Touchpoint Management and Customer Journey: Classic sales models no longer work!



Next part



We are moved by the idea to make the world of work more human - without constant pressure for efficiency, stress and fear. As Publisher Best of HR - Berufebilder.de® with podcast, eLearning-on-demand offers and news service we share 15 years of experience with our customers (Samsung, Otto, state institutions). By the Top20 female blogger and consultant Simone Janson, referenced in ARD, ZEIT, Wikipedia .
Copyright: Artwork created as part of a free collaboration with Shutterstock. ,

The rules of the game in communication and sales are dictated today by the customers. The marketing of the future is therefore based on touchpoints - and on the customer journey. But many providers are still busy with advertising channels. They are the external counterpart of internal department silos: they act side by side without being networked. And with the classic sales models you can not get much further.

Touchpoint Management and Customer Journey: Classic sales models no longer work! Customer

Tip: Text as PDF or podcast (please read the instructions!) or to this text complete eCourse Download. Regular promotions or news per Newsletter!


More knowledge - Podcast, PDF download, eCourse or personal advice

Here writes for you: Anne M. Schüller is a management thinker, keynote speaker, business coach and multiple award-winning bestselling author. She has repeatedly been named Top Voice by Business Network LinkedIn. Profile

Customers do not buy in channels

Overview

A channel is used to transfer data from a sender to a receiver. The providers are talking about it, the consumers listen well and then buy. But today it is the other way around. Today, it is primarily their own customers who decide whether new customers come and buy. Not advertising, but experience reports are most likely to attract prospects - and bring them to action. So you have to develop your customers to the recommender.

Tip: Text as PDF or podcast (please read the instructions!) or to this text complete eCourse Download. Regular promotions or news per Newsletter!

Because we live in a recommendation society. The communication power has wandered to the consumers. This was made possible by the mobile web, which places a digital information layer over the offline world and networks people with complete online knowledge everywhere and in real time. In this new reality, prospects will hardly follow the pre-recorded channels of the providers. Rather, they control the variety of touchpoints self-determined.

To admit it and to use old and new touchpoints so virtuosously, that interactions are always desirable for customers willing to buy and Engaging in a committed referral is the new challenge in customer relationship management. The more touchpoints a vendor uses, the more revenue that vendor makes with him. However, the prerequisite is that the fit, the quality and "in the moments of truth" the experiences are right.

What are actually touchpoints

Overview

Touchpoints arise everywhere, where a (potential) customer with a Company and its employees or its products, services and brands. They are always where the customers meet one another: networked in a zigzag between the real and the virtual world, "social" and "mobile". An obsession with customer concerns is a must. Because every provider depends on the goodwill of its customers like never before. Anyone who cuts down on service or dismisses cost-effective employees in order to be maximally attractive to the shareholders will probably not reach the future.

While "bad profits" are made at the expense of the customers, "good profits" are made with their help. Healthy success comes especially when "great companies enrich the lives of those who come in contact with them and build relationships that earn true loyalty," says loyalty expert Fred Reichheld. And true loyalty encloses just the recommendation. For this, a lot of good has to happen between provider and customer. Not only the figures, but also the moral balance must be correct. Because unethical behavior will be more expensive than ethical in the future.

Tip: Text as PDF or podcast (please read the instructions!) or to this text complete eCourse Download. Regular promotions or news per Newsletter!

AIDA is from pre-yesterday

Overview

Silos and the associated canal thinkers are dangerous enough. But it is even more dangerous for those who want to communicate with communication models from the last century into the future. Above all, I call this the AIDA formula, which still haunts the marketing literature - and in some business schools faculties even exam relevant. It goes back to the sales strategist Elmo Lewis, who for the first time described 1898 (!) For the seller markets of that time.

AIDA is an acronym composed of the first letters of other words. It stands for the English terms Attention, Interest, Desire and Action. Everything that happens after a purchase decision does not exist on this model. No wonder then that in the company the regular customer care and the recommendation marketing move into the background.

Today, moreover, one knows that an inner desire is necessary to draw attention in a certain direction. Everyone knows this from the city stroll: Only when we feel hungry, suddenly all sorts of food bother us. Or do we think of a flirtation: Who is completely freshly in love is immune to the stimuli of third parties. If advertising is to be relied on, it needs a motive that wants to balance. Otherwise, it becomes ineffective because it is irrelevant from the brain's point of view.

