Wo man auch hinhört. wird über Kundenerfahrungen (Customer Experiences) und Kundenerfahrungs-Management (Customer Experience Management) gesprochen. Dennoch stellen wir immer wieder fest, dass wenige Leute eine ausreichend konkrete Vorstellung davon haben, was es braucht, um differenzierende Kundenerfahrungen erfolgreich zu definieren und im Alltag sicherzustellen. In diesem Artikel versuchen wir, die 6 […]
Customer journey
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Everybody and their dogs seem to be talking about customer experiences and customer experience management nowadays. However, too few people seem to have a good concept of what it really takes to do it successfully. This is why this article summarises the 6 steps of successful customer experience management from […]
Mike Hakkens is Associate Partner managing the financial services and customer experience management practices at WATC Consulting AG. Here he shares his impressions judging this year’s UK Financial Services Experience Awards, which took place in London in July. Do outstanding experiences in Financial Services exist? Frowns and blank looks are […]
Every company should have absolute control over its touchpoints and the management of those should be on the executive agenda. A 360-Degree Touchpoint-Analysis delivers the basis for this and gives insights on how to treat touchpoints content-wise and financially. The importance of a 360-Degree Touchpoint-Analysis The buying behaviour of customers […]
The sense of customer journey maps Customer journey maps summarise the buying process of customers or customer segments based on market research findings. Thereby, the map shows where the experience of the customer begins and where it ends, how the interactions with the respective product or service look like, and […]
Where do you look for information and decision facts when you are considering buying the product or service of a specific company? In the internet era, the answer seems obvious: on the respective company’s website. In fact, in most industries that’s exactly what potential customers do. This is great news, […]
When we recently started a project for a well-known, large international company, we were asked to find out how the digital customer journey nowadays differed from the non-digital one. Our client desired to know which customers and prospects embarked on an online decision path and which ones decided offline. They […]
Okay. You have accepted the fact that the traditional “funnel” model for explaining customer decision making does not really work any more. Hence, you are now putting a lot of effort into delivering the right customer experience to fit your customers’ needs along their decision journey. But is the “customer […]
