{"id":6645,"date":"2024-05-08T11:44:54","date_gmt":"2024-05-08T08:44:54","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6645"},"modified":"2024-05-08T13:03:59","modified_gmt":"2024-05-08T10:03:59","slug":"kundereise-og-livssyklus-hva-er-forskjellen","status":"publish","type":"post","link":"https:\/\/masterbase.com\/nb\/viaje-del-cliente-y-ciclo-de-vida-cual-es-la-diferencia\/masterbase\/","title":{"rendered":"Kundereise og livssyklus - hva er forskjellen?"},"content":{"rendered":"
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\u00a0<\/p>

Sm\u00e5 variasjoner og utskiftninger av elementene som utgj\u00f8r disse begrepene, bidrar til denne forvirringen: \"kj\u00f8perens livssyklus\", \"kundereise\", \"kj\u00f8perens livssyklusreise\", \"kundesalgstrakten\" ... og listen fortsetter.<\/p>

La oss ta en titt p\u00e5 hvert begrep, sammenligne og kontrastere, og deretter sette disse begrepene sammen igjen, slik de skal v\u00e6re.<\/p>

Hva er kj\u00f8perens reise?<\/strong><\/p>

Av KJ\u00d8PERENS REISE<\/strong> (Buyer's Journey) forst\u00e5r vi kj\u00f8perens opplevelse som delt inn i tre faser: bevissthets-, overveielses- og beslutningsfasen.<\/p>

\"Skjermbilde<\/p>

Kunnskap:<\/span><\/h3>

I bevisstgj\u00f8ringsfasen har kj\u00f8perne identifisert et potensielt problem eller en mulighet. De s\u00f8ker i ulike kanaler, for eksempel Google, sosiale medier og nettfora, etter n\u00f8ytral informasjon fra tredjeparter som kan hjelpe dem med \u00e5 identifisere problemer eller symptomer.<\/p>

For eksempel: \"Kontoret mitt vokser, og jeg synes det er vanskelig \u00e5 organisere oppgavene for teamet mitt. Skyldes dette lederstilen min, eller trenger jeg hjelp?<\/p>

Overveielse:<\/span><\/h3>

I overveielsesfasen har innkj\u00f8perne satt navn p\u00e5 problemet eller muligheten. De begynner \u00e5 unders\u00f8ke hvilke tiln\u00e6rminger og metoder som finnes for \u00e5 l\u00f8se det.<\/p>

For eksempel: \"N\u00e5 vet jeg at de fleste bedrifter p\u00e5 min st\u00f8rrelse bruker programvare for oppgavestyring, og jeg tror denne programvaren vil l\u00f8se mitt teams organisatoriske problem, men hvordan kan jeg implementere den, og hva b\u00f8r jeg tenke p\u00e5?<\/p>

Beslutning:<\/span><\/h3>

I beslutningsfasen pr\u00f8ver innkj\u00f8perne aktivt \u00e5 l\u00f8se problemet eller muligheten de har, og unders\u00f8ker mulige l\u00f8sninger. De unders\u00f8ker alle slags dokumenter og data for \u00e5 ta en endelig, informert beslutning.<\/p>

For eksempel: \"Hvilke muligheter har jeg for \u00e5 kj\u00f8pe programvare for oppgaveh\u00e5ndtering, og hvilket program er det mest komplette og rimelige for min bedrift?<\/p>

I motsetning til livssyklusen, der markedsf\u00f8rere identifiserer og m\u00e5lretter seg mot kontakter p\u00e5 hvert trinn, er det vanskeligere \u00e5 forst\u00e5 hvor kunden befinner seg i reisen.<\/p>

Tiden mellom bevissthet og beslutning kan v\u00e6re m\u00e5neder eller minutter. Markedsf\u00f8rerens rolle er derfor \u00e5 s\u00f8rge for en kvalitetsopplevelse, gjennom innhold, support og andre verkt\u00f8y, for \u00e5 dekke hvert trinn p\u00e5 reisen, hvis kj\u00f8peren skulle snuble over det.<\/p>

