MY VIEW ON THE CUSTOMER JOURNEY
The customer journey in the spot lights of your organization
A sustainable view of the customer journey
Of course, every commercial organization is customer-oriented. At least, it tries to sell its product or service to customers. Whether you are working in a customer-oriented way is food for discussion. A nice and clear example of such a discussion is presented in this article. It indicates in great detail what the difference is between being customer-oriented and actually being customer-oriented.
As far as I’m concerned, understanding customer focus starts with the customer journey. As a marketing manager, but also the general manager or general director, mapping the customer journey is an essential part of your mission. Below an overview of previously written blogs:
Especially if you are brand new within the organization, mapping the customer journey during your onboarding can help you enormously in getting to know the organization, the market and the customers. And you have a great project to start with! Once transparent, you have set up all touchpoints for the phases in the purchase process shown below.
The nice thing about a designed customer journey is that it doesn’t stop there. The customer journey is continuously subject to change and optimization and so the marketing department can start measuring customer satisfaction with NPS, CES and loyalty. Certainly the CES can offer a lot of insights during the customer journey into the optimal use of the customer journey and its touchpoints.
In short, the NPS says something about the entire journey / organization as a total and the product / service that is ultimately purchased, the CES gives a value to the experience that a customer has with you as an organization at every step it makes and at every step. it has contact with the organization, which can be quite a few, see the overview below.
Sales and customer service naturally play a central role in the customer contacts of an organization, but it is clear that marketing has a guiding role with regard to the organization-wide customer focus. The booster? Ultimately, that is the board or the management team, because customer focus must be a mission for them if it is to be widely supported and successful, including mapping and maintaining the customer journey.
Would you like to know more about sustainable use of the customer journey?
For more information about me and my work experience and B2B marketing knowledge, please check my career on this page. Knowledge about B2B marketing & communication tactics, tools and everything around may may be found here. You may also like other blogs from me, these may be found here.
Of course, you’re free to download my resumes. Both the Dutch and English versions may be downloaded on this page. And should you have the need to know more about me, please find my contact details here.