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Here's how most companies used to map a customer journey: They'd start with their initial marketing outreach, advance down the funnel to the signed contract, and then onboard the customer. There would be training, a quarterly or six-month outreach, and finally, renewal or upsell. But think about it: how many of those milestones does the customer care about or even think about? From their perspective, a journey map would look very different. Innovative companies are abandoning this "inside-out" model. Why? Because it doesn't map to how customers actually think or behave. Learn the difference between the old way of thinking and the new "outside-in" way of customer lifecycle management.