SMU-MIU MBA FIRESIDE CHAT SERIES

MAP YOUR CONSUMER JOURNEY: FROM TOUCHPOINTS TO MOMENTS OF TRUTH

10 January 2021
CONNECT WITH ME
CONNECT WITH ME
BRANDING & DIGITAL MARKETING TRAINER & ADVISOR

NICK GOH
BRANDING & DIGITAL MARKETING ADVISOR

Former CEO, Yellow Pages Consulting

Advisor, Branding & Digital Marketing, Yellow Pages

Pte Ltd

Member (Advisor), ACE Sub-Committee on Media

Communications, Breast Cancer Foundation (BCF)

Adjunct Senior Fellow, SUTD Executive Education,

ModularMasters in Strategic Digital Marketing

Affiliate Faculty, SMU Academy for Brand Strategy &

Marketing related topics
BRANDING & DIGITAL MARKETING ADVISOR
BRANDING & DIGITAL MARKETING ADVISOR

25+23+
yearsyears
in brand strategy,strategy,
in brand advertising & marketing
advertising &
(digital marketing).
marketing (digital marketing)

Worked in local
Worked creative
in local & MNC
creative advertising
& MNC agenciesagencies.

Managed
Manageda range of clients
a range - from
of clients F&BF&B
- from to Hotels To
to Hotels
Technology to Telco
to Technology to Luxury
to Telco Cars to
to Luxury Aviation
Cars to NPO.
to Aviation
to NPO
ACTA & DACE (Training Needs Analysis, Curriculum
Planning
ACTA && Development)
DACE certified Certified.

Training NexGen crea-ve & media professionals in

Singapore for Young Spikes Asia and Crowbar
student par-cipants for the associa-on which
overseas adver-sing and marke-ng in Singapore
(the 4As).
MY PROFILE

Digital Marketing Training for

Splunk Regional Marketers SMU Academy - CLIMB : Brand Series

@ Google Training
Media & Creative
Agency Marketers

Digital Marketing Training For

SUTD - LLI Talk & Panel Discussion
The SMU Marketing Team
MY PROFILE

TRAINER & DEVELOPER OF MARKETING, BRANDING & DIGITAL MARKETING PROGRAMMES FOR ADULT LEARNERS (PRACTITIONERS)

ModularMasters in Strategic
Digital Marketing - Digital
Marketing Planning/Strategy

SMU Academy - CLIMB : Digital Branding SMU Lien Centre for Social
Innovation - Strategic Marketing
Marketing Fundamentals & & Branding for SSAs
Branding For Digital

Tailored Programmes for

MY PROFILE

AWARDS

Finalist Singapore Creative Circle Awards Silver

NOTABLE CLIENTS : PAST & PRESENT
MY PROFILE

JUDGE/JURY MEMBER FOR PRESTIGIOUS BRANDING & MEDIA AWARD (DIGITAL & NON-DIGITAL MEDIA) SHOWS

2016

Important to stay connected & relevant to the industry

CONNECT WITH ME
SMU-MIU MBA FIRESIDE CHAT

3 SIMPLE HOUSEKEEPING RULES

1. Please turn on your camera.

2. Be attentive when someone is sharing.

3. If you have a question, please ask or type in zoom group

chat.
always keep an OPEN MIND.
THE SET-UP
THE RIGHT STUFF?
SMU-MIU MBA FIRESIDE CHAT

4 IMPORTANT POINTS TO ALWAYS REMEMBER

▸ Objectives or goals

▸ KPIs (Key Performance Indicators) to measure success

▸ Target segment(s)

▸ Optimisation
SMU-MIU MBA FIRESIDE CHAT

ACQUIRING THE RIGHT STUFF

Right Target
(Groups of Sweet Spot
People)

Right Media Right Message

(Place)

Right Time

Adapted from Kotler (2016) p.586

SMU-MIU MBA FIRESIDE CHAT

ACQUIRING THE RIGHT STUFF

Segmentation / Persona Building
(critical to map your customer journey)

Right Target Sweet Spot (Optimise Constantly)

(Groups of
People)

Are your key messages Creation of key messaging

appearing in the right Right Media relevant to brand and
media (contextually)? Right Message
(Place) product (use behavioural
nudges & more)

Right Time Right time for the message? What are people
saying about your brand/product? Is there a
global crisis? Is it planned to maximise the
Adapted from Kotler (2016) p.586 ARM of your media plan?
CONSUMER DECISION
JOURNEY
BRAND TRAINING

INSERT IG STORY

HOW CONSUMER JOURNEYS HELP.

