Nayden bolee bystryy marshrut: Primenenie kart puteshestviya potrebitelya dlya povysheniya prodazh i loyal'nosti. Teper' i v B2B (ePub)

The Customer Journey Map (CJM) is a powerful tool that captures the customer's experience with a company. And this is not just another marketing toy or a fun concept scheme. The main task of building a consumer journey map is to maximize revenue, the company's basic financial indicator. Ilya Balakhnin, who introduced this effective technique to the Russian market, continues to explore the customer journey in his new book, this time touching on the B2B segment as well. Considering the difference between the classical model of working with target audience and CJM, the author puts forward the following argument in favor of the latter: there can be one socio-demographic audience, but its logic when buying a product, even the same one, is completely different. When creating a journey map, it is necessary to take into account the needs, emotions, goals and motives (Jobs To Be Done) of the client, which arise at different points of contact with the product. At the same time, instead of the usual segmentation, the author proposes to build marketing based on data. He details the underlying multidimensional modeling that takes into account various quantitative parameters that describe the behavior of the client. These parameters include profit formula indicators, weighted assessments of the importance of choice factors, and other numerical indicators. Based on the models described in the book, the consumer journey map shows when customers abandon a purchase or go to competitors, and suggests the direction of change. You will be able to find the right vector for the development of your business and firmly link the marketing strategy with the financial performance of the company.