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CUSTOMER JOURNEYMAPPING FOR TOURISM &DESTINATION MARKETINGPresented by Todd Wright & Rebecca WartonThreesides Marketing1
hreesideswww.instagram.com/threesides marketing
We help these tourism businesses with their marketing:Snow VictoriaVisitCanberraYass Valley TourismDestination Southern Highlands – Pie TimeGoulburn Mulwaree CouncilDestination Southern NSWCapital Region Farmers MarketEast HotelRoundhouse HotelsOld Bus Depot MarketsEurobodalla Coast TourismCanberra Region Joint Organisation
Mapping out andplanning the journeyfrom discovery to a longterm, loyal customer.
Let’s start from the beginning 1Whatis customerjourneymapping?2Whoshould docustomerjourneymapping?3Whenshould you docustomerjourneymapping?
And the bigquestion why would youdo customerjourneymapping?
The why: Better understanding of your customer better marketing more sales. Improved customer understanding throughall touchpoints within your business. Allows you to see your organisation from acustomer’s perspective rather than from acompany’s perspective Breaks down silos in your vision between alltouchpoints including customer service, salesand marketing.
Start with your data to design anaccurate customer journey mapStaff & stakeholders: engage all levels of staff inunderstanding the customer journey from differentperspectives - get their understanding of touch pointsGoogle Analytics: how did people find your website, i.e.direct, social, AdWords, organic search? What did they click onto get there?Customer feedback: Net promoter scores, online reviews,social media sentiment, in person commentsBooking data: Point of sales system, online bookingsinformation, foot traffic analysisResearch: VisitCanberra tourism segments, Census data,Tourism Research Australia, conduct your own third partyresearch
Who isyourcustomer?10
Get personal with your personaPhilDemographics:Age, family status, location,education etcJob title:Needs & motivations:What does he specificallyneed and want to know topurchase/book?Frustrations:What would stop him frompurchasing or booking?
Examplepersona:Atira StudentLiving
Quick and dirty customer journeymappingWrite a Trip Advisor reviewTargeted Facebook AdAdvocacyCall to bookAwarenessActionInterestDesireChat to friendsGoogle Search
Our customer journey map template:Enlighten ties Social media ads Reads a news articleor sees it on TV Friend talks about it Internet research Retargetedadvertising Media articles Compares options online Asks friends and family Reviews Instagram forlast year’s photos Calls to book a hotel orbooks online Downloads the program Meets industry at eventsor at the visitor centres Posts on social media Tells friends andfamily Review venues onTrip AdvisorNeedsKey positioningstatements such asunderstanding ofdifference between Vividand the broadening of thefestival in 2018.Interest triggers basedon demographicEasy planning of times,venues, transport options,where to stay, to plan theiritineraries.Find on the day informationonline easily, with eventinformed customer serviceat hotels and venuesPlatforms tocommunicate bothpositive and negativefeedbackFrustrationsNot understandingquickly what the festivalentails or the differencewith vividNeeding inspirationrather than informationNot finding events specificto them quicklyHard to plan and keep trackof all the things happeningNo perceived realperson to communicatewithOpportunitiesClear unique positioningstatementscommunicated througheach channelMultimedia like videoand imagery thatconveys the experiencethrough social andmediaTargeted advertising withcontent based ondemographic & pre planneditineraries.An easy-to-find-and-useprogram with all the eventslisted and industry wellbriefed in the eventMake it easy to providefeedback directly andensure a communitymanagement plan is inplace.Touch points
Customerjourneymapping:live
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No twocustomerjourney mapsare ever exactlythe same.18
Use your customer journey map toask Can we increase customer engagement throughoptimising some of the touchpoints? Do we have a customer focused perspective – or acompany perspective? How can we make sure thecustomer is at the centre of every decision wemake? What can we do to speed up the journey frominterest to action? Is there employee ownership and accountability ofvarious customer touchpoints?19
Example tools to support the journeyAutopilot: Automated journeys through scheduledemail lead follow ups, online chat, request customerreviews, and better data.GetFeedback: Online personalised surveys and NetPromoter Scores.Smaply: A tool for mapping your personas andjourney maps online.Google Analytics: Never underestimate the power ofexisting tools. Use and optimise Google Analytics tomake actionable feedback.20
“You’ve got to start withthe customer experienceand work back toward theproduct, not the other wayaround.”-Steve Jobs21
Download our slides &PowerPoint template:Threesides.com.au/DCC22
Thanks BuzzFeed for the stock images“Stock images noone will nable-stock-photos23
hreesideswww.instagram.com/threesides marketing
Example tools to support the journey 20 Autopilot: Automated journeys through scheduled email lead follow ups, online chat, request customer reviews, and better
