It's hard to work in marketing, or anything else, without frequent discussions of "the funnel" — a common, visual way to represent the customer journey.
Its layers represent stages from awareness to purchase; its width represents the number of prospects in each stage. It tapers because inevitably, some people will hear about your product but not buy it. (Unlike a literal funnel, it's leaky.)
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Especially in tech, the funnel is a controversial concept. Perhaps the customer journey really looks more like a flywheel . Maybe it shouldn't be sliced into layers owned by different departments, but instead treated as a cohesive whole, ruled by a few North Star metrics. Maybe the funnel needs additional layers, representing the customer journey after a purchase — like loyalty, or retention and referral .
While you're here, how about this:
What Is Voice of the Customer Exactly and How Can It Improve Customer Experience?
Voice of Customer (VoC) programs have been shown to improve the customer journey when brands use VoC metrics to obtain actionable insights, but only when those insights are used to make positive changes to a product, service, or business. Yet many leaders do not understand the benefits of a VoC program, what it entails, and how it can be used.
What is the VoC? The term was coined by Abbie Griffin and John R. Hauser in an MIT Marketing Science paper in 1993. It refers to a marketing technique in which customers are interviewed or surveyed about their experiences, desires, expectations, understanding, and needs in relation to a product, service, or industry. It is a very effective way of learning what customers really think about a brand.
Apple Offering iPhone 12 Pre-Approval for UK Monthly Payment Plan Customers - MacRumors
Following the debut of the iPhone 12 series, Apple is offering U.K. customers pre-approval for its monthly payment plan ahead of when first pre-orders begin this Friday.
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Customers planning to pay in full can get ready by setting up Apple Pay or adding a payment card to their account, and adding their preferred iPhone to Favorites so they can check out quickly at pre-order.
Barnes & Noble cyberattack exposed customers' personal information - CNN
Many things are taking place:
Michigan Allocates $20 Million to Relieve Customer Water Debts – Great Lakes Now
The Michigan Department of Health and Human Services will distribute more than $20 million to 116 water utilities to cover water bill debt that their customers accrued since March 1 when the pandemic emergency began.
The debt-relief measure draws from Michigan's share of federal CARES Act funding. The $2.2 trillion emergency package that Congress passed in late March included $150 billion in aid to state governments.
Car Dealers Innovate to Attract Customers, Adapt to COVID-Reality
Dealers are combating supply chain issues , economic uncertainty, and consumers' concerns about in person shopping. So what are car dealers, a historically face-to-face industry, supposed to do? As Dashboard Insights shared earlier this year, Innovation was likely to be the key to success or at least survival .
Car and Driver described the changes to car buying during the pandemic as " The Enlightenment ." These changes include online negotiations and even solo test drives. A recent Forbes article also laid out several key innovations by car dealers since March. These include upgraded online search capabilities, using personal data to customize experiences, chatbots, virtual test drives, and online transactions.
In Business: Customers are needed to support local businesses | KLAS
LAS VEGAS (KLAS) — This is difficult time for big and small businesses across the Las Vegas valley, as people struggle with the pandemic.
Las Vegas Chamber of Commerce President Mary Beth Sewald spoke with Good Day Las Vegas and said many businesses are finding new ways to serve customers amid the pandemic but community support is needed.
‘Think local, shop local, whenever you’re in the market to buy anything. You know, its easy to order things online and that’s a great way to shop, but just buying local is the best way that we can help support our small businesses right now. And a lot of restaurants and merchants are doing curbside service so they’re trying to make it as easy as possible for us to patronize their local companies and they’re delivering as well,” she said.
Customers can pick from more than 25,000 costumes at this Lancaster County shop | fox43.com
The pandemic is not only impacting how some people plan to Trick-or-Treat but also how shop owners get costumes to customers.
It may feel like there are few more tricks than treats this year, but there is certainly no shortage of Halloween costumes at Millersville University's Rental Shop.
There are 25,000 hangers and counting. Priscilla Kaufhold is the keeper of them all with 36 years experience running the place.
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