SMU-MIU MBA FIRESIDE CHAT

RE-BRANDING OF BURBN
▸ From check-in app to photo app

▸ Re-branded

▸ Research - original was complicated

▸ Customer Journey - needed to

simplify it

▸ Understanding the Audience

▸ Value to the Audience

▸ Experiment
Source: Blystone (2020)
SMU-MIU MBA FIRESIDE CHAT

BURBN TO INSTAGRAM
▸ Launch in 6 October 2010 and
initially valued at USD$25m

▸ Acquired by Facebook in April

2012 for USD$1bn

Source: Blystone (2020)

BRAND TRAINING

BEFORE THE INTERNET (A SIMPLISTIC MODEL)

source: Lecinski (2011)
BRAND TRAINING

WHAT HAPPENS WITH THE INTERNET?

source: Lecinski (2011)
BRAND TRAINING

A DIVE INTO A MORE ROBUST MODEL (A RELATIVELY LESS LINEAR MODEL)

SMU-MIU MBA FIRESIDE CHAT

THE CONSUMER DECISION JOURNEY (CDJ) OR MCKINSEY LOOP

Use this to:

▸ Understand the journey of your primary target segment

▸ Identify opportunities for your brand and/or product

▸ Minimise channels and platforms wastage

▸ Map your campaigns to ensure relevance of messaging,

choice of channels & platforms

▸ Optimisation of campaigns
SMU-MIU MBA FIRESIDE CHAT

THE CONSUMER DECISION JOURNEY (CDJ) OR MCKINSEY LOOP

Two key terms:

▸ Touchpoints

▸ “episodes of direct or indirect contact with a brand or

firm” (Baxendale et al., 2015)

▸ Moments of Truth (Normann, 1984)

▸ “service encounter is a “moment of truth” because the

customer’s experience of encounter is the main contribution
to his or her perception of the total service quality” (Lofgren,
2005).
BRAND TRAINING

HOW DO YOU USE THE CDJ?

5

Reference: Court et al (2009)

 The Last Mile
Search engines? Social Media?
Messaging apps? OOH? BTL (e.g., POS)?
‘Expectation’ met. Brand/
Traditional ATL? WOM or eWOM? product selected. Target
segment proceeds to make a
purchase. Purchase goes
through or not depending on the
customer servicing related
issues.

An ‘expectation’ is What would your target segment do to

established shaped by show appreciation? Are you allowing
previous ‘experience’. or creating avenues for your loyal
customers to show their appreciation?
Loyalty begets potentially new
customers.

‘walk’ your target segment through the

journey. First, define the ‘trigger’. X
The Cable Guy Issue

Any delivery or fulfilment issues to resolve?

What is the product consumption

cycle? Immediate? A month? 2 years?
3-4 years? A generation?

Reference: Court et al (2009)

BRAND TRAINING

IS THE CDJ A SALES OR DIGITAL MARKETING FUNNEL?

SMU-MIU MBA FIRESIDE CHAT
SMU-MIU MBA FIRESIDE CHAT

THE CDJ IS MORE THAN A SALES AND/OR DIGITAL MARKETING FUNNEL

BRAND TRAINING

HERE IS AN EXAMPLE
 Example: Using the CDJ - where and what are the touchpoints and moments of truth?

brands in mind + After selecting the If ordered online, was the

expectation preferred phone it is down delivery timely? If paid
to the ease of transferring over the counter, was the
Asus, Relife Huawei, Oppo, data (contact info), user immediate after-sales
Redmi, Tecno, Samsung interface & user service good or poor? How Customer satisfaction
experience & customer can you manage cognitive shared - WOM and eWOM
(expectation is created) service dissonance? through social media posts
and social messaging
Initial Consideration Last Mile Service Cable Guy Service Delivery Loyalty

Constant Back & Forth

Trigger

Active Evaluation Moment of Purchase Post-Purchase Evaluation

Need to upgrade Easy checkout (online or
to a new phone. offline) process
Who is the
primary target
segment?

What is the average product consumption

cycle of a phone (e.g., a smart phone) for the
target segment? 1 year? 2 years? How does a
brand manage customer satisfaction during
Phone comparison + exposure to news + social media posts + the product consumption cycle?
social messaging + forums (brand hijack by competitors e.g.,
Apple). For example, ’hijacking’ occurs when searching on
Google, YouTube, recommendations from friends etc
Customer Satisfaction-Dissatisfaction / Loyal Customer?
SMU-MIU MBA FIRESIDE CHAT

STICKING WITH TESLA

▸ Why?

▸ Is Tesla cheap or expensive?

▸ What is the behavioural heuristic that describes “his”

behaviour?

▸ Why is this relevant to the CDJ?

SMU-MIU MBA FIRESIDE CHAT

THE CONSUMER DECISION JOURNEY (CDJ) OR MCKINSEY LOOP

Use this to:

▸ Understand the journey of your primary target segment

▸ Identify opportunities for your brand and/or product

▸ Minimise channels and platforms wastage

▸ E.g., Hyundai identified a cultural need in the US and worked in as a

competitive advantage

▸ Map your campaigns to ensure relevance of messaging, choice of

channels & platforms

▸ Optimisation of campaigns
 SMU-MIU MBA FIRESIDE CHAT

PRACTICAL APPLICATION: CONSUMER DECISION JOURNEY

#1 Initial #2 Active #3 Moment of #4 Post Purchase
Trigger Last Mile #Cable Guy #5 Loyalty
Consideration Evaluation Purchase Experience

