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Digital Transformation: Customer strategy

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Una strategia di marketing focalizzata sul cliente!

Published in: Marketing
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Digital Transformation: Customer strategy

  1. 1. Customer Strategy digital transformation
  2. 2. QUAL E’ L’ELEMENTO ESSENZIALE PER LO SVILUPPO DEL BUSINESS? IL CLIENTE
  3. 3. IL CONTESTO o CAMBIA IL CLIENTE o CAMBIANO I BISOGNI o CAMBIANO LE DINAMICHE DI RELAZIONE CLIENTE-AZIENDA o I PRODOTTI/SERVIZI NON CAMBIANO ALLA STESSA VELOCITÀ DEL CLIENTE o I FATTURATI NON CRESCONO
  4. 4. CI VOGLIONO “NUOVI” STRUMENTI PER LEGGERE EFFICACEMENTE I BISOGNI E INTERPRETARE LE DINAMICHE CLIENTE-AZIENDA
  5. 5. L’attenzione dei marketing manager deve muoversi dal prodotto alla relazione, quasi intima, con il proprio consumatore. MKGT OPERATIVO: strategia focalizzata sul PRODOTTO MKGT STRATEGICO: strategia focalizzata sul CLIENTE MKGT RELAZIONALE: strategia focalizzata sul RAPPORTO con il consumatore
  6. 6. LA SODDISFAZIONE MASSIMA SI CREA QUANDO … IL CLIENTE VIVE UN’ESPERIENZA CHE VA AL DI LA’ DELLE SUE ASPETTATIVE
  7. 7. LA SODDISFAZIONE SI CREA SUI PUNTI DI CONTATTO
  8. 8. ESPERIENZA SI CREA SUI PUNTI DI CONTATTO, CHE SI MANIFESTANO SU CANALI DIFFERENTI E AI QUALI IL CLIENTE ATTRIBUISCE VALORI DIFFERENTI
  9. 9. L’ESPERIENZA SI CREA SUI PUNTI DI CONTATTO, CHE SI MANIFESTANO SU CANALI DIFFERENTI E AI QUALI IL CLIENTE ATTRIBUISCE VALORI DIFFERENTI
  10. 10. LA SOLUZIONE DISEGNARE IL VIAGGIO DEL CLIENTE E ATTIVARE L’ASCOLTO IN TUTTI PUNTI DI CONTATTO (CUSTOMER JOURNEY) AL FINE DI STRUTTURARE LA STRATEGIA DI IMPRESA
  11. 11. Il nostro approccio
  12. 12. ORIENTARSI Capisci come scelgono i clienti, perché (non) acquistano e come ti vedono ASCOLTARE Capisci cosa vogliono da te i clienti e quanto sai soddisfarli PROFILARE Profila i tuoi clienti e i loro bisogni di prodotto, servizio ed esperienza SEGUIRE I BISOGNI DEL CLIENTE Individua aree e leve per far crescere il tuo business
  13. 13. I risultati
  14. 14. Riorganizzazione dei processi Conoscenza del cliente Aumento del Fatturato Nuovi canali di comunicazione Nuove Idee Prodotto e Servizio Aumento del livello di soddisfazione del cliente
  15. 15. Grazie! www.projectgroup.it

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