Customer Journey Marktforschung

Woher wissen Unternehmen, was ihre Kunden wollen?

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.

Warum ist die Customer Journey so komplex?

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.

Weg zum Kauf

Die Customer Journey und der Weg zum Kauf weisen Ähnlichkeiten und Unterschiede auf. Der Weg zum Kauf bezieht sich auf eine Abfolge von Kanälen, die Verbraucher nutzen, um einen Kauf zu tätigen. Die Customer Journey ist die Erfahrung, die Verbraucher beim Kauf eines Artikels einer Marke machen.

Käufereinblicke

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.

Retail Intelligence-Tools sind präziser denn je. Sie ermöglichen es Geschäften, ihre Kunden mit fantastischem Kundenservice und Einkaufserlebnissen zu begeistern. Fortschrittliche Verkäufer können beispielsweise mehr tun, als nur Kundendaten zu untersuchen. Sie können die Intelligence-Tools auch nutzen, um Filialleiter vorzubereiten. Die Manager können dann ihre Aufgaben planen. Durch die Planung können sie auch Verkaufsaktivitäten organisieren. Sie können auch Verantwortlichkeiten auf der Grundlage der erwarteten Website-Besuche zuweisen.

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.

B2B-Kundenreise

Beim Customer Journey Mapping für B2B-Kunden geht es darum, diese zu segmentieren. Marketingexperten stützen diese Klassifizierungen auf die Unterschiede zwischen B2B-Kunden, wie z. B. Alter und geografische Lage. Unternehmen erstellen ihre B2B-Customer Journeys ebenfalls auf der Grundlage von Bedürfnissen und Verhaltensweisen. Anschließend beschreiben sie detailliert alle Kontaktpunkte, an denen Kunden mit ihrem Unternehmen in Kontakt kommen. Der letzte Schritt besteht darin, die Reaktionen der Kunden auf diese Kontaktpunkte aufzuzeichnen.

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.

Über SIS

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.

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Über SIS International

SIS International bietet quantitative, qualitative und strategische Forschung an. Wir liefern Daten, Tools, Strategien, Berichte und Erkenntnisse zur Entscheidungsfindung. Wir führen auch Interviews, Umfragen, Fokusgruppen und andere Methoden und Ansätze der Marktforschung durch. Kontakt für Ihr nächstes Marktforschungsprojekt.