Description
Mobile applications, blogs, social networks... Customers have more and more tools to get to know and connect with brands. He is increasingly informed, wise and demanding. These changes brought about by the advent of digital tools transform marketing and bring new marketing reflexes such as customer experience (UX), the notion of commitment or customer centric management. This training allows you to understand the impacts of this transformation in order to identify the key success factors of a customer-oriented marketing strategy as well as its management tools.
Who is this training for ?
For whom ?
Responsable marketing et commercial. Responsable communication.
Prerequisites
Training objectives
Training program
- Before the face-to-face
- - A self-diagnosis.
- The impact of digital for customers The end of the 4 Ps for more relational and emotional marketing. The impact of digital on the customer journey and touchpoints. New professions for customer experience: CX/UX. The diagnosis of the experience
- - Choice of strategies in terms of customer experience: focus on case studies.
- - Differences with customer relationship strategies.
- The components of the digital customer experience
- - Understanding customer emotions and needs to generate engagement.
- - Priority digital contact points and channels.
- - A brand message adapted to the relationship with the customer.
- - Useful tools at each stage (e-mailing; telephone; mobile app; connected store; e-merchandising; social media;...).
- Managing the customer experience
- - KPI's to be defined.
- - Data (CX, Net Promoter Score...) and dashboards.
- - Implement a satisfaction barometer.
- - The co-construction of new customer experiences.
- After face-to-face, implementation in a work situation
- - A reinforcement program to help me implement the training.
