Page 11 - AeM_May_2014
P. 11
RESEARCH, ANALYSIS & TRENDS
Analysis of the
Customer
Journey is first
step to a true
cross-channel
perspective
The term “Customer Journey” has a Various instruments can be taken ers are lost as possible on the way
broad denotation in the marketing into consideration to look at the to completion. This is achieved by
and communications industry as it Customer Journey, but they usually an optimal coordination of the Cus-
encompasses all contact points of a only illustrate specific aspects of tomer Journey activities and skilled
customer with a product/service up this complex issue. Customer expe- leading from one to the next deci-
to the sale. As that explanation is rience management software that sion phase.
quite generic, I would like to con- takes on panel-based customer
tribute a bit more to a better under- observations, analysis of decision So, successful marketing through-
standing: cycles, surveys on product and out the Customer Journey means
brand experiences, social media to incorporate the various phases a
Let’s clarify right from the begin- monitoring as well as digital cross- customer goes through before mak-
ning: Customer Journey is neither a channel tracking, comes into play ing a purchase decision into the
tool nor a tracking system, rather a here. media planning and to track the
fundamental attitude to focus all points of contact between consum-
marketing activities on the custom- Customer Journey is not just a mar- ers and the product/service consist-
ers and their needs without losing keting issue. Sales, product man- ently. The second most important
sight of the own business goals. agement, corporate communica- thing is not to lose potential cus-
tions, new product development, as tomers on the way and to catch
And the fact is: The term has estab- well as IT and controlling can bene- them at an appropriate point again,
lished itself differently in a variety of fit from the views and instruments if that happens, and to lead them
disciplines. In market and media of this field, for greater transparen- efficiently to making a purchasing
research, it refers to all contacts cy and better performance. decision. ◊
between customers and the brand.
In online marketing, we restrict the For sales generation, Customer By Daniela La Marca
view mostly to the area "paid me- Journey not only means the optimi-
dia", and in the consulting environ- zation of the conversion rate, but
ment the view of the “Customer rather filling again and again the
Decision Journey” is preferred that purchase funnel through innovative
puts the customer experience with and targeted measures and to en-
a brand or a product in focus. sure that as few potential custom-
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Analysis of the
Customer
Journey is first
step to a true
cross-channel
perspective
The term “Customer Journey” has a Various instruments can be taken ers are lost as possible on the way
broad denotation in the marketing into consideration to look at the to completion. This is achieved by
and communications industry as it Customer Journey, but they usually an optimal coordination of the Cus-
encompasses all contact points of a only illustrate specific aspects of tomer Journey activities and skilled
customer with a product/service up this complex issue. Customer expe- leading from one to the next deci-
to the sale. As that explanation is rience management software that sion phase.
quite generic, I would like to con- takes on panel-based customer
tribute a bit more to a better under- observations, analysis of decision So, successful marketing through-
standing: cycles, surveys on product and out the Customer Journey means
brand experiences, social media to incorporate the various phases a
Let’s clarify right from the begin- monitoring as well as digital cross- customer goes through before mak-
ning: Customer Journey is neither a channel tracking, comes into play ing a purchase decision into the
tool nor a tracking system, rather a here. media planning and to track the
fundamental attitude to focus all points of contact between consum-
marketing activities on the custom- Customer Journey is not just a mar- ers and the product/service consist-
ers and their needs without losing keting issue. Sales, product man- ently. The second most important
sight of the own business goals. agement, corporate communica- thing is not to lose potential cus-
tions, new product development, as tomers on the way and to catch
And the fact is: The term has estab- well as IT and controlling can bene- them at an appropriate point again,
lished itself differently in a variety of fit from the views and instruments if that happens, and to lead them
disciplines. In market and media of this field, for greater transparen- efficiently to making a purchasing
research, it refers to all contacts cy and better performance. decision. ◊
between customers and the brand.
In online marketing, we restrict the For sales generation, Customer By Daniela La Marca
view mostly to the area "paid me- Journey not only means the optimi-
dia", and in the consulting environ- zation of the conversion rate, but
ment the view of the “Customer rather filling again and again the
Decision Journey” is preferred that purchase funnel through innovative
puts the customer experience with and targeted measures and to en-
a brand or a product in focus. sure that as few potential custom-
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
