steps for the customer journey
Posted: Wed Dec 18, 2024 4:09 am
The Who
For which target groups (personas) are you organizing your event? It is very important to write out and define these target groups well. This goes a bit further than just 'people who work in healthcare', for example. A surgeon has different interests and expectations of an event than a nurse. Also look at things like origin, age, interests and communication channels used to get the best possible picture.
After defining the personas, I always use the Empathy Map to go one layer deeper in working out the different types of users. This map provides a nice framework to gain insight into the experience of each persona, by looking at how these personas think, feel, hear, see, say and do.
Customer journey itself
The 'why' and personas well worked out? Then you can start mapping the customer journey itself! It is important here to think a bit further and deeper than just the 'logistical customer journey', such as the toilets, catering etc.
Thinking about the experience; what will the visitors see? Will they learn? Will they take home with them? Really analyze the process very sharply and see what happens to this visitor per touch point . Not only thinking about what you can possibly make the visitor happy with, but also how people respond to certain parts of the journey.
Also read: Make your event a life changing experience [3 lessons from Tony Robbins]
I think a good example is how the international art fair TEFAF, held every year in my hometown Maastricht, has done this. The visitors (often rich, affluent people), come from a cold parking garage and/or from a tiring journey and the first thing they get at the entrance is an insanely decorated entrance. Standard Instagram moment for many visitors, it makes everyone enter with a smile.
There are a number of standard frameworks for greece telegram data the customer journey, but in my opinion they are too focused on selling a product and do not really fit within the organization of an event. I myself use my own customer journey framework with four steps.
event speaker
1. The run-up
In the run-up to the event, the customer journey begins with the trigger, which informs a potential visitor about the event itself. This can be an advertisement on social media, but also a personal invitation via a mailing list because of the visit to a previous event. During the consideration step, the visitor searches for information to convince themselves to go there. Followed by the step in which the visitor thinks of arguments for themselves why they would not come.
Finally, in the reflection phase, a visitor checks whether the practical details that are important to him/her (such as accessibility, time slot) are in order and then registers or not in the committing phase.
For which target groups (personas) are you organizing your event? It is very important to write out and define these target groups well. This goes a bit further than just 'people who work in healthcare', for example. A surgeon has different interests and expectations of an event than a nurse. Also look at things like origin, age, interests and communication channels used to get the best possible picture.
After defining the personas, I always use the Empathy Map to go one layer deeper in working out the different types of users. This map provides a nice framework to gain insight into the experience of each persona, by looking at how these personas think, feel, hear, see, say and do.
Customer journey itself
The 'why' and personas well worked out? Then you can start mapping the customer journey itself! It is important here to think a bit further and deeper than just the 'logistical customer journey', such as the toilets, catering etc.
Thinking about the experience; what will the visitors see? Will they learn? Will they take home with them? Really analyze the process very sharply and see what happens to this visitor per touch point . Not only thinking about what you can possibly make the visitor happy with, but also how people respond to certain parts of the journey.
Also read: Make your event a life changing experience [3 lessons from Tony Robbins]
I think a good example is how the international art fair TEFAF, held every year in my hometown Maastricht, has done this. The visitors (often rich, affluent people), come from a cold parking garage and/or from a tiring journey and the first thing they get at the entrance is an insanely decorated entrance. Standard Instagram moment for many visitors, it makes everyone enter with a smile.
There are a number of standard frameworks for greece telegram data the customer journey, but in my opinion they are too focused on selling a product and do not really fit within the organization of an event. I myself use my own customer journey framework with four steps.
event speaker
1. The run-up
In the run-up to the event, the customer journey begins with the trigger, which informs a potential visitor about the event itself. This can be an advertisement on social media, but also a personal invitation via a mailing list because of the visit to a previous event. During the consideration step, the visitor searches for information to convince themselves to go there. Followed by the step in which the visitor thinks of arguments for themselves why they would not come.
Finally, in the reflection phase, a visitor checks whether the practical details that are important to him/her (such as accessibility, time slot) are in order and then registers or not in the committing phase.