Primary Target Segment

 SMU-MIU MBA FIRESIDE CHAT

PRACTICAL APPLICATION: CONSUMER DECISION JOURNEY

#1 Initial #2 Active #3 Moment of #4 Post Purchase
Trigger Last Mile #Cable Guy #5 Loyalty
Consideration Evaluation Purchase Experience

Primary Target Segment

Messaging

Channels / Platforms
 SMU-MIU MBA FIRESIDE CHAT

PRACTICAL APPLICATION: CONSUMER DECISION JOURNEY

#1 Initial #2 Active #3 Moment of #4 Post Purchase
Trigger Last Mile #Cable Guy #5 Loyalty
Consideration Evaluation Purchase Experience

Primary Target Segment

MAP THE PRIMARY TARGET SEGMENT THROUGH THE CDJ

BRAND TRAINING

NOW IT IS YOUR TURN

GROUP ACTIVITY
SMU-MIU MBA FIRESIDE CHAT

GROUP ACTIVITY
Many of you are either owners of companies or working for a company.

When in your groups, convince your group mates to use your brand and
product. Using your brand and product, describe the journey of your target
segment (consumer) by mapping it in accordance to the Consumer Decision
Journey model.

‣ Use the excel spreadsheet template to complete this activity.

‣ Please take 30 mins to prepare. Please nominate one group or team mate to
present.

‣ Each group will have 3 mins to present.

BRAND TRAINING

ADDITIONAL DISCUSSION (OPTIONAL)

SMU-MIU MBA FIRESIDE CHAT

BRIEF
‣ You are the Head of Marketing of Swiss Time Square

‣ Select a product (a brand of luxury watch and model)

‣ Define your preferred target segment

‣ Walk your target segment through the CDJ

‣ Explain the different stages experienced by your target

segment

‣ Share your findings and insights

RECAP
 SMU-MIU MBA FIRESIDE CHAT

PRACTICAL APPLICATION: CONSUMER DECISION JOURNEY

#1 Initial #2 Active #3 Moment of #4 Post Purchase
Trigger Last Mile #Cable Guy #5 Loyalty
Consideration Evaluation Purchase Experience

Primary Target Segment

Welcome gift or card Log-in access to
Rolex. Franck Prestige of the
Customer service to thank you for your WOM & eWOM to
Young Execs to watch brand,
+ service /
remind customer of
share latest
Muller, Data capture purchase & invitation events, private
look successful watch model, trust
Omega etc warranty benefits to log-in. To provide purchase on SM /
etc viewing, new
etc provenance of reviews etc
arrivals preview etc
ownership.

Messaging
Every relationship - priceless. Every watch - timeless.
Buying from Swiss Time Square - unforgettable. Visit
our website to book a private appointment (limited
slots available per day).

Channels / Platforms

Website. Social Media - e.g., Facebook Posts and/or

FB ads. Email Campaign to current customers.

Review each channel and/or platform for effectiveness e.g., using R.O.A.S
SMU-MIU MBA FIRESIDE CHAT

CHANNELS & PLATFORMS

▸ What is a Channel?

▸ A mode of communication (a media channel) to transmit

a marketing message.

▸ What is a Platform?

▸ A platform is a delivery vehicle (e.g., an application)

used to manage marketing messages.
FEEDBACK
HOUSEKEEPING
THANK YOU.

MAP YOUR CONSUMER JOURNEY: FROM TOUCHPOINTS TO MOMENTS OF TRUTH

10 January 2021
SMU-MIU MBA FIRESIDE CHAT

REFERENCES
Baxendale, S., Macdonald, E.K. and Wilson, H.N. (2015) ‘The Impact of Different Touchpoints on Brand Consideration’, Journal of
Retailing, 91 (2), pp.235-253

Blystone, D. (2020) ‘The Story of Instragram: The Rise of the #1 Photo-Sharing Application’, Investopedia, Available at: https://
www.investopedia.com/articles/investing/102615/story-instagram-rise-1-photo0sharing-app.asp (Accessed: 09 January 2021)

Court, D., Elzinga, D., Mulder, S. and Vetvik, O.J. (2009) ‘The consumer decision journey’, McKinsey Quarterly, 3, pp.96-107

Dixon, M., Freeman, K. and Toman, N. (2010) ‘Stop Trying to Delight Your Customers’, Harvard Business Review, 88 (7/8), pp.116-122

Edelman, D.C. (2010) ‘Branding in the Digital Age: You’re SpendingYour Money in All the Wrong Places’, Harvard Business Review, 88
(12), pp.62-69

Kotler, K. (2016) Marketing Management, Pearson, England

Lecinski, J. (2011) ‘Winning the Zero Moment of Truth eBook (2011)’, Think with Google, Available at: https://
www.thinkwithgoogle.com/future-of-marketing/emerging-technology/2011-winning-zmot-ebook/ (Accessed: 09 January 2021)

Lofgren, M. (2005) ‘Winning at the first and second moments of truth an exploratory study’, Managing Service Quality, 15 (1),
pp.102-115

Normann, R., (1984) Service Management, Wiley, New York