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CONSUMER JOURNEY TOUCHPOINTS

Marketing & Customer Insights Practicum, Fall 2009 Nandini Anantharaman, Vrinda Arora, Mei Tung, Megan Turner Faculty: Prof. Kapil Jain

12/1/2009

This presentation is strictly confidential and for use by Dell only


Project Objectives 

Build a touchpoint map and analyze Dell’s touchpoint effectiveness vis-à-vis HP and Apple

Map out the storyboard of the consumer journey, and provide insights and recommendations


Consumer Journey Model Advocacy & Loyalty

Awareness

Post purchase

Pre purchase Information Search

Usage

Purchase Purchase


Touchpoints “Touch points are repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand.” – Ron Shevlin 

  

Influence the perception Intentional/unintentional Across time Positive and consistent experience


Who We Talked To 20 ~ 35 years old

Professionals

Students

Hassle-Free “Networkers” 

Face to face interview

Surveys

Focus Group

Retail Store Visits

Price Sensitive


Storyboard of a Dell Customer


Touchpoint Maps


TOUCHPOINT MAP – “AWARENESS” Awareness

Information Search

Purchase

Advocacy & Loyalty

Usage

Touchpoints

TV advertisements

Print Advertisements

Word of mouth

Online (Banner) ads

Press coverage*

Operational Purpose

Reach mass audiences

Educate and inform

Generate as much positive WOM as possible

Increase traffic to Dell’s website

Build a good brand image

Role in customer experience

Influence brand perception

Source of information

Get reliable and unbiased opinion

Easy access from other websites

Builds associations

Effectiveness of touchpoint (1 – 10)

4

3

6

3

4

Customer comments

"Dude, getting a Dell Campaign – what happened to that?! “

“Do not recall any ads and wouldn’t pay attention either”

“Friends are more reliable”

“Would not click on it”

Notable Examples

Apple – PC bashing

Apple, Starbucks, Southwest

Pringles, M&M

Apple


TOUCHPOINT MAP – “INFORMATION SEARCH” Information Search

Awareness

Purchase

Advocacy & Loyalty

Usage

Touchpoints

Dell’s website

Direct Mail

Online chat on Dell.com

Consumer Review Blogs

Word of Mouth

Retail Outlets

Operational Purpose

Inform about product specs

Incentivize purchases

Enhance search process

Track consumer feedback

Ensure satisfactory experience

Increase channel accessibility

Role in customer experience

Evaluate various options

Alternative source of information

Resolve queries

Obtain unbiased opinion

Obtain unbiased and reliable opinion

Test the product

Effectiveness of touchpoint (1 – 10)

7

3

4

6

7

4

Customer comments

“First place I would look”

“ I just throw it away”

“Bad service, not helpful”

“Second source of information”

“Friends’ opinion really matters”

“I can touch and feel the product”

Notebookrevie w.com, deals2buy.com

Apple, Starbucks, Southwest

Apple, Nike

Notable Examples

Victoria’s Secret, IKEA, Macy’s


TOUCHPOINT MAP – “PURCHASE” Information Search

Awareness

Purchase

Advocacy & Loyalty

Usage

Touchpoints

Dell’s website

Retail Outlets

Best Buy

Phone Sales

Confirmation*

E-Retailers*

Operational Purpose

Enable product customization

Another channel of provision

Another channel of provision

Support the purchase process

Transaction processing

Another channel of provision

Role in customer experience

Convenience of customization

Adds tangibility to the product

Most popular channel

Provide assurance and assistance

Track product & ensure correct details

Compare information

Effectiveness of touchpoint (1 – 10)

9

4

5

7

4

5

Customer comments

“Excited to customize my own laptop”

“I think BB carries a larger range now”

“The guy explained it very well”

Notable Examples

Nike

GAP, Apple

Amazon


TOUCHPOINT MAP – “USAGE” Awareness

Information Search

Touchpoints

Purchase

Product

Operational Purpose

Usage

Advocacy & Loyalty

Packaging

Customer Service

Reinforce brand image

Post sale support/ Product support

Role in customer experience

Ease of use, satisfactory performance

Safe delivery

Enhance post purchase experience

Effectiveness of touchpoint (1 – 10)

