MODULE III

ANALYTICS FOR THE

CUSTOMER JOURNEY
Lesson 1 Mapping the Customer Journey

Lesson 2 Determining Brand Awareness and Attitudes &

Measuring Customer Attitudes

Lesson 3 Quantifying the Consideration and Purchase

Phases & Tracking Post-Purchase Behavior

Lesson 4 Measuring Customer Loyalty

Lesson 1: Mapping the Customer Journey

⬥ The goal of a customer journey map is to identify problem areas

customers have while engaging a product or service and identify
opportunities for improvement. It can also help unify often
disparate and competing efforts within the same organization by
providing different departments with a single document that maps
the customer’s entire experience with a product or service.
Working with the Traditional Marketing Funnel
Awareness
Figure 7-1. An example of a typical
purchase funnel.
Opinion

The sales funnel in Figure 7-1 is a

Consideration
common example of how a funnel can
map the journey a person takes from
prospect to customer. It can also be used
Preference
as a starting point in building a journey
Pu
map.
rc
ha
se
Organizations likely have different names for each of
the stages. Table 7-1 shows some popular examples of
marketing and sales funnels your organization might
use. Despite some minor differences, funnels generally
share a similar pattern of customer behavior:

⬥ 1. Contemplate a purchase.
⬥ 2. Narrow down on a choice.
⬥ 3. Purchase the chosen product.
⬥ 4. Experience post-purchase effects.
It’s a theme you’ll use with the customer journey map
you create as well. Table 7-1 compares different types
of marketing funnels to illustrate their similarities.
Table 7-1 SIMILARITIES BETWEEN MARKETING FUNNELS
Forrester Funnel Diffusion of Principles of Marketing Main Idea
Innovation
Awareness Knowledge Problem recognition: Contemplating a
Perceiving a need purchase
Consideration Persuasion Information search: Narrowing down a
Seeking value choice
Preference Decision Alternative evaluation: Experiencing post-
Assessing value purchase effects
Loyalty Confirmation Post-purchase Considering
behavior: Value in repurchases
consumption or use
Another adaptation to the model, like one from
McKinsey in Figure 7-2,
What distinguishes a journey map?

✓ More detail

✓ Focus on touchpoints

✓ More emphasis on post -purchase behaviour

✓ Not just for the sales and marketing teams

What Is a Customer Journey Map?
Like a marketing funnel, a customer journey map is a visualization of
the phases a customer goes through when engaging with a product or
service.
 
Almost any experience can be mapped, including the following
examples:
⬥ ✓ The shopping experience at Robinsons Place supermarket, from
parking to unpacking
⬥ ✓ The birthing experience: Admittance to the hospital to taking
home baby
⬥ ✓ New customer download experience: From software trial
download to installation to long term customer
Touch points are moments when a customer comes in
contact with things like a website, a physical store, a
support representative, or an advertisement.
Finding the data

⬥ The customer journey should be based on data that describes reality,

not any idealistic image or impression you might have. Here are
approaches for gathering data to build the customer journey:

⬥ Look for existing data- data that has been collected

⬥ Follow Me Home- observation
⬥ Intuit-understand or work out by instinct, appreciate
⬥ Analytic thinking-interview and survey customers
Sketching the Journey
1. Pick a persona or segment
2. Determine the stages
✓ Awareness
✓ Consideration
✓ Preference
✓ Action
✓ Loyalty
Figure 7-6: Start with the stages of the Journey

Awareness Consideration Preferences Action Loyalty

Sketching the Journey continued…

3. Define the steps
Figure 7-7 shows the stages Phil goes through when considering a new
laptop. I use a circle to differentiate the steps from the stages used in
Step 2.
Awareness Consideration Preferences Action Loyalty

Category
Define Evaluate Response Brand SEt Extended Initial
Decision Purchase
need Need Decision Decision up/Unbox Usage Usage
Sketching the Journey continued…

4. Identify the touchpoints

⬥ Website
⬥ Salesperson
⬥ Store
⬥ TV and radio advertisements
⬥ Search engine results
⬥ Direct mail
⬥ Email
⬥ Social media platforms such as Twitter and Facebook
Sketching the Journey continued…

5. Identify customer questions at each stage

6. Find the pain points
✓ Awareness Stage
✓ Consideration
✓ Preference
✓ Action
✓ Loyalty
7. Define metrics for each stage
Sketching the Journey continued…

Here are some examples of metrics for the stages in

the PC journey.

⬥ ✓ Awareness Stage
⬥ ✓ Consideration
⬥ ✓ Preference
⬥ ✓ Action
⬥ ✓ Loyalty

8. Identify who is accountable for each stage in the journey.

9. Uncover the opportunities.
10. Periodically validate
Making the map more useful

✓ Make the journey map interactive

✓ Make it interesting

✓ You don’t have to include everything

 
 
Lesson 2: Determining Brand Awareness and
Attitudes & Measuring Customer Attitudes
 
Measuring Brand Awareness

You measure brand awareness using two approaches:

✓ Unaided awareness: Asking customers what their favorite brands

are

✓ Aided awareness: Asking customers to rank brands from a list

that you provide
Unaided awareness

The best way to measure unaided brand awareness is to ask customers

which brands come to mind when thinking about a particular product or
service. Here are some examples:
 
✓ List mobile phone manufacturers.
✓ List three makers and models of family sedans.
✓ Name four rental car companies.
Figure 8-1: More Consumers mention
Apple over Sony.
 
LAPTOP PURCHASES

Apple Sony
Aided awareness

⬥ Aided awareness is the percentage of respondents aware of your

product, brand, or advertising when asked. In a survey,
respondents might be asked: "Are you aware of Nike athletic
shoes?" Respondents will state yes or no to clarify their aided
awareness of each brand.
Which of the following laptop manufacturers are you familiar with
(select all that apply)?
⬦ Samsung
⬦ Acer
⬦ Dell
⬦ Gateway
⬦ Apple
⬦ Lenovo
⬦ Toshiba
⬦ Sony
Measuring product or service knowledge
⬥ Brand awareness is a marketing term that describes the degree of
consumer recognition of a product by its name. Creating brand
awareness is a key step in promoting a new product or reviving an
older brand. Ideally, awareness of the brand may include the
qualities that distinguish the product from its competition.
⬥ Having awareness with a brand is one level of familiarity. But most
brands have a range of products and services. For example, Apple
has iTunes, iPad, and iCloud. Google has Gmail, Drive, and Search.
Customers may be more or less familiar with different products, and
it’s often helpful to dig deeper into both product familiarity and
knowledge.
Measuring Brand Attitude
Figure 8-2: Customers can rate specific features of a brand
Strongly Neutral Strongly
Disagree   Agree
1 2 3 4 5

I am satisfied with my experience working          

with (brand name)
I can rely on the (brand name) to deliver          
outstanding quality
Installing products from (brand name) are          
easy
I trust my data is secure with (brand name)          

The features integrate well with my other          

products (brand name)
I am able to find answers to my questions on          
the (brand name)support website
Identifying brand pillars

⬥ After asking general questions about brand satisfaction, ask

specific questions about characteristics associated with the brand,
product, or experience. These are typically called brand pillars
(think of pillars holding up a house).

⬥ Brand pillars are the most important attributes and principles you
want to communicate through your brand. While these differ
depending on the industry and brand, they usually revolve around
the following traits:
⬥  

⬥  
✓ Value: How much value customers feel for the amount of money
they spend on the products.

✓ Quality: How well customers think a product is built, including the

type of materials and process.
 