De selskapene som tilbyr den beste utdanningen underveis, vil lykkes best.<\/p>

Til syvende og sist omfatter reisen alle ber\u00f8ringspunktene en kunde opplever med en merkevare, fra start til slutt.<\/p>

Utviklingen av innhold for de tre reisetrinnene ligner p\u00e5 en reiseplan:\u00a0nyttig informasjon m\u00e5 garanteres for hver veistrekning.<\/strong><\/p>

Gjennom hele reisen identifiserer og l\u00f8ser kj\u00f8perne et problem eller utnytter en mulighet. Hvert ber\u00f8ringspunkt former kundens oppfatning av merkevaren.<\/p>

Hva er kundens livssyklus?<\/span><\/h2>

I motsetning til kj\u00f8psreisen er kundelivssyklusen en aktiv prosess som drives av bedriftens markedsf\u00f8rings- og salgsteam.<\/p>

Det inneb\u00e6rer segmentering av potensielle kunder i en rekke ulike stadier. Disse stadiene brukes til \u00e5 finjustere markedsf\u00f8rings- og salgsteknikker for \u00e5 maksimere konverteringen.<\/p>

Til sammen utgj\u00f8r disse livssyklusfasene markedsf\u00f8rings- og salgstrakten. Etter hvert som kundene beveger seg gjennom stadiene, blir det f\u00e6rre og f\u00e6rre som fullf\u00f8rer neste stadium. Dette skaper en \"trakteffekt\" som gj\u00f8r at flere faller fra underveis. Mange abonnenter betyr f\u00e5 kvalitetskunder.<\/p>

\"Skjermbilde<\/p>

Stadiene tar hensyn til:<\/span><\/h3>

1.\u00a0\u00a0\u00a0\u00a0Abonnent<\/strong>en sporadisk abonnent p\u00e5 det vanlige innholdet.<\/p>

2.\u00a0\u00a0\u00a0\u00a0Lead (prospekt)<\/strong>en person som har gitt informasjon om seg selv.<\/p>

3.\u00a0\u00a0\u00a0\u00a0Marketing Qualified Lead, MQL, (markedsf\u00f8ringskvalifisert kundeemne)<\/strong>et prospekt som anses \u00e5 v\u00e6re klar for markedsf\u00f8ringsbudskap.<\/p>

4.\u00a0\u00a0\u00a0\u00a0Salgskvalifisert kundeemne, SQL, (Sales Qualified Prospect)<\/strong>et prospekt som anses \u00e5 v\u00e6re klar for salgsmeldinger.<\/p>

5.\u00a0\u00a0\u00a0\u00a0Mulighet<\/strong>noen som er klare til \u00e5 kj\u00f8pe og f\u00e5r salgsoppmerksomhet.<\/p>

6.\u00a0\u00a0\u00a0\u00a0Kunde<\/strong>noen som har kj\u00f8pt produktet eller tjenesten din.<\/p>

7.\u00a0\u00a0\u00a0\u00a0Evangeliser<\/strong>en kunde som aktivt promoterer merkevaren din.<\/p>

Hver bedrift er unik og har sine egne s\u00e6rtrekk, og derfor er det viktig at hvert markedsf\u00f8rings- og salgsteam etablerer en klar definisjon for disse fasene.<\/p>

Det finnes imidlertid noen generelle beste fremgangsm\u00e5ter for \u00e5 flytte et markedsf\u00f8ringskvalifisert prospekt til SQL-territorium, og for \u00e5 merke potensielle kunder etter hvert som de beveger seg gjennom trakten.<\/p>

Hver fase i livssyklusen m\u00e5 besvares p\u00e5 en bestemt m\u00e5te. Det kan dreie seg om pleiemeldinger, premiuminnhold, spesialtilbud og til og med salgsoppf\u00f8lging.<\/p>

Hyppigheten av utsendelser av markedsf\u00f8rings- og salgsmeldinger \u00f8kes gradvis etter hvert som kunden beveger seg gjennom trakten. P\u00e5 denne m\u00e5ten g\u00e5r ikke kunden tapt p\u00e5 grunn av et for sent utsendt salgsbudskap eller en utsendelse som kommer for sent.<\/p>

