Customer Journey Mapping Customer Journey Persona Und Touchpoints Der Ergo Direkt
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Customer Journey Mapping Customer Journey Persona Und Touchpoints Der Ergo Direkt
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Author : Christian Halder
language : de
Publisher: GRIN Verlag
Release Date : 2021-06-29
Customer Journey Mapping Customer Journey Persona Und Touchpoints Der Ergo Direkt written by Christian Halder and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-29 with Business & Economics categories.
Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Fernhochschule, Veranstaltung: Digitales Marketing & Social Media, Sprache: Deutsch, Abstract: In dieser Arbeit wird das Ziel verfolgt, anhand einer konkret entwickelten Persona entlang der Customer Journey am Beispiel der ERGO Direkt Touchpoints zu finden und zu erläutern. Darüber hinaus werden anhand drei festgelegter KPIs Touchpoints nach ihrem Zielerreichungsgrad gemessen und bewertet. Mithilfe der Erkenntnisse sollen Handlungsempfehlungen abgeleitet werden. Inwiefern besteht am Beispiel der ERGO Direkt, einem Onlineversicherer, ein Optimierungsbedarf entlang der Customer Journey und deren Touchpoints? Der Begriff 'Customer Journey' ist in den letzten Jahren zu einem bekannten Schlagwort in der Marketingliteratur geworden. Im Eigentlichen beschreibt eine Customer Journey die Interaktion zwischen einem Kunden und einem Unternehmen hinweg über mehrere Phasen. Während in der Literatur die Inhalte zunehmen, hat die Customer Journey die Breite der Unternehmenspraxis noch nicht erreicht. In der letzten Zeit beschäftigen sich zunehmend Unternehmen mit dieser Thematik und führen sogar eigene Managementstellen hierfür ein. So hat beispielsweise das Unternehmen United Airlines direkt eine Managementstelle neben dem Chief Executive Officer kreiert. Die steigende Bedeutung führt die Unternehmen dazu, sich mit der Customer Journey zu beschäftigen und diese für sich zu bewerten. Im Zuge dessen lassen sich viele Unternehmen beobachten, wie sie anhand ihres Geschäftsmodells eine Customer Journey konzipieren. Ein Blick in die Zukunft und auf die Weiterentwicklung der Customer Journey wird oftmals nicht gewagt. Viele Unternehmen sträuben sich diesbezüglich vor der Komplexität und Unsicherheit der Informationen. Obgleich dem Wissen, dass hierdurch Erkenntnisse und zukünftige Kundenerwartungen resultieren, welche bereits zum jetzigen Zeitpunkt helfen richtige Entscheidungen und Weichen für die Zukunft zu stellen.
Customer Journey Mapping Am Beispiel Der Ergo Direkt Entwicklung Von Persona Und Touchpoints
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Author : Jasmin Badarne
language : de
Publisher: GRIN Verlag
Release Date : 2019-11-05
Customer Journey Mapping Am Beispiel Der Ergo Direkt Entwicklung Von Persona Und Touchpoints written by Jasmin Badarne and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-05 with Business & Economics categories.
Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Hochschule Riedlingen, Veranstaltung: Digitales Marketing und Social Media, Sprache: Deutsch, Abstract: Diese Arbeit thematisiert die Methode des Customer Journey Mappings am Beispiel der ERGO Direkt. Es werden die theoretischen Grundlagen erklärt, wie die Termini „Customer Journey“, „Persona“ und „Touchpoints“. Dabei werden im Speziellen die Konzepte der Persona-Konstruktion, Customer Journey Mapping sowie Touchpoint Management und die relevante Key Performance Indicators an den Touchpoints wissenschaftlich erläutert. Anschließend wird am Beispiel des Direktversicherers ERGO Direkt eine Persona sowie eine Customer Journey auf der Grundlage von Marktforschungsstudien entwickelt, um darauf aufbauend ein Customer Journey Mapping durchzuführen. Es werden relevante Touchpoints entlang der Customer Journey lokalisiert und passende KPIs ausgewiesen, um eine Prognose hinsichtlich deren Zielerreichungsgrad zu treffen und abschließend Optimierungsmaßnahmen für die Touchpoints entlang der Customer Journey abzuleiten. Das digitale Zeitalter führt zu einer fundamentalen Veränderung in der Erwartungshaltung und damit zusammenhängend auch in dem Verhalten der Kunden. Die Anforderungen, die Konsumenten an jegliche Anbieter stellen, sind insgesamt deutlich gestiegen. Es reicht schon lange nicht mehr aus, dass das gewünschte Produkt im stationären Handel zu kaufen ist. Denn der digital affine Kunde von heute erwartet, dass das Produkt off- und online zum selben Preis erworben werden kann. Und weiter, dass die Mitarbeiter an allen potentiellen Kontaktpunkten, bspw. im Laden, am Servicetelefon aber auch im Chat-Assistenten rund um die Uhr über alles informiert sind und das Problem des Kunden, das es zu lösen gilt, genauestens kennen. Um den ambitionierten Kunden letztlich von einem Kauf zu überzeugen, werden individuelle auf den Kunden abgestimmte Lösungen sowie eine in time Zustellung der gewünschten Ware vorausgesetzt. Es werden Stellvertreter, Pseudonyme, sogenannte Persona, benötigt, die dabei helfen, den Kunden von heute gläsern und zugänglich zu machen. So kann der Frage nachgekommen werden, welche Phase einzelne Persona bei einem möglichen Kauf durchlaufen und an welchen Kontaktpunkten eine Interaktion möglich oder gar essentiell notwendig ist.
Digitales Marketing Und Social Media Am Beispiel Der Ergo Direkt
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Author : Dominik Badarne
language : de
Publisher: GRIN Verlag
Release Date : 2019-05-24
Digitales Marketing Und Social Media Am Beispiel Der Ergo Direkt written by Dominik Badarne and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-05-24 with Business & Economics categories.
Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, , Veranstaltung: Digitales Marketing und Social Media, Sprache: Deutsch, Abstract: Zielsetzung dieser Hausarbeit ist es, am Beispiel der ERGO Direkt eine Customer Journey Mapping mit Persona-Konstruktion zu erstellen. Dabei steht insbesondere die Analyse der bestehenden digitalen Marketing- und Vertriebsmaßnahmen des Direktversicherers im Vordergrund, welche mittels einer Analyse der Customer Journey optimiert wird. Gleichzeitig wird eine Persona entwickelt, zu der sich geeignete digitale Touchpoints und Vertriebsmaßnahmen entlang der Customer Journey identifizieren lassen. Abschließend werden anhand ausgewählter Touchpoints entlang der Customer Journey der ERGO Direkt Optimierungspotenziale identifiziert und daraus geeignete Maßnahmen abgeleitet. Das zweite Kapitel dieser Hausarbeit thematisiert die theoretischen und wissenschaftlichen Grundlagen. Dabei werden die Begriffe "Customer Journey" und "Customer Journey Mapping" definiert, voneinander abgegrenzt sowie anhand von theoretischen Konzepten und wissenschaftlichen Modellen näher spezifiziert. Zusätzlich werden drei wesentliche Kennzahlen zur Messung einer Customer Journey identifiziert und vorgestellt. Ferner wird das Konzept einer "Persona" betrachtet sowie die dazugehörigen Ansätze zur Entwicklung aus wissenschaftlicher Perspektive eruiert. Abschließend werden die Begriffe "Touchpoint" und "Touchpoint Management" mit Hilfe von theoretischen Konzepten definiert und voneinander abgegrenzt. Das dritte Kapitel, der methodische Teil, behandelt die Entwicklung einer geeigneten Persona am Beispiel der ERGO Direkt. Dabei wird auf das bereits im zweiten Kapitel spezifizierte Konzept der Persona näher eingegangen und visuell mit Hilfe eines Steckbriefs dargestellt. Daran gekoppelt wird eine Customer Journey entwickelt, um die definierten Inhalte zu konkretisieren. Abgerundet wird das Kapitel mit der Identifikation von relevanten Kennzahlen an den entsprechenden Touchpoints. Dabei werden Annahmen zum jeweiligen Zielerreichungsgrad abgeleitet sowie Optimierungspotenziale anhand der einzelnen Touchpoints identifiziert und dazugehörige Maßnahmen eruiert. Das vierte Kapitel fokussiert die kritische Reflexion der dargelegten Maßnahmen. Zudem werden die sich daraus ergebenden Herausforderungen betrachtet und kritisch hinterfragt. Abschließend werden im letzten Kapitel die prägnantesten Erkenntnisse und Handlungsempfehlungen konsolidiert und ein Ausblick auf die Zukunft gegeben.
The Journey Mapping Playbook
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Author : Jerry Angrave
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2020-10-12
The Journey Mapping Playbook written by Jerry Angrave and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-12 with Business & Economics categories.
The Journey Mapping Playbook is an accessible how-to toolkit aimed at customer experience and marketing professionals looking for ways to improve customer and employee experience. Using visualisation, templates and case studies this is a practical guide to planning, facilitating and delivering a strategic, supportive and effective journey mapping workshop. The Journey Mapping Playbook is based on the author’s real-world experience of running hundreds of journey mapping sessions. Understanding the priorities and pain points in customers’ lives is critical to achieve business success. Helping you to nurture better and more profitable customer experiences, this book will help you to: Define journey mapping Understand why it is commercially important Prioritise which journeys to focus on and how Decide who to invite and which tools to prepare Plan for an effective session Make every stage of the journey relevant and purposeful Build an ongoing programme The Journey Mapping Playbook shows you how to understand your customers better, whatever the size or sector of your business. Jerry Angrave, Founder and CEO of Empathyce, UK
The Utilization Of Customer Journey Mapping In The Automotive Industry
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Author : Tobias Staudt
language : en
Publisher: GRIN Verlag
Release Date : 2014-11-24
The Utilization Of Customer Journey Mapping In The Automotive Industry written by Tobias Staudt and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-11-24 with Business & Economics categories.
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,2, Leipzig Graduate School of Management, course: Service Retail and Marketing, language: English, abstract: Commoditized products and volatile market environments frame the setting that companies are facing today. Thereby, the importance of differentiation as key to company’s growth is more relevant than ever. It is widely assumed that differentiation often refers to products or market positions. However, more recently, the concept of Experience Based Differentiation (EBD) emerged as an idea for companies to build sustainable relations and loyalty by delivering a superior, differentiated experience to customers. Managers have become increasingly aware that customers are their most valuable assets. However, pure Customer Relationship Management (CRM) is not sufficient anymore. Thus, Customer Experience Management (CEM) takes CRM to the next level by integrating customer experience (CEx) and emotions during interactions into consideration (Fatma 2014). Tracing the considerably increasing number of customer touch points and derive so called customer journey maps, helps companies to understand the broader reasons of performance gaps and thus address root causes. A recent study by McKinsey & Company (2013) revealed that companies that are able to map and optimize relevant customer journeys reinforce superior CEx, reduce churn and increase revenue, and, as a result, built sustainable relationships. In addition, greater employee satisfaction and an increased effectiveness of cross-functional collaborations have been observed. However, most companies fail to strategically align and manage the CEx across all touch points and miss a great opportunity to differentiate. This gives relevance to a study on the potential of Customer Journey Mapping (CJM), as a way for the marketing management to understand CEx during all interactions. In the process of the present work, the concepts of Customer Experience (CEx), Customer Experience Management (CEM), Customer Journeys (CJ), as well as Customer Journey Mapping (CJM) are important. Therefore, the basic idea of these concepts will be characterized and explained in this sub-chapter. The terms CEx and CEM have been introduced to the marketing management several years ago and have its roots in the concepts of service quality and customer service, which evolved during the eighties and nineties (Drotskiie, 2009, p. 363). Today, a common understanding of the frequently cited concept of CEx is “the user’s interpretation of his or her total interaction
The Customer Journey In Omnichannel Retail An Exploratory Requirements Analysis For A Customer Journey Modelling And Analysis Tool
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Author : Marie Klose
language : en
Publisher:
Release Date : 2019-01-14
The Customer Journey In Omnichannel Retail An Exploratory Requirements Analysis For A Customer Journey Modelling And Analysis Tool written by Marie Klose and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-14 with categories.
Master's Thesis from the year 2018 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, language: English, abstract: The customer journey is a central topic for all retailers to consider to be able to successfully manage customer experience and to thereby ensure the survival of a business. Hence, managing and influencing customer journeys has been of importance since the emergence of retailing. However, to successfully manage customer journeys has become increasingly complex with the development of omnichannel retail. Classical techniques to analyze and influence customer journeys are insufficient for today's customers who are seamlessly using multiple devices and switching between different channels during their purchase journey while expecting a uniform and personalized customer experience. This research paper studies the topic of customer journey analysis in omnichannel retail and discusses which requirements need to be fulfilled to successfully model, analyze and influence the respective customer journeys. By conducting a systematic literature review it was proven that a tool is needed to model and analyze individual customer journeys in omnichannel retail in real-time, making use of online and offline customer data. Through the method of semi-structured interviews, requirements that are related to developing and deploying such a tool were collected in an exploratory way. This is from scientific importance as until now few research has addressed the topic of ways to model and analyze customer journeys in omnichannel retail. Additionally, with rising customer expectations and an increased competition between retailers, the importance of successfully managing customer journeys is indispensable in retailing. The findings of this paper imply a high probability of an increasing need to deploy a customer journey modelling and analysis tool by omnichannel retailers. However, further in-depth analy
Life Is A Journey An Interpretation Of Eudora Welty S A Worn Path
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Author : Franziska Höfer
language : en
Publisher: GRIN Verlag
Release Date : 2003-12-11
Life Is A Journey An Interpretation Of Eudora Welty S A Worn Path written by Franziska Höfer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-12-11 with Literary Collections categories.
Seminar paper from the year 2002 in the subject American Studies - Literature, grade: 2,3 (B), http://www.uni-jena.de/ (Institut für Anglistics/American Studies), language: English, abstract: “A Worn Path” written by Eudora Welty was first published within her volume of short stories “A Curtain of Green” in 1941.1 It is a story about life in its purest naturalism. Welty ́s main character is the old Negro woman Phoenix Jackson. With her tremendous self-sacrifice and the love for her little grandson she frequently goes on an adventurous journey from the old Natchez Trace into town to get some medicine for her grandchild who swallowed lye some years ago and is frequently suffering from sore throat. But more than one could think of the story is a metaphor for the way of life that everyone of us has to go. The story ́s path expresses the hard journey of life – the journey, even Eudora Welty speaks about when being asked about the unsolved fate of the grandson: “But it is the journey, the going of the errand, that is the story, and the question is not whether the grandchild is in reality alive or dead.”2 This can be easily compared to the path of life and to the fact that it ́s result is less important than the path itself. 1 Kreyling, Michael. Understanding Eudora Welty. Columbia: University of Southern Carolina Press, 1999. 6. 2 Welty, Eudora. “Is Phoenix Jackson ́s Grandson Really Dead?” The Story and Its Writer – An Introduction to Short Fiction. Ed. Ann Charters. Shorter 2nd ed. Boston: Bedford Books of St. Martin ́s Press, 1990. 750.
Engage Revised And Updated
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Author : Brian Solis
language : en
Publisher: John Wiley & Sons
Release Date : 2011-02-25
Engage Revised And Updated written by Brian Solis and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-02-25 with Business & Economics categories.
The ultimate guide to branding and building your business in the era of the Social Web—revised and updated with a Foreword by Ashton Kutcher Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits. Covering everything you need to know about social media marketing and the rise of the new social consumer, Engage! shows you how to create effective strategies based on proven examples and earn buy-in from your marketing teams. Even better, you'll learn how to measure success and ROI. Introduces you to the psychology, behavior, and influence of the new social consumer Shows how to define and measure the success of your social media campaigns for the short and long term Features an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on Twitter Revised paperback edition brings the book completely up to date to stay ahead of the lightning fast world of social media Today, no business can afford to ignore the social media revolution. If you're not using social media to reach out to your customers and the people who influence them, who is?
Digital Business Leadership
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Author : Ralf T. Kreutzer
language : en
Publisher: Springer
Release Date : 2018-04-27
Digital Business Leadership written by Ralf T. Kreutzer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-27 with Business & Economics categories.
This book provides specialists and executives with a clear, yet practical set of recommendations to meet the challenges of digital transformation and ensure long-term success as a leader in a primarily digital business world. The authors describe the fundamental principles of digitization and its economic opportunities and risks, integrating them into a framework of classic and new management methods. The book also explores how increasing digitization – not only of communication, but of complete value chains – has led to a need to establish a digital business leadership. Digitization is changing people and markets: it causes the upheaval of entire industries, creates new digital-centric companies, and forces established companies to cope with the transformation activities associated with these digitization processes. New approaches and methods have to be learned, tried and tested patterns of thinking have to be explored, and last but not least, innovation activities have to be understood as continuous necessities. At the same time, digital business offers considerable opportunities for renewing competitive advantages, improving existing process structures and realigning products, services and business models.
Managing Disruptions In Business
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Author : Rajagopal
language : en
Publisher: Springer Nature
Release Date : 2022-01-11
Managing Disruptions In Business written by Rajagopal and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-11 with Business & Economics categories.
This volume discusses business disruptions as strategic to gain market competitiveness. It analyzes the convergence of innovation and technology, business practices, public policies, political ideologies, and consumer values to strengthen competitive business practices through disruptions. Bringing together contributions from global experts, the chapters add to knowledge on contemporary business models, business strategies, radical interventions in manufacturing, services, and marketing organizations. Disruptive innovations led by contemporary trends, tend to transform the market and consumers’ landscape. These trends include shifts from closed to open models of innovation, servitization, and moving from conventional manufacturing and marketing paradigms to industry 4.0 business philosophy. Focused on the triadic themes of disruption, innovation, and management in emerging markets, this book serves as a valuable compendium for research in entrepreneurship development, regional business and development, contemporary political ideologies, and changing social values.