8

3

5

Customer comments

“Sturdy and reliable”

“Easy and comfortable sending it to Cust Service”

“Passed from person to person”

Apple

Amex CC

Notable Examples


TOUCHPOINT MAP – “ADVOCACY & LOYALTY” Awareness

Information Search

Purchase

Advocacy & Loyalty

Usage

Touchpoints

Direct Mail

Word of mouth

Emails

Social Networking Websites*

Loyalty programs*

Operational Purpose

Provide specific information on product

Generate positive associations

Maintain customer relationship/ Correspondence management

Create a community

Encourage repeat purchase

Role in customer experience

Alternative source of information

Reliable & credible source of information

Updated information from the company

Express loyalty

Get rewarded for loyalty to the brand

Effectiveness of touchpoint (1 – 10)

3

7

3

4

5

Customer comments

“Waste of paper if sent monthly”

“Can’t associate myself with Dell brand”

“Don’t look at these, very annoying”

Notable Examples

Apple, Starbucks, Southwest

“Would promote if there is a monetary incentive”

Twitter

Starwood Preferred Guest


Average Score Average Score

[Brochures ] [Reviews and Blogs] [Direct Mail from Dell] [Social Networking Sites]

[Dell Website]

[Retail Stores]

[Retailer (ie. Best Buy's) Warranty]

[Dell Phone Sales]

[Confirmations]

[Dell Online Support]

[Actual Product]

[Packaging]

[Customer Services]

[Direct Mail ]

[WOM]

[Email Ads from Dell]

Touchpoints

[Email Ads from Dell]

[Retail Stores]

[WOM]

[Reviews and Blogs]

[Dell Online Support]

[Direct Mail from Dell]

[Dell Website]

[Press Coverage about Dell]

[Online Banner Ads]

[WOM]

Advocacy and Loyalty Usage Purchase

Touchpoints Touchpoints

Average Score Average Score

Evaluation Awareness

Touchpoints Touchpoints

[Print Advertisements]

[TV Advertisments]

Average Score

Dell’s Touchpoint Effectiveness


Dell Insights 

Company vs. Consumer generated touchpoints  Website  WOM

Direct Mails Lack effectiveness

Variance in customer service across stages


Touchpoint Effectiveness Comparison Awareness

Evaluation

Effectiveness

10

10

Effectiveness

8 6 4 2

8 6 4 2

[TV Advertisments]

[Newspaper Advertisements]

[WOM]

[Online Banner Ads]

[Press Coverage about ]

[ Website] [Direct Mail from ]

[ Online [Reviews and Support] Blogs]

Touchpoints

2

10

Effectiveness

4

8 6 4

8 6 4 2

2 [Actual Product]

Touchpoint

[Email Ads [Brochures ] Company from ] Store (Apple)

Advocacy and Loyalty

10

Effectiveness

Effectiveness

Usage

10 6

[Retail Stores]

Touchpoint

Purchase 8

[WOM]

[Packaging] [ Telephone Support]

Touchpoint

Genius Bar (Apple)

[Direct Mail ]

[WOM]

[Email Ads ]

[Social [Direct Mail [Reviews and Networking ] Blogs] Sites]

Touchpoint


Company Comparison Insights 

Apple specific touchpoints  Retail

Store  Genius Bar

PC vs MAC  Price

becomes important

Brands are distinguished by different outlets of purchase


Dell – The BRAND Not the cool thing, but it works and it works well

Dell – synonymous with Walmart

Dell – synonymous with Southwest Airlines

A utility computer

Dell’s niche is one of simplicity

I don’t associate myself with the Dell brand or products


Straight from the consumers


Product perception across Brands Dell

Apple

HP

Product Perception

Value for money, Sturdy, reliable

A lifestyle

Value for money, Stylish

Product Positioning

Customized Products

Unique and Individualistic

Personal Again

Bulky

Steep learning curve

Less customization

Cons

Personal again Website is the All touch points Touchpoints campaign stood biggest one are remembered out a lot


Direct Mail (DM) 

Dell 

Uses a broad range of DM catalogs

Lacks exclusivity

Apple 

Limited use of DM

Third-party magazines that serve similar purpose  MacMall, Mac World

Monthly newsletters and flyer via email

HP 

Uses DM and seasonal catalogues

Significant recent budget to digital marketing (40%)


