This document discusses customer experience and outlines the customer journey. It defines customer experience as the sum of all interactions a customer has with a supplier over the course of their relationship. It then outlines the various touchpoints in the customer journey, including pre-purchase promotions and information gathering, the purchase process, and post-purchase support like customer service and surveys. It emphasizes that every interaction is an opportunity to create a positive experience and provides tips for strategically planning touchpoints over time to continuously engage customers.

1. CUSTOMER
EXPERIENCE.
Basics.

2. Is the sum of all experiences
a customer has with a supplier
of goods and or services,
over the duration of their
relationship with that supplier.
CUSTOMER
EXPERIENCE

3. The Customers Journey.
Touchpoints.
To Keep in Mind...

4. The
Customers
Journey.
How to create content to provide
the best experience to your customer

5. Pre purchase:
Promotions, PR, displays, webinars, email, newsletters, social media, video, WOM, web.
“Put the same attention as if it were the product”
“Blow them away since the first contact”
Purchase:
Packaging, sales page, events, sales person,
trade show, invoice, check out process, up sale, web navigation.
Post purchase:
Forums, social media, delivery, loyal program,
customer service, thank you, customer appreciation, surveys, auto responder.

6. The Narrative Arc.
Exposition
Rising
action
Climax
Turning point.
Falling
action
Resistance
Denouement

7. Touchpoints
What you should focus on,
every interaction is a chance.

8. The Narrative Arc.
What is your
customer doing
at this point?
How is he feeling?
What’s the action
you want your customer to do?
Ok, they’re with you.
What are you giving them?
(They haven’t bought anything yet)
Engagement
(Whats the emotion here?)
What would blow your
people out of the water?
(Not happened at this point)
*
What’s the emotion
when they’re feeling burned
out of the brand?
What invitation can you give
them to re-engage?
How do you invite them to share
their experience with your brand?

9. The Narrative Arc.
Website
Social Media
BTL
Newsletter
Featured content
Visual communication
on store.
Featuring them on networks.
Guided tour.
Send a suprise gift card?
Disc. code?
Public activation?
Phonecall after purchase?
Dinner with top customers?
Invitation with a hashtag.
Guest post.

10. To keep
in mind...

11. You can try one touch point per quarter.
Take your process and educate everyone on it.
(Everyone must be aware of the experience you’re trying to create.)
You can focus on one action at a time and test.
(This also helps with measurements)

12. Be very clear with your invitations.
(Be aware of the many calls to action your customer will have)
What are you giving to your customer?
Take the time to pay attention to your customers.
(Mind your customers happiness, be fan of their idols.)

13. Costumers often have very low expectations, use that on your favor.
(The real world sometimes sucks, you know.)
It’s not only about your brand.
(Me, Me, Me < Lifestyle)
Integrate touchpoints into your workflow.

14. Thank
You!
@osvaldoayala_