✓ Trust: Do customers feel like their data is safe, or that the company
will deliver what it says?
Checking brand affinity
⬥ A brand affinity analysis identifies the words customers associate
with your brand and experience. These attributes can be
manipulated or neglected. It’s usually the job of the marketing team
to work on getting the right positive associations with the brand.
Think of the toothpaste you use. What words come to mind? Maybe
it’s something like;
Good attributes Bad Attributes

Clean Expensive

Fresh Messy

White Tastes terrible

Healthy guilt
To measure what terms customers associate with your
brand and product, use the same framework:
⬦ Ask customers which words come to mind when they think of
a product or brand. Have them list as many as they can.

⬦ Count the responses to see what terms are most common.

⬦ Provide a list of specific words you want or don’t want

associated with a brand and have customers pick from that list.
Measuring Usage and Intent

⬥ The final stage of the hierarchy of effects is measuring

usage — how much a customer has used the product in the past and
what the customer plans to do in the future (intent).

Finding out past usage

⬥ You need to understand how frequently and how often customers
purchase your products and your competitors’ products or services.
This provides an overall view of how customers interact with each
brand and how strong or weak the relationship is for different
customer segments.
For example, in a study of airline and travel website usage, customers
who recently booked flights online were asked the following questions:

⬦ Which website have you used in the last year to book airfare?
⬦ How frequently per year do you book tickets for business and
pleasure?
⬦ Do you belong to the airline loyalty program?
⬦ Do you own a rewards credit card for the airline?
Measuring future intent

⬥ Measuring customer usage with a brand helps

describe what happened in the past. But of equal
importance is what’s likely to happen in the future.
Asking customers or prospective customers their
future intent helps provide information about
awareness and attitude to predict future sales.
Examples of future intent questions include the
following:
⬥ If you had to make a laptop purchase today, which brand would you
choose?
⬥ How likely are you to continue flying on American Airlines?
⬥ How likely are you to recommend Dell laptops to a friend or
colleague?
Structuring a Brand Assessment Survey
This lesson covers a lot of ways to measure consumers’ ideas and
beliefs about brands. Much of this data can be collected in the same
survey, but be aware about how you arrange your questions.

Here is one structure for a branding survey that works well.

✓ Screening questions ✓ Specific product knowledge

✓ Unaided branding ✓ Brand affinity
✓ Aided branding ✓ Product satisfaction
✓ Brand satisfaction ✓ Future Intent
Gauging Customer Satisfaction

By far the most common and fundamental measure of customer

attitudes is customer satisfaction. Customer satisfaction is a measure of
how well a product or service experience meets customer expectations.

There are two levels of measuring customer satisfaction:

✓ General (or relational) satisfaction
✓ Attribute (or transactional) satisfaction
Two levels of measuring customer satisfaction continued…

1. General satisfaction

Asking customers about their satisfaction toward a brand or

organization is the broadest measure of customer satisfaction. It is often
referred to as a relational measure because it speaks to customers’
overall relationship with a brand. It encompasses repeated exposure,
experiences, and often repeat purchases. To measure general
satisfaction, ask customers to rate how satisfied they are with your
brand or company using a rating scale.
Two levels of measuring customer satisfaction continued…

Attitude versus satisfaction
Although there is a slight difference between customer attitude and
customer satisfaction, they are highly related and tend to predict
customer loyalty.

Here’s how to remember the difference:

✓ Potential customers have an attitude toward a brand or product
they’ve never used.
✓ Actual customers rate their satisfaction after having experienced
a brand or product.
Attitude

If you’re interested in the beliefs, ideas, and opinions of prospective

customers, you have to measure attitudes. For example, prior to
evaluating customers on two rental car websites, participants were
asked about their attitudes toward the most common U.S. rental car
companies
Attribute and product satisfaction
Examples of attribute satisfaction include:
✓ Check-in experience
✓ Registering
✓ Download speed
✓ Price
✓ Product (for brands with multiple products)
✓ Website
✓ In-store experience
✓ Online purchase process
✓ Product usability
Writing Effective Customer Attitude Questions

⬥ Look for existing questionnaires.

