Customer satisfaction can be measured across the consumer journey, each point being evaluated and rated by customers on how satisfied they are at that specific point in time. However, with the consumer journey becoming so intricate and interconnected through numerous channels, looking at these individual points in isolation is no longer accurate and can be deceiving. Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of consumer journey. We shared insights from our journey mapping studies as we see tremendous value when understanding customer experience from this perspective.

1. A view of Customer Experience
through the Consumer Journey
Christophe Le Yoanc & Sarah Cunliffe | April 28, 2016

2. How we buy has changed. How we reach and
influence customers must change
Awareness
Consideration
Preference
Purchase
Loyalty
TV Print
Media
Friends &
Family
Brick & Mortar
Stores
Online

3. The Consumer Decision Journey Model
Triggers
Touch
points
Touch
points
Stage 3
Buy
Stage 4
Experience
Stage 2
Evaluate
Stage 6
Bond
Stage 1
Consider
Stage 5
Advocate
Stage 0
Latent
Stage 6
BOND
Source: McKinsey
(modified)

4. Let's take two very different runners

5. …Just looking!

6. Ooh!
They look nice!

7. And the journey began…

8. The Consumer Decision Journey Model
Triggers
Touch
points
Touch
points
Stage 3
Buy
Stage 4
Experience
Stage 2
Evaluate
Stage 6
Bond
Stage 1
Consider
Stage 5
Advocate
Stage 0
Latent
Stage 6
BOND
Source: McKinsey
(modified)

9. Case Study: Customer Experience and
Decision Journey for wireless consumers
The Business Issue: The Solution:
Decision Journey Mapping
Understand how consumers
buy wireless plans
Determine customer experience
in their decision journey

10. On average, consumers have 4 touch points
before making a purchase
Ask friends
& family
Product User-generated
content
Online
searches

11. Tipping Point:
That moment that changes everything.
That moment when a consumer decides which
brand / product he or she is going to buy

12. Nearly a third of consumers reach their tipping
point at their first touch point

13. Key Insights – Touchpoint Mapping
29% 3X 60%of buyers reached a decision point at
the first touchpoint
Milennials are 3 times more likely to
research on social media at tipping
point
Who continued engagement after
tipping point to confirm decisions
1st Touchpoint Touchpoint immediately
before tipping point
Tipping Point
Customer using social media at
tipping point
Touchpoint immediately
after tipping point
Store
Website
WOM
25%
16%
10%
Brand
12%
Competitor
30%

14. Key Insights – brand perception changes
significantly as customers move along the journeyLatentConsiderBuy
Brand A
Brand B
Brand C
Brand D
Makes
experiences
easy
Gives more
plans, devices
and services
options
Gives control
over all
aspects of
account
Understands
needs and
wants
Provides
recommendations
to make informed
decisions
Makes
customers feel
heard and
recognized
Treats
them
fairly
Makes it easy
to understand
plans and
choices
40%
50%
60%
70%
80%
0%
10%
30%
40%
50%
20%
0%
10%
30%
40%
50%
20%
60%STAGES

15. Decision Journey Mapping: when, how and
why consumers choose you
1
2
3
4
Trigger analysis
Touchpoint mapping
Tipping point analysis
Connecting the dots
Identification & analysis of triggers causing consumers to move into
the buying process
Interactive identification, rating & mapping of sequence & frequency
of actions and behaviors
Identification & analysis of where in the journey a significant decision is
made
Mapping the impact of consumer actions & market forces on the purchase
decision

16. Recommendations:
Understand stages
consumers are in
Measure customer
experience by
stages
Determine
performance and
impact of key
touchpoints by stages
In Buying stage,
establish Decision
Journey Mapping

17. Christophe Le Yoanc
SKIM Director Client Solutions
Tel: +65 6597 2826
c.leyoanc@skimgroup.com
Sarah Cunliffe
SKIM Research Manager
Tel: +44 208 222 77 00
s.cunliffe@skimgroup.com
Contact us