We are going through an upheaval in behavior, even a consumer appeal crisis. It has therefore become essential to understand the interactions between Indonesia Phone Number List customers and the brand. The customer journey is central to these considerations. Here are some tips for building customer journeys that offer a unique experience: ISM Team Share on Facebook Share on Twitter Share on Linkedin We are going through an upheaval in behavior, even a consumer appeal crisis. It has therefore become essential to understand the interactions between customers and the brand. The customer journey is central to these considerations. Here are some tips for building customer journeys that offer a unique experience:

Start from the customer’s point of view, not the brand Customer journeys are often confused with 3 things: customer processes, the acquisition tunnel or the customer contact plan. However, all are from the point of view of the company. Rather than thinking of the stages of the journey from a systems or process perspective, the customer journey should start from understanding what the customer is doing, thinking and feeling. What you need to be successful in identifying is why and how customers engage with your brand at every stage of the relationship and across multiple touchpoints. Take into account the different customer realities Customer journey “mappings” must address specific customer profiles.

Understand The Customer Journey And Not The “digital Only” Journey

Fundamentally, customer journey design should be based on a deep understanding of your customer’s experience. We use client archetypes called personas in order to better understand and then respond to the specific expectations of clients or users. This eliminates prejudices. Capture customer perceptions and expectations In literal English, “route” translates to “journey”. Indeed, we use qualitative and quantitative data to discover the experiences of customers, their emotions throughout the “journey”: verbatim, contextual interviews, ethnographic research, shadowing … are particularly effective in capturing the real behavior of customers, their emotions. , and their expectations … shutterstock_122478499 Understand the customer journey and not the “digital only” journey Many companies are organized in silos –

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Thus, often the “Digital” or “Retail” teams design and work on customer journeys independently of each other. This is a frequent source of errors and “silot” brand experience. Visualize the customer journey to optimize understanding, engagement and decision making What makes the visualization of customer journeys particularly powerful is the ability to be able to share elements of customer understanding, build a unique customer vision, synthesize this information, but also mobilize transversally. Visualization methods coupled with collaborative workshop methods are disrupting channel or silo vision methods. Incorporate performance indicators. In order to measure the progress made thanks to the implementation of new customer journeys, it is important to implement the right indicators.

Visualize The Customer Journey To Optimize Understanding, Engagement And Decision Making

They must make it possible to follow and possibly correct a new performance model based on the customer experience. Image1Philippe Neveu, marketing consultant at ISM and founder of DIFFERENT FACTORY CONSEIL. After having piloted marketing services strategies at Disneyland Paris, Aéroports de Paris, and SFR, he specializes in differentiation approaches, journey design and customer experience strategies. He leads internships at ISM on innovation, strategic marketing and customer experience. each silo focusing on the specific optimization of its channels and touchpoints. When you understand where you are, you will wonder where you want to go. In other words, your goals. How to define them? You should already know that to set the right goal, you have to ask yourself the right questions, because answering a wrong question will give you… a wrong answer. This is often the case when we are relying on hunches and not facts.

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