Najden bolee bystryj marshrut: Primenenie kart puteshestviya potrebitelya dlya povysheniya prodazh i loyal'nosti. Teper' i v B2B (MP3-Download)
Ungekürzte Lesung. 406 Min.
Sprecher: Valiev, Dinar
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The Customer Journey Map (CJM) is a powerful tool that reflects the consumer's experience of interacting with the company. It is not just another marketing toy or a fun conceptual scheme. The main purpose of the Customer Journey Map is to maximize the revenue, which is the company's key financial indicator. Ilya Balakhnin who pioneered this efficient methodology for the Russian market is continuing his research on the customer journey, this time addressing the B2B segment as well. Considering the difference between the classical model of working with the target audience and CJM, the author put...
The Customer Journey Map (CJM) is a powerful tool that reflects the consumer's experience of interacting with the company. It is not just another marketing toy or a fun conceptual scheme. The main purpose of the Customer Journey Map is to maximize the revenue, which is the company's key financial indicator. Ilya Balakhnin who pioneered this efficient methodology for the Russian market is continuing his research on the customer journey, this time addressing the B2B segment as well. Considering the difference between the classical model of working with the target audience and CJM, the author puts forward the following argument in favor of the latter: the audience may be socially and demographically the same, but its logic when buying a product, even one and the same, is completely different. When creating a journey map, it is necessary to take into account the needs, emotions, goals and motives (Jobs To Be Done) of the client that arise at different points of contact with the product. In doing so, instead of the usual segmentation, the author suggests building data-driven marketing. He elaborates on the underlying multivariate modeling that takes into account the various quantitative parameters that describe customer behavior. These parameters include profit formula measures, weighted estimates of the importance of choice factors, and other numerical measures. The customer journey map built on the models described in the book shows you at what points customers abandon a purchase or go to a competitor, and it tells you the direction of change. You can find the right vector for your business and firmly link your marketing strategy to your company's financial performance.
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