Amir Zakaria Consulting Group | Customer Journey
Amir Zakaria, Nazli Monajemzadeh, امير ذكريا، نازلي منجم زاده، Customer Journey, customer experience, added value, mobile technologies, journey, Advertiser, Customer journey mapping, CJM
16009
post-template-default,single,single-post,postid-16009,single-format-standard,ajax_fade,page_not_loaded,,qode-child-theme-ver-1.0.0,qode-theme-ver-10.0,wpb-js-composer js-comp-ver-4.12,vc_responsive

Customer Journey

Customer Journey

Over the years, researchers have tried to define the concept of experience which, anyway, remains loose given the complexity and multifaceted nature of the notion (Same and Larimo, 2012). Schmitt (2011) described the customer experience as multidimensional yet holistic concept, composed by multiple dimensions of how a human’s mind works. Millard (2006) defined the experience as an expectation gap between promised services and the result of what the customer receives. Morgan, Lugosi, and Ritchie (2010) agree and describe the customer experience as a continuous process of diminishing the space between promises a company gives to its consumers and the distributed experience. Academics and practitioners agree that the creation of exclusive and memorable experiences creates added value for consumers and generates competitive advantages (Morgan et al., 2010) for the company leading to customers’ satisfaction and loyalty (Cetin and Dincer, 2014).

Within this context mobile technologies are transforming travelers’ experience, by enabling the co-creation, co-delivery, and co-consumption of personalized activities (Neuhofer et al., 2013). Recent evolutions indicate that mobile devices are becoming travel buddies (Tussyadiah, 2013) and their use is profoundly influencing the different phases of a travelers’ journey (Inversini, 2017; Wang and Fesenmaier, 2013).

Advertisers employ various channels to reach customers over the Internet, who often get in touch with multiple channels along their “customer journey.” However, evaluating the degree to which each channel contributes to marketing success and the ways in which channels influence one another remains challenging (Anderl et al, 2016).

Customer journey mapping (CJM) is an increasingly popular strategic management tool praised by both academics and practitioners for its usefulness in understanding an organization’s customer experience. CJM lists all possible organizational touch-points customers may encounter during the service exchange process. By clearly understanding customer touch-points, senior management can work with cross-functional team members to employ tactics that foster service innovation. The goal of these tactics is to enhance customer service provider interactions by improving the customer experience associated with each touch-point (Rosenbaum et al).

Retailers can choose from a plethora of online marketing channels to reach consumers on the Internet, and potential customers often use a vast range of channels during their customer journey (Anderl et al, 2015).

Reference

  • Anderl, E., Becker, I., Wangenheim, F. V., Schumann, J. H. (2016). “Mapping the customer journey: Lessons learned from graph-based online attribution modeling”. International Journal of Research in Marketing 33 (2016) 457–474.
  • Anderl, E., Schumann, J. H., Kunz, W. (2015). “Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys”. Journal of Retailing, 10.1016/j. jretai. 2015.10.001.
  • Cetin, G., Dincer, F.I. (2014). “Influence of customer experience on loyalty and word-of-mouth in hospitality operations”. Anatolia 25 (2), 181e194.
  • Inversini, I. (2017). “Managing passengers’ experience through mobile moments”. Journal of Air Transport Management 62 (2017) 78e81.
  • Millard, N. (2006). “Learning from the “wow” factor d how to engage customers through the design of effective affective customer experiences”. BT Technol. J. 24(1), 11e16.
  • Morgan, M., Lugosi, P., Ritchie, J.R.B. (2010). “The Tourism and Leisure Experience: Consumer and Managerial Perspectives”. Channel View Publications.
  • Neuhofer, B., Buhalis, D., Ladkin, A. (2013). “Co-creation through technology: dimensions of social connectedness”. In: Xiang, Z., Tussyadiah, I. (Eds.), Information and Communication Technologies in Tourism 2014. Springer International Publishing, pp. 339e352.
  • Rosenbaum, M., Otalora, M. L., Ramı´rez, G. C. (2016). “How to create a realistic customer journey map”. Business Horizons, BUSHOR-1342; No.
  • Same, S., Larimo, J. (2012). “Marketing Theory: Experience Marketing and Experiential Marketing”. Presented at the 7th International Scientific Conference. Business and Management, Vilnius.
  • Schmitt, B. (2011). “Experience Marketing: Concepts, Frameworks and Consumer Insights”. Now Publishers Inc.
  • Tussyadiah, I. (2013). “When cell phones become travel buddies: social attribution to mobile phones in travel”. In: Cantoni, L., (Phil) Xiang, Z. (Eds.), Information and Communication Technologies in Tourism 2013. Springer Berlin Heidelberg, pp. 82e93.
  • Wang, D., Fesenmaier, D.R. (2013). “Transforming the travel experience: the use of smartphones for travel”. In: Cantoni, L., (Phil) Xiang, Z. (Eds.), Information and Communication Technologies in Tourism 2013, pp. 58e69.

No Comments

Post A Comment