{"id":803085,"date":"2022-05-06T11:24:33","date_gmt":"2022-05-06T11:24:33","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/kundresa-vs-kundupplevelse\/"},"modified":"2022-05-06T11:24:33","modified_gmt":"2022-05-06T11:24:33","slug":"kundresa-vs-kundupplevelse","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/sv\/kundresa-vs-kundupplevelse\/","title":{"rendered":"Kundresa vs kundupplevelse: Skillnaden mellan dem"},"content":{"rendered":"<p><span style=\"font-weight: 300;\">S\u00e5 varf\u00f6r beh\u00f6ver ditt f\u00f6retag b\u00e5de kundupplevelse och kundresa? \u00c4r de inte likadana? Inte precis.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Den f\u00f6rvirring som kan uppst\u00e5 n\u00e4r man st\u00f6ter p\u00e5 begreppen customer experience och customer journey \u00e4r f\u00f6rst\u00e5elig: B\u00e5da termerna beskriver era kunder, men sj\u00e4lva k\u00e4rnan och syftet med Customer Experience och Customer Journey \u00e4r olika.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">H\u00e4ng med oss om du vill l\u00e4ra dig mer om vad som skiljer Customer Journey fr\u00e5n Customer Experience och hur du kan skilja dem \u00e5t. L\u00e5t oss b\u00f6rja med att mycket kortfattat f\u00f6rst\u00e5 vad som \u00e4r definitionen av varje term.  <\/span><\/p>\n<div class=\"tags-wrap\">\n<p class=\"content-index\" style=\"margin-top: 0;\">Inneh\u00e5llsindex<\/p>\n<ol style=\"font-weight: 400; margin: 0px 30px; line-height: 22px;\">\n<li style=\"lisy-style-type: decimal;\"><a href=\"#What_is_Customer_Journey\">Vad \u00e4r kundresan?<\/a><\/li>\n<li style=\"lisy-style-type: decimal;\"><a href=\"#What_is_Customer_Experience\">Vad \u00e4r kundupplevelse?<\/a><\/li>\n<li style=\"lisy-style-type: decimal;\"><a href=\"#Why_are_they_different\">Varf\u00f6r \u00e4r de olika?<\/a><\/li>\n<li style=\"lisy-style-type: decimal;\"><a href=\"#Example\">Exempel p\u00e5 Customer Journey vs Customer Experience<\/a><\/li>\n<li style=\"lisy-style-type: decimal;\"><a href=\"#Conclusion\">Slutsats<\/a><\/li>\n<\/ol>\n<\/div>\n<h2 id=\"What_is_Customer_Journey\">Vad \u00e4r en kundresa?<\/h2>\n<p><a href=\"https:\/\/usqa.questionpro.com\/blog\/customer-journey-map\/\"><span style=\"font-weight: 300;\">Kundresan<\/span><\/a><span style=\"font-weight: 300;\">  \u00e4r upps\u00e4ttningen av alla kund\u00e5tg\u00e4rder och interaktioner med din produkt eller tj\u00e4nst och med ditt f\u00f6retag. Dessa \u00e5tg\u00e4rder kan vara verkliga eller m\u00f6jliga och g\u00e5 ut\u00f6ver k\u00f6pprocessen, inklusive stadierna f\u00f6re och efter f\u00f6rs\u00e4ljningen.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Resan best\u00e5r av fem steg och det \u00e4r viktigt att alltid ha den i \u00e5tanke, f\u00f6r om vi k\u00e4nner till den v\u00e4l kan vi komma n\u00e4rmare v\u00e5r m\u00e5lgrupp genom att tillgodose deras behov vid r\u00e4tt tidpunkt och d\u00e4rmed spara restid, vilket i sin tur leder till en l\u00e4ngre livscykel.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Det b\u00f6r noteras att, som namnet antyder, fokus ligger p\u00e5 kunden. Det \u00e4r d\u00e4rf\u00f6r vi m\u00e5ste st\u00e4lla oss fr\u00e5gan om Customer Journey vs Customer Experience:  <\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Vet vi vilka de \u00e4r?<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Vet vi hur de beter sig?<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">K\u00e4nner vi till deras \u00f6nskem\u00e5l och behov?<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Vet du hur ditt varum\u00e4rke f\u00e5r dem att k\u00e4nna sig?  <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">F\u00f6rs\u00e4ljningsprocessen som kunden g\u00e5r igenom str\u00e4cker sig fr\u00e5n n\u00e4r ett behov uppst\u00e5r till research och olika alternativ. Att ta h\u00e4nsyn till kundresan i aff\u00e4rsstrategin g\u00f6r det m\u00f6jligt att definiera vilka \u00e4mnen som ska behandlas samt format och distributionskanaler.