Design a More Customer-Centric Buying Experience

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What:: Is your buyer’s experience built on instinct or insight? How journey mapping can inform a more customer-centric digital design.
When:: Thursday, August 27, 2020 | 12:25 PM
Who:: John Ours CEO, Paragon Consulting
Why:: Applying B2C concepts can enhance your B2B buyer’s journey, but not always. Knowing which B2C experiences to leverage for your audience starts by understanding how your customer shops and empathizing with their unique needs. Yet, many B2B companies tend to view their customers as a homogenous segment whose values, attitudes, behaviors and needs are the same. Or, we react to whichever customer or internal stakeholder has screamed the loudest recently. Rarely do we gain insight to buyer’s perspective. Perhaps it’s organizational instinct or “what we’ve always done”. Perhaps it’s a notion from your sales team or a business analyst who was once a customer. Often overlooked is the true voice of the customer.

In this session, we’ll discuss how research strategies such as journey mapping can help you best understand your customer and their buying journey – and how doing so can have a positive effect on both their experience with your brand and your bottom line. We’ll share real-world client examples of how customer insights can inform an intelligent product roadmap that prioritizes website features and functionality that will be most impactful. You’ll also learn tips to recognize, adopt and apply B2C commerce tactics that add value – not based on what’s cool or Amazon-trendy, but rather what’s “right” to make your customer’s online experience easier, personal, and ultimately, delightful.

John Ours has been designing enterprise-class web experiences for over two decades and has lived through countless trends in web thinking. In his 15 years as an architect with Paragon, he designed major web systems for organizations like GE, Charles Schwab, E&Y and the Cleveland Clinic among many others. As CEO at Paragon, John currently oversees an organization of 70 consultants as they build and maintain digital experiences for customers around the world. John is a frequent speaker on the topics of marketing technology and industry trends at thought leadership events around the region. When granted a few free minutes by his three kids, John enjoys playing guitar, working on cars, and taking stuff apart.

John Ours

Chief Executive Officer

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Customer Journey Mapping

Great customer experience isn’t about changing the customer into who you want them to be. Rather, it’s about understanding your customer and making the experience the one they need.

Sitecore for Manufacturing

Since 2008, Paragon has delivered countless manufacturing industry projects across multiple generations of Sitecore, all with one common goal: Improving our customer’s digital experience.

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Journey Mapping Blog Series: Part 1, Understanding Journey Maps

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Create a more personalized customer journey with Paragon's unique customer journey mapping approach.

From Journey Mapping to Message: Personalization that Matters

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Learn how to design a more customer-centric buying experience | 2020 B2B Online Virtual Event