{"id":6955,"date":"2021-11-19T16:56:22","date_gmt":"1970-01-01T00:33:41","guid":{"rendered":"https:\/\/yawave.com\/post\/customer-experience-growth-hacking-2\/"},"modified":"2022-11-14T15:46:30","modified_gmt":"2022-11-14T14:46:30","slug":"customer-experience-growth-hacking","status":"publish","type":"post","link":"https:\/\/yawave.com\/de\/blog\/customer-experience-growth-hacking\/","title":{"rendered":"Customer Experience Growth Hacking"},"content":{"rendered":"\n\n\n
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Customer Experience Growth Hacking<\/span><\/strong><\/span><\/p>\n

Checkliste: Mehr Wachstum in 5 Schritten<\/span><\/p>\n

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Wertsch\u00f6pfung erzielt ein Unternehmen durch seine Kunden; das Kundenerlebnis ist gewinnentscheidend. Dieses kann sinnvoll als Verkaufstrichter strukturiert und anschliessend optimiert werden – als Growth <\/span>Hacking entlang des Kundenpfads. Mit wenigen Massnahmen l\u00e4sst sich so Wachstum erzielen in Form von Kundenakquisition und Kundendurchdringung. Ich empfehle daf\u00fcr die f\u00fcnf folgenden Schritte.<\/strong><\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
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1. Customer Experience definieren<\/span><\/strong><\/span><\/p>\n

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In einem ersten Schritt ist die Struktur des Kundenerlebnisses zu definieren. Wie l\u00e4uft die Kundenreise Schritt f\u00fcr Schritt innerhalb der sequentiellen Bl\u00f6cke wie z.B. Bekanntheit, Evaluation, Kauf, Onboarding, Nutzung und Abwanderung ab? Basierend auf diesem Raster kann man festhalten, an welchen Touchpoints man Ums\u00e4tze generiert (Umsatzrelevanz), wie gut man an bestimmten Touchpoints ist (Maturit\u00e4t) oder mit welchen Touchpoints man sich von der Konkurrenz abheben will (Differenzierung). Entscheidend ist auch, dass man nicht nur den Ist-Zustand aufnimmt, sondern ebenfalls das Soll-Erlebnis definiert.<\/span> <\/p>\n

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Checkliste f\u00fcr Dein Unternehmen:<\/span><\/strong><\/em><\/span><\/p>\n

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  • Haben wir eine strukturierte Customer Experience (Soll) mit s\u00e4mtlichen Journey-Touchpoints?<\/span><\/em><\/li>\n
  • Haben wir Klarheit dar\u00fcber, welche Touchpoints umsatzrelevant sind?<\/span><\/em><\/li>\n
  • Haben wir definiert, wo wir entlang des Kundenpfades Akzente zur Differenzierung setzen?<\/span><\/em><\/li>\n<\/ul>\n

     <\/p>\n

    2. Performance-Daten generieren und verkn\u00fcpfen<\/span><\/strong><\/span><\/p>\n

     <\/p>\n

    Nun gilt es, die Soll-Struktur mit Daten und KPIs anzureichern. In erster Linie geht es darum, relevante Daten pro Touchpoint zu generieren – z.B. f\u00fcr Bekanntheit die Social-Media-Reichweite oder Ad Impressions, f\u00fcr Evaluation die Anzahl der Webseiten-Zugriffe, f\u00fcr Kauf die Anzahl get\u00e4tigter K\u00e4ufe oder die Gr\u00f6sse der Warenk\u00f6rbe, Abbruchrate, usw. In einem zweiten Schritt sind diese Daten entlang der beabsichtigten Kundenreise zu verkn\u00fcpfen – z.B. Anzahl der Webseiten-Besuche, welche durch die Social Media Paid Ads generiert wurden (Konversionsrate). Eine reichhaltige Datenbasis ist f\u00fcr eine wirksame Optimierung unerl\u00e4sslich. Bestehende Datenl\u00fccken gilt es zu schliessen.<\/span> <\/p>\n

     <\/p>\n

    Checkliste f\u00fcr Dein Unternehmen:<\/strong> <\/span><\/em><\/span><\/p>\n

      \n
    • Haben wir zu den relevanten Touchpoints ausreichend Performance-Daten?<\/span><\/em><\/li>\n
    • Kennen wir die Konversionsrate entlang der Customer Experience?<\/span><\/em><\/li>\n
    • Haben wir Massnahmen definiert zur Schliessung von Datenl\u00fccken?<\/span><\/em><\/li>\n<\/ul>\n