⬥ Don’t obsess over scale steps
⬥ Avoid double-barrel questions
⬥ Be concrete and specific
⬥ Stay positive
 
 
Lesson 3: Quantifying the Consideration and
Purchase Phases & Tracking Post-Purchase
Behaviors
⬥ Many times before customers make a purchase, they come across
your company — they see your website, an advertisement, or read a
review. This is the awareness step.
⬥ When you can get those potential customers interacting with your
company — maybe they download a brochure from your website or
sign up for your newsletter — those customers have moved into the
consideration phases.
Identifying the Consideration Touchpoints

⬥ Touch points are the places where customers find out about your
company and products. Touchpoints can be media driven by your
company — ads on TV, radio, or newspapers, for instance. But
touchpoints can also be customer driven — reviews on websites and
social media.

⬥ Company-driven touch points (generally paid for by the company

and includes more than ads on TV)
✓ Broadcast media ✓ In person
✓ Direct mail ✓ Company and product websites
✓Email newsletters
Customer-driven touchpoints-areas you don’t have
control over
✓ Friends and colleagues
✓ Social media
✓ Bloggers and influencers
✓ Consumer reviews
Measuring the Customer-Driven Touchpoints

⬥ The positive or negative experiences customers share about your

brand and product potentially reach thousands of potential and
existing customers on social media sites like Twitter and Facebook.

Example: Twitter provides basic analytics on how many mentions or

retweets or replies a company, brand, or product receives.
Measuring the Three R’s of Company-Driven
Touchpoints
1. Reach –understand the total number of customers
advertising is reaching

2. Resonance –it is important to understand how well the

messages are resonating (sound)

3. Reaction-after understanding how the message works,

measure whether customers’ attitudes and behaviors changed
 Making the Most of Website Analytics
Website analytics tools contain a wealth of data and metrics that can help you quantify
your customers’ behavior and improve user experience.
✓ Start with a goal
✓ Use historical data to put current data in context-previous time periods
✓ Use annotations-a note of explanation or comment added to a text or diagram
✓ Use advanced segments - powerful way to isolate subsets, comparing search results of
different sites
✓ Create dashboards and shortcuts for views you use often-to quickly view data that
you use frequently
✓ Use alerts to stay on top of performance changes-to be updated on sudden spike or
drop in conversion rates
✓ Examine your search data
Tracking Post-Purchase Behavior

⬥ During this phase, customers can move toward being loyal or less
loyal, reconsider the competition, and even be negative influencers.
This can lead to an improvement in the perception of the brand or
its degradation. This outcome of the post-purchase phase will
influence the next purchase consideration for the current customer
and for other potential customers as they become influenced by
positive and negative word of mouth in person or on social media.
In the post-purchase phase, you continue to measure customers’
attitudes, especially customer satisfaction, brand and product
loyalty, and future intent.
Dealing with Cognitive Dissonance

Cognitive dissonance describes the mental discomfort people feel

when their actions and beliefs don’t align. In this case, the beliefs or
attitudes are that the product was not a good value and didn’t do what
they believed — in other words, buyer’s remorse. Three of the main
causes of cognitive dissonance are:
✓ Value: The price or total payment cost isn’t worth what was paid.
✓ Quality: The product or service doesn’t perform as expected, is
missing features, or breaks.
✓ Better alternatives: Buyer’s remorse is more intense when a
customer has rejected a lot of alternative products.
Customers with high cognitive dissonance can do
several things.
✓ Take no action
✓ Cancel or return the product
✓ Purchase another product
✓ Contact customer support or customer service representatives
✓ Take legal action
Turning dissonance into Satisfaction

✓ Offer a better value

✓ Improve quality
✓ Confirm the initial choice-reassuring customer that they made the
right choice

Tracking return rates

When a product is returned, it not only represents a lost sale, but
increased costs in repackaging (or an unsalable item) and the logistics
to handle the returns. Once a customer returns a product, there isn’t
much that can be done for that customer, but you can learn a lot to
prevent future returns.
Measuring the Post-Purchase Touch points

