Samenvatting IMS
Chapter 2-Customers
,A more diverse set of sources in customer networks influences the market funnel
Information
-How do customers go from the awareness to advocacy?
1. Advocacy: Customers who advocate the product to others in their network and which feeds
back to the top of the funnel
The path to purchase can stem from many places in the decision process
Customer consult many sources
Five behaviors that drive the adaptation of new digital experiences:
Access: Be faster, everywhere, easier and always on
Engage: Become a source of valued content
Customize: Make your offering adaptable to your customer needs
Connect: Become part of your customers’ conversations
Collaborate: Invite your customers to help build your enterprise
,
Chapter 2-Customers
,A more diverse set of sources in customer networks influences the market funnel
Information
-How do customers go from the awareness to advocacy?
1. Advocacy: Customers who advocate the product to others in their network and which feeds
back to the top of the funnel
The path to purchase can stem from many places in the decision process
Customer consult many sources
Five behaviors that drive the adaptation of new digital experiences:
Access: Be faster, everywhere, easier and always on
Engage: Become a source of valued content
Customize: Make your offering adaptable to your customer needs
Connect: Become part of your customers’ conversations
Collaborate: Invite your customers to help build your enterprise
,
