Customer Journey Management

It is generally recognized that a greater understanding of customers can enhance customer satisfaction and business performance. This article seeks to broaden this understanding by analyzing cross-platform and multichannel customer behavior during various stages of the customer purchase journey. Several ‘shopper archetypes’ are identified and profiled. These ‘shopper archetypes’ exist depending on interaction patterns across channel options available and differ according to their socio-/demographic and lifestyle characteristics as well as to their sociological and psychological dimensions. By understanding this customer purchase journey suppliers are able to use valuable marketing and managerial resources in a better way, improve this journey and deliver unique experiences to different customer segments, therefore ensuring customer satisfaction and loyalty and driving sales.

O processo de mapeamento de jornada do cliente pode assumir muitas formas. Neste post, destacamos alguns dos métodos mais eficazes, com algumas dicas para aprimorar suas práticas de mapeamento de jornadas.

Em essência, um mapa da jornada do cliente é realmente um conceito simples:

Uma ilustração que detalha todos os pontos de contato em sua organização com os quais um cliente entra em contato à medida que ele tenta atingir uma meta e as emoções que experimentam durante essa jornada.

Customer journey has become an increasingly important concept to understand complex customer behaviours and get insights into their experiences. While the term has been used in diverse disciplines since the 1990s and its literature has grown more than sevenfold over the last eight years, understanding of the topic remains incoherent. This paper adopted a stream-based systematic review approach to identify the underlying themes of the customer journey presented in the business literature up to May 2020. 147 relevant papers were retrieved from Scopus, Web of Science and EBSCO for the analysis. The quantitative content analysis identified five underlying themes of the customer journey, namely, service satisfaction, failure and recovery, co-creation, customer response, channels and technological disruption. The results section reviewed and discussed each theme and its sub-themes in turn. The review identified important gaps in the literature related to the key stages of a customer journey.

Customer Journey (CJ) mapping offers a view of the Customer Experience (CX) from a customer's standpoint, which acts as the first step towards a myriad of actions that can be performed to improve CX. While CJ mapping has proven to be helpful in a wide range of use cases, companies still struggle to apply technology to make it effective. This research performs a literature review to identify how IT and digital assets can be used in the CJ context, providing practical examples for organizations willing to implement a consumer-centered IT strategy. As a result, it was found that IT can be used in three primary contexts for CJ: mapping, enabling, and monitoring.

Apprenticeship Business Administration - Unit 75 – Understand the customer service environment:
Explain the value of customer service as a competitive tool
Explain the process of mapping the customer journey and its importance in delivering effective customer service
Describe techniques used to identify service failures
Explain the concept and importance of the service profit chain
Describe methods of measuring organisational effectiveness in the delivery of customer service
Explain the importance of a brand to customers and to an organisation
Explain how branding can influence customers' perception of an organisation and its products and/or services
Explain the potential impact of good and poor customer service on a brand
Explain the features of different customer service models and customer service standards
Explain the relationship between customer service and operational areas of an organisation
Explain the relationship between customer service and continuous improvement processes
Explain the costs and benefits of customer service to an organisation
Explain the impact of organisational values on how customers create their expectations
Explain how organisational values impact on meeting customer expectations
Explain the implications of consumer-related legislation on customer service delivery
Explain the implications of confidentiality and data protection legislation for the collection, storage and use of customer information

Joannes Leo Africanus, (c. 1494 – c. 1554?) (or al-Hasan ibn Muhammad al-Wazzan al-Fasi, Arabic:حسن ابن محمد الوزان الفاسي) was an Andalusian Amazigh Moorish diplomat and author who is best known for his book Descrittione dell’Africa (Description of Africa) describing the geography of North Africa.

Ibn Baṭūṭah (Arabic: أبو عبد الله محمد بن عبد الله اللواتي الطنجي بن بطوطة‎, ʾAbū ʿAbd al-Lāh Muḥammad ibn ʿAbd al-Lāh l-Lawātī ṭ-Ṭanǧī ibn Baṭūṭah), or simply Ibn Battuta (ابن بطوطة) (February 25, 1304 – 1368 or 1369), was a Moroccan explorer of Berber descent. He is known for his extensive travels, accounts of which were published in the Rihla (lit. "Journey"). Over a period of thirty years, Ibn Battuta visited most of the known Islamic world as well as many non-Muslim lands. His journeys included trips to North Africa, the Horn of Africa, West Africa and Eastern Europe in the West, and to the Middle East, South Asia, Central Asia, Southeast Asia and China. Ibn Battuta is considered to be among the great travellers of all time.

O fato de você estar lendo este artigo significa que é mais do que provável que você tenha se deparado com a frase "Voz do cliente". Mas você sabe exatamente o que isso significa e como exatamente você pode capturar essa voz?

Vamos analisar como isso é possível, como você pode medi-lo e como usar a voz do cliente para melhorar a experiência do cliente.

With more and more companies finally realizing why they should worry about customer experience and why customer experience management is important, customer experience tools & techniques are gradually attaining a critical status when it comes to assessing customer satisfaction. However, while this approach does teach businesses how to measure customer experience by acquiring valuable and measurable data, the problem is that it doesn’t reveal or teach businesses how to improve customer experience and keep those same customers happy.
In case you are genuinely wondering what is customer experience strategy that truly works, here it is: learning from your mistakes and turning them into positive business opportunities.

