Zoho CRM Tips & Tricks #06 | 8 tips om je customer journey effectief op te bouwen

Het belang inzien van hoe je een customer journey ontwerpt, kan zijn vruchten afwerpen in hogere conversieratio's, hogere klanttevredenheid en een gezonder bedrijfsresultaat.

Uit een recent, door McKinsey gepubliceerd, onderzoek bleek dat een brede en systematische benadering van de customer journey de klanttevredenheid met maar liefst 10% verhoogde. Uit een ander onderzoek, uitgevoerd door Boston Consulting Group, bleek dat bedrijven die hun klantreis aanzienlijk konden heroverwegen en moderniseren, de kosten met tot wel 25% konden verlagen en marges behaalden die 15% hoger waren dan gemiddeld.

In een markt die met de dag turbulenter en competitiever wordt, kunnen dit soort verbeteringen een worstelende onderneming overeind houden en van een goede presteerder een marktleider maken. Maar hoe kun je je customer journey verbeteren?

De sleutel is het hebben van een effectieve customer journey analyse, mapping en planning. Door gegevens uit je CRM en andere bronnen te gebruiken, kan je jouw customer journey optimaliseren, gaten vinden, bouncepercentages verminderen, tevredenheid verhogen en conversieratio's stimuleren.

Dit zijn de beste tips van Zoho voor effectieve customer journey planning en -optimalisatie:

1. Breng je customer journey in kaart: zet het met pen op papier, letterlijk of digitaal, en visualiseer elke touch point, hoe ze met elkaar verbonden zijn en hoe klanten erdoorheen bewegen.

2. Segmenteer je klanten op hun journey: wie zijn je klanten en hoe bewegen verschillende demografische klantgegevens zich op verschillende manieren door jouw touch points heen?

3. Identificeer zwakke punten: waar haken klanten op af zonder te converteren, en hoe verschilt dit per segment?

4. Stel doelen: als je eenmaal weet waar klanten afhaken en waar de klanttevredenheid laag ligt, kan je doelen stellen voor een verbeterde customer journey.

5. Breng je geoptimaliseerde customer journey(s) in kaart: breng met behulp van planningstools nieuwe, geoptimaliseerde, flexibele en effectieve customer journeys in kaart.

6. Optimaliseer elk touchpoint: gebruik de gegevens uit stap 3 om elke touchpoint -(e-mail, telefoon, social media, apps, enzovoort) zo efficiënt mogelijk te maken.

7. Maak gepersonaliseerde berichten: gebruik je CRM en andere backend-systemen om persoonlijke berichten met een krachtige boodschap te leveren voor elke klant op elke touchpoint.

8. Analyseer en verfijn: gebruik gegevens uit je CRM om voortdurend zowel realtime signalen als langetermijntrends te analyseren en daarop te reageren.

Je doel is om volledig inzicht te hebben in elke touchpoint in de customer journey, zowel in realtime als op de langere termijn. Met de juiste systemen kun je deze data gebruiken om de zwakke punten in je customer journey op te sporen. Deze kan je dan vervolgens snel verhelpen, de lekken dichten, bounces voorkomen en de klanttevredenheid maximaliseren. Ook kunnen deze ten alle tijde veranderen, dus flexibileitit is een vereiste hier.

Je CRM-software (Customer Relationship Management) moet de data-intelligentie en de tools hebben om je daarbij te helpen. Met Zoho CRM kun je de visuele reisplanner gebruiken om snel en eenvoudig optimale customer journeys te plannen en die trajecten vervolgens vanuit het CRM te implementeren voor alle kanalen en touchpoints.

Terwijl je segmenteert op basis van klantgedrag, kun je met Zoho CRM een bestaande customer journey als sjabloon gebruiken en deze vervolgens aanpassen voor elk nieuw segment. Het stelt je ook in staat om gegevens van alle touchpoints te verzamelen en te analyseren, zodat je direct optimalisatiemogelijkheden kunt identificeren, waardoor je de flexibiliteit krijgt die je nodig hebt om je concurrenten voor te blijven.

Sinds de pandemie evolueert de manier waarop klanten het liefst met bedrijven omgaan snel. En deze verandering vertoont geen tekenen van vertraging op korte termijn. Om te winnen in zo'n dynamische en veranderende markt, moet je de customer journeys tot in detail begrijpen en er intelligent en snel op kunnen reageren.

Dat is precies wat je met Zoho CRM kunt doen. Met deze tips kan je de customer journey binnen Zoho CRM optimaal benutten, jou helpen je concurrenten voor te blijven en je zakelijke doelen te bereiken.  

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