カスタマージャーニー市場調査

企業はどのようにして顧客が何を望んでいるかを知るのでしょうか?

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.

カスタマージャーニーはなぜ複雑なのでしょうか?

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.

購入までの経路

カスタマー ジャーニーと購入までの経路には類似点と相違点があります。購入までの経路とは、消費者が購入するために使用する一連のチャネルを指します。カスタマー ジャーニーとは、消費者がブランドから商品を購入するときに得られる体験のことです。

買い物客の洞察

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.

小売インテリジェンス ツールは、これまで以上に精度が高まっています。店舗は、優れた顧客サービスと店内体験で消費者を満足させることができます。たとえば、進歩的な販売者は、顧客データを調査する以上のことができます。また、インテリジェンス ツールを使用して、店舗マネージャーを準備することもできます。その後、マネージャーはジョブを計画できます。計画により、販売活動を調整することもできます。また、予想される Web サイト訪問数に基づいて責任を割り当てることもできます。

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 カスタマージャーニー

B2B 顧客のカスタマー ジャーニー マッピングには、顧客をセグメント化することが含まれます。マーケティング担当者は、年齢や地域など、B2B 顧客を区別する要素に基づいてこれらの分類を行います。企業は、ニーズと行動に基づいて B2B カスタマー ジャーニーをマッピングします。次に、自社と顧客とのタッチポイントをすべて詳細に記述します。最後のステップは、これらのタッチポイントに対する顧客の反応を記録することです。

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.

SISについて

戦略情報システム 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.

ニューヨークの施設所在地

11 E 22nd Street、2階、ニューヨーク、NY 10010 電話: +1(212) 505-6805

SISインターナショナルについて

SISインターナショナル 定量的、定性的、戦略的な調査を提供します。意思決定のためのデータ、ツール、戦略、レポート、洞察を提供します。また、インタビュー、アンケート、フォーカス グループ、その他の市場調査方法やアプローチも実施します。 お問い合わせ 次の市場調査プロジェクトにご利用ください。