Customer Journey Map Analysis of Eviivo (B2B Marketing) - Report

This report provides an analysis of Eviivo's customer journey map, a UK-based company serving the B2B market of small hotels and guesthouses. The report begins by differentiating between B2B and B2C marketing approaches, highlighting the long-term relationship focus and single vertical market of B2B. It then outlines Eviivo's customer journey, detailing the stages of awareness, research, selection, delivery, and follow-up. Each stage includes actions, touchpoints, and potential barriers to success. The report also includes references to relevant academic sources supporting the analysis. The customer journey map outlines the process that Eviivo customers go through, from initial contact through to ongoing support and service, highlighting the importance of building relationships and providing tailored solutions to meet the specific needs of their clients.

Assignment on Customer journey map
Assignment on Customer journey map
Name of the student
Roll number
Date of submission

Assignment on Customer journey map
The company chosen is Eviivo, Launched in 2003. It has diverse portfolio with more than
6,600 small hotels and guesthouses. Its based in UK and Europe providing B&B vacation rentals.
It has till date over 12,000 properties registered across Europe. Annually its customer base grows
by 30% , with an average contract of seven years in a row for each rentals. It deals in B2B
business by providing solution to hotels and guesthouse to manage diary to manage booking and
guest along with their reviews and offers. It also has two way synchronization with all major
travel agencies.
Difference between B2B and B2C business
B2B
 B2B marketing completely focuses on building personal relationships for a long-term
business. It is a long term business of buying cycle.
 It has single vertical market to handle (Rėklaitis, and Pilelienė, 2019).
 Customer life time value is high.
 Branding is important for awareness building activities.
B2C
 B2C marketing focuses on product selling relationships for a short-term business. It has a
short term business of buying cycle.
 It has broad and vast market to handle.
 Customer life time value is Short (Nath, Saha, and Salehi-Sangari, 2019).
 Branding is important for point of purchase activities. The branding is repetitive.
Customer Journey map for Eviivo
Awareness Research Selection Delivery Follow up
Thinking The hotel or
guesthouse
finds details on
like, ads and
cold calling
They research the
rates and compare
with other
competitors.
Selection the
Eviivo based on
different criteria.
The Eviivo
delivers the
services to the
hotels.
The team of
customer care
takes the
periodic follow
up.

Assignment on Customer journey map
(Stienmetz,
Kim, Xiang,
and
Fesenmaier,
2020).
Action
They call the
service
provider
Eviivo.
The customer ask
for the entire
prospectus.
Based on their
requirement they
will do the
selection.
The Eviivo
delivers the
services to the
hotels.
The team of
customer care
takes the
periodic follow
up.
Touch points
Direct mail,
customer
referral, social
media,
billboards.
Broachers and
catalogues,
Customer review,
White papers, PR.
Presentation,
ROI data,
Testimonials.
Invoicing, Stake
holder buy in,
Account
management.
Technical
support,
Customer
services, market
research.
Barriers
Self service of
implementing
the service.
Not having
important content. Competition Lack of enough
customer trust.
Complex legal
process.
Opportunities
Company
reputation for
long years.
Security model Customer
reviews.
Exceed customer
expectation.
Providing and
maintain service
standards.

Assignment on Customer journey map
Reference
Stienmetz, J., Kim, J.J., Xiang, Z. and Fesenmaier, D.R., 2020. Managing the structure of
tourism experiences: Foundations for tourism design. Journal of Destination Marketing &
Management, p.100408.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Management of Organizations: Systematic Research, 81(1), pp.73-86.
Nath, A., Saha, P. and Salehi-Sangari, E., 2019. Blurring the borders between B2B and B2C: a
model of antecedents behind usage of social media for travel planning. Journal of Business &
Industrial Marketing.