 
New decision funnel
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Product 
Supplier 
New decision funnel 
Branding 
You want to get that cool 
theme song in their heads.
1995 2014 
Supplier 
Problem 
Branding Content 
Solution 
Product 
Problem 
Solution 
Product 
Supplier 
New decision funnel 
Marketing 
You want to be found 
in that research phase.
1995 2014 
Supplier 
Problem 
Branding is still 
important! 
Branding Content 
Solution 
Product 
Problem 
Solution 
Product 
Supplier 
New decision funnel 
Marketing 
Branding
New decision funnel, because 
new availability of information.
In 1995, I had to go to a 
library to do research. 
New decision funnel, because 
new availability of information.
In 1995, I had to go to a 
library to do research. 
In 2005, I had to go to a 
special room in my house. 
New decision funnel, because 
new availability of information.
In 1995, I had to go to a 
library to do research. 
In 2005, I had to go to a 
special room in my house. 
In 2015, I can do research 
anytime anywhere. 
New decision funnel, because 
new availability of information.
(But ICT revolution will continue…) 
Caution! There is no complete 
frictionless information yet!
Information friction Information frictionless 
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Product 
Supplier
Information friction Information frictionless 
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Still some friction in information! 
Product 
Supplier
Information friction Information frictionless 
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Still some friction in information! 
Product 
Supplier 
I’m only using the research decision 
funnel for high involvement items. 
Low involvement High involvement
Information friction Information frictionless 
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Still some friction in information! 
Product 
Supplier 
I’m only using the research decision 
funnel for high involvement items. 
Not prepared to do research 
for low involvement items. 
Low involvement High involvement
Information friction Information frictionless 
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Product 
Supplier 
I’m only using the research decision 
funnel for high involvement items. 
Not prepared to do research 
for low involvement items. 
Low involvement High involvement
Information friction Information frictionless 
Tap into the right 
decision funnel! 
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Product 
Supplier 
Low involvement High involvement
Information friction Information frictionless 
Tap into the right 
decision funnel! 
1995 2014 
Supplier 
Problem 
Solution 
Product 
Problem 
Solution 
Product 
Supplier 
But know that the ICT revolution will 
keep moving products to the new model. 
Low involvement High involvement
Behaviour change.
Behaviour change. 
New decision funnel.
Customer journey 
Awareness
Customer journey 
Awareness Consideration
Customer journey 
Awareness Consideration 
Information
Customer journey 
Awareness Consideration 
Information 
Decision
Awareness Consideration 
Information 
Decision 
Use 
Customer journey
Awareness Consideration 
Information 
Decision 
Use 
WoM 
Customer journey
New decision funnel, because 
new availability of information.
Information is always, anywhere 
and frictionless available.
Awareness Consideration 
Information 
Decision 
Use 
WoM 
This research phase 
gets bigger 
Customer journey
Awareness Consideration 
Information 
Decision 
Use 
WoM 
This research phase 
gets bigger 
Customer journey 
Because of information revolution.
Customer journey 
Awareness Consideration 
Information 
Decision 
Use 
WoM 
This gets more important 
This research phase 
gets bigger
Customer journey 
Awareness Consideration 
Information 
Decision 
Use 
Because of this 
WoM 
This gets more important 
This research phase 
gets bigger
Customer journey 
Awareness Consideration 
Information 
Decision 
Use 
Because of this 
WoM 
This gets more important 
This research phase 
gets bigger 
More power for 
Word-of-Mouse 
through social 
media.
New decision funnel = new focus 
‣ information phase becomes more important 
‣ use phase needs more attention 
‣ word of mouth becomes powerful
1. Information phase
Information phase 
‣ more emphasis 
‣ content marketing 
‣ advertising -> information 
Stop ‚creating awareness’ with 
advertising, start providing 
information with content marketing.
Information phase 
‣ more emphasis 
‣ content marketing 
‣ advertising -> information 
Stop YELLING and start HELPING! 
Stop ‚creating awareness’ with 
advertising, start providing 
information with content marketing.