⬥ Measuring at different post purchase touch points helps identify

opportunities for improvement. To easily collect data, establish a
feedback loop. Problems, frustrations, and improvements are
properly channelled back to the product development teams. One of
the quickest ways to identify opportunities for improvement is to
ask customers in a post-purchase survey their level of satisfaction
with each of the touch points. Keep the surveys short and ask a mix
of open- and closed-ended questions.
Digging into the post-purchase touchpoints

Some common touchpoints include:

✓ Shipping and delivery
✓ Unboxing (opening the product)
✓ Installation and setup
✓ Customer support
✓ Feature usage
✓ Overall satisfaction
Lesson 4: Measuring Customer Loyalty
⬥ Repurchase rate -This data can be collected from past sales or from
surveying customers about their past or future intent. Data can also be
obtained from historical purchasing records, which are often captured in
Customer Relationship Management (CRM) systems.

⬥ Valuing customer loyalty-Loyal customers are more likely to

repurchase, reuse, and say good things about their experience to their
friends and colleagues. Products, websites, software, and services that
have more loyal customers therefore possess an advantage over
competitors with less loyal customers.
Customer Satisfaction
⬥ In simple words, customer satisfaction is a measurement that
determines how well a company’s products or services meet
customer expectations. It’s one of the most important indicators of
purchase intentions and customer loyalty. As such, it helps predict
business growth and revenue.

Benefits for companies

It is now widely accepted that whilst the ultimate goal of a private
sector company may be to deliver profits to shareholders, it will be
achieved through delivering results to customers.
Why Is Customer Satisfaction Important?

1. Satisfied & loyal customers are a major growth lever

⬥ Respondents are grouped as follows:

⬥ Promoters (score 9-10)
⬥ Passives (score 7-8)
⬥ Detractors (score 0-6)
Why Is Customer Satisfaction Important?continued..

2. Dissatisfied customers churn in a heartbeat- Unhappy customers

won’t hesitate to leave you for your competition.

3. Customer satisfaction drives business and product decisions- For

example, if your customers keep complaining about a certain flaw in
your product, it’s better to fix it before you start expanding your offer to
catch new customers. Chances are, your old clients will get annoyed
and leave, and the new ones will find the very same feature annoying.

⬥
Why Is Customer Satisfaction Important?continued..

4. It helps you stand out of the crowd-Let’s face it: it’s unlikely your
product is one of a kind. And even if it is right now, you’re bound to
have a few imitators soon. The only thing you can do to differentiate
yourself is delivering exceptional customer service and satisfying your
clients.

5. Satisfied customers attract new customers-Loyal customers don’t

only contribute to high CLV (Customer Lifetime Value). They are also
your company’s biggest promoters that draw new customers in with
recommendations. And to recommend a company, you first have to be
satisfied with its services.
Bad profits
⬥ How does it feel to pay the check at the restaurant where you had
terrible service and bad food? Or how do you feel when you pay your
cable bill each month? And how about paying P150 to change your
airline ticket reservation? In all cases, the companies get your money.
It’s revenue in their books.

⬥ If more than 10 percent of company or product revenue comes from

detractors, there are two things you can probably do:
✓ Stop selling to these customers.
✓ Find out the reasons these customers are spreading negative word
of mouth and attempt to fix it
Common key Drivers of Customer Loyalty

✓ Quality
✓ Value
✓ Utility
✓ Ease of Use

⬥ Valuing positive word of mouth

⬥ Valuing negative word of mouth
The negative effects of detractors can outweigh the positive effects of promoters.
You can estimate this negative effect by using a similar procedure for estimating
the value of promoters.

1. Negative Word of Mouth Rate- customers discouraging anyone

2. Number Discouraged- ask customers how many people they discouraged
from purchasing
3. Conversion Rate – percent of respondents that were referred to a product by
a friend or colleague through survey
4. Cost of Discouragement- multiply 1-3
5. Detractor Discouragement Rate
“Without big data
analytics, companies
are blind and deaf,
wandering out onto
the web like deer on a
freeway.”-Geoffrey Moore,
management consultant and author