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Digital Transformation of the B2B Customer Journey
More and more customers are embarking on part of the digital Customer Journey. This presents new and unique opportunities to provide the best possible service to the customer. It also leads to new possibilities for customer interaction, for example reviewing a contract together on the “warm screen” as we like to call it at Altuïtion. The business market in particular is one in which there are many possible smart combinations of channels to realize a unique customer service. Insurance company Centraal Beheer worked together with Altuïtion to map six Customer Journeys for its online strategy for the business market.
"Centraal Beheer uses Customer Journeys to continuously improve our customer service,” explains Annebert de Lange, E-Commerce Expert B2B at Centraal Beheer. “In each case, the needs and context of the customer are of primary importance. We initially listed these in order to determine the priorities of our Online Roadmap. But now they also hang prominently next to the scrum board of each scrum team. Within our marketing department, we also have scrum teams for each customer service who prioritize their pending cases by determining what is most valuable each time from the perspective of the Customer Journey. These can also be small improvements that may add less value but can be realized quickly. Fortunately, we don't have to redo the needs assessment every time – we simply adjust the Customer Journeys in certain areas.”
