The terms customer journey and buyer journey are frequently used interchangeably. However, there is a clear difference between the customer journey and buyer journey. The buyer journey refers to ‘market’ and ‘sell’, while the customer journey refers to ‘support’ and ‘serve’. Within the customer journey many players and aspects play a great role in contributing to the ultimate customer experience.
During the B2B Marketing Forum on March 16th, Ingrid Archer, Co-founder & Director Clients, Strategy & Success at spotONvision, will take the participants into the world of the customer and buyer journey. Throughout the workshop marketers will gain a better understanding of these concepts. I asked Ingrid a number of questions to get an idea about the topic and her vision on it.
What is customer journey mapping?
“The customer journey is an important component in the on-going marketing strategy in a B2B business. As soon as people have chosen your product or service you will have to consider how you can serve your client best. In addition, you will have to consider how marketing can contribute to this. A good customer journey map is one of the most successful additions in making your business a more client-focused organisation. The ultimate goal is that your client becomes your biggest fan.
Customer journey mapping reveals how a client interacts with a company during a buy- and customer-process. A customer journey map provides insights of where possibilities for improvement are in the customer experience. We call it ‘mapping’, because we visualise the journey, the touch points, and the emotions, at every point of the customer journey and through all possible channels.”
Why is the customer journey becoming more important?
“The focus on the customer journey will increase in the coming years. This is needed in order to reach your marketing and business targets as marketer. By understanding the customer journey, marketers will have a better overview how to prioritise in regards to their investments. This in order to become more customer focused. Also, through the Internet of Things (IoT), businesses have much more data available about their customers than ever before. It is therefore easier to check the needs and desires of clients and how you can take advantage of this. Think, for example, of personalised content.”
Why is the customer journey so important in B2B organisations nowadays?
“It is becoming much clearer within B2B organisations that the customer experience is important. In order to influence the customer experience, you have to look at the entire life cycle of the client (from the moment of their first contact with product/service until customer retention). As marketer, you want to know what your strengths and weaknesses are in the eyes of your clients. On top of that, you want to take control on the customer experience. That means that you need to understand the entire buyer and customer journey. This is important because there is a lot of competition to get the attention of a buyer.
Many companies make great content, and have great products and services, and standing out becomes more and more difficult. To excel, you need to ensure that your customer experience is exceptional.”
What can people expect to learn about this topic at the B2B Marketing Forum?
“The customer journey is an important topic nowadays and a lot of people talk about it, but not many know where to start. This begins by getting the buy-in from your management. You won’t always receive the budget to gain the insight on the buyer or customer journey. This presumably happens because as marketer you won’t always be able to indicate what the results will be. In the workshop at the B2B Marketing Forum, we will assume that you already have support and that you want to know how to start with mapping the buyer or customer journey.”
Why should a B2B marketer attend your session at the B2B Marketing Forum?
“If you are curious about the buyer journey or the customer journey, then this is a fun workshop to join. You will come to understand the difference between buyer journey and customer journey and you will work hands-on to map such a journey. Participants of the workshop may choose whether they want to work on the buyer journey or the customer journey.
About the workshop on March 16th
On the 16th March 2017, at the B2B Marketing Forum in Wassenaar, the customer journey will be highlighted in one of the workshops. Ingrid Archer will take you into the world of the buyer journey and the customer journey. The workshop will be repeated several times during the day.