{"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":"customer-journey-si-ciclul-de-viata-care-este-diferenta","status":"publish","type":"post","link":"https:\/\/masterbase.com\/ro\/viaje-del-cliente-y-ciclo-de-vida-cual-es-la-diferencia\/masterbase\/","title":{"rendered":"Customer Journey \u0219i Ciclul de via\u021b\u0103 - care este diferen\u021ba?"},"content":{"rendered":"
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\u00a0<\/p>

Mici varia\u021bii \u0219i interschimb\u0103ri ale elementelor care alc\u0103tuiesc aceste concepte contribuie la aceast\u0103 confuzie: \"buyer lifecycle\", \"customer journey\", \"buyer lifecycle journey\", \"customer sales funnel\"... \u0219i lista poate continua.<\/p>

Haide\u021bi s\u0103 analiz\u0103m fiecare termen, s\u0103 compar\u0103m \u0219i s\u0103 contrast\u0103m \u0219i apoi s\u0103 punem ace\u0219ti termeni laolalt\u0103, a\u0219a cum ar trebui s\u0103 fie.<\/p>

Ce este c\u0103l\u0103toria cump\u0103r\u0103torului?<\/strong><\/p>

De c\u0103tre C\u0102L\u0102TORIA CUMP\u0102R\u0102TORULUI<\/strong> (Buyer's Journey), \u00een\u021belegem experien\u021ba cump\u0103r\u0103torului ca fiind \u00eemp\u0103r\u021bit\u0103 \u00een trei faze: con\u0219tientizarea, luarea \u00een considerare \u0219i etapa de decizie.<\/p>

\"Captur\u0103<\/p>

Cuno\u0219tin\u021be:<\/span><\/h3>

\u00cen etapa de con\u0219tientizare, cump\u0103r\u0103torii au identificat o poten\u021bial\u0103 problem\u0103 sau oportunitate. Ace\u0219tia caut\u0103 pe diferite canale, cum ar fi Google, social media \u0219i forumurile online, informa\u021bii neutre de la ter\u021bi care s\u0103 \u00eei ajute s\u0103 identifice problemele sau simptomele.<\/p>

De exemplu: \"Biroul meu este \u00een cre\u0219tere \u0219i mi-e greu s\u0103 organizez sarcinile pentru echipa mea, este acest lucru din cauza stilului meu de management sau am nevoie de ajutor?<\/p>

Luare \u00een considerare:<\/span><\/h3>

\u00cen etapa de analiz\u0103, cump\u0103r\u0103torii \u0219i-au numit problema sau oportunitatea. Ace\u0219tia \u00eencep s\u0103 investigheze abord\u0103rile \u0219i metodele disponibile pentru a o rezolva.<\/p>

De exemplu: \"Acum \u0219tiu c\u0103 majoritatea companiilor de m\u0103rimea mea folosesc un software de gestionare a sarcinilor, cred c\u0103 acest software va rezolva problema organizatoric\u0103 a echipei mele, dar cum \u00eel pot implementa \u0219i ce ar trebui s\u0103 iau \u00een considerare?<\/p>

Decizie:<\/span><\/h3>

\u00cen etapa de decizie, cump\u0103r\u0103torii \u00eencearc\u0103 \u00een mod activ s\u0103 \u00ee\u0219i rezolve problema sau oportunitatea \u0219i cerceteaz\u0103 posibilele solu\u021bii. Ace\u0219tia examineaz\u0103 tot felul de documente \u0219i date pentru a lua o decizie final\u0103 \u00een cuno\u0219tin\u021b\u0103 de cauz\u0103.<\/p>

De exemplu: \"Care sunt op\u021biunile mele pentru achizi\u021bionarea unui software de gestionare a sarcinilor \u0219i care este cel mai complet \u0219i mai accesibil pentru compania mea?<\/p>

Spre deosebire de ciclul de via\u021b\u0103, \u00een cazul \u00een care comercian\u021bii identific\u0103 \u0219i vizeaz\u0103 contactele \u00een fiecare etap\u0103, locul pe care \u00eel ocup\u0103 clientul \u00een aceast\u0103 c\u0103l\u0103torie este mai dificil de \u00een\u021beles.<\/p>

Timpul dintre con\u0219tientizare \u0219i decizie poate fi de luni sau de minute. Prin urmare, rolul unui agent de marketing este de a asigura o experien\u021b\u0103 de calitate, prin con\u021binut, asisten\u021b\u0103 \u0219i alte instrumente, pentru a acoperi fiecare etap\u0103 a c\u0103l\u0103toriei, \u00een cazul \u00een care cump\u0103r\u0103torul se \u00eempiedic\u0103 de ea.<\/p>

Companiile care ofer\u0103 cea mai bun\u0103 educa\u021bie pe parcursul c\u0103l\u0103toriei vor avea cel mai mare succes.<\/p>

