Customer Journey
Manage Customer Experience | |
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Define customer experience management models. | Customer Experience Management is a marketing instrument that describes the cycles of a customer journey (from awareness of a product/service to purchase and long-term customer loyalty). Celonis Process Management's process world can be combined with a customer trip in a uniform management system. |
Modeling Customer Journey Maps | The Customer Journey Map is built up by individual Customer Journey Steps and depicts the chronological sequence of steps as a customer/person moves to their destination. The goals can be different and changed by strategic touch points or further information. |
Generate Customer Journey Map | An aggregated graphical representation of all customer journey steps with additional information, such as linked processes, in the form of a configurable "profile" (matrix) is possible. |
Define customer touchpoints | The customers' touch points with the company are defined. They form the interface between the customer, the brand, the internal company process, and the persona (the potential customer). |
Define Stakeholders | The list of all stakeholders with direct or indirect contact with customers illustrates the complexity of service provision and helps identify potential for improvement. |
Determine and define personas. | Personas reflect certain persons/target groups with their respective typical characteristics. These include characteristics such as purchasing behavior, interests, age, etc. |
Survey and define the voice of the customer | Collecting customer requirements (voice of the customer) is also important for creating a comprehensive customer journey map. Here, the expectations, likes, and dislikes of the customer are described. |
Define distribution channels | All distribution channels are listed. They are closely related to the TouchPoints. |