{"id":36425,"date":"2016-08-29T09:52:54","date_gmt":"2016-08-29T09:52:54","guid":{"rendered":"https:\/\/www.spotonvision.com\/hoe-vertaal-customer-journey-naar-marketing-dos-and-donts-deel-3\/"},"modified":"2024-03-15T09:41:10","modified_gmt":"2024-03-15T09:41:10","slug":"hoe-vertaal-customer-journey-naar-marketing-dos-and-donts-deel-3","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/hoe-vertaal-customer-journey-naar-marketing-dos-and-donts-deel-3\/","title":{"rendered":"Hoe vertaal ik de customer journey door naar marketing? Do\u2019s en don\u2019ts \u2013 Deel 3"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb694849164 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb694849164 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb694849164 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb694849164 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb694849164\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>Hoe vertaal ik de customer journey door naar marketing? Do\u2019s en don\u2019ts \u2013 Deel 3<\/h1><\/div>\n                                                                    <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/Officescape-Virtual-Office-Services-1-892x595.jpg\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Ingrid Archer &#8211; Published:&nbsp;August 29, 2016            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Marketeers houden zich dagelijks bezig met de buyer journey, met name in de awareness en consideration fase van een koper, kan marketing toegevoegde waarde leveren door ervoor te zorgen dat leads in de funnel terecht komen. Maar, marketing is minstens zo belangrijk tijdens de <a href=\"https:\/\/www.spotonvision.com\/customer-journey-mapping-en-ontwikkelingen\/\" rel=\"noopener noreferrer\">customer journey<\/a>. Want vergeet niet: onderzoek wijst keer op keer aan dat het makkelijker is om aan bestaande klanten te verkopen, dan nieuwe klanten aan je te binden.<span id=\"more-9899\"><\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De ervaringen met klantenservice of operations worden vaker als belangrijke contactmomenten beschouwd. Door hierop in te spelen kun je vanuit marketing een belangrijke rol pakken in het verbeteren van de klantbeleving. Vaak doe je dit aan de hand van onderzoek naar de customer journey.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-do-s\"><strong>Do\u2019s<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Vul je buyer journey aan met de resultaten van je customer journey<\/strong>: Maak je buyer persona en buyer journey compleet door de resultaten uit het customer journey onderzoek hierop aan te vullen. Zo heb je van begin tot het eind inzicht in je klanten. Vanaf het moment dat ze interesse tonen in je product of dienst tot het ultieme einddoel: dat ze ambassadeurs worden van je organisatie.<\/li>\n\n\n\n<li><strong>Geef terugkoppeling aan je respondenten: <\/strong>Door het uitvoeren van een klantonderzoek merk je al gauw dat klanten het fijn vinden dat er naar hen geluisterd wordt. Je maakt ze nog blijer als je echt aan de slag gaat met verbeterpunten. En hen hiervan op de hoogte houdt. Bedank hen in ieder geval voor hun tijd door een cadeautje te sturen.<\/li>\n\n\n\n<li><strong>Maak ondersteunende content en \u2018deelbare\u2019 content voor sales: <\/strong>Als je klanten willen cross- of upsellen, zorg er dan voor dat er voldoende content is voor sales die afgestemd is op het koopproces. Denk aan content die zij makkelijk met de klant kunnen delen, zoals battle cards. Dit noemen we ook wel \u2018sales enablement content\u2019.<\/li>\n\n\n\n<li><strong>Kliekjesmarketing<\/strong>: mogelijk heb je al relevante content op de plank liggen. Kijk wat je nog meer met deze content zou kunnen doen en recycle waar mogelijk. Denk aan een e-book waar je een video of infographic van kan maken. Of heb je een aantal blogs met een overkoepelend thema? Voeg deze dan samen en maak er een e-book van. Houd wel altijd de buyer en customer journey in het achterhoofd en speel in op de behoefte van je klanten.<\/li>\n\n\n\n<li><strong>Inzichten voor je retentieprogramma: <\/strong>Gebruik de inzichten zoals reden van \u2018opzeggen\u2019 voor verbeterprogramma\u2019s die marketing zou kunnen initi\u00ebren.<\/li>\n<\/ul>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb6948534e9 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb6948534e9 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb6948534e9 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb6948534e9 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb6948534e9 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb6948534e9 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb6948534e9 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb6948534e9 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb6948534e9.dw_cta_section_block_wrapper { \n                background-color: rgb(108,212,255);\n                background-image: url(https:\/\/www.spotonvision.com\/wp-content\/uploads\/2023\/12\/light_background_repeat.png) !important; \n            }\n\n            .dw_cta_section_block_wrapper_16aeb6948534e9 .dw_cta_section_block_gradient {\n                background: rgb(108,212,255);\n                background: radial-gradient(circle, rgba(108,212,255,1) 40%, rgba(108,212,255,0) 100%) !important;\n            }\n            @media only screen and (max-width: 768px) {\n                .dw_cta_section_block_wrapper_16aeb6948534e9 .dw_cta_section_block_gradient {\n                    background: rgb(108,212,255);\n                    background: radial-gradient(circle, rgba(108,212,255,1) 60%, rgba(108,212,255,0) 100%) !important;\n                }\n            }\n        \n        \n    <\/style>\n    <div class=\"dw_cta_section_block_gradient\"><\/div>\n    <div class=\"container dw_cta_section_block_container\">\n        <div class=\"dw_cta_section_block_columns\">\n            \n            <div class=\"dw_cta_section_block_column left\">\n                <div class=\"dw_cta_section_block_content cutline dw_font_firasans s16 w400 h26\"><\/div>\n                <div class=\"dw_cta_section_block_content title\"><h2>Hulp nodig met Customer Journey?