Define Your Customer Journey ASAP (2 Key CRM Solutions)

Marketers of all types of products need to arm themselves with relevant data.  Savvy customers need to engage now before customers move on to the next, more attractive offering. Knowing where to start can be a daunting endeavor. But not taking action has the potential to put companies at serious risk.

Gartner estimated that nearly 90% of companies expect to compete mostly based on customer experience in 2017. Consumers spend at least 50 percent of their shopping time researching products online.  They form an opinion about desired products and services before ever engaging with the brand or retailer through traditional channels.

What Is Customer Journey Mapping?

A customer journey map is a visual representation of every experience your customers have with you.  It helps to tell the story of a customer’s experience with your brand. At first glance, a customer’s journey is pretty simple. You offer something, and they buy it. But once you get into the detail, customer journeys are quite complex and come in many varieties. 

Your customers can come into contact with your business in many ways and from many different starting points — for example, marketing, referrals, search, social media, customer service inquiries, and above-the-line campaigns. No doubt, you want to make every experience a customer has as good as it can be. So to make sure no interaction slips through the cracks, you need to map out every touchpoint or experience along the customer journey.
customer_journey_sap_hybris_anodius
The New Customer Journey, Source: SAP CX


A map helps you step into your customer’s shoes and see your business from their point of view. It builds and shares knowledge in your organization about what your customer needs at various locations on the journey. The benefits of creating the map are that it:
  • helps you see where customers interact with your business;
  • focuses on particular customer needs at different stages in the buying funnel;
  • identifies whether the customer journey is in a logical order;
  • gives an outside perspective on your sales process;
  • shows the gaps between the desired customer experience and the one received;
  • highlights development priorities;
  • It allows you to concentrate efforts and expenditure on what matters most to maximize effectiveness.


What CRM, CX Solutions to Use?

SAP CX – make the most of every customer interaction, through precise insight into the customer.   SAP CX suite offers you the ideas and flexibility you need.  It covers five main areas: commerce, marketing, sales, and service.  Qualtrics jointed the SAP family in 2019.

Salesforce – provides SaaS applications for sales, marketing, and customer service.  Salesforce Marketing Cloud helps you build and manage personalized customer journeys.  Use predictive intelligence to deliver timely, relevant content. Deliver simple or complex journeys for every individual, no matter the size of your customer base.

Roman Kučák, CEO

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