线下场景客户体验实操手册：实体业态体验设计与优化的三阶段方法论.pptxVIP

TheCX

playbook:

Location-basedbusinesses

Your3-stageapproachtodesigningandimprovingexperienceinlocation-

basedbusinesses

©2021QualtricsLLC

4Introduction

8End-to-endXMforlocation-basedbusinesses

13Phase1:Locationfoundation

17Phase2:OptimizeandExpand

22Phase3:Activate+Scale

28Bestpracticesinlocation-basedcustomerexperience

Tableof

contents

3

SECTION1

Introduction

GOBEYONDPHYSICALLOCATIONSTOUNDERSTANDTHE

TRUEIMPACTOFEVERYTOUCHPOINT

Tolocation-basedbusinesses(LBBs),physicalspaceiseverything—orisit?Wethinkof

LBBsasanybusinesstiedtoaphysicallocationsuchasgrocerystores,hotels,restaurants,rentalcaroperators,healthcareproviders,andmanyotherbusinesseswhereabrickand

mortaroperationiscentraltotheirbusiness.

Andwhilethatphysicalspaceisessential,it’snotthewholestory.

Throughoutthecustomerjourney,thereareplentyoftouchpointsthatoccuroutside

ofthosephysicalspaces,includingsocialmedia,reviewwebsites,email,advertisingplacements,andmanymore.

Theexperienceyourcustomershavewithyourcompanyisthecumulativeexperience

providedbyallthosetouchpoints.

SoforLBB’s,designingnewexperiencesandconstantlyiteratingthemtodeliveron

customerexpectationsrequiresatrueomnichannelapproach.

QatrC

M

Introduction

5

Here’safewofthequestionsyouneedtobeabletoanswer:

Whatroledoeseachlocationplayintheoverallbrandexperience?

+Howareourcustomersusingmultipletouchpointsinconvertingtopurchase?

+Whatvalueneedstobecontributedateachofthosetouchpoints

toencourageconversion?

+Howdoyourecognisecustomersacrosstouchpoints?

+Howdoyouoptimisethelocationexperiencetocontinuethepurchaseconversion?

+Howdowemeasurethatlocationscontributiontorevenue?

+Howdoyoubetterengageourfrontlineteamstodelivertheexperienceofourbrandpromise?

+Howcan