En setning som \"Kj\u00f8p n\u00e5!\" kan \u00e5penbart skremme bort noen som bare f\u00f8lger bloggen din, ikke sant?<\/p>

Til slutt: Hvordan jobber dere sammen?<\/span><\/strong><\/p>

Selv om disse to konseptene er forskjellige, overlapper de hverandre p\u00e5 avgj\u00f8rende m\u00e5ter. Du vil oppn\u00e5 st\u00f8rst suksess n\u00e5r du bruker begge strategiene sammen, som vi forklarer nedenfor.<\/p>

N\u00e5r en kj\u00f8per f\u00f8rst st\u00f8ter p\u00e5 merkevaren din, kanskje gjennom en betalt annonse, muntlig eller som et resultat av et Google-s\u00f8k, har han eller hun startet kj\u00f8psreisen med bedriften din. Kj\u00f8peren har f\u00e5tt en forst\u00e5else av bedriften din og innleder et forhold til bedriften.<\/p>

\"Skjermbilde<\/p>

Den b\u00f8r s\u00f8rge for at et bredt spekter av pedagogisk informasjon er tilgjengelig for \u00e5 dekke behovene til alle kj\u00f8pere: kunnskap, overveielser eller sp\u00f8rsm\u00e5l om beslutningsfasen.<\/p>

Du m\u00e5 ogs\u00e5 s\u00f8rge for at den potensielle kj\u00f8peren f\u00e5r en hyggelig opplevelse p\u00e5 alle kontaktpunkter, inkludert sosiale medier, nettsider og (hvis relevant) kundeservice.<\/p>

Hvis en kj\u00f8per bestemmer seg for at bedriften din er en troverdig kilde, kan han eller hun bevege seg oppover i salgstrakten. Han er p\u00e5 radaren din fordi han har sendt inn en e-postadresse for \u00e5 abonnere p\u00e5 innholdet ditt, sendt inn et skjema med informasjon om deg eller kontaktet deg direkte. Og n\u00e5r du har denne informasjonen, kan du plassere kj\u00f8peren i kundelivssyklusen din.<\/p>

Den m\u00e5 s\u00f8rge for at hvert steg p\u00e5 veien er en positiv opplevelse for kundene, og at de f\u00e5r en fordel p\u00e5 hvert trinn.<\/p>

Etter hvert som kj\u00f8peren utf\u00f8rer ulike handlinger, for eksempel laster ned en e-bok, \u00e5pner en e-post eller fyller ut et skjema, vil du gradvis kvalifisere dem som et lead, som et markedsf\u00f8ringskvalifisert lead og s\u00e5 videre. Denne klassifiseringen vil avgj\u00f8re fremtidige markedsf\u00f8ringstiltak, og budskapene dine vil bli mer og mer salgsorienterte.<\/p>

Hovedforskjellen er f\u00f8lgende: Reisen inneb\u00e6rer handlinger som kj\u00f8peren foretar seg, mens livssyklusen inneb\u00e6rer handlinger som markedsf\u00f8reren foretar seg.<\/p>

Livssyklusen er et segment av reisen der du som markedsf\u00f8rer aktivt retter deg mot kj\u00f8perens behov.<\/p>

\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Markedsf\u00f8ringsfolk skaper ofte nye konsepter, og denne overskriften er et eksempel p\u00e5 dette. Det kan imidlertid skje at ikke alle forst\u00e5r dem p\u00e5 samme m\u00e5te. <\/p>","protected":false},"author":239642484,"featured_media":7019,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[1426],"class_list":["post-6645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-ciclo-de-vida"],"yoast_head":"\nViaje del cliente y Ciclo de vida. \u00bfCu\u00e1l es la diferencia? - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/nb\/kundereise-og-livssyklus-hva-er-forskjellen\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Viaje del cliente y Ciclo de vida. \u00bfCu\u00e1l es la diferencia? - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"La gente de marketing con frecuencia crea nuevos conceptos y este titular es un ejemplo de ello. 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