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Parallels Between the Buying Process and Learning Todd Kasenberg. Todd Kasenberg. Principal, Guiding Star Communications and Consulting @ Guidingstarcc http:// www.linkedin.com/in/toddkasenberg www.guidingstarcc.com [email protected]. What This Session Should Do For You. - PowerPoint PPT Presentation
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Parallels Between the Buying Process
and Learning
Todd Kasenberg
Principal, Guiding Star Communications and Consulting
@Guidingstarcc
http://www.linkedin.com/in/toddkasenberg
www.guidingstarcc.com
Todd Kasenberg
• Synthesize a model of the buying process
• Reflect on the parallels between the steps in the buying process and the “learning process”
• Provide an overview of customer journey mapping
• Explain the purpose of customer journey mapping
• Outline concepts and approaches for learner journey mapping
• Present a peak at the future
What This Session Should Do For You
The Confessions
Compliance Voluntary
Just in time/Tactical Planned/Strategic
Atypical Focal Points
Need Advocacy
Here!Here!
DesignedLearningProgram
Surprise!
You’ve inherited a heritage home!
Here’s your situation…
The Munsters home…
The Kitchen
In examining your new domain, and beyond cleaning, what are some things
here that must change?
Talk to me!
Work with those near you:
1. Choose one of those change items
2. Explore how you will acquire the goods or services needed to improve upon the current state.
In short –walk through the “buying process”, documenting or charting all the things you must do and think about as you move from that ugly kitchen to something more livable.
Exercise
The Buying Process:the process through which those with an “itch” determine how to scratch it, then find, evaluate, and choose among alternative “options” (aka brands).
Let’s Learn…
Todd’s Consensus Buying Process
Todd’s Synthesis – 7 Steps in the Buying Process
Need Re/Search
Evaluation of
Options
Justify / Vendor
Step-backs / Objectio
ns
Acquire Review /Remorse /Repeat / Recomme
nd
What Does This Have to Do With Learning?
A learning program is more than the instruction – it is the sum of all elements
from first contact with need to recommendation to others.
• Recognition of problem• “Need”
• Powerful emotional stage – current state not acceptable, change must occur
• Drive for change must exceed cost of status quo
• Internal stimuli vs external stimuli
Step 1: Need
Do our learning programs actively cultivate need?
Meander through information:
• ZMOT
• Social connection/recommendation
• Expert advice
• Media / advertising
• Store “help”
Step 2: Re/search
Do our learning programs support re/search?
Google’s Zero Moment of Truth
Better Than Social Recommendation?!?
Needs are met many different ways… especially if vaguely expressed
Problem: Water is coming through the top of my home
Options…
Step 3: Evaluate Options
Do our learning programs support option evaluation?
• Logical vs emotional
• Indecision
Brains Colliding?
When a particular option has been selected…
• Justify > often cost factors, relationship factors come into play
• Commodity vs single source vs customized/personalized
Step 4: Justify / Select Vendor
Do our learning programs support approach/style selection?
Objections Early:
• Not enough motivation to change
• Blissfully unaware of problem / problem scope
Objections Late:
• Cost, competitive pressure, implementation issues
Step 5: Step backs / objections
Do our learning programs address the step backs/objections?
Disruptions:
• negative feedback from other customers and the level of motivation to accept the feedback
Step 6: Acquisition
Do our learning programs address the nay-saids?
• Expectation reference• in brief, customers will compare products with
their previous expectations and will be either satisfied or dissatisfied.
• Confirmation bias
Step 7: Review/Remorse/Repeat/Recommend
Do our learning programs drive loyalty and recommendation?
Need inadequate – not enough emotional pain/motivation
Re/search – approach (e.g. unstructured), inadequate options, trust, time
Evaluate options – inadequate basis for decision, personalization desire
Where Are the Fall-Downs?
Select vendor – relationship factors, pricing, return on investment, commodity
Step backs/objections – not enough performance, credibility or relevance
Acquisition – change cost too high, nay-sayers win the day or are credible
R4 – quick win experience missing, post-acquisition “care” neglected
Where Are the Fall-Downs?
