客户旅程市场研究

公司如何知道客户想要什么？

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.

为什么客户旅程如此复杂？

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.

购买路径

客户旅程和购买路径有相似之处，也有不同之处。购买路径是指消费者用于购买的一系列渠道。客户旅程是消费者从品牌购买商品时的体验。

购物者洞察

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.

零售智能工具比以往更加精确。它们使商店能够以出色的客户服务和店内体验取悦消费者。例如，进步的卖家可以做的不仅仅是检查客户数据。他们还可以使用智能工具来准备商店经理。然后经理将能够规划工作。规划还允许他们安排销售活动。他们还可以根据预期的网站访问量分配职责。

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客户旅程

B2B 客户旅程图涉及对客户进行细分。营销人员根据 B2B 客户的年龄和地理位置等差异进行分类。企业还根据需求和行为绘制 B2B 客户旅程图。然后，他们详细说明公司的所有客户接触点。最后一步是记录客户对这些接触点的反应。

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.

关于 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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关于 SIS 国际

SIS 国际 提供定量、定性和战略研究。我们提供决策所需的数据、工具、战略、报告和见解。我们还进行访谈、调查、焦点小组和其他市场研究方法和途径。 联系我们 为您的下一个市场研究项目提供帮助。