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CX Summit

30.08.2018

sriharsh.grandhe@pointninelintas.in

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Consumer
Journeys to
Consumption
Journeys
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Consumer Consumption
Behavior Behavior

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Begin each exploration with…

Users Usage

Brand Need
Goals State
Brand Category

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Begin each exploration with…

Users Usage Non users Users

Brand Need Stages of


Goals State consumption

Brand Category Loyalists Drop outs

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Consumption Journey Framework
Consumers and touchpoints Purchase Consumption Evaluation
Consumer Point of Purchase Consumption Reasons for Associated Allied Satisfact Dissatisfact
segmentation consumption details scope consumption product / service activities ion ion
(At Home v/s consumption
Out of Home)
Sementation type 1 (Eg. Touchpoint 1 Purchaser No. of times consumed Influenced Consumption Product 1 Activity 1 (Example Repurchase Complaint
Gender) watching TV/
Conversation with
others)
Place of purchase Time of consumption Reason 1 Product 2 Activity 2 Commitment Discontinue use
No. of times Quantity of consumption Consumption by choice Product 3 Habit Brand switching
purchased development
Time of purchase Reason 1 Increased use Spreading bad WOM

Quantity of purchase Reason 2 Loyalty


Touchpoint 2 Purchaser No. of times consumed Influenced consumption Product 1 Activity 1 Good WOM
Place of purchase Time of consumption Reason 1 Product 2 Activity 2
No. of times purchased Quantity of consumption Consumption by choice Product 3
Time of purchase Reason 1
Quantity of purchase Reason 2
Touchpoint 3 Purchaser No. of times consumed Influenced consumption Product 1 Activity 1
Place of purchase Time of consumption Reason 1 Product 2 Activity 2
No. of times purchased Quantity of consumption Consumption by choice Product 3
Time of purchase Reason 1
Quantity of purchase Reason 2
Touchpoint 4 Purchaser No. of times consumed Influenced consumption Product 1 Activity 1
Place of purchase Time of consumption Reason 1 Product 2 Activity 2
No. of times purchased Quantity of consumption Consumption by choice Product 3
Time of purchase Reason 1
Quantity of purchase Reason 2
Sementation type 2…
occasional vs daily

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New Occasions
New Touchpoints
New
Opportunities
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Experiences as new
opportunities for
monetization.

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Case Studies
Urban – Wash Care - Matic

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Hand Wash to Machine Wash

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The Task
Discover new interventions to persuade WM Users more
effectively

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 New washing machine  Existing washing machine
purchase repair
During the installation & demo On completion of service

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Washing Machine
Technicians

 New washing machine  Existing washing machine


purchase repair
During the installation & demo On completion of service

The New Channel For Matic

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One solution many advantages

• Precise targeting

• Perfect timing

• Credible messenger

• Easy access

• Scheduled meetings

• Managed channel

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Case Studies
Rural – Pain Relief

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Consumption journey
to identify new
touchpoints and timing
opportunities

GSK Iodex @ Barber shops


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Consumption journey
to identify new
touchpoints and timing
opportunities

GSK Iodex @ Barber shops


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MONITOR

MEASURE

MANAGE

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THANK YOU
sriharsh.grandhe@pointninelintas.in

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