Posts

The stationary trade has long feared that due to the growing number of digital channels customers will turn their back to traditional brick & mortar stores. But many customers use online channels as starting point for all their product researches.

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Today’s customers are curious and use their smartphones even when they buy in shops. From research to purchase to payment – the smartphone has become an integral part of most customer’s shopping experience. Natalie Bührmann explains, how customers make use of their smartphones during shopping.

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To measure how successful campaigns and strategies really are, you need numbers. The conversion rate is one of those numbers and especially important in any marketing team.

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To excite leads and customers on their journey, companies need to know when and where important touchpoints are. But not every touchpoint that is important to the customer is easy to identify.

To create the perfect customer journey, you need to define, identify and structure all necessary elements. Especially touchpoints and channels are crucial but tend to get mixed up when it comes to customer journey mapping.

Whether you do your weekly grocery shopping or go on the daily hunt for fresh fruit and vegetables, or simply need a beverage for a trip – eventually, everyone ends up in the supermarket queue. And the only thing to do there is: waiting.

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When I talk with marketing experts about  customer journey management, I often get to hear that it is nothing more than just another word for CRM (customer relationship management). They couldn’t be more wrong. CRM is dependent on the touch points between the company and the customer. At the touch points, the customer needs to …

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Not every newly acquired customer remains loyal to your company forever, but even from a loss of customers we can learn a lot. Churn Management gives you the means to not only understand why customers leave you but also how to prevent future churns.

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When attending a Customer Journey Mapping Workshop  recently, I learned a very interesting and revealing lesson: not every touchpoint is equal and not every touchpoint has the same relevance for individual customers. These kind of workshops outline, analyze and in the end try to optimize an exemplary customer journey of a client.

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In my last blog I already talked about the meaningful role the customer journey plays in modern marketing. Along this journey – from the first awareness stage right up to the product purchase – a customer takes several stops at so-called customer touchpoints where he gets in touch with a product or brand. Contrary to …