营销的未来非常简单,就是为客户绘制和优化旅程的过程。
Michael Lazerow
Salesforce Marketing Cloud
首席战略官 Chief Strategy Officer
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每年我都会被问到在未来12个月应该关注的客户体验主题。2019年当我被问到这样一个问题时,只有一个词会浮现在脑海中:客户旅程管理。
Ian Golding
客户体验专家
CXPA客户体验专业组织联合创始人
数字化技术的迅猛发展,导致触点和品牌的爆炸式增长,从用户体验(User Experience,UX)走向客户体验(Customer Experience,CX)成为必然趋势。在客户体验时代,客户旅程(Customer Journey)将成为最基础、最核心的要素,对客户旅程的管理能力是企业客户体验管理能力的基石。它包括了企业的触点管理、客户旅程地图的绘制(Customer Journey Mapping),客户旅程分析(Customer Journey Analytics)、客户旅程编排(Customer Journey Orchestration)等一些列进阶能力,它是企业开展体验文化建设、客户体验度量、客户体验设计、体验创新等所有体验相关工作的第一步。
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