The course provides an in-depth look at the increasingly relevant concept of the Customer Journey to understand and analyze its dynamics and understand how to intervene directly on it to achieve customer loyalty from a strategic multichannel marketing perspective.
Customer Satisfaction and the quality of the service provided are, in fact, key levers for consolidating turnover and increasing sales: a satisfied customer is a customer who makes positive word-of-mouth within their network and who repurchases. All this translates for the company into Customer Retention.
- Understanding and analyzing the dynamics of the Customer Journey
- Knowing how to intervene in the dynamics of the Customer Journey
- Knowing how to build customer loyalty through customer satisfaction
- Marketing Managers
- Customer relations managers
- Brand and product manager
- Sales managers with marketing assignments
Customer Satisfaction
- Definition.
- CS as a tool for evaluating corporate policies
- What tools to achieve customer satisfaction
- Exercise: try to organize a loyalty program for a store
Power goes to connected customers:
- Vertical, exclusive, individual
- Horizontal, inclusive, social
Identifying Buyer Personas
- What are buyer personas and how to identify them
- Exercise: filling out the Buyer Personas canvas.
The revolution of online conversations
- The evolution of customer service: from call centers to social networks
- The conversation revolution
- Challenges to integrating social networks in the contact center
- Customers want more
- Service quality as a differentiator
- Help, assist, sell
- Case study
Discovering Social Customer Service
- Social Customer Service: what it is and what it is for
- The service customers want
- Why integrate social media into your customer service
- The 5 Pillars of Social Customer Service
- The ROI of Social Customer Service - Case Study
The new customer journey, or Customer Journey:
- Aware
- Appeal
- Ask
- Act
- Advocate
Which model to adopt depending on the industry and customer behavior:
- Channel, brand, sales and service analysis
- Model 1: the knob
- Model 2: the fish
- Model 3: the trumpet
- Model 4: the funnel
- Model 5: the bow tie
Multichannel marketing as a function of the Customer Journey:
- Mapping all touchpoints
- Identify the most important touchpoints and channels
- Improve touchpoints and channel interaction
- Analysis of a business case
How to handle dangerous conversations online
- What to do when the client gets nervous
- Social assessment: understand quickly → respond appropriately
- Managing angry customers with the CARP method
- How to turn dissatisfied customers into ambassadors for your company (and help turnover)
Exercises
- compilation of a Buyer Personas canvas
- Self-cases proposed by participants
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