![]() In flat organizations, customer journey mapping may draw in senior executives and could involve direct input from customers as well. ![]() This new practice, arising from the Customer Experience discipline, is intended to help your team understand and build customer relationships that generate recurring revenue-follow-on sales, maintenance fees, upgrades, and repeat purchases-beyond the original sale. Recognition of the customer journey has led, in turn, to customer journey mapping. Your customer’s relationship with your product is rarely love at first sight. The buyer travels a long and winding road to adoption that includes recognizing a problem, researching a solution, discovering that your product exists, sizing up its attributes, overcoming doubt, calming the naysayers who may have a stake in the decision, securing the funds, and ultimately getting to “yes.” The term customer journey has been gaining popularity over the last decade, as a way to reflect the reality that your customer’s relationship with your product is rarely love at first sight. Instead of pouring leads en masse through the old-school funnel and hoping an acceptable percentage become buyers, companies are looking for ways to establish authentic, long-term relationships with customers. ![]() Marketing and sales executives are losing interest in the traditional notion of the sales funnel as the concept of one-to-one marketing takes hold. If you’ve been keeping up with marketing trends, you may have noticed a shift in the way sales organizations measure their progress in finding and converting leads. ![]()
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