Include all services in the customer journey map We cannot apply in B2B everything that we apply in B2C because the customer journeys are more complicated. Indeed, a B2B journey there are prescribers, decision-makers, users, integrators and buyers in the company… therefore there are a multiplicity of interactions with a group rather than a single individual. the task more difficult in terms of knowledge to master the processes. For me there are 3 stages of optimization Step 1: Knowledge The first stage concerns “knowledge.
The use of a product or of service
Which will allow us to understand more, to interact, to serve and to anticipate. As I announced in the preamble, it is more complicated in B2B because we will have Jamaica Email List different types of persona which is something fundamental today and whose objective is to define scenarios for the use of a product or of service to affirm a positioning or promotion strategy. The persona method makes it possible to personify the different groups of customers targeted by the company and to empathize with them. persona profile and verbatims persona needs problems and fears persona storytelling Each target group is represented by the profile of a fictitious person characterized by different attributes such as first name, a photo, a summary of the personal and/or professional situation of the person.
To avoid introducing bad interpretations
A representation of his interests, buying behavior, communication preferences (digital, physical, etc.) specific expectations … For this, it is necessary to involve BI lists upstream the collaborators having a good knowledge of the customer (marketing, studies, sales, customer services, etc.) to avoid introducing bad interpretations. It is also essential to meet your customers, whether through double listening at the contact center, by going to trade shows, by organizing annual customer days, etc. get feedback with user meetings In addition, it is still necessary to take 3 major precautions, namely: Feed the persona from real data. The attributes selected must globally correspond to the reality of the target client. Formalize a target portrait. Step 2: Client autonomy.