\u00cen cele din urm\u0103, c\u0103l\u0103toria include toate punctele de contact pe care un cump\u0103r\u0103tor le experimenteaz\u0103 cu o marc\u0103, de la \u00eenceput p\u00e2n\u0103 la sf\u00e2r\u0219it.<\/p>

Elaborarea con\u021binutului pentru cele trei etape de deplasare este similar\u0103 cu cea a unui plan de deplasare:\u00a0trebuie s\u0103 fie garantate informa\u021bii utile pentru fiecare tronson de drum.<\/strong><\/p>

Pe parcursul c\u0103l\u0103toriei, cump\u0103r\u0103torii identific\u0103 \u0219i, \u00een cele din urm\u0103, rezolv\u0103 o problem\u0103 sau satisfac o oportunitate. Fiecare punct de contact modeleaz\u0103 percep\u021bia cump\u0103r\u0103torului asupra m\u0103rcii.<\/p>

Ce este ciclul de via\u021b\u0103 al clientului?<\/span><\/h2>

Spre deosebire de parcursul cump\u0103r\u0103torului, ciclul de via\u021b\u0103 al clientului este un proces activ condus de echipa de marketing \u0219i de v\u00e2nz\u0103ri a unei companii.<\/p>

Aceasta implic\u0103 segmentarea clien\u021bilor poten\u021biali \u00eentr-o varietate de etape. Aceste etape sunt folosite pentru a ajusta tehnicile de marketing \u0219i de v\u00e2nz\u0103ri pentru a maximiza conversia.<\/p>

\u00cempreun\u0103, aceste etape ale ciclului de via\u021b\u0103 creeaz\u0103 p\u00e2lnia de marketing \u0219i v\u00e2nz\u0103ri. Pe m\u0103sur\u0103 ce clien\u021bii parcurg etapele, tot mai pu\u021bine persoane finalizeaz\u0103 urm\u0103toarea etap\u0103. Acest lucru creeaz\u0103 un efect de \"p\u00e2lnie\" care scap\u0103 mai multe persoane pe parcurs. Mul\u021bi abona\u021bi se traduc \u00een c\u00e2\u021biva clien\u021bi de calitate.<\/p>

\"Captur\u0103<\/p>

Etapele au \u00een vedere:<\/span><\/h3>

1.\u00a0\u00a0\u00a0\u00a0Abonat<\/strong>un abonat ocazional la con\u021binutul s\u0103u regulat.<\/p>

2.\u00a0\u00a0\u00a0\u00a0Plumb (prospect)<\/strong>o persoan\u0103 care a furnizat informa\u021bii despre sine.<\/p>

3.\u00a0\u00a0\u00a0\u00a0Marketing Qualified Lead, MQL, (Marketing Qualified Lead)<\/strong>un prospect care este considerat preg\u0103tit pentru mesajele de marketing.<\/p>

4.\u00a0\u00a0\u00a0\u00a0Lead calificat pentru v\u00e2nz\u0103ri, SQL, (Sales Qualified Prospect)<\/strong>un prospect care este considerat preg\u0103tit pentru mesajele de v\u00e2nzare.<\/p>

5.\u00a0\u00a0\u00a0\u00a0Oportunitate<\/strong>cineva care este gata s\u0103 cumpere \u0219i care prime\u0219te aten\u021bie din partea v\u00e2nz\u0103torilor.<\/p>

6.\u00a0\u00a0\u00a0\u00a0Client<\/strong>cineva care a cump\u0103rat produsul sau serviciul dumneavoastr\u0103.<\/p>

7.\u00a0\u00a0\u00a0\u00a0Evanghelizator<\/strong>un client care v\u0103 promoveaz\u0103 \u00een mod activ marca.<\/p>

Fiecare companie este unic\u0103 \u0219i are propriile particularit\u0103\u021bi, de aceea este important ca fiecare echip\u0103 de marketing \u0219i v\u00e2nz\u0103ri s\u0103 stabileasc\u0103 o defini\u021bie clar\u0103 a acestor faze.<\/p>

Cu toate acestea, exist\u0103 c\u00e2teva bune practici generale pentru a muta un prospect calificat pentru marketing \u00een teritoriul SQL \u0219i pentru a marca clien\u021bii poten\u021biali pe m\u0103sur\u0103 ce ace\u0219tia se deplaseaz\u0103 prin p\u00e2lnie.<\/p>

Fiecare etap\u0103 a ciclului de via\u021b\u0103 trebuie s\u0103 fie abordat\u0103 \u00eentr-un mod special. Acestea pot include mesaje de stimulare, con\u021binut premium, oferte speciale \u0219i chiar urm\u0103rirea v\u00e2nz\u0103rilor.<\/p>

Frecven\u021ba trimiterii mesajelor de marketing \u0219i de v\u00e2nz\u0103ri cre\u0219te treptat, pe m\u0103sur\u0103 ce clientul avanseaz\u0103 \u00een p\u00e2lnia de distribu\u021bie. \u00cen acest fel, clientul nu este pierdut din cauza unui mesaj de v\u00e2nz\u0103ri excesiv sau a unei coresponden\u021be care a ajuns prea t\u00e2rziu.<\/p>

