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Customer Journey

Customer Journey

How to gain buy-in for your customer journey project? Do’s and don’ts – part 1

Last year AFAS teamed up with spotONvision to create a better understanding of their customer’s journey, focusing on the immediate post purchase stage.

Customer Journey, Strategy

The truth about retention

Customer experience management is one of the main challenges B2B marketers are facing. Questions arise such as how companies can improve customer experience while still delivering tangible business benefits? Which disciplines should be involved and how can customer retention play a role? spotONvision spoke to Elena Enthoven from Elsevier and picked up some tricks and tips.

Campaigns, Customer Journey, Digital Marketing

B2B customer contact: tips to make it personal and efficient

B2B customer contact: what makes it a positive experience? Which expectations and needs does a B2B customer have? And are there differences between B2B branches?

Customer Journey, Strategy

Marketing is not a campaign; it’s a commitment

Awareness creation receives way too much investment, claims Joseph Jaffe, author of best selling book Flip the Funnel: “Merely putting something out there in the hope that it will stick is naïve, futile and exceptionally unrealistic in today’s fragmented, cluttered, and brand-wary world.”

Content Marketing, Customer Journey

Creating a great customer experience and marketing ROI

The modern marketer is caught between a rock and a hard place. Companies today know that they need to deliver a great customer experience in order to drive sales and create brand loyalty. However, the demands of business on marketing ROI and generating brand love and relationships are slightly opposed.

Customer Journey, Strategy

The buyer journey versus the customer journey: what is the difference?

More often people talk about the buyer journey, a journey that the buyer takes till he or she eventually buys. Many companies perform research in this field but you don’t hear a lot about creating insight in the process that follows after the buyer journey, which we call the customer journey. These two terms look alike, are connected to each other but are not the same.

Customer Journey, Strategy

The new marketer: marketing takes the lead in customer experience

According to a report recently published by The Economist The rise of the marketer: Driving engagement, experience and revenue CMO’s have discovered a global shift with regard to who is in the lead in customer experience. What is causing this shift? And is this shift also taking place in the Netherlands?

Customer Journey, Strategy

Game change in B2B: the way to a customer-minded organisation

The B2B Marketing Forum will be held on March 17th in Utrecht. Marije van Donselaar, Marketing Strategy Manager at Nuon Business in The Netherlands, will be one of the speakers.