<\/h2><\/div>\n                <div class=\"dw_cta_section_block_content description dw_font_firasans s16 w300 h26\"><div class=\"entry-content\">\r\n<div class=\"entry-content\">\r\n\r\nLaat ons je helpen met de reis van jouw klant.\r\n\r\n<\/div>\r\n<\/div><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/nl\/hoe-wij-helpen\/inzicht-in-kopers-strategie\/customer-journey\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Ja, help mij<\/a>\n                                                        <\/div>\n            <\/div>\n            <div class=\"dw_cta_section_block_column right\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-don-ts\"><strong>Don\u2019ts<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Blijf op je marketing-eiland<\/strong>: Niet doen! Een grote fout die marketeers vaak begaan, is op hun eigen eilandje te blijven opereren. Als marketeer en voortrekker van het customer journey project ben je de verbindende factor tussen de verschillende afdelingen, je stakeholders. Ondersteun andere afdelingen te kijken wat zij nodig zouden hebben vanuit marketing bijvoorbeeld met events.<\/li>\n\n\n\n<li><strong>Totale focus op de beslisser binnen een bedrijf<\/strong>: Maak ook programma\u2019s voor gebruikers van je diensten en niet alleen voor beslissers. Zekers bij softwarebedrijven gaat de focus vaak vooral uit naar beslissers, terwijl het de dagelijkse gebruikers zijn die vaak een waardevolle mening over je product of dienstverlening hebben. Zo heeft AFAS Software naar aanleiding van hun customer journey onderzoek een verbeterprogramma opgezet waarbij er wordt ingezet op de applicatiebeheerder bij hun klanten, een van hun vergeten doelgroepen.<\/li>\n\n\n\n<li><strong>Op je intu\u00eftie afgaan: <\/strong>Op zich niets mis met intu\u00eftie, maar het is niet handig om alles op aannames te baseren. Doe onderzoek en valideer de uitkomsten, zo weet je zeker dat je grip kunt krijgen op de klantbeleving.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Een laatste tip is om het doel van de customer journey heel scherp in de gaten te houden. Je kunt niet alles tegelijk oppakken. Bepaal je prioriteiten: wat zijn de grootste klachten van je klanten? Kijk ook altijd waar de quick wins te halen zijn.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-over-deze-serie\"><strong>Over deze serie<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tijdens een rondetafelbijeenkomst met een kleine groep B2B-marketingprofessionals, gingen we in op de 4 grootste uitdagingen van customer journeys. De uitkomsten van deze sessie vatten we samen in een serie blogs. In&nbsp;deel 1 stond draagvlak centraal en in deel 2 gingen we in op de vraag \u2018Hoe krijg ik de customer journey scherp in beeld?\u2019 &nbsp;In deel 3 gaan we in op: Hoe vertaal ik de customer journey door naar marketing?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In deel 4 gaan we in op de volgende uitdaging: <a href=\"https:\/\/www.spotonvision.com\/hoe-borg-verbeterpunten-customer-journey-dos-and-donts-deel-4\/\">Hoe borg ik de verbeterpunten van de customer journey?<\/a> Lees ook onze eerdere blogs met do\u2019s en don\u2019ts:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.spotonvision.com\/hoe-creeer-draagvlak-customer-journey-project-dos-en-donts-deel-1\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Hoe cre\u00eber ik draagvlak voor mijn customer journey project?<\/em><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.spotonvision.com\/hoe-krijg-customer-journey-scherp-beeld-dos-and-donts-deel-2\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Hoe krijg ik de customer journey scherp in beeld?<\/em><\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Marketeers houden zich dagelijks bezig met de buyer journey, met name in de awareness en consideration fase van een koper, kan marketing toegevoegde waarde leveren door ervoor te zorgen dat leads in de funnel terecht komen<\/p>\n","protected":false},"author":12,"featured_media":40308,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59],"tags":[],"class_list":["post-36425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-journey"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer journey doorvertaald naar marketing | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Marketeers houden zich dagelijks bezig met de buyer journey. Maar, marketing is minstens zo belangrijk tijdens de customer journey.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hoe vertaal ik de customer journey door naar marketing? Do\u2019s en don\u2019ts \u2013 Deel 3\" \/>\n<meta property=\"og:description\" content=\"Marketeers houden zich dagelijks bezig met de buyer journey. 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