Results for category "Marketing"

4 Articles

Customer Journey for Product Managers

To be the best product manager you can be, and to satisfy your customer, you have to start thinking like a customer and not like a product manager.

“…maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20 percent but also to lift revenue by up to 15 percent while lowering the cost of serving customers by as much as 20 percent. ” – McKinsey

Do you know what the customer thinks along their journey to purchase your product? If you want to provide the best product to your potential customers you should learn what the customer journey is.

There are three steps before a customer purchases a product, Awareness, Interest and Research. In this article you will learn more about the stages the customer passes through on the way to your product and after the purchase. You will learn to understand your customers better. Moreover, you get information about possible content you can provide to your users before the purchase.

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How to avoid negative Word-of-Mouth: A guidance for Marketers

Did you know?

Unsatisfied customer spread twice the word-of-mouth as satisfied customer.

Welcome back for the third and last episode of our blog series. In this episode you will learn about the effects of WoM and how to avoid negative word-of-mouth (NWoM) in favor of increasing sales. Previous episodes have dealt with the impact of WoM and the motives for consumers to engage in WoM.

Generally, one can distinguish between positive- and negative WoM.

NWoM is based on emotions and is communicated immediately. One driving motive to spread NWoM is self-acceptance.

Positive word-of-mouth (PWoM) in turn is described as cognitive and guided by a rational evaluation. PWoM is determined as direct or indirect recommendation to buy a certain product and driven by self-enhancing motives.

As a result, both forms are created by different intentions. NWoM is spread by the intention to restore self-esteem. In return, PWoM satisfies social needs and increases social benefits. Next step you will get to know the consequences.

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How do consumers behave? – Analyzing networks and motives to share word-of-mouth


“People influence people. […]
A trusted referral influences people more than the best broadcast message.
A trusted referral is the Holy Grail of advertising.”
– Mark Zuckerberg. 

It is crucial to be aware of networks when thinking about marketing campaigns.

It is even more important to understand the motives of users to engage in Word-of-Mouth (WoM) promotion.

This episode exposes the network of customer interaction and the willingness of your users to engage in product talk.

Welcome back to episode II. No worries, in comparison to Star Wars our blog actually runs chronologically.

Whereas last episode explained the basics of WoM and its importance, we now dig deeper into the field and focus on consumer networks and motives.  

Already curious?

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Understanding the impact of Word-of-Mouth Marketing: “May the WoM be with you!”

Struggling in promoting your product?

For galaxy’s sake: Don’t give up, my friend!

I will provide you with a solution.


NuqneH as the Klingon would greet. In my blog series I will present you one of the most powerful Marketing tools:


Before we dig deeper into the topic, the first episode will acknowledge the relevance of WoM. We have to understand the functionality of WoM in order to profit from its Power. Let’s dive in!
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