A module aimed at promoting a customer-centric culture, providing participants with the skills and tools to understand and measure the customer experience.
Consumer behavior is the study of consumers and the processes they use to choose, use (consume), and dispose of products and services, including consumers’ emotional, mental, and behavioral responses. Understanding consumer behavior is crucial for businesses to create effective marketing strategies that can influence consumers’ decision-making processes.
The Customer Journey is basically the path a customer takes during a relationship with a company. A journey that includes both online and offline stages. The Customer Journey, therefore, is none other than the story of the bond between the customer and the company. A story that begins the moment the customer seeks a good or service from a company to satisfy a need, and ends with the purchase.
Persona mapping will give you deeper insight into your customer base. The goal of any business is to make more connections with customers in order to make more sales. And in order to be profitable, you need as many happy customers as possible coming back to your business, telling their friends about their success with your products, and building upon those successes. To do this, you really have to understand your customer. And to understand your customer at scale, that’s successful marketing.
Consumers now want a less transactional and more emotional relationship with brands. Customers who have an emotional relationship with a brand have three times higher lifetime value and will likely recommend the company at a rate of 71%, instead of the average 45%. It is this personal approach to building relationships that brands should develop. Like with any personal relationship, it should be built on key psychological principles.
Customer experience leaders now see that a better experience can result in long-lasting relationships with a greater lifetime value. In a modern world in which B2C and B2B customer experiences are almost interchangeable, there’s a huge incentive for companies to produce seamless buyer journeys.