The Customer Journey Week 2 Lecture 2

1. The Customer Journey Week 2 Lecture 2

2. Basic Framework Motivation Perception Search Evaluation Choice Learning

3. Stage 1 ProblemIdentification - The Gap Between ideal state And Perceived state

4. Types of Consumer Decisions • Normal • Limited • Extended

5. Normal Decision Making Habitual – Regular Limited information Search – Internal.. Low Product involvement Cost/Risk Brand Loyalty = P & G Company is Brand.. Repeat / automatic purchase No evaluation unless product fails

6. Limited Decision Making Low Product involvement Cost/Risk Implies variety seeking Limited information Search not only internal but external sources.. Importance of brand awareness. Some but limited post purchase evaluation

7. Extended Decision Making High level of product/purchase involvement High product involvement Cost/Risk Extensive information Search – Internal and External Extensive evaluation undertaken

8. Discovering Consumer “Problems” • Activity analysis. Panel of users invited to give feedback on product usage issues.. • Product Analysis – focuses on the purchase process.. Often limited trial available in shops. QVC – shopping channel offers free trial period with no obligation/ unconditional return • Problem Based Analysis – identifies a problem – possible product misuse / performance – Baking Cakes. • Human Factors – developing easy to use products to combat physical factors – eg ergonomic keyboards. Better touch pads..

10. The Funnel Approach

12. Journey Mapping

17. Why do people eat in restaurants? • Hungry • Cool • Celebration • Can’t cook • Cultural • Business meeting • Critical advice • Other???

18. Why I bought this Car

19. The Real Reason