أبحاث السوق لرحلة العملاء

كيف تعرف الشركات ما يريده عملاؤها؟

The best way to figure it out is to get into the customer’s mind. The Customer Journey is like a roadmap.  It explores how the customer becomes interested in a brand and shows their interactions with it. The Customer Journey is defined as the set of experiences that customers go through when interacting with a company and brand.

لماذا تعتبر رحلة العميل معقدة للغاية؟

How consumers relate to brands started to change over the last five years. Mobile, social media, and other new digital channels have been influential. As a result, the path to purchase is no longer a linear progression. In the past, it went from consideration to identification through information gathering, with the last stop being the decision to buy. However, the rise of digital technology has transformed the way people learn about and interact with brands.

The Path to Purchase also used to guide marketing plans and strategies. The modern Customer Journey is now more complicated with the emergence of social media.  Smartphones, the Internet of Things (IoT) and connected media also contribute to the complexity of the Customer Journey. The devices on consumers’ wrists and in their pockets have conditioned them.  Consumers increasingly expect brands to produce the desired results – the moment they want them. The brand becomes more focused on relationships rather than transactions. Customer Journeys provide a framework to build the bond between brand and consumer.

الطريق إلى الشراء

هناك أوجه تشابه واختلاف بين رحلة العميل ومسار الشراء. يشير مسار الشراء إلى سلسلة من القنوات التي يستخدمها المستهلكون لإجراء عملية شراء. رحلة العميل هي التجربة التي يمر بها المستهلكون عند شراء منتج من علامة تجارية ما.

رؤى المتسوقين

Businesses benefit when they understand the opportunities and threats of today’s Customer Journey.  They must also recognize shoppers’ behavior as they interact with their brand in-store or online.  Customer loyalty strategies can help boost profitability, raise engagement and customer retention. These benefits include increased repeat visits and growth of the consumer base.  Another benefit is the boost in average transactional values. Ultimately optimizing the Customer Journey can lead to exceptional customer experiences, customer loyalty and profitability.

أصبحت أدوات ذكاء البيع بالتجزئة أكثر دقة من أي وقت مضى. إنها تمكن المتاجر من إسعاد المستهلكين بخدمة عملاء رائعة وتجارب داخل المتجر. على سبيل المثال، يمكن للبائعين التقدميين القيام بأكثر من مجرد فحص بيانات العملاء. يمكنهم أيضًا استخدام أدوات الاستخبارات لإعداد مديري المتاجر. سيتمكن المديرون بعد ذلك من تخطيط الوظائف. كما يسمح لهم التخطيط بترتيب نشاط المبيعات. يمكنهم أيضًا تعيين المسؤوليات بناءً على زيارات الموقع المتوقعة.

Targeted and tailored brand messages have become the norm. Today’s savvy customers not only prefer but also expect them. Still, there’s a catch to using customer data to deliver service. Few buyers want retailers to know their current location. Even fewer want to share their browsing history. Consumers are reluctant to disclose all their details. Still, they want targeted deals. Companies can “map” their Customer Journeys to ease this reluctance. Customer mapping is helpful for visualizing multiple touchpoints and digging deep into customers’ experiences with a brand.

رحلة العملاء B2B

تتضمن عملية رسم خرائط رحلة العملاء لعملاء B2B تقسيمهم إلى شرائح. يبني المسوقون هذه التصنيفات على ما يجعل عملاء B2B مختلفين مثل العمر والجغرافيا. تقوم الشركات أيضًا بتعيين رحلات العملاء B2B الخاصة بهم بناءً على الاحتياجات والسلوكيات. ثم يقومون بعد ذلك بتفصيل جميع نقاط اتصال العملاء مع شركتهم. الخطوة الأخيرة هي تسجيل استجابات العملاء لنقاط الاتصال هذه.

B2B companies can stay ahead of the customer by understanding the opportunities and obstacles in the Customer Journey. This understanding can help them create a great experience and build quality products and services. Building a B2B Customer Journey is like creating one for a retail business. It starts with knowing the customer and how they research and make purchases. Once companies understand the journey, they can offer customized service, provide consistent messaging, and delight their customers.

حول سيس

SIS has over 40+ years’ experience in Customer Research.  Customer Journey Market Research allows companies to identify opportunities and weaknesses in order to boost revenue and satisfaction.  We conduct Qualitative Research, Quantitative Research and Strategy Research that helps companies to understand that rapidly changing Customer Journey.  Key methods include Digital Online Communities, Video Interviews, Focus Groups, Customer Interviews, Surveys and Competitive Analysis.

موقع منشأتنا في نيويورك

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حول سيس الدولية

سيس الدولية يقدم البحوث الكمية والنوعية والاستراتيجية. نحن نقدم البيانات والأدوات والاستراتيجيات والتقارير والرؤى لاتخاذ القرار. نقوم أيضًا بإجراء المقابلات والدراسات الاستقصائية ومجموعات التركيز وغيرها من أساليب وأساليب أبحاث السوق. اتصل بنا لمشروع أبحاث السوق القادم.