Blue Flower

Which ideal course? How to make sure, first of all, to be spotted and then chosen? The MacKinsez firm gives its vision of the ideal customer journey as part of the Union Brands' Think Tank.


1. Integrate the initial set of brands
The constitution of the initial set of brands considered to meet the need. This is a decisive step because the work done by McKinsey shows that nearly 70% of brands purchased were part of the 2-3 marks of the starting set.
The main levers to be included are the traditional media that continue to ensure a high-minded presence, as well as the quality of the experience (past usage of the consumer and peer

2. Ensuring consistency across all channels
Active evaluation during which digital touchpoints can upset the established order. Customers will compare their original intent (set of brands) with research (blog, search, recommendations, website, sales advisors, word of mouth), and the lived experience may allow the entry of new options of brands. It can also bring out others, which reinforces the importance of aligning the "promises" made upstream with the reality of the experience experienced and perceived by customers of the brand in a systematic way throughout the course .

3. Deliver an experience that lives up to the promises
The time and place of purchase remain the "moment of truth", the moment when the final selection is actually made. The quality of the experience at this time and in this place (physical or digital) is therefore decisive to ensure the expected conversion.

4. Keep the consumer in his community
Consumption where consumer experience is crucial to prepare for the next purchase by building loyalty, and to feed, via social networks mainly, the recommendations that will be sources of influence in the active evaluation other consumers. Two options are available: either the consumer enters the virtuous circle of fidelity, or he goes back into the wider loop of the decision circle to recreate a set of consideration, evaluate it ... Finally, fidelity is rare and difficult to preserve. 58% of consumers change brands during the shopping process. Loyalty within categories is variable but remains low except for some rare categories (such as insurance or mobile subscriptions). This observation reinforces the need to bring to the whole route to preserve or increase its base of faithful and especially to benefit from the possible switches. "It's interesting to mention Amazon or Apple who have made the customer experience a lever of loyalty, creating fans, brand exclusives" says Laurence Body, expert in innovation by customer experience and design specialist centered on the human.

This article is an excerpt from the White Paper summarizing the first work of the Think Tank "Open Reinvention" of the Union des Marquesanimé by Meryem Amri, Knowledge & Customer Experience Manager at the Trademark Union & Céline Bouvier, founder of Vojo Conseil en marketing. This collective, with McKinsey's analytical support, which brings together 25 permanent CMO members and decision-makers involved in brand transformation issues in their organizations, apprehends the strategic issues of brand evolution and marketing actions vis-à-vis audiences. The Trademark Union (previously UDA) has been the representative organization for brands for more than 100 years. It has 6600 members, in its 230 member companies, of all sizes, all statuses and all sectors and represents more than 1500 brands. Its mission is to promote the freedom to communicate by developing responsible communication and enhancing the effectiveness of marketing and communication actions. The Union des marques offers its members a unique place of inspiration, exchange, contact and support.