Strategisch Merkenmanagement (Keller, Heijenga, Schoppen) is about building brands and creating brand equity, and what organizations need to know and do to manage brands succesfully. In 2015 the book is actualized by Erik Schoppen and Ruud Heijenga with new psychological and sociological insights with regard to consumer behavior and sustainable brand leadership. Chapter 6 is fully dedicated to the Build-Bridge-Bond-method of H.S. (Erik) Schoppen.

It is generally recognized that a greater understanding of customers can enhance customer satisfaction and business performance. This article seeks to broaden this understanding by analyzing cross-platform and multichannel customer behavior during various stages of the customer purchase journey. Several ‘shopper archetypes’ are identified and profiled. These ‘shopper archetypes’ exist depending on interaction patterns across channel options available and differ according to their socio-/demographic and lifestyle characteristics as well as to their sociological and psychological dimensions. By understanding this customer purchase journey suppliers are able to use valuable marketing and managerial resources in a better way, improve this journey and deliver unique experiences to different customer segments, therefore ensuring customer satisfaction and loyalty and driving sales.

PurposeCustomer experience research predominantly anchors the customer journey on a specific offering, implying an inherently firm-centric perspective. Attending calls for a more customer-centric approach, this study aims to develop a goal-oriented view of customer journeys.Design/methodology/approachThis study interprets the results of a phenomenological study of a transformative journey toward a sober life with the self-regulation model of behavior to advance understanding of customer journeys.FindingsThe consumer's journey toward a higher-order goal encompasses various customer journeys toward subordinate goals, through which consumers engage in iterative cognitive and behavioral processes to adjust or maintain their experienced situation vis-à-vis the goal. Experiences drive behavior toward the goal. It follows that negative experiences may contribute to goal attainment.Research limitations/implicationsThis study highlights the importance of looking at the consumers' hig...

This chapter engages with customer journeys as a design method for use in servicebased experience design. The method is illustrated by presenting two specific participatory design journey tools-Journey Touchpoints and Pinball Customer Flow-each of them applied in collaborative design activities.
Understanding and exploring experiences as journeys, and supporting this understanding
with tangible and playable tools, is necessary because conventional user experience
design too often focuses on singular touchpoints instead of building an understanding
of a temporally more comprehensive route of experiences where various physical, social,
and object interactions may interrelate.
The journey tools are unfolded in relation to cultural leisure-time service experience
design (museum visits, pop-up marketing for a house, amusement park, and food
festival). The journey tool is used in facilitated collaborative concept development workshops and is a way to engage participants in tangible and playable design activities within experience design.
Customer journeys are tools that help participants imagine and develop multiple
points of connection, interaction, and exchange between users and experience designs.

This special edition focuses on "Consumer Experience Management and Customer Journeys in Tourism, Hospitality and Events". This introduction considers current topics concerning researchers and practitioners about consumer journeys and experience management and introduces the six papers in the special issue. We would like to thank the authors and reviewers for this special issue.

Purpose -Customer experience research predominantly anchors the customer journey on a specific offering, implying an inherently firm-centric perspective. Attending calls for a more customer-centric approach, this study aims to develop a goal-oriented view of customer journeys. Design/methodology/approach -This study interprets the results of a phenomenological study of a transformative journey toward a sober life with the self-regulation model of behavior to advance understanding of customer journeys. Findings -The consumer's journey toward a higher-order goal encompasses various customer journeys toward subordinate goals, through which consumers engage in iterative cognitive and behavioral processes to adjust or maintain their experienced situation vis-a-vis the goal. Experiences drive behavior toward the goal. It follows that negative experiences may contribute to goal attainment. Research limitations/implications -This study highlights the importance of looking at the consumers' higher-order goals to obtain a more holistic understanding of the customer journey. Practical implications -Companies and organizations should extend their view beyond the immediate goals of their customers to identify relevant touchpoints and other customer journeys that affect the customer experience.

Customer Journey ou mapa da jornada do cliente é um documento que contém todos os passos que o seu target percorre até efetuar a compra do seu produto ou serviço.

Ele é feito sob a perspectiva da buyer persona e representa os diferentes pontos de contato entre o usuário e a marca.

In light of the complex customer behaviour and customer journeys in omnichannel retailing, this study aims to investigate customer co-creation behaviour, customer response and customer experiential values as critical aspects of the customer journey, and examine their impact on the level of customer journey satisfaction. The results confirmed the significance of all factors, except information seeking and arousal, in all phases and exploration in the post-purchase phase, on customer journey satisfaction. For a further examination, this study classified the participants into three different segments according to their journey pattern and scrutinised whether the impact of the three predictors of customer journey satisfaction varied across customer segments. The analysis showed that customer segments were fragmented. The impact of customer co-creation behaviour, customer response and customer experiential values on customer journey satisfaction varied across the three customer segments. A heatmap highlighted the most influential factors of each customer segment. The study yielded several theoretical contributions and insights into omnichannel customers for managers.