Customer Journey PDF

MARKETING MANAGEMENT
CUSTOMER JOURNEY
G.N. Sandhy Widyasthan

[email protected]
sandhy_widyasthana
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Brief Introduction
❖ Educatio
❖ Electro STT Telkom (S1) 1991-199
❖ MBA ITB (S2) 2004-200
❖ DSM ITB (S3) 2015 - 201
❖ Working Experience
❖ Engineer at TelkomRD
❖ Senior Of cer at Subdit Service Strategy & Tarif, Telkom Corporat
❖ VP Cloud Managed Service at Telkomsigm
❖ COO / Portfolio Director at MDI Venture (Telkom CVC
❖ Teaching Experience
❖ MBA ITB: Marketing, Decision Making, Consumer Behavior, Business Strateg
❖ Widyatama S2: Advanced Financial Management, International Finance & Fintec
❖ Telkom University S2: ICT Management, S1: Project Management, Tarif ng, Telco Regulation
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Feedback From Student
❖ Student backgroun
❖ Expectation from Marketing Management Class
d
Marketing Funnel
❖ To illustrate the hypothetical journey a customer takes

in going from someone who knows nothing about a
company to a customer of that company.
❖ Basically, a marketing funnel is designed to turn leads
into customers.
The Classic Marketing Funnel

Customer Staging
❖ Awareness: Someone notices your business or offer, for example, maybe
they see an ad on LinkedIn or a tweet
❖ Interest: You have their awareness and now they decide to nd out a bit
more about you, for example, maybe they download a free guide
❖ Evaluation: In this stage of the funnel you have their interest and they are
working out whether you are credible, for example, do you have past
customers who back up what you say
❖ Trial: They have evaluated you and you look both trustworthy and as
though you can solve their problems, so they decide to do business with
you in some small way
❖ Adoption: This is where they nally decide to become a customer.
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Time Relation to Marketing Funnel
❖ Initially people have very little

time for you as you’re just
another voice amongst thousands
competing for their attention.
❖ As they start to investigate you
further they begin to devote
more and more time,
❖ however, once they have
evaluated you and are beginning
to trust you, they dedicate less
and less time to you.

Emotion & Logic Relation to Marketing Funnel
❖ Emotion and logic are inversely related as a person moves through your funnel.
❖ It begins when you use emotion to capture their attention
❖ Once you have their attention you need to use logic to show them you’re good at
what you do and can address the requirements they have.
❖ Finally, to seal the deal and make them a loyal customer you need to use emotion.
Now, It’s a looping journey

Most Influential Touch Point
Profit
Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment 643
Sources of Increased Customer Profitability over Time FIGURE 18–5

❖ Churn is a term used to refer to turnover in a rm’s customer
100
base
❖ Reducing churn is a major objective of many rms today
75 ❖ It typically cost more to obtain a new customer than to retain
Contribution to Profits
the existing one
Price premium
❖ New customers generally are not as pro table as longer term
50
customer
Referrals
Lower costs
❖ Sources of the growth of pro t per customer over time
Increased 25
sales volume
❖ Price premium: customer tend to buy the brand consistently
rather than waiting for a sale or continually negotiating price
Initial sales
0
❖ Referrals: pro t generated by new customers acquired as a
Cost 0 1 2 3 4 5 6 7 result of recommendation from existing customers
of new Years as a Customer
customer
❖ Lower costs occur because both the rm and the customer
Source: “Sources of Increased Customer Profitability over Time.” © 1999 TIME Inc. Reprinted by permission. learn how to interact more ef ciently over time
be low and they don’t use all the features. This is a common pattern for both consumer and ❖ Increased sales volume because customer tend to use a wider
industrial products. Auto service profits per customer increased from $25 the first year to
$88 in the fifth year, and an industrial laundry found they went from $144 to $258.
array of a rm’s products and services over time.
Figure 18–5 shows the sources of the growth of profit per customer over time. Price
premium refers to the fact that repeat and particularly committed customers tend to buy the
brand consistently rather than waiting for a sale or continually negotiating price. Referrals
refers to profits generated by new customers acquired as a result of recommendations from
existing customers. Lower costs occur because both the firm and the customer learn how to
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Reference
❖ Marketing Management, 13th ed, Phillip Kotler, Kevin

Lane Kelle
❖ https://www.mckinsey.com/business-functions/
marketing-and-sales/our-insights/the-consumer-
decision-journey
❖ https://expertprogrammanagement.com/2017/06/
understand-the-marketing-funnel/
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MARKETING MANAGEMENT

G.N. Sandhy Widyasthan

Feedback From Student

❖ To illustrate the hypothetical journey a customer takes

The Classic Marketing Funnel

Time Relation to Marketing Funnel

❖ Initially people have very little

Emotion & Logic Relation to Marketing Funnel

Now, It’s a looping journey

Sources of Increased Customer Profitability over Time FIGURE 18–5

❖ Marketing Management, 13th ed, Phillip Kotler, Kevin

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