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What Is Customer Journey and Why It Matters For Your Small Business
2025/6/12
S.O.B. (Small Owned Business) Marketing
C
Chelsea
V
Vivian
Vivian: 作为一名专业的营销人员，我认为客户旅程和营销漏斗虽然相似，但意图不同。营销漏斗侧重于指导客户完成购买过程，而客户旅程则侧重于了解客户的实际体验，以便改进流程和发现差距。我主张企业应该绘制客户旅程，以便更好地了解客户的需求和痛点，从而提高客户满意度和品牌忠诚度。通过分析客户在每个阶段的行为和反馈，我们可以发现业务流程中的断点，并采取相应的措施进行改进。例如，如果客户在购买后没有被添加到电子邮件列表，我们可以通过自动化流程来解决这个问题，从而提高重复购买率。
Chelsea: 我也认为客户旅程至关重要，但常常被忽视。在大学的营销课程中，我们更多地学习了营销漏斗，而对客户旅程的关注较少。然而，客户旅程可以帮助我们发现差距，并对小型企业有所帮助。通过绘制客户旅程，我们可以提高客户满意度，从而提高品牌忠诚度，并最终实现重复购买。此外，客户旅程还可以帮助我们确定为什么没有获得足够的 Google 评论或产品评论。因此，我建议企业应该重视客户旅程，并将其作为营销策略的重要组成部分。
Deep Dive
This chapter explores the core differences between a marketing funnel and a customer journey, highlighting their distinct purposes and approaches in understanding customer interactions with a business. The discussion emphasizes the importance of intentionality in mapping the customer journey for improvement and optimization.
- Marketing funnel focuses on guiding customers through sales stages, while customer journey maps real-time experiences for improvement.
- Customer journey mapping helps identify gaps and bottlenecks to enhance customer satisfaction and loyalty.
- The intention behind each approach differs: funnels aim for sales, journeys for process optimization.
Shownotes Transcript