Customer journey analyses have received a lot of attention in the marketing and sales departments of large corporations in recent years. While customer journey and touch point analysis are used widely in retail and consumer analysis, classic B2B industries use these approaches less often to improve operations between marketing and sales processes and the results of such an analysis are hardly implemented. Since research clearly demonstrates that in B2B business the emotional component and a uniform marketing also have a major influence on purchasing decisions, we are convinced of the importance of the customer’s “decision” Journey in B2B industries. We support our clients in data collection, the analysis of customer groups and their behaviour and the formulation of recommended for action for marketing and sales management.
Data examination, optimization and goal setting
Goal of our Customer Journey projects is the development of a clear roadmap for the sales and marketing departments that provides measures and actions to improve the client’s marketing and sales efforts. We analyse the touchpoints and interactions between the company and its customers as well as the cycles from first encounter to time of purchase that B2B customers go through in their decision process. Many of these touchpoints can only be influenced to a small extent or indirectly addressed and therefore a clear understanding of the customer journey is of great importance for developing a long-term customer-oriented marketing and sales strategy.
Global data acquisition as starting point for Customer Journey analyses
As a market research and advisory firm the topic of customer journey analysis is among the most exciting and challenging sectors of our work. Particularly projects within global industries provide enormous amounts of data and information on touchpoints and we are convinced of the value-add of our primary research in these projects. We offer our clients a global coverage of his customer journey analysis and together with the client’s team CLR will derive the conclusions and actions to improve and implement new marketing and sales routines. We hereby like to highlight, that we not only measure the classic online channels and touchpoints but also add offline touchpoints to complete the customer journey picture.
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