Weitere ähnliche Inhalte Ähnlich wie Customer Insight through the Buyers\’ Journey (20) Mehr von Christine Crandell (9) Customer Insight through the Buyers\’ Journey1. Customer
Insight Analysis:
“Buyers‟ Journey”
Christine Crandell
December 5, 2011
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 1
2. About Us…
Strategy Services that accelerate growth
20 years in business Increased client revenues & efficiency by 75%
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 2
3. What We Will Cover
• How Buying Changed
• The “Buyers‟ Journey”
• Discover the Invisible
• Align for Revenue Performance
• Q&A
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 3
6. We Need to Change…
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 6
7. New Rules
There are no
“Customers”,
only “Buyers”
Buyers are in
control
Buying is social, self-directed, trust-based & transparent
„Lifetime
Harder and harder to „reach‟ buying teams
Experience‟ is
a key decider Disruptions result in disengagement and viral word-of-mouth
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 7
8. What is Buyers‟ Journey™?
The Buyers‟ Journey™ is a set of
organizing principles for aligning
company functions and roles to enable,
engage and establish enduring
relationships with buyers.
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 8
9. Buyer‘s Journey
1. Buyer Enablement
2 • Higher quality
leads
2. Purchase Validation
Buyer
• Faster revenue
Influence cycles
Circle 3. Buyer Engagement
1 3
• Earlier & wider
adoption
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 9
10. Buyer Enablement:
• Problem Definition
Validation
Commitment to solving
the problem
• Solution Search
Evaluation Understand how Peers
Buyers solved the problem
• Evaluation
Solution Journey Select approach, evaluate
Search alternatives and short-list
• Validation
Problem
CONTACT vendors and
Definition
validate selection
decision
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 10
11. Purchase
Disrupters:
• 1st Disrupter
Handoff of from
Marketing to Sales
Buyers • 2nd Disrupter
Handoff of ’customer’
Journey from Sales to
Service/Support
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 11
12. Buyer Engagement:
•Value Delivery Purchase
Customer onboarding and Value
Validation Delivery
initial value
• Nurture & Retain
Nurture
Consistent expected
Evaluation & Retain
experience
• Value Streams Buyers
Deliver expected value
Solution Journey Value
beyond solution ROI Streams
Search
• Expanded Adoption
Expected experience and Problem Expanded
value drives adoption Definition Adoption
• Evangelism Evangelism
Unprompted WOM of
your value!
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 12
13. Purchase
Value
Validation Delivery
Point of Churn – 3rd
Disrupter: Nurture
Evaluation & Retain
• Unmet expectations that
remaining after 90 days. Buyers
• Churn or defection is highly
probable regardless of any Solution
Journey Value
Search Streams
action taken.
Problem Expanded
Definition Adoption
Evangelism
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 13
14. Why Do This?
• Accelerate sales by 3
to 5 times
• Reduce cost of sales
by 30+%
• Viral word-of-mouth
evangelism
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 14
16. Discover the Invisible
Identify
Destination
Conversation
Learned
Action Taken
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 16
17. Discover the Invisible
Build
Match Presence
Assets to at
Craft “Action” “Identify”
Experience
Longitudinal
Data
Analysis
Mother of
all
Interviews
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 17
18. Your Buyers„ Journey
Opportunities
Sales
Purchase
Value
Validation Delivery
Customer Care
Nurture
“Customers”
Evaluation & Retain
Marketing
Contacts
Buyers‟
Journey Value
Solution
Search Streams
Problem Expanded
Definition Adoption
Evangelism
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 18
19. Put It Into Action
1. Be where your customers are and deliver value
2. Develop a holistic plan for consistent lifetime
experience
3. Align roles outward and blur internal functional lines
4. Empower all employees to engage with training,
mentorship and incentives
5. Engage in all conversations, positive and negative, in
public domain
6. Measure ROI and mitigate risks
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 19
20. ALIGN FOR REVENUE
PERFORMANCE
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 20
21. Be Outcome-Oriented
• Buyers buy outcomes,
not solutions
• Understand each
Personas‟ desired end-
state and lifecycle
expectations
• Sales cycles accelerate
when interactions and
solutions meet
expectations and
deliver target outcomes
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 21
22. Digital Body Language
• Digital body language
is key to understanding
Personas
• Research longitudinal
behavior
• Establish a core team
responsible for
understanding and
aligning buyer
experiences
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 22
23. Align Outward
• Understand each
Persona‟s Journey,
definition of value and
expectations
• Define and align each
role in terms of its
contribution to the
Journey
• Marketing and
Service/Support should
own charting the
experience
D agr am by Sr ee H eed
i am
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 23
24. Value Match
• Definition of Value
1
changes over time and
6
across in the Journey
• Value are the building
5
2 blocks of outcomes
• Manage “value” as a
portfolio and routinely
4 3 measured for
effectiveness
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 24
25. Consistency
• Consistent buyer
interactions are core to
building trust
• Tone, responsiveness,
cadence, and continuity
across channels
establishes consistency
• Establish internal
guidelines for
how/when/who engages
with buyers on which
topics
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 25
26. Key Takeaways…
• Align to how your buyers
buy
• „Close‟ faster by enabling
buyers & their decisions.
• Deliver the experience
buyers want
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 26
27. Questions?
Contact us for a 1
hour Complimentary
Assessment
Christine.crandell@newbizs.com
+1.415.309.7017
Blog: www.christinecrandell.com
Forbes Blog:
blogs.forbes.com/christinecrandell
Twitter: @chriscrandell
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 27
Hinweis der Redaktion Identify – what looking forDestination – where goConversation – who “talk” toAction Taken – what doLearned – what learnedAnd it starts all over again for each step in the Buyers Journey and for each Persona or role. Build shared vision of success and on how to achieve target outcomeUnderstand tipping points along in the Journey stages Personas self-define their Journey roles and may move back and forth across stagesImproving buyer experience across channels is core to successful differentiation Hand-off points, SLAs, metrics, real-time dashboards and processes are documented All roles collaborate with buyers guided by the ‘experience’ framework Value is delivered through assets, collaboration, and interactionsValue includes hard ROI as well as soft benefits including networking, speaking, etc. Ensure all employees have a consistent vivid image of Buyer Personas