Change advertising into 
information with context.
The age of context
The age of context 
Data transforms into information or advertising, 
depending on the context of the consumer.
The age of context 
If I want to buy a car, and I find a bunch of paper 
advertising for diapers in my mailbox - they go 
straight into the bin. 
! 
If I want to buy a car, and I find a bunch of paper 
advertising for cars in my mailbox - I take them with 
me to the couch and read them all night.
The age of context 
Data transforms into information or advertising, 
depending on the context of the consumer.
The age of context 
spam advertising info 
less context more context
The age of context 
‣ demographic (readership) 
‣ search word 
‣ location 
‣ friends 
‣ browser history 
‣ activity (work, home, bar) 
‣ … 
Lots of context-detection 
possibilities!
Information phase 
‣ be present as a supplier of information in the 
research phase 
‣ use content marketing 
‣ change advertising into information by using 
context 
Stop YELLING and start HELPING!
2. Use phase
Use phase 
‣ get the experience of your products/services right! 
‣ even more important in times of social media 
‣ every ‚physical’ product will get a digital 
counterpart 
‣ UX (user experience) important in all its forms
Don’t stop at just building a great product!
Don’t stop at just building a great product! 
To provoke Word of Mouth you have to 
build in triggers in your product.
3. Word of Mouth
Word of Mouth 
‣ deliberately trigger Word of Mouth 
‣ build in WoM triggers!
BJ Fogg’s behaviour model
The Digital Customer Journey
Don’t just 
focus on 
Motivation 
and Ability.
Don’t just 
focus on 
Motivation 
and Ability. 
Build in 
Hot Triggers!
Create things worth sharing.
A trigger 
can be as 
simple as a 
like button.
Or it can be 
something 
cleverer.
Or it can be 
something 
cleverer. Your name on a bottle = 
trigger your vanity.
Or it can be 
something 
cleverer. Your name on a bottle = 
trigger your vanity. 
Trigger the posting of a 
selfie with the bottle.
Or it can be 
something 
cleverer. Your name on a bottle = 
trigger your vanity. 
Trigger the posting of a 
selfie with the bottle. 
Free advertising for Coke 
on Facebook…
Word of Mouth 
‣ deliberately trigger Word of Mouth 
‣ build in WoM triggers in your product
Customer journey 
Awareness Consideration 
Information 
Decision 
Use 
Because of this 
WoM 
This research phase 
gets bigger 
This gets more important
Word of Mouth 
‣ WoM = using the network of your fans as channel 
‣ WoM leads to awareness 
‣ WoM leads to consideration
Remember. 
What you should 
remember:
New decision funnel, because 
new availability of information.
?
? 
ICT revolution will 
not end here…
Information becomes frictionless 
‣ changed behaviour 
‣ changed decision funnel 
‣ more emphasis on research over awareness 
‣ use content marketing for information phase 
‣ use context to change advertising into information 
‣ give your product a digital counterpart 
‣ build in hot triggers
Stop YELLING, start HELPING!
Conversation
Questions? 
Questions?
Questions? 
Questions? 
bart@wijs.be 
@netlash
Wijs bvba 
Voorhavenlaan 31/3 
9000 GENT 
09 335 22 80 
09 330 09 83 
http://wijs.be 
info@wijs.be 
BE 0473.071.275

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The Digital Customer Journey

  • 1. The digital customer journey How internet changes customer behavior
  • 3. Internet. It’s not about e-commerce or websites or technology.
  • 4. Internet. It’s not about e-commerce or websites or technology. It’s about changed behaviour.
  • 5. First we change technology. Then technology changes us.
  • 7. I worked at a bank end of the 90’s.
  • 8. I worked at a bank end of the 90’s. Do you remember the 90’s? We still used these:
  • 9. I worked at a bank end of the 90’s. I had to visit lots of clients in unknown places. Do you remember the 90’s? We still used these:
  • 11. I prepared the night before by printing out lots of route descriptions.