       <\/span><\/p>\n

      3. Engp\u00e4sse beseitigen<\/span> <\/span><\/strong><\/span><\/p>\n

       <\/p>\n

      Basierend auf den Daten – insbesondere den Konversionsraten – k\u00f6nnen nun Schwachstellen im \u201cKundenfluss\u201d identifiziert werden. Als Indikatoren f\u00fcr Verbesserungspotenziale k\u00f6nnen Vergleiche innerhalb der Branche oder Entwicklungsdaten \u00fcber die Zeit dienen. Die Ursachen f\u00fcr Engp\u00e4sse bzw. tiefe Conversion Rates k\u00f6nnen vielf\u00e4ltig sein – so zum Beispiel schlechte oder nicht zielgruppenrelevante Inhalte oder zu wenig konsequente Anwendung von Call-to-Actions.<\/span><\/p>\n

       <\/p>\n

      Checkliste f\u00fcr Dein Unternehmen: <\/span><\/strong><\/em><\/span><\/p>\n

        \n
      • Kennen wir die wichtigsten Engp\u00e4sse und gr\u00f6ssten Potenziale im Kundenfluss?<\/span><\/em><\/li>\n
      • Sind uns die Gr\u00fcnde f\u00fcr diese Engp\u00e4sse bekannt?<\/span><\/em><\/li>\n
      • Haben wir Massnahmen definiert, mit denen wir diese Engp\u00e4sse adressieren?<\/span><\/em><\/li>\n<\/ul>\n

         <\/span><\/p>\n

        4. Cross- und Up-Selling f\u00f6rdern<\/span><\/strong><\/span><\/p>\n

         <\/p>\n

        Bei der Optimierung entlang des Kundenpfads hin zum Kauf d\u00fcrfen Cross- und Up-Selling Potenziale nicht vergessen werden. An verschiedenen Touchpoints gibt es die Gelegenheit, Zusatzprodukte oder -dienstleistungen zu verkaufen oder bestehende Kunden auf ein h\u00f6herpreisiges Angebot aufmerksam zu machen. Je nach Branche kann Cross- und Up-Selling bis zu 30% des Umsatzes ausmachen.
        <\/span><\/p>\n

         <\/p>\n

        Checkliste f\u00fcr Dein Unternehmen: <\/span><\/strong><\/em><\/span><\/p>\n

          \n
        • Haben wir die Cross- und Up-Selling-Potenziale entlang der Customer Experience identifiziert?<\/span><\/em><\/li>\n
        • Sind konkrete Massnahmen definiert zur konsequenten Nutzung dieser Potenziale?<\/span><\/em><\/li>\n
        • Messen wir die Cross- und Up-Selling Conversion Rate?<\/span><\/em><\/li>\n<\/ul>\n

           <\/p>\n

          5. Customer Experience optimieren<\/span><\/strong><\/span><\/p>\n

           <\/p>\n

          Die Wertsch\u00f6pfung oder Customer Experience entwickelt sich stets weiter. In diesem Sinne ist regelm\u00e4ssig zu pr\u00fcfen, ob es innovative neue Touchpoints gibt, die helfen k\u00f6nnen, den \u201cKundenfluss\u201d zu verst\u00e4rken. Customer Experience Growth Hacking ist kein Einmalprojekt – es ist eine Philosophie und als solches eine stete Aufgabe.<\/span><\/span><\/p>\n

           <\/p>\n

          Checkliste f\u00fcr Dein Unternehmen: <\/span><\/span><\/strong><\/em><\/span><\/p>\n

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          • \n
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            • \u00dcberpr\u00fcfen wir regelm\u00e4ssig die Performance Daten f\u00fcr den \u201cKundenfluss\u201d?<\/span><\/span><\/em><\/li>\n
            • Kennen wir innovative Ans\u00e4tze und Instrumente f\u00fcr bestehende Touchpoints?<\/span><\/span><\/em><\/li>\n
            • Nutzen wir die Chancen, welche sich durch komplett neue Touchpoints er\u00f6ffnen?<\/span><\/span><\/em><\/li>\n<\/ul>\n<\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
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              Checkliste: in 5 pragmatischen und einfachen Schritten zu mehr Wachstum entlang des Kundenpfads.<\/p>\n","protected":false},"author":1,"featured_media":8976,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"dipi_cpt_category":[],"class_list":["post-6955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nCustomer Experience Growth Hacking - yawave User Interaction Suite<\/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:\/\/yawave.com\/de\/blog\/customer-experience-growth-hacking\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Experience Growth Hacking - 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