1. The learner sees no reason to participate in the learning.
1. Need problem…
2. The learner has heard parts of it before, and wishes s/he could be somewhere else.
1. Re/search/evaluation of options problems
3. The approach /style/format of the learning is inconsistent with the learner’s approach/style/format preferences.
4. The learning offers too much/too little, too late.1. Justification/vendor | Step backs/objection problems
5. The learner participates, but refuses to translate to behavioural change.
1. Acquisition/R4 problems
Persistent Problems of Learning
3. The approach /style/format of the learning is inconsistent with the learner’s approach/style/format preferences.
4. The learning offers too much/too little, too late.
Segmentation…
Decision criteria or brand keys
You and Me and a Dog Makes Three…
Marketing and sales concepts!!!
An Interesting Thought from the Massage Table
Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier.
This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.
It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context.
Analysts and commentators who write about customer experience and customer relationship management have increasingly recognized the importance of managing the customer's experience
-Wikipedia
Customer Experience the New Rage
It’s a BIG rage…
It`s About Me!
The best experiences make the technology and platforms used invisible as part of a
seamless experience that provokes emotion.
Technology Platforms Emerging in Other Applications
Even Attempts to Tell Us What Media Types to Use to Match the Buying Process
KNOW YOUR CUSTOMER. PERSONALLY.
SELL TO
Journey Mapping
Courtesy of Bruce Temkin
• Divergences
• Inconsistencies
• Weaknesses
• Moments of truth
Before, during and after the “acquisition”
Leverage into (re)design to create WOW experiences
Customer Journey Mapping: The Quest
The purpose of customer journey mapping is to have the data you need to engineer or redesign to create WOW experiences.
WOW Experience:
Trust
Loyalty
Approach to Journey Mapping
Approach to Journey Mapping
Using Journey Maps
What’s the connection to learning???
• Understand the whole learner journey
• Brace yourself for different learner types (segmentation)?
• Implement learning strategies that match
Needs Assessments are… So Outdated
• End to end
• Journey > show motion
• Touchpoints – visible and invisible
• Moments to create value, to do something
• Relevant channels for intervention
• What the learner feels…
• What is the end state…
Moments of truth
Towards Learner Experience Mapping
The essential difference between
emotion and reason is that emotion leads to action while reason
leads to conclusions.-Donald Calne
• Walk the experience of having “learned” the subject
• Use audio, video and photographic recordings
• Use post-it notes
• Keep a log of the experience
• Record/address emotional state reported
Interviewing Those Who Have Learned
GoalsSubgoalsAmbience
Learner Goals
Company Goals
Want and don’t want
Feelings – coping / happy
• Walk the experience of having “learned” a subject
Interviewing Those Who Will Learn
GoalsSubgoalsAmbience
Learner Goals
Company Goals
Want and don’t want
Feelings – coping / happy
Ditto!
Ethnography is a process that combines observation and interview to find out what people really do and how they really do it.
It aims to surface attitudes and emotions that underlie the doing.
Anthropologic method
Learned/Learner Ethnography
“Think like Sherlock Holmes”
Learner Situation (style, environment)Learner Goals
Organization’s Goals
Need Re/Search Options Justification / Vendor
Step Backs / Objections
Acquisition R4
Sub
goal
sSte
ps
Feelin
gs
-
+
Am
bi
• Whatever is easiest to fix
• Whatever the internal culture feels is most important
• Whatever is easiest to measure
• Whatever gets most complaints
Action
• System thinking• Optimizing flow• Avoiding batching• Absorbing variety• People are best
My thoughts lead here…
How do we deliver right knowledge to support understanding – preferably at the moment of need?
Just in time/Tactical Planned/Strategic
• Learner mapping and ethnography
• Google throttled within the firewall (mashed up with social bookmarking technologies and intranets)
• Learners rate and recommend
• Personalization of learning materials:• Just-in-time learning powerfully supported• Persistent learning leveraged, extending the JIT
experience
• More effort outside the formal/program “box”
My Crystal Ball…
Thank you!