  • 12. Now I have this.
  • 13. Now I have this. I don’t even think about preparing anymore. The information comes to me, frictionless, the moment I need it.
  • 14. My behaviour changed. Induced by technology, I changed the way I prepare for driving.
  • 15. ICT = Information and Communications Technology Emphasis on Information & Communication, not on Tech. The revolution is in I & C, not in T.
  • 16. Information is always, anywhere and frictionless available.
  • 17. Remember how we used to plan ‚going out’ in the 80’s? Weeks ahead.
  • 18. Now we have this.
  • 19. Now we have this. We don’t plan anymore.
  • 20. Now we have this. We don’t plan anymore. Connectivity is always, anywhere and frictionless available.
  • 21. First we change technology. Then technology changes us.
  • 22. Information is always, anywhere and frictionless available.
  • 25. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend.
  • 26. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend. I know nothing about washing machines.
  • 27. This is how I came to a decision:
  • 28. 1995 Supplier I went to a retailer, because they had a cool radio commercial and theme song.
  • 29. 1995 Supplier Problem I explained my ‚problem’ to the sales guy: starting family, low budget, no kids.
  • 30. 1995 Supplier Problem Solution He suggested 3 brands of washing machines that fitted my needs.
  • 31. 1995 Supplier Problem Solution Product I chose the brand that best fitted my needs and feelings.
  • 32. 1995 2014 Supplier Problem Solution Product 9 years later, that washing machine broke down. I had to buy a new one.
  • 33. 1995 2014 Supplier Problem Solution Product Problem I started with Googling my ‚problem’: family with 3 dirty kids, silence is important.
  • 34. 1995 2014 Supplier Problem Solution Product Problem Solution I read reviews, descriptions, social info by experts and people like me.
  • 35. 1995 2014 Supplier Problem Solution Product Problem Solution Product I chose the brand that best fitted my needs and feelings based on that information.
  • 36. 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier Then I decided where to buy it, based on a mix of price, convenience and service.
  • 37. 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier New decision funnel
  • 38. You want to be as high as possible in the decision funnel. 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier New decision funnel
  • 39. 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier New decision funnel Branding You want to get that cool theme song in their heads.
  • 40. 1995 2014 Supplier Problem Branding Content Solution Product Problem Solution Product Supplier New decision funnel Marketing You want to be found in that research phase.
  • 41. 1995 2014 Supplier Problem Branding is still important! Branding Content Solution Product Problem Solution Product Supplier New decision funnel Marketing Branding
  • 42. New decision funnel, because new availability of information.
  • 43. In 1995, I had to go to a library to do research. New decision funnel, because new availability of information.
  • 44. In 1995, I had to go to a library to do research. In 2005, I had to go to a special room in my house. New decision funnel, because new availability of information.
  • 45. In 1995, I had to go to a library to do research. In 2005, I had to go to a special room in my house. In 2015, I can do research anytime anywhere. New decision funnel, because new availability of information.
  • 46. (But ICT revolution will continue…) Caution! There is no complete frictionless information yet!
  • 47. Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier
  • 48. Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Still some friction in information! Product Supplier
  • 49. Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Still some friction in information! Product Supplier I’m only using the research decision funnel for high involvement items. Low involvement High involvement
  • 50. Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Still some friction in information! Product Supplier I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items. Low involvement High involvement
  • 51. Information friction Information frictionless 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items. Low involvement High involvement
  • 52. Information friction Information frictionless Tap into the right decision funnel! 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier Low involvement High involvement
  • 53. Information friction Information frictionless Tap into the right decision funnel! 1995 2014 Supplier Problem Solution Product Problem Solution Product Supplier But know that the ICT revolution will keep moving products to the new model. Low involvement High involvement
  • 55. Behaviour change. New decision funnel.
  • 57. Customer journey Awareness Consideration
  • 58. Customer journey Awareness Consideration Information
  • 59. Customer journey Awareness Consideration Information Decision
  • 60. Awareness Consideration Information Decision Use Customer journey
  • 61. Awareness Consideration Information Decision Use WoM Customer journey
  • 62. New decision funnel, because new availability of information.
