1. Characteristics of digital channel and contents
in B2B Customer Experience Journey
B2B 고객경험여정상에 나타난 디지털 채널, 콘텐츠에 대한 특성
2013 한국 인지과학 학술대회
The Korean society for Cognitive Science
2013.5.25. 서강대 정하상(J)관
Henry Hyunrok Sung
Hyunrok.sung@gmail.com
Facebook.com/fraystation
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2. Index
1. The Consumer Decision Journey
2. Blue Print
: The B2B Consumer Decision Journey, Customer, Contents, Channel
3. B2B Digital Contents
4. B2B Digital Channels – P.O.E
5. Research Result
6. Conclusion
2

3. The Consumer Decision Journey
- Dec. 2011, Winning the consumer decision journey,
David Court, Dave Elzinga, Susan Mulder, Ole Jørgen Vetvik, McKinsy&Company
3

4. The B2B Consumer Decision Journey
- Apr. 2013, Follow the customer decision journey if you want B2B sales to grow,
Oskar Lingqvist, Candace Lun Plotkin,, Jennifer Stanley , McKinsy&Company
4

5. Consumer Decision Journey
B2C
B2B
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6. Blue Print: The B2B Consumer Decision Journey, Customer, Contents, Channel
Customer
Decision
Journey
Identify
Consider
Evaluate
Buy
Experience
Commit (Loyalty)
Customer
Customers
Experienced
Contents
Customer
Experienced
Channel
(Paid/Owned/Earned)
- 2012, Korea Society of Design Science, Hyunrok Sung
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7. B2B Digital Contents
Research report
White Paper,
Case Study,
>Video(Educated/Ad/Trend video)
>Infographics,
>eBook,
>Virtual conference(Webinar),
>Social,
>Mobile/App./Podcast
- 2013, Korea A Case, Hyunrok Sung
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8. B2B Digital Channels – P.O.E
Paid
Media
B2B
Company
Customers
Owned
Media
Earned
Media
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9. Research Result
Video형태 (Webinar, Virtual conference)의 Service,
Customer success case/White pager/Research report,
Influencial media article
2. Video based/ Live
3. Influencial Article
1. Research report/ White
paper/ Case study
2. Video
- 2012, B2B Channel & Contents Usage, Korea A case, Hyunrok Sung
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10. Conclusion
• B2B Customer는 기본적으로 B2B 서비스에 대한 학습과 실질적인 Value를
주는 Contents를 통한 Experience를 선호: 학습효과
• 신뢰도 중시: Influencial media article, 지속적인 Relation
• Live/Vide based, Easy contents 선호: Brand연상도, 학습
• B2B 서비스 제공자는 이를 인지하고 지속적으로 변화하는 B2B 디지털
고객관계 특성을 파악 및 커뮤니케이션
• B2B 고객여정상에서 Digital Interaction을 통한 Customer Experience를
증대
•B2B 서비스 제공자 측면에서는 비즈니스 성과로도 이어질 수 있는 활동
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11. Thank You
Henry Hyunrok Sung
Hyunrok.sung@gmail.com
Facebook.com/fraystation
11