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Customer Odyssey Process

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The idea behind the Protean Customer Odyssey ¾ Ideally, every consumer touch-point will reinforce the brand idea. Practically, however this is generally not possible and often not necessary ¾ For the most part we, as people, are oblivious to most of what goes on around us – by choice. choice As long as it is not upsetting upsetting, we try to eliminate any information that is not helpful to us at that moment (Protean Theory of Relevance: most of what goes on around is irrelevant most of the time) ¾ Therefore, to develop a powerful, actualised brand, it is important to ensure that the b d iis experienced brand i d th the way we b believe li it should h ld b be when h th the consumer iis mostt likely to notice ¾ These occasions fall into two sets: 1.

Anything y g to do with the important p need-fulfillment aspects p of the experience p

2.

Those events or features that we “merchandise,” reminding the customer (or highlighting) that this is important, relevant, different and special

¾ The Protean customer Odyssey is predicated on identifying these sets, which we call “brand brand impact points” points and ensuring they are noticed and our difference is appreciated by driving it home through the use of “brand spikes” ¾ This is done strategically at different points in the decision process, which we call the Customer Odyssey

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View the marketplace in terms of the Customer Odyssey ©

Revelation

Inspiration

Consideration

Motivation

Activation

Confirmation

I have an itch

I have a need

I need what you promise

I want  to “buy”  your brand of  product or  p service

I am in the  process of  p g experiencing  the brand

The experience was  delightful and Ill tell  y y everybody I know  about it

Brand  impact point

Brand  impact point

Brand  impact point

Brand  impact point

Brand  impact point

Brand  impact point

Spike Experience

Spike Experience

Spike experience

Spike Experience

Spike Experience

Spike Experience

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Customer Odyssey Process  

Customer Odyssey Process Page 1 The Protean customer Odyssey is predicated on identifying these sets, which we call “brand impact points” a...

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