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Week 7 - Coggle Diagram
Week 7
B2B
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brands are not as critical as often as the relationships that are built between the buyers and the sellers
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Learning Objectives
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Link customer experience, customer Journey and customer experience management
Understand the importance of customer relationship management systems and grasp the differences between CRM for consumer marketers (B2C) and industrial marketers (B2B).
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Business Ecosystem
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firms work cooperatively and competitively to support new products, satisfy customer needs, and eventually incorporate the next round of innovations.
Summary
Once the company has gone through the process of segmentation, processing and positioning they must look to the creation of meaningful relationships with the customers.
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Committing to CRM requires careful preplanning and a commitment throughout the organisation to being customer oriented.
Mechanisms as are used in B2C markets to build relationships often are not effective in B2B market situations.
The key to relationships is to convert them into long-term partnerships with business ecosystems between the buyer and seller whether B2C or B2B
Customer Experience
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CJM should list all possible touchpoints customers may encounter during the process. Touch points are typically depicted horizontally on CJMs in accordance with a process timeline. The timeline is then separated into three periods: pre-service, service and post-service.
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