Investigación de mercado del recorrido del cliente

¿Cómo saben las empresas lo que quieren sus clientes?

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.

¿Por qué el recorrido del cliente es tan complejo?

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.

Camino a la compra

El Customer Journey y el camino de compra tienen similitudes y diferencias. La ruta de compra se refiere a una secuencia de canales que los consumidores utilizan para realizar una compra. El Customer Journey es la experiencia que tienen los consumidores al comprar un artículo de una marca.

Información del comprador

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.

Las herramientas de Retail Intelligence tienen más precisión que nunca. Permiten que las tiendas deleiten a los consumidores con un fantástico servicio al cliente y experiencias en la tienda. Por ejemplo, los vendedores progresistas pueden hacer más que examinar los datos de los clientes. También pueden utilizar las herramientas de inteligencia para preparar a los gerentes de tienda. Los directivos podrán entonces planificar los trabajos. La planificación también les permite organizar la actividad de ventas. También pueden asignar responsabilidades en función de las visitas esperadas al sitio web.

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.

Viaje del cliente B2B

El Customer Journey Mapping para clientes B2B implica segmentarlos. Los especialistas en marketing basan estas clasificaciones en lo que diferencia a los clientes B2B, como la edad y la geografía. Las empresas también trazan sus recorridos de clientes B2B en función de sus necesidades y comportamientos. Luego detallan todos los puntos de contacto del cliente con su empresa. El último paso es registrar las respuestas de los clientes a estos puntos de contacto.

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.

Acerca del 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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Acerca de SIS Internacional

SIS Internacional ofrece investigación cuantitativa, cualitativa y estratégica. Proporcionamos datos, herramientas, estrategias, informes y conocimientos para la toma de decisiones. También realizamos entrevistas, encuestas, grupos focales y otros métodos y enfoques de investigación de mercado. Póngase en contacto con nosotros para su próximo proyecto de Investigación de Mercado.