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Ett av de f\u00f6rsta stegen i att skapa en kundresa \u00e4r att definiera k\u00f6parens persona. Genom att identifiera kunden kan du f\u00f6rst\u00e5 honom eller henne, s\u00e4tta dig in i hans eller hennes situation och p\u00e5 s\u00e5 s\u00e4tt f\u00e5 k\u00e4nnedom om hans eller hennes egenskaper, erfarenheter och behov.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">N\u00e4r du har definierat din k\u00f6parperson kan du skapa en <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/customer-journey-mapping\/\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <span style=\"font-weight: 300;\">karta \u00f6ver kundresan<\/span><br \/>\n<\/a><span style=\"font-weight: 300;\"> &#8211; en visuell representation av kundresan &#8211; f\u00f6r att illustrera kundens erfarenheter av ett f\u00f6retag. <\/span> <span style=\"font-weight: 300;\"><br \/>\n<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 300;\">\u00c4r du intresserad av att skapa din egen Customer Journey Map? D\u00e5 kanske du \u00e4r intresserad av att l\u00e4sa:  <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/how-to-create-a-customer-journey-map\/\"><span style=\"font-weight: 300;\">Hur skapar man en karta \u00f6ver kundresan?<\/span><\/a><\/p><\/blockquote>\n<h2><\/h2>\n<h2 id=\"What_is_Customer_Experience\">Vad \u00e4r kundupplevelse?<\/h2>\n<p><a href=\"https:\/\/www.questionpro.com\/cx\/why\/5-pillars.html\"><span style=\"font-weight: 300;\">Kundupplevelse<\/span><\/a><span style=\"font-weight: 300;\">  (CX) \u00e4r konsekvensen av en kunds uppfattningar efter att ha interagerat rationellt, fysiskt, emotionellt och\/eller psykologiskt med n\u00e5gon del av ett f\u00f6retag. Denna uppfattning p\u00e5verkar  <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/consumer-behavior-definition\/\"><br \/>\n  <span style=\"font-weight: 300;\">Kundbeteenden<\/span><br \/>\n<\/a><span style=\"font-weight: 300;\"> och skapar minnen som driver <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/customer-loyalty-what-it-is\/\"><br \/>\n  <span style=\"font-weight: 300;\">kundlojalitet <\/span><br \/>\n<\/a><span style=\"font-weight: 300;\">p\u00e5verkar det ekonomiska v\u00e4rde som ett f\u00f6retag genererar.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Customer Experience omfattar alla interaktioner fr\u00e5n engagemang till marknadsf\u00f6ring, uppt\u00e4ckt, k\u00f6p, anv\u00e4ndning och kundservice &#8211; oavsett kanal. Dess omfattning \u00e4r inkluderande och f\u00f6renar verksamheten kring kundens vision.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">F\u00f6retag kan inte helt kontrollera kundupplevelsen eftersom det inneb\u00e4r att dominera kundernas uppfattningar, k\u00e4nslor och beteenden, n\u00e5got som i sj\u00e4lva verket \u00e4r om\u00f6jligt.  <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Men om de kan f\u00f6rbereda sig f\u00f6r att erbjuda idealiska upplevelser och korrigera det som skadar deras kunder, och faktiskt st\u00e4nga loopen&#8230; D\u00e5 \u00e4r det troligt att f\u00f6retaget kan anv\u00e4nda en <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/\"><br \/>\n  <span style=\"font-weight: 300;\">plattform f\u00f6r hantering av kundupplevelser<\/span><br \/>\n<\/a><span style=\"font-weight: 300;\">.<\/span><\/p>\n<h2 id=\"Why_are_they_different\">De viktigaste skillnaderna<\/h2>\n<p><span style=\"font-weight: 300;\">Om skillnaden mellan de b\u00e5da termerna fortfarande k\u00e4nns f\u00f6rvirrande kommer h\u00e4r en ledtr\u00e5d: Kundresan \u00e4r en strategi som anv\u00e4nds f\u00f6r att hantera kundupplevelsen. Med andra ord bygger kundupplevelse p\u00e5 att kartl\u00e4gga kundernas resa f\u00f6r att f\u00e5 reda p\u00e5 hur deras interaktioner med ett varum\u00e4rke f\u00e5r dem att k\u00e4nna sig.  <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Om du arbetar f\u00f6r att ge dina kunder den b\u00e4sta kundupplevelsen m\u00e5ste du alltid ha deras resa och deras k\u00e4nslor i \u00e5tanke.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Hacker&#8217;s Guide till kundupplevelse.<\/strong>  CX komplexitet beror p\u00e5 de behov som varje f\u00f6retag eller projekt har. Vi hoppas att den h\u00e4r kostnadsfria e-boken hj\u00e4lper dig att b\u00e4ttre f\u00f6rst\u00e5 hur du skapar ett framg\u00e5ngsrikt program f\u00f6r kundupplevelse f\u00f6r att samla in insiktsfulla data och g\u00f6ra dina kunder till f\u00f6respr\u00e5kare f\u00f6r ditt varum\u00e4rke.<\/span><\/p>\n<p>E-boken beskriver ocks\u00e5 hur du skapar ett ramverk f\u00f6r din kundresa f\u00f6r att ditt CX-program ska bli framg\u00e5ngsrikt.<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/ebook\/hackers-guide-to-customer-experience.html\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>LADDA NER GRATIS<\/strong><\/a><\/span><\/p>\n<h2>Vivan los Tacos: Exempel p\u00e5 Customer Journey vs Customer Experience<\/h2>\n<p><span style=\"font-weight: 300;\">Att ha en tydlig bild av kundresan \u00e4r avg\u00f6rande f\u00f6r att f\u00f6rb\u00e4ttra kundupplevelsen. Se f\u00f6ljande exempel:  <\/span><\/p>\n<p><span style=\"font-weight: 300;\">L\u00e5t oss s\u00e4ga att du \u00e4r en trogen kund hos restaurangen &#8221;Vivan los Tacos&#8221;. Om n\u00e5gon fr\u00e5gar dig varf\u00f6r du alltid gillar att g\u00e5 dit kan du s\u00e4ga att det \u00e4r f\u00f6r att de har de b\u00e4sta tacosen i hela staden. Men du gillar inte deras kundservice, kanske f\u00f6r att servit\u00f6rerna \u00e4r otrevliga eller f\u00f6r att de tar f\u00f6r l\u00e5ng tid p\u00e5 sig att f\u00f6rbereda maten.  <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Det inneb\u00e4r att din kundupplevelse \u00e4r d\u00e5lig vid en viss tidpunkt under din resa som kund. Vad h\u00e4nder n\u00e4r du tr\u00f6ttnar p\u00e5 att f\u00e5 en s\u00e5 <a href=\"https:\/\/usqa.questionpro.com\/blog\/bad-customer-experience\/\">d\u00e5lig kundupplevelse<\/a> varje g\u00e5ng du \u00e5ker dit? Du kan \u00f6verv\u00e4ga att se \u00f6ver andra alternativ (deras konkurrenter) och avsluta livscykeln f\u00f6r din kundresa f\u00f6r gott med restaurangen &#8221;Vivan los Tacos&#8221;.  <\/span><\/p>\n<p style=\"text-align: center;\"><strong>L\u00c4R DIG OM: <\/strong><a href=\"https:\/\/usqa.questionpro.com\/blog\/customer-journey-mapping-tools\/\">Verktyg f\u00f6r kartl\u00e4ggning av kundresan<\/a><\/p>\n<p><span style=\"font-weight: 300;\">Vad \u00e4r sensmoralen i detta exempel? \u00c4r det s\u00e5 att man aldrig ska anta att bara f\u00f6r att man har de b\u00e4sta tacosen i omr\u00e5det s\u00e5 kommer ens kunder att vara lojala f\u00f6r evigt? Kanske det. Men ocks\u00e5 detta: genom att bygga en strategi f\u00f6r kundresan kring er kundupplevelse kan ni se vid vilken <a href=\"https:\/\/usqa.questionpro.com\/blog\/customer-touchpoints\/\">kontaktpunkt kunden<\/a> har det sv\u00e5rast. Och det b\u00e4sta s\u00e4ttet att f\u00e5 veta vad dina kunder tycker \u00e4r jobbigt eller roligt \u00e4r helt enkelt att fr\u00e5ga dem.<\/span><\/p>\n<blockquote>\n<p class=\"p1\">L\u00e4r dig hur du skapar din egen <a href=\"https:\/\/usqa.questionpro.com\/blog\/customer-journey-canvas\/\"><br \/>\n  <span class=\"s1\">canvas f\u00f6r kundresan<\/span><br \/>\n<\/a> och ladda ner v\u00e5r mall.