Étude de marché sur le parcours client

Comment les entreprises savent-elles ce que veulent leurs clients ?

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.

Pourquoi le parcours client est-il si complexe ?

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.

Chemin d'achat

Le parcours client et le parcours d’achat présentent des similitudes et des différences. Le parcours d’achat fait référence à une séquence de canaux que les consommateurs utilisent pour effectuer un achat. Le parcours client est l’expérience que vivent les consommateurs lorsqu’ils achètent un article auprès d’une marque.

Informations sur les acheteurs

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.

Les outils de Retail Intelligence sont plus précis que jamais. Ils permettent aux magasins de ravir les consommateurs avec un service client et des expériences en magasin fantastiques. Par exemple, les vendeurs progressistes peuvent faire plus que simplement examiner les données des clients. Ils peuvent également utiliser les outils de veille pour préparer les gérants de magasin. Les managers pourront alors planifier les travaux. La planification leur permet également d'organiser l'activité de vente. Ils peuvent également attribuer des responsabilités en fonction des visites attendues sur le site 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.

Parcours client B2B

La cartographie du parcours client pour les clients B2B implique de les segmenter. Les spécialistes du marketing fondent ces classifications sur ce qui différencie les clients B2B, comme l'âge et la géographie. Les entreprises cartographient également leurs parcours clients B2B en fonction des besoins et des comportements. Ils détaillent ensuite tous les points de contact client avec leur entreprise. La dernière étape consiste à enregistrer les réponses des clients à ces points de contact.

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.

À propos du 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.

Notre emplacement à New York

11 E 22nd Street, étage 2, New York, NY 10010 Tél. : +1(212) 505-6805

À propos de SIS International

SIS International propose des recherches quantitatives, qualitatives et stratégiques. Nous fournissons des données, des outils, des stratégies, des rapports et des informations pour la prise de décision. Nous menons également des entretiens, des enquêtes, des groupes de discussion et d’autres méthodes et approches d’études de marché. Contactez nous pour votre prochain projet d'étude de marché.