  • 63. Information is always, anywhere and frictionless available.
  • 64. Awareness Consideration Information Decision Use WoM This research phase gets bigger Customer journey
  • 65. Awareness Consideration Information Decision Use WoM This research phase gets bigger Customer journey Because of information revolution.
  • 66. Customer journey Awareness Consideration Information Decision Use WoM This gets more important This research phase gets bigger
  • 67. Customer journey Awareness Consideration Information Decision Use Because of this WoM This gets more important This research phase gets bigger
  • 68. Customer journey Awareness Consideration Information Decision Use Because of this WoM This gets more important This research phase gets bigger More power for Word-of-Mouse through social media.
  • 69. New decision funnel = new focus ‣ information phase becomes more important ‣ use phase needs more attention ‣ word of mouth becomes powerful
  • 71. Information phase ‣ more emphasis ‣ content marketing ‣ advertising -> information Stop ‚creating awareness’ with advertising, start providing information with content marketing.
  • 72. Information phase ‣ more emphasis ‣ content marketing ‣ advertising -> information Stop YELLING and start HELPING! Stop ‚creating awareness’ with advertising, start providing information with content marketing.
  • 73. Change advertising into information with context.
  • 74. The age of context
  • 75. The age of context Data transforms into information or advertising, depending on the context of the consumer.
  • 76. The age of context If I want to buy a car, and I find a bunch of paper advertising for diapers in my mailbox - they go straight into the bin. ! If I want to buy a car, and I find a bunch of paper advertising for cars in my mailbox - I take them with me to the couch and read them all night.
  • 77. The age of context Data transforms into information or advertising, depending on the context of the consumer.
  • 78. The age of context spam advertising info less context more context
  • 79. The age of context ‣ demographic (readership) ‣ search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … Lots of context-detection possibilities!
  • 80. Information phase ‣ be present as a supplier of information in the research phase ‣ use content marketing ‣ change advertising into information by using context Stop YELLING and start HELPING!
  • 82. Use phase ‣ get the experience of your products/services right! ‣ even more important in times of social media ‣ every ‚physical’ product will get a digital counterpart ‣ UX (user experience) important in all its forms
  • 83. Don’t stop at just building a great product!
  • 84. Don’t stop at just building a great product! To provoke Word of Mouth you have to build in triggers in your product.
  • 85. 3. Word of Mouth
  • 86. Word of Mouth ‣ deliberately trigger Word of Mouth ‣ build in WoM triggers!
  • 89. Don’t just focus on Motivation and Ability.
  • 90. Don’t just focus on Motivation and Ability. Build in Hot Triggers!
  • 92. A trigger can be as simple as a like button.
  • 93. Or it can be something cleverer.
  • 94. Or it can be something cleverer. Your name on a bottle = trigger your vanity.
  • 95. Or it can be something cleverer. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle.
  • 96. Or it can be something cleverer. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle. Free advertising for Coke on Facebook…
  • 97. Word of Mouth ‣ deliberately trigger Word of Mouth ‣ build in WoM triggers in your product
  • 98. Customer journey Awareness Consideration Information Decision Use Because of this WoM This research phase gets bigger This gets more important
  • 99. Word of Mouth ‣ WoM = using the network of your fans as channel ‣ WoM leads to awareness ‣ WoM leads to consideration
  • 100. Remember. What you should remember:
  • 101. New decision funnel, because new availability of information.
  • 102. ?
  • 103. ? ICT revolution will not end here…
  • 104. Information becomes frictionless ‣ changed behaviour ‣ changed decision funnel ‣ more emphasis on research over awareness ‣ use content marketing for information phase ‣ use context to change advertising into information ‣ give your product a digital counterpart ‣ build in hot triggers
  • 105. Stop YELLING, start HELPING!
  • 109. Wijs bvba Voorhavenlaan 31/3 9000 GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275