What do you do if one half of your customers still uses the fax machine and the other prefers doing business only via their smartphone? More and more studies prove that old and young generations have different demands for a perfect customer journey – but how should companies accommodate both?
About Juliane Waack
Fachautorin für Digitalisierung, Customer Journey-Management, Content Marketing und Datenschutz.
M.A. in Anglistik/Amerikanistik und Philosophie, B.A. in Kommunikationswissenschaften. Traineeship beim SEO-Software- und Beratungsunternehmen Searchmetrics, Redakteurin bei cloud world ( bloggt auch dort) und seit 2015 als Redakteurin bei der ec4u consulting experts ag tätig.
Entries by Juliane Waack
A while ago, a German “Marketing expert” embarrassed himself by writing about his secret trick to gain more followers on Facebook. His solution: simply buy a few hundred thousand followers, after all, they hardly cost anything.
When it comes to data, most companies plan to open up their so called “data silos” and create one singular data base. But for a real transformation, employees need to come together, too.
The cold call was the sales method number one for years. The customer got a call (seemingly out of nowhere) to get convinced of a certain product or service. With today’s number recognition and digital communication channels, the method seems to have overstayed its welcome.
(Co-author: Bhagat Ransi) According to Emailmonday.com, every second company uses marketing automation. But without the proper link to other customer related systems, the full potential of marketing automation will stay hidden.
(Co-author: Michael Ziegler) Lead scoring is an amazing lead management tool to decide when a lead is potentially ready to make a purchase and then gets moved from marketing to sales. Modern analytics tools can help adjust the variables that define the scoring according to success rates and individual lead behavior.
Customer journey management is not just a new buzzword for CRM but instead creates processes that are customer-centric. How does it work, what do you need and what can your company gain?
Cross- and up-selling methods offer customers additional products or products of a higher quality before a purchase. But not every customer enjoys product recommendations at all times.
Marketing automation is one of the key elements to create customer communication that is effective, flexible and personal. Especially automated email marketing strategies are working wonders for individual customer interactions.
Vaguely defined processes for your lead management will turn your lead’s journey into a mystery wrapped in a riddle. The solution: stop treating your lead like a means to an end.