<\/p>\n<\/blockquote>\n<h2><\/h2>\n<h2 id=\"Conclusion\">Viktiga skillnader mellan Customer Experience och Customer Journey<\/h2>\n<p><span style=\"font-weight: 300;\">L\u00e5t oss runda av detta:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Customer Journey \u00e4r en strategi som beskriver alla handlingar och interaktioner som kunden g\u00f6r i sin relation med ett varum\u00e4rke.  <\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Kundupplevelse (CX) \u00e4r hur ett f\u00f6retag relaterar till sina kunder i alla steg de g\u00e5r igenom (fr\u00e5n \u00f6verv\u00e4gande hela v\u00e4gen till att vara en marknadsf\u00f6rare av ditt varum\u00e4rke).<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Kundupplevelse och kundresa \u00e4r viktiga faktorer som alla f\u00f6retag m\u00e5ste ha i \u00e5tanke om de vill att deras kunder ska bli f\u00f6respr\u00e5kare f\u00f6r deras varum\u00e4rke.<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">F\u00f6r att kunna erbjuda en bra kundupplevelse m\u00e5ste du s\u00e4tta kunden i centrum f\u00f6r ditt f\u00f6retag. F\u00f6r att g\u00f6ra det m\u00e5ste du vara fullt medveten om deras kundresa.<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Om du vill skapa en tydlig vision av vad dina kunder k\u00e4nner efter varje transaktion med ditt varum\u00e4rke m\u00e5ste du samla in deras feedback.  <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">Vi hoppas att skillnaderna mellan Customer Journey och Customer Experience blir tydliga med den h\u00e4r enkla f\u00f6rklaringen, och att du kan dra nytta av b\u00e5da f\u00f6r att f\u00f6rb\u00e4ttra dina CX-resultat. P\u00e5 QuestionPro har vi alla verktyg du beh\u00f6ver f\u00f6r att f\u00f6rb\u00e4ttra varje steg i din kundresa och \u00f6ka din kundupplevelse.<\/span><\/p>\n<p style=\"text-align: center;\"><strong>L\u00c4R DIG OM:<\/strong> <a href=\"https:\/\/usqa.questionpro.com\/blog\/consumer-decision-journey\/\">Konsumentens beslutsresa<\/a><\/p>\n<p><span style=\"font-weight: 300;\">Med <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/\"><br \/>\n  <span style=\"font-weight: 300;\">QuestionPro CX<\/span><br \/>\n<\/a><span style=\"font-weight: 300;\">  kommer du att kunna utv\u00e4rdera hur n\u00f6jda dina kunder \u00e4r vid varje viktig punkt p\u00e5 deras resa, utl\u00f6sa varningar f\u00f6r att undvika kritiker och uppmuntra ambassad\u00f6rer, bland andra funktioner. Vi inbjuder dig att uppt\u00e4cka hur en kraftfull 360\u00ba CX-hanteringsplattform kan g\u00f6ra skillnad och ge dig anv\u00e4ndbara data f\u00f6r ditt CX-program.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c4r du intresserad av att veta lite mer om <\/span><span style=\"font-weight: 400;\">QuestionPro CX<\/span><span style=\"font-weight: 400;\">? Vi vill g\u00e4rna prata med dig och l\u00e4ra k\u00e4nna ditt projekt p\u00e5 djupet. Nu tar vi kontakt!<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <button>L\u00c4S MER<\/button><br \/>\n<\/a>       <a href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?classID=1063&amp;sourceRef=home-cx\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <button>GRATIS PROVPERIOD<\/button><br \/>\n<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>S\u00e5 varf\u00f6r beh\u00f6ver ditt f\u00f6retag b\u00e5de kundupplevelse och kundresa? \u00c4r de inte likadana? Inte precis. Den f\u00f6rvirring som kan uppst\u00e5 [&hellip;]<\/p>\n","protected":false},"author":41,"featured_media":740763,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1457],"tags":[],"class_list":{"0":"post-803085","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-kundupplevelse","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kundresa vs kundupplevelse: Skillnaden mellan dem | QuestionPro<\/title>\n<meta name=\"description\" content=\"S\u00e5 varf\u00f6r beh\u00f6ver ditt f\u00f6retag b\u00e5de kundupplevelse och kundresa? \u00c4r de inte likadana? 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