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DIGITAL CUSTOMERS - Coggle Diagram
DIGITAL CUSTOMERS
4.4 Fears and phobias
Follow privacy and consumer protection guidelines in all local markets
Emphasize the excellence of service quality in all communications
Provide clear and effective privacy statements
Make security of data a priority
Use content on the site to reassure the customer
Present independent site certification
Leading-edge design
4.1 Customers
Trust
Think global
Control
Bad service
Abused by businesses
4.5 Online information processing
Comprehension
and perception
Exposure
Retention
Yielding and
acceptance
Attention
4.2 Motivations
B2B Customers
Driven by
Speed
Selling
Cost-savings
6Cs of customers motivation
Customization/ Mass customization
Convenience
Content
Choice
Community
Cost reduction
B2C Customer
Driven by
Browsing and buying products
Entertainment
Socializing
4.9 Customer profiles
Profiling B2B customers
Organization
characteristics
Customer
variables
Profiling B2C customers
Influenced online
Purchased online
Access to channel
Decision-Making Unit (DMU)
3.Gatekeeper
5.End user
1.Purchaser
4.End user
2.Adviser
4.7 Online relationships and loyalty
primary determinants of loyalty
Compelling product presentations
Quality customer support
Convenient and reasonably priced
shipping and handling
Clear trustworthy privacy policies
Quality customer support
Delight the
customer
Community creation
Integration
Personalization
Incentivization
Extra service and added value
4.10 Researching the online customer
decisionmaking unit (DMU)
2.
A
dviser
3.
G
atekeeper
1.
P
urchaser
4.
E
nd User
5.
S
tarter
Guidelines for developing a persona
Personas are models of characteristics and environment
Different scenarios can be developed for each persona
Build personal attributes into personas
4.3 Expectations
3 stages of managing customers' expectations
Setting and communicating the service promise
Delivering the service promise
Understanding expectations
4.6 The online buying process
Awarenes
Rewards
Support
Purchase
Decision
Findability
Evaluation
4.8 Communities and social networks
9 useful questions to ask when considering how to create a community for customers:
What interests, needs or passions do many of your customers have in common?
.....
What topics or concerns might your customers like to share with each other?
What similar communities or groups already exist on social media platforms? What information or discussion
topics generate more interest?
4.11 The post-literate customer
Shift to
Shops and vending machines
Relationships with people – real, quaint, touchy feely, physical people
Databases that know, understand and seemingly care about them