Like B2C, B2B customers have rapidly changed in recent years. Technology has changed the way that customers find, assess, buy, use, and dispose products or services.
Sellers often have a difficult time dealing with the changes. Technology is not the reason why sellers have difficulty. The difficulty comes from the empowerment that buyers have by using technology to make decisions, interact, and use products and services. Sellers can no longer ignore their customer behavior and what is behind the behavior.
Digital interaction is not just about lead generation. The customer will interact digitally through every stage of your relationship.
Understanding the human and digital interactions and needs of your customer, no matter the function of the persona behind it, is vital for your long-term success.
Our Customer Journey method clarifies your customer in a way that changes how you think about your customer.
Implementing the benefits of your customer journey involves three steps. First, consolidating a base of fact; customer personas, motivations, behaviors, and actions.
Secondly, mapping the journey together with your team using design thinking techniques. This step involves those involved with your customer at every touchpoint. The design thinking interaction is important to gaining a common understanding.
Thirdly, once the journey is mapped, you can overlay your team organization, develop processes, measurements, and technologies.
Customer Journey mapping has multiple benefits for your team on many levels. It is the basis of driving improvements in both your sales and marketing teams.
We have successfully implemented customer journey projects to achieve the following: