Commonly used CRM tools provide important insights, but they don’t actually show where companies lose customers along the customer journey. As today’s customer journeys are increasingly complex, knowing where you lose and win customers becomes crucial for marketing budget allocation, says Jan F. Klein from the Aalto University School of Business.
How does the digital world impact businesses, and how has the actual sales process changed? CEO of Innovate+Grow, Mr. Gopal RajGuru explore these questions at the Aalto EE’s Divia seminar in Helsinki.
Online, customers create value not only during a purchase, but before and after it as well, says Elina Kukkonen.
The fragmentation of brand contacts in today’s omni-channel environment has fundamentally changed the way customers search for and eventually purchase products. As a result of this change, companies need to systematically manage the experiences along the customer journey in order to stay competitive.
“70% of offline sales are generated by online content. Omnichannel is the future for marketing in any industry and the CIO will be the CMO’s best friend”, predicts Federico Barbieri at Aalto University’s Divia forum.
For the past years we have experienced an intensive rise of big data with its capacity to understand and predict consumer behavior. Customer acquisition, customer activity, recency, frequency and monetary value, share of wallet, customer engagement value, as well as life-time value are just a few customer-related marketing metrics that are used nowadays by many companies to measure firm performance.
For a business looking to thrive in the long run, sustainability is really not an alternative, it is the only option.
Who says learning has to take place only in the classroom? When we unleashed students to apply their learning to leading international companies, innovative ideas resulted.