Categoria: Customer Journey

Ha senso digitalizzare il consumer decision journey ?

su da Gian Carlo Mocciin Customer JourneyLascia un commento

NOTA AICEX: trarre vantaggio dalla digitalizzazione e fornire ai clienti delle esperienze cross-channel perfette è diventata l’ossessione di molti manager. E’ vero oppure si tratta di una corsa vana?

Many of the executives we speak with in banking, retail, and other sectors are still struggling to devise the perfect cross-channel experiences for their customers—experiences that take advantage of digitization to provide customers with targeted, just-in-time product or service information in an effective and seamless way.

How consumer behavior keeps changing

This quest for marketing perfection is not in vain—during the next five years or so, we’re likely to see a radical integration of the consumer experience across physical and virtual environments. Already, the consumer decision journey has been altered by the ubiquity of big data, the Internet of Things, and advances in web coding and design.1 Customers now have endless online and off-line options for researching and buying new products and services, all at their fingertips 24/7. Under this scenario, digital channels no longer just represent “a cheaper way” to interact with customers; they are critical for executing promotions, stimulating sales, and increasing market share. By 2016, the web will influence more than half ofall retail transactions, representing a potential sales opportunity of almost $2 trillion.2

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Andare “Fuori Strada” con la Customer Journey

su da Gian Carlo Mocciin Customer JourneyLascia un commento

NOTA AICEX: Si parla tanto di Customer Journey ma talvolta quella che abbiamo in mente noi non è quella che vive veramente il Cliente, anche se ne siamo convinti.

Image “Barton Highway” courtesy of Bidgee

Today I’m pleased to share a guest post by Fred McClimans, Partner, McClimans Group.

In this post, Fred addresses the challenges faced today in aligning your operations to the way your customers discover, engage, purchase, use, and discard your product, and outlines five steps you can take to stay in the same lane as your customer.

INTRODUCTION
Understanding the journey that a customer takes when dealing with a business or brand can be an incredibly valuable asset, allowing a brand to map their customer’s journey throughout the life of their relationship. This is true for both B2C and B2B (and potentially C2C) markets. When used properly, this helps a brand understand, and align itself, with the process that a customer follows when discovering, purchasing, and ultimately discarding, a product or service.

When the journey of a brand and a customer are aligned, the customer and the brand follow the same path, building a relationship that becomes one of transparency, understanding, and trust – each can anticipate the other’s actions, a key to enabling (and encouraging) customers to become loyal advocates. They travel the same road, with the same on-ramps, signs, rest stops, and exits.

But when there is a problem, and expectations are not met, or even established, the customer journey can quickly go off the path, becoming more of an off-road rally. Key to avoiding that 4×4 experience are some simple steps that brands can take to help keep the brand and customer aligned through the customer’s journey. Continua a leggere “Andare “Fuori Strada” con la Customer Journey” →

McKinsey: Digitalizzare il consumer decision journey

su da Gian Carlo Mocciin Customer Journey, Social, Media, MobileLascia un commento

NOTA AICEX: ricostruire l’esperienza cross-channel del cliente non è certo una impresa facile. Utilizzare gli strumenti digitali per fornire ai clienti informazioni just-in-time e ben targetizzate, potrebbe aiutare. Molte aziende sono però ancora convinte di fare già tutto alla perfezione in questo ambito: sarà vero? Tali aziende si rendono conto di quanto complesso sia gestire le interazioni con i clienti digitalizzati?
La soluzione gira sempre intorno ad uno degli elementi cardine di una buona customer experience e cioè la visione del cliente a 360 gradi, raccogliendo in un unico repository (hub) tutte le interazioni con l’azienda: social, voce del cliente, crm, campaign management, dati finanziari, predictive analytics e chi più ne ha più ne metta. Le soluzioni tecnologiche sul mercato sono molteplici, alcune delle quali disponibili anche in Europa.

In a world where physical and virtual environments are rapidly converging, companies need to meet customer needs anytime, anywhere. Here’s how.

June 2014 | byEdwin van Bommel, David Edelman, and Kelly Ungerman

 Many of the executives we speak with in banking, retail, and other sectors are still struggling to devise the perfect cross-channel experiences for their customers—experiences that take advantage of digitization to provide customers with targeted, just-in-time product or service information in an effective and seamless way.

Video

How consumer behavior keeps changing 

How consumer behavior keeps changing

McKinsey’s David Edelman explains how purchasing decisions are made in a digital world. Continua a leggere “McKinsey: Digitalizzare il consumer decision journey” →