O fraz\u0103 de genul \"Cump\u0103ra\u021bi acum!\" ar putea, evident, s\u0103 sperie pe cineva care este doar un urm\u0103ritor al blogului dumneavoastr\u0103, nu-i a\u0219a?<\/p>

\u00cen cele din urm\u0103: Cum lucra\u021bi \u00eempreun\u0103?<\/span><\/strong><\/p>

De\u0219i aceste dou\u0103 concepte au diferen\u021be, ele se suprapun \u00een moduri esen\u021biale. Ve\u021bi ob\u021bine cel mai mare succes atunci c\u00e2nd ve\u021bi lucra \u00eempreun\u0103 cu ambele strategii, dup\u0103 cum vom explica mai jos.<\/p>

Atunci c\u00e2nd un cump\u0103r\u0103tor \u00eent\u00e2lne\u0219te pentru prima dat\u0103 marca dumneavoastr\u0103, poate printr-o reclam\u0103 pl\u0103tit\u0103, din gur\u0103 \u00een gur\u0103 sau ca urmare a unei c\u0103ut\u0103ri pe Google, acesta a \u00eenceput c\u0103l\u0103toria cump\u0103r\u0103torului cu compania dumneavoastr\u0103. Cump\u0103r\u0103torul are o \u00een\u021belegere a companiei dvs. \u0219i \u00eencepe o rela\u021bie cu aceasta.<\/p>

\"Captur\u0103<\/p>

Ar trebui s\u0103 se asigure c\u0103 este disponibil\u0103 o gam\u0103 larg\u0103 de informa\u021bii educa\u021bionale pentru a r\u0103spunde nevoilor oric\u0103rui cump\u0103r\u0103tor: cuno\u0219tin\u021be, considera\u021bii sau \u00eentreb\u0103ri legate de etapa de decizie.<\/p>

De asemenea, va trebui s\u0103 asigura\u021bi o experien\u021b\u0103 pl\u0103cut\u0103 pentru poten\u021bialul cump\u0103r\u0103tor \u00een toate punctele de contact, inclusiv \u00een social media, pe site-urile web \u0219i (dac\u0103 este cazul) la serviciul clien\u021bi.<\/p>

Dac\u0103 un cump\u0103r\u0103tor decide c\u0103 firma dvs. este o surs\u0103 credibil\u0103, acesta poate avansa \u00een p\u00e2lnia de v\u00e2nz\u0103ri. El se afl\u0103 pe radarul dvs. pentru c\u0103 a trimis o adres\u0103 de e-mail pentru a se abona la con\u021binutul dvs., a trimis un formular cu informa\u021biile dvs. sau v-a contactat direct. \u0218i, odat\u0103 ce ave\u021bi aceste informa\u021bii, pute\u021bi plasa cump\u0103r\u0103torul \u00een ciclul de via\u021b\u0103 al clientului dumneavoastr\u0103.<\/p>

Trebuie s\u0103 se asigure c\u0103 fiecare pas este o experien\u021b\u0103 pozitiv\u0103 pentru cump\u0103r\u0103tori, c\u0103 la fiecare pas ace\u0219tia ob\u021bin un beneficiu.<\/p>

Pe m\u0103sur\u0103 ce cump\u0103r\u0103torul execut\u0103 diferite ac\u021biuni, cum ar fi desc\u0103rcarea unei c\u0103r\u021bi electronice, deschiderea unei coresponden\u021be sau completarea unui formular, \u00eel ve\u021bi califica treptat ca fiind un lead, un lead calificat pentru marketing \u0219i a\u0219a mai departe. Aceast\u0103 clasificare va determina viitoarele ac\u021biuni de marketing, iar mesajele dvs. vor deveni din ce \u00een ce mai orientate c\u0103tre v\u00e2nz\u0103ri.<\/p>

Principala diferen\u021b\u0103 este urm\u0103toarea: C\u0103l\u0103toria implic\u0103 ac\u021biuni \u00eentreprinse de cump\u0103r\u0103tor, \u00een timp ce ciclul de via\u021b\u0103 implic\u0103 ac\u021biuni \u00eentreprinse de comerciant.<\/p>

Ciclul de via\u021b\u0103 este un segment al c\u0103l\u0103toriei \u00een care, \u00een calitate de agent de marketing, viza\u021bi \u00een mod activ nevoile cump\u0103r\u0103torului.<\/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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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"ebook\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Oamenii de marketing creeaz\u0103 adesea concepte noi, iar acest titlu este un exemplu \u00een acest sens. Cu toate acestea, se poate \u00eent\u00e2mpla ca nu toat\u0103 lumea s\u0103 le \u00een\u021beleag\u0103 \u00een acela\u0219i mod. <\/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\/ro\/customer-journey-si-ciclul-de-viata-care-este-diferenta\/baza-de-master\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\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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