Website 

Dell   

Apple 

“First place I’d look” – denotes importance Site offers a high degree of accessibility to several decision support tools Several features that enhance navigability

Clean, well-designed, simplistic entry site that is user-friendly Consumers still prefer the tangibility of Apple’s retail stores

HP  

Clean and well structured, yet fails to create a warm and welcoming atmosphere Convenient and useful shopping tools, assistance and recommendations


Social Networking Sites 

 

To sell deals, rebates and refurbished products @DellOutlet – Dell’s twitter activity Great way of tracking consumer feedback and generating word-of-mouth advertising


Recommendations


Recommendations: Direct Mail 

Catalogue marketing to be used to communicate exclusive and “special” deals

DELL : Exclusive Special Deals Christmas Catalogue 2009


Recommendations: Loyalty Programs 

Loyalty programs to help WOM marketing Dell Home

Welcome to Dell Refer-A-Friend Program & Enjoy Special Discounts! Every time you refer a friend or family member who purchases a Dell product, we will reward each of you with a special rebate. You can then use this special discount to buy the latest Dell product or for your next Dell purchase

Start earning rewards from Dell

User Name


Recommendations: Social Networking Facebook Connect: A Collaborative Shopping Experience  A feature on Dell’s website that would allow consumers and their Facebook friends to virtually connect, consult, and interact with products while they browse, shop or purchase 

Users can comment on specific products, view their Facebook Friends’ comments on those products and learn what their Facebook Friends’ favorite products are on that website

Represents an innovative approach towards improving people’s e-commerce experience by leveraging the personal networks they have built on Facebook Examples: JanSport and VANS 

Facebook users who install the customized app can “buy a product” or “invite friends to comment” on the product from Facebook. Vans shoes allows people to email friends and invite them to chat about the product on their website.


Recommendations: Website 

Invest in enhancing website’s interactive capabilities 

Add social bookmarking functionality with a “Shop and Share” feature Allows consumers to post links and bookmark products to their favorite social media sites for friends to see and comment on  Users can store, classify, and search various types of content on webpage's with the help of sharable tags 

Develop a section dedicated to entertainment, special events, contests, promotions, and interactive games/puzzles


Thank You Questions?


Appendix


Methodology 

Stage I Devised a consumer journey model  Identified consumer profiles for HP and Apple  Built touchpoint maps and storyboards for HP and Apple 

Stage II Analyzed the effectiveness Dell’s touchpoints  Identified strong and weak touch points of Dell  Compared artifacts with best of breed and best of industry  Built touchpoint map and story board for Dell 


Touchpoint Mapping Process Identified the various touchpoints at each stage of the customer journey Analyzed operational purpose and role in customer experience of each touchpoint from interviews Assigned an effectiveness score to each touchpoint (based on survey)

Identified some examples of companies using certain touchpoints effectively


Online Ads – “SPAM” 

More than HP and Apple Apple ads are interactive and eyecatching Consumers don’t register banner ads Consumers hesitant to click on banners


Packaging – “Has become critical” Fancy Design

Vs.

“Attractive design trigger desires to own a product” “nothing good nothing bad”

“Style statement”


Who is in Your Commercials?

HP – Portrays influential personalities Apple – PC Bashing Dell – Where is the Dell Dude?

“Catchy” “Memorable”

“Music that stands out” “Last Dell Commercial I can remember” Dude, You’re Getting A Dell - (2005)


Dell + Ease of use - Service

Online Chat

Apple + Ease of use + Service

HP - Ease of use ? Service


E-Retailers* - “Comparison Tool” 

Not a preferred mode for laptops Prefer websites due to “customization and reliance” Buy smaller and less expensive items online Used more for price comparison


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Sales Person – “Influential”


Live Voice Recognition 

HP call – “Expensive help ”    

Dell call – “No concrete help” ���  

Lot of background noise Too many details requested No help offered due to expired warranty Expensive options offered

Ready to help – with no warranty Put on hold for 10 minutes No definite advice

Apple call – “Number Punching”  

Focused on number punching No help without warranty


MBA Consumser Inisghts Practicum - DELL Presentation