Let us help you with your customer’s journey.
Marketers tend to focus on the buyer journey on a daily basis. By looking at buyer’s behaviour in the awareness and consideration phase of this journey, marketing can deliver added value by ensuring that qualified leads stay in the sales funnel until the purchase phase. However, marketing can play an important role after the purchase, during the customer journey as well. Research has demonstrated that it is easier to sell to existing customers than to gain new ones.
Increasingly, experiences with customer service or operations are regarded as key touch points. Bearing this in mind, marketing can take on an important role in improving the customer’s experience. The base of this is usually from the customer journey insights.
The last piece of advice is to keep the purpose of your customer journey clearly in focus. You cannot take on everything at once. Set your priorities: what are your customers’ chief complaints? Also always look where the quick wins are to be gained.
Let us help you with your customer’s journey.
At a round-table meeting with a small group of B2B marketing professionals, we explored the four principal challenges of customer journeys in more detail. We summarised the results of these sessions in a series of blogs. In part 1, the focus was on gaining support. In part 2, we addressed the question of ‘How to map the customer journey?’. And part 3 is about: How does customer journey mapping drive marketing tactic selection?
In part 4, we will take on the next challenge about operationalising the customer experience plans?
Interested? Please find here the links to the other blogs about do’s and don’ts of the customer journey:
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