Brandstalking really does not want anyone

Overview

Anyone who swears allegiance to old-fashioned recruit AIDA and still believes that attention is in the first place, will first and foremost drum up - and, according to the watering-can principle, want to get everyone and everything wet to see who is happy about it. But against most advertising formats, we are now immune.

Tip: Text as PDF or podcast (please read the instructions!) or to this text complete eCourse Download. Regular promotions or news per Newsletter!

Insufficient data security, consumer fraud, and business scandals have destroyed our last rest of confidence. We no longer believe in the flowery prose in high-gloss brochures, the siren song of the sales slangers, and the advertising gossip of Radio Gong. We feel disturbed, we are begun and do not let us deceive.

If only the vendors could finally understand that: Loud, stupid, lying advertising that invades us unasked, that is lying in wait and persecutes us will inevitably flop - because nobody wants to see and hear them anymore. Of course we will continue to love advertising, but only those that show us that she loves us. Communication means beguiling people, not bothering them.

Buying Cycle and Sales Funnel are out

Overview

Touchpoint management always looks at the purchase cycle from the customer's point of view. And it focuses on the increasingly important phases of influencing before and after a purchase. The Customer Journey always begins and ends in Touchpoint Management with WOM, Word of Mouth, which is increasingly valuable word of mouth. Usual buying models like the Buying Cycle or the Sales Funnel do not do this.

Although the classic buying cycle starts from the customer's point of view, it only considers the four phases of attention, evaluation, purchase and use. The usual sales model of Sales Funnel is even worse. It remains completely in the provider's perspective - and only the phases of prospective customer acquisition, offer preparation and conclusion are relevant. So one sees then as a regular customer stunned how new customers get all the goodies.

Tip: Text as PDF or podcast (please read the instructions!) or to this text complete eCourse Download. Regular promotions or news per Newsletter!

Of course new customers are important, but only if they are not won at the expense of their existing customers. If you want loyal customers, you have to reward customer loyalty. Only really well-advised customers will recommend a provider at the end. This in turn creates the best basis for new, good business. And this is Obendrein very cost-effective to get.

Touchpoint Management and Customer Journey: Classic sales models no longer work! Buying cycle-with-WOM


More knowledge - Podcast, PDF download, eCourse or personal advice

Overview


Offline download: Download this text as PDF - Read usage rights, Because we do not automatically submit the title of this text for privacy reasons: When buying in "interests" the title register if support is needed. After buying text exclusively Download at this URL (please save).

3,35 Book now


Listen to Podcast & Download MP3: You can listen to this text for free, as member even without annoying popup, or download the MP3 for a fee - Read usage rights, After the purchase page refresh, then you will find the download link here. Because we do not automatically submit the title of this podcast for privacy reasons: When buying in "interests" the title register if support is needed.

3,35 Book now


Your eCourse on Demand: Choose your personal eCourse on this or another desired topic, As a PDF download. Up to 30 lessons with each 4 learning task + final lesson. Please enter the title under "interests". Alternatively, we are happy to put together your course for you or offer you a personal regular eMailCourse including supervision and certificate - all further information!

16,20 Book now


Consultant packages: You want to increase your reach or address applicants as an employer? For these and other topics we offer special Consultant packages (overview) - For example, a personal phone call (price is per hour).

149,99 Book now


occupations pictures

You want to comment here? Please the Debate Rules comply, contributions must be unlocked. Your eMailAddress remains secret. More information on the use of your data and how you can counter this can be found in our Privacy Policy.

  1. To follow debate on this post
  2. All debates follow
  3. Debates per eMail subscribe (add link here!)
  1. Anne M. Schüller

    Classic sales models no longer work! - Highly recommended BfCYR2qzZM

  2. Competencepartner

    Touchpoint Management & Customer Journey: Classic sales models no longer work! ... - Highly recommended Wyrxng1Uek #Profile #Development

Post a Comment

Your email address will not be published. Required fields are marked with * .

JaI would like to be regularly informed about the latest promotions & offers Newsletter be informed.

I hereby accept the Debate Rules and the Privacy policy with the possibility to contradict the use of my data at any time.