Customer journey research uses customer journey mapping or buyer journey mapping to identify, structure and improve the complex interactions that customers experience across their relationship with your company, helping you to become more customer centric.
Improving the customer experience from average to exceptional can lead to a 30 to 50 percent increase in KPIs such as likelihood to renew or purchase another product.
At the beginning of the journey potential customers will build an awareness of the company, sometimes by recommendation, sometimes by seeing a promotion. Thereafter, their interest will hopefully be piqued, and a buying relationship will be developed. This could carry on for many years, influenced by different experiences, conveyed by the product and supporting services.
B2B customer journey maps can take several forms, depending on the needs of the business and the extent to which business processes are incorporated into the map:
Sodexo, a world-leader in food service and facilities management, places insight at the core of their marketing strategy. The company recognizes the importance of leveraging primary research to ensure that service offers meet the needs of the target market, with all their business decisions born out of research insights.
While regularly monitoring market and consumer trends, Sodexo partnered with B2B International to carry out customer journey research to help them understand typical buyer journeys and personas across four different business units.
Find out how these insights were used to inform top of the funnel marketing strategies, sales engagement strategies during the purchase process, and ensuring that the ongoing relationship throughout the contract period is nurtured in order to encourage customer satisfaction and loyalty.
Visa is at the forefront of driving a myriad of new payment solutions including Visa Direct and Visa B2B Connect. Visa Direct helps enable money movement to eligible debit cards domestically, and to eligible debit cards and accounts cross border. Visa B2B Connect enables B2B, cross-border, higher value payments to accounts on the same or next day through a single connection.
Visa required research to understand how to connect to and engage with new audiences within commercial banks and how to position Visa Direct and Visa B2B connect to help